Our Strategy
Citrine Capital wanted to reach potential clients who didn’t yet know they needed a wealth advisor. These tech employees were partially paid in equity, which they couldn’t sell until six months after their employer was publicly traded. Demand for tax advice climbs from the moment an IPO filing looks likely and fades once the lockup expires. Citrine Capital wanted to rank inside that window and win those readers as clients.
Since previous SEO efforts had stalled, we first aligned on a shared KPI to build trust: new client acquisition. Our strategy was crafted around this goal, keeping the user journey in mind with each deliverable.
To reach their target audience, we created 20 new service pages. We structured each page for retrievability to increase citation likelihood.
With that foundation in place, we focused on two content areas:
- Building an evergreen equity compensation library that makes the IPO articles credible. We published eight equity compensation articles to help employees better understand their options.
- Publishing a new article on each IPO filing while the news was still breaking.
To support the latter, we crafted an article template for IPO filings that Citrine Capital was able to reuse for company-targeting content when large firms filed. The SpaceX edition became the site’s single largest click driver, and the Anthropic edition reached position three within weeks. Our template made it easy to publish on-brand content that aligned with query intent.
Throughout the campaign, we also ran regular technical site audits and acquired monthly backlinks to support our content work.
The Results
Search produced more than half of Citrine Capital’s new clients from September 2025 through August 2026, three times the number the firm had set out to win.
AI referral sessions grew 720% year over year. Organic sessions grew 117%, from 3,367 to 7,317.
More importantly, our partnership has enabled the client to quickly respond to new IPO filings and better meet their prospective clients where they are.
