Growing an established product through organic search

My work on PropFirmTrader focused on growing an established prop-firm comparison website organically. I combined SEO improvements with useful trading tools, a Chrome coupon extension and a clearer, more trustworthy experience.

My role: Sole developer & technical product partner
The brief: Grow the website organically
Areas of work: SEO, product development, AI & automation, internal systems

Organic traffic growth

≈40%

In about two months after I joined.

Organic traffic grew by around 40% while I worked on SEO, product features and the website experience.

01 / The starting point

Build on what was already there.

PropFirmTrader was already an established prop-firm comparison website when I joined. The goal was to grow it organically: help more traders find the site, then give them useful reasons to keep using it.

That meant working across the product. Alongside SEO, I looked at the tools available to visitors, the information on the pages and how the website presented the brand.

PropFirmTrader's side-by-side comparison of two prop firms and their account plans — Side-by-side firm comparison

02 / What I changed

Discovery, usefulness and trust.

01SEO

Help more people find the site

I introduced SEO improvements across the existing website, with organic growth as the goal. The work focused on developing the site as a destination traders could discover through search.

02Product development

Give traders reasons to return

I added trading tools and a Chrome coupon extension to make the product useful beyond an initial comparison. These gave traders more ways to use PropFirmTrader and more reasons to come back.

03Experience & data

Make the information easier to trust

I improved page layouts and added more data, working on both the information available and how it was presented. The aim was a clearer experience and a brand that felt more trustworthy.

04Internal systems

Build the systems behind the growth

Alongside the public website, I built a suite of internal tools covering AI-assisted workflows, custom automation, validation tooling and decision support. Together, they support the day-to-day running of the business as well as the work involved in growing the website.

AI-assisted workflows
Custom automation
Validation tooling
Decision support

PropFirmTrader tools directory with simulators, a drawdown visualizer and calculators — Trading tools and calculators

PropFirmTrader drawdown visualizer showing an example account balance and maximum-loss floor chart — Drawdown visualizer: example scenario

03 / The result

Around 40% growth in organic traffic.

In about two months after I joined, organic traffic grew by around 40%. The work combined improvements to an existing website with new reasons for traders to find and use it, all around the original goal of growing the product organically.

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