Belgium
Partnership since 2022
The financial sector is one of the most competitive environments in SEO. Banks, insurers and investment players compete for positions on high-value commercial queries, in a context where Google applies its E-E-A-T standards with particular rigour on YMYL topics, Your Money or Your Life. Every position gained or lost has a direct impact on the volume of incoming leads.
It is in this context that Universem has been supporting Beobank since 2022, initially on an “Always-On” SEO foundation, then integrating a GEO layer from 2025 to address the new realities of Global Search.
The results measured between late 2024 and early 2026 confirm what the method promised: strengthened, lasting and structurally sound organic visibility.
The challenge: maintaining historical authority during a major migration
From late 2024, Beobank had to simultaneously tackle two critical projects, a dual challenge rarely as well documented in the Belgian banking sector.
Full technical migration
Supervising and securing the overhaul of the Retail and Professional web platforms without any loss of organic traffic, on a domain whose historical authority is a non-negotiable strategic asset.
Adapting to generative search
Strengthening visibility on investment products in a SERP 3.0 context, where AI Overviews and generative engines capture a growing share of high-value financial queries.
The Universem methodology: Always-On SEO & GEO
Zero organic traffic loss
Authority & technical structure
AI-optimised pages
Ongoing team training
The Universem methodology explained in 60 seconds
IN BRIEF
This short video capsule summarises the two dimensions of Universem’s mission at Beobank: on one side, the technical rigour of a secure migration; on the other, the adaptation to the new realities of Global Search via GEO.
Two projects run in parallel, with a shared goal: ensuring every euro invested in SEO keeps working, today and six months from now.
1Secure migration, complete support from start to finish
The simultaneous migration of the Retail and Professional structures in 2025 represented a major risk to the SEO capital built up over the years. Universem supervised the entire process, redirects, URL structure, content consolidation, authority signals, to guarantee perfect organic traffic continuity during the transition.
2Always-On SEO strategy, since 2022
Ongoing foundational work on the technical and semantic structure of the domain. Crawl budget optimisation, consolidation of authority signals, production and revision of strategic content, coherent internal linking aligned with priority product pages. This is not a sprint, it is a discipline.
3Optimisation GEO & Sémantique, section Invest
From 2025, Universem integrated a GEO (Generative Engine Optimization) layer on the investment section content, the most competitive product pages and those most exposed to AI-related algorithmic changes.
4Agile governance & formation continue
Clear roadmap, weekly marketing/digital check-ins, monthly reports by product category, and training sessions to align Beobank’s internal teams with Search developments. Transparency and training are performance levers in their own right.
The results: maximised and lasting visibility
Page 1 dominance on strategic financial products
The vast majority of priority financial products, savings accounts, investment products, insurance, loans, saw significant ranking improvements in 2025 and established themselves durably on page one. A result all the more notable in a sector where every position is contested by players with considerable budgets.
-97% non-indexable pages: a healthy structure
The near-total elimination of non-indexable pages is a fundamental technical indicator. It means Google’s crawl budget is now efficiently used on pages that have value, rather than being wasted on orphaned, duplicated or misconfigured pages. This is the prerequisite for any semantic optimisation to translate into visible performance.
+22% non-branded clicks: effectiveness on pure intent queries
Non-branded clicks are the most valuable in SEO: they come from users seeking neutral financial expertise, without having previously thought of Beobank. A 22% increase on these queries means Beobank has established itself as a relevant answer where the purchase decision is built, even before the user knows the brand.
What Aurélien Fontaine values most about the partnership
What this testimonial reveals : beyond the metrics, it is the collaboration model that is praised: the clarity of recommendations by product category, responsiveness to emerging trends (including GEO), and the ability to support teams through major structural changes like the migration. This is precisely what the Always-On model enables.
Why the SEO + GEO model is the right answer in 2026
The Beobank case illustrates a reality that many financial players have not yet internalised: in an environment where AI Overviews and generative engines are transforming the way users find and evaluate financial products, stratégie SEO alone is no longer enough.
The SEO + GEO combination is not a trend. It is a structural adaptation to a Search that is transforming. The pages that perform tomorrow will be those that are both well-ranked in traditional results and structured to be understood, cited and recommended by generative environments.
4 years
of continuous partnership
2 platforms
migrated without traffic loss
Page 1
for the majority of strategic products
GEO
integrated from 2025 on Invest
