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Tingtel: FinTech Mobile App Startup SEO Case History

by Andreas Voniatis Founder. Fractional SEO Consultant.

Some Context.

Tingtel are a fintech startup providing a mobile SAAS platform helping Nigerian’s buy, transfer and sell mobile airtime credits. Airtime is also used as a quasi currency to purchase goods and services, such as settling electricity bills.



Tingtel were not visible for the searches Nigerians used to buy or sell airtime. They had a website with content, however this required optimisation to be visible among the more established and well known incumbent brands such as Cheetah Pay, Zoranga.


What We Did.

We mined their search log data for opportunities to find search phrases that their target audience actually used. This helped us recommend content optimisations to make the existing content positioned for higher volume searches.

We also advised on the launch of additional Nigerian language sites and optimised the site architecture (including HREFLANG tags) so that the correct landing page language version would appear in Google Nigeria, for any of the 4 main Nigerian languages.

Other technical optimisations included canonical tags, content migrations and Core Web Vitals (CWV).

Telco SEO Timeline



+5,200% more Organic Users per month above benchmark

Benchmark is the non brand organic traffic Tingtel would have accrued had no further SEO activity taken place.

Telco SEO Impact


By the end of 3 months, Tingtel were in the top 5 in Google for “buy airtime”, “sell airtime” and other targeted phrases in Nigeria for English and the targeted Nigerian languages.


In the Clients words.

“We have found Artios’ SEO services to be extremely valuable. Their data driven approach is efficient and helped us improve our website leading to more app downloads.” Tim Milverton, CTO of Tingtel.

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