Capcito, first where clicks cost most

Capcito brought a new kind of business loan to a category where every click is bought. We made its site easy for search to read and planned the pages its customers look for, and in three months organic search brought traffic that would have cost nearly a million kronor in ads.

See the results

Client: Capcito
Industry: Business loans online (fintech)
Markets: Sweden
Period: From the start of the work, as reported in our original case (2021, updated 2022)Reported 2021 to 2022
Our part: Technical audit, search demand, content plan, links and ongoing advice

Capcito's page “Företagslån” (business loans) open on a laptop on the oak counter of a small bakery in the morning, with sourdough loaves and baguettes in baskets on the shelves, a stone oven and a card terminal. — The business loans page on capcito.se

Challenge

A new kind of business loan

Capcito lends to companies online, basing the offer on their bookkeeping, so a business can see how much it can borrow in thirty seconds.

It brought that product to a traditional industry, where competition for business loans is intense, in search as much as anywhere, and where standing out is a matter of both the product and being found.

Capcito bought customers through Google Ads as well, and kept doing so. The brief for search was to have the companies looking for a loan find Capcito first in the organic results, beside the ads.

What we found

Every organic click had a price

In a category bought click by click, an organic visit is worth what the same click would cost as an ad. That put the value of the work in kronor.

The plan itself was simple, and it asked for precision: in the technical details, and in understanding Capcito's customers.

We began with a technical audit, finding the problems and risks that stood between Google and the site. In plain terms: the search engine had to read Capcito's site correctly and tell its information apart.

Then the market: what companies search for, and where the demand was. From there came a plan of technical fixes ordered by expected effect against effort, a link strategy, and proposals for pages to build from how the likely customers search.

The writing was Capcito's own: we helped its editor set up a content plan in concrete terms, what to write about and how to write it.

After the first work we stayed on as advisers, on how to shape the pages and new offers on the site to catch new traffic and serve the existing traffic better.

The plan, step by stepFrom a site search can read to pages beside the ads

The product
Business loans online, with the borrowing limit shown in thirty seconds from the bookkeeping.
The market
A traditional industry, with intense competition for every search.

01 Audit
Can Google read the site?
1. Technical audit
  The problems and risks found, so Google reads the site and tells its information apart.
02 Demand
What do companies search for?
1. Search behaviour
  Where the market's demand is, and where traffic can come from.
2. Pages to build
  Proposals for new pages, from how the likely customers search.
03 Plan
What comes first?
1. Fixes by effect
  Technical fixes ordered by expected effect against effort.
2. Links
  A link strategy for the pages that matter most.
3. The content plan
  For Capcito's editor: what to write about, and how.
Out Advice
Beside the ads
1. Ongoing advice
  How to shape pages and new offers to catch new traffic and serve existing traffic better.
First in the results, beside the ads

The work

Screens are Capcito's site as captured on 27 September 2026, shown in staged scenes.

Capcito's article “Lån till företag - allt du behöver veta” on a monitor on a plywood desk in a ceramics studio, with shelves of bowls and vases and a kiln behind. — Articles that answer what business owners search for

Capcito's page “Företagslån utan säkerhet” (loans without collateral) on a phone lying on a worn workbench in a bicycle repair shop, beside spanners, a chain, a notebook and brass valve caps. — A page for one need, a loan without collateral, on mobile

Two phones on a concrete café counter, showing Capcito's pages for business loans for limited companies and for sole traders, beside a flat white, a receipt and a card terminal. — One page for each company form

Capcito's article “Företagslån och ränta - allt du behöver veta” on a tablet in a stand on a barbershop's reception counter, with a leather barber chair, a round mirror and globe lights behind. — Interest and cost, explained in the reader's own terms

The result

Traffic worth nearly a million kronor

Measurement notes

In the three months before our original case, organic search brought Capcito traffic that would have cost nearly one million kronor to buy through Google Ads, with Capcito first on the most expensive search on Resume's list.

These are the figures our original case reported, first published in 2021 and updated in 2022, shown as it reported them. The value is what the same traffic would have cost as Google Ads clicks; the notes say what that means.

The places came in a contested field: more than twenty highly relevant searches in Capcito's vertical on Google's first page, and first place on the search that topped Resume's list.

We don't count the value as revenue. It is what the traffic would have cost to buy, not what it earned, and search ran beside Capcito's own ads throughout.

On Sweden's most expensive Google Ads search, per Resume, 2018: #1
Competitive searches in Capcito's field on Google's first page: 20+

At the time of our original case (2021, updated 2022). The value covers the three months before it.

Measurement notes and definitions

Sources: The figures reported in our original case study for Capcito (in Swedish), first published in August 2021 and last updated in May 2022. It does not name the tools behind them. The list of expensive searches is Resume's, published 20 June 2018.
Scope: Organic Google search in Sweden. Value: what the organic traffic would have cost to buy as Google Ads clicks, as the original case estimated it.
Window: Value: the three months before reporting. Positions: at the time of reporting. The original case states no dates.
Excluded: Capcito's own Google Ads. The searches themselves, which the original case does not name.

Measurement notes and definitions
Period	Original case, 2021 to 2022
Organic traffic priced as Google Ads, three months	Nearly SEK 1 million
Highly relevant, competitive searches on page one	More than 20
Position on the most expensive search on Resume's list	1

Original case, 2021 to 2022

Organic traffic priced as Google Ads, three months: Nearly SEK 1 million
Highly relevant, competitive searches on page one: More than 20
Position on the most expensive search on Resume's list: 1

Our original case study for Capcito (in Swedish), 2021, updated 2022

As reported, not measured again. The value is an estimate of ad cost, not revenue, and the original case gives no absolute traffic, exact window or named tool.

In their words

“ The traffic we have brought in from SEO over the last three months would have cost us nearly one million kronor to buy through Google Ads”

Oliver PechterCMO, CapcitoTranslated from Swedish

What this case says

Organic works beside paid

In a category bought click by click, the organic place is worth what the same click would cost as an ad.

That makes search simple to value next to paid, and a reason to run both. Make the site readable to search first, then build the pages that the buyers' own searches ask for.