Case study · Precious metals · Europe

StoneX Bullion: +104% organic traffic since November 2023

StoneX Bullion’s estimated organic traffic grew from 68,260 visits a month in October 2023, the month before we started, to 139,317 in September 2026 (+104%, Ahrefs estimates), in a market where buyers pick a dealer on trust.

We’ve run SEO for StoneX Bullion since November 2023. Here’s what we did, what the numbers show, and what they don’t.

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StoneX Bullion

+104%

Estimated organic traffic, October 2023 → September 2026

Source: Ahrefs estimates, pulled September 30, 2026

+104%

estimated organic traffic (Oct 2023 → Sep 2026)

139,317

estimated organic visits a month (Sep 2026)

2,893

keywords in Google’s top 3, up from 1,217 (Sep 2026)

$30,682

estimated monthly traffic value, up from $12,246 (Sep 2026)

The client

About the client

StoneX Bullion is an online precious metals dealer selling gold and silver bars and coins to private investors in several European markets.

This case study covers the bullion business at stonexbullion.com only.

Its largest organic markets today, by estimated traffic (Ahrefs, September 2026):

Italy

56,398 visits a month.

Spain

27,347 visits a month.

Poland

26,014 visits a month.

Germany

10,562 visits a month.

Challenge

The challenge

Bullion is YMYL: your money, your life. Google and AI engines hold financial pages to a higher standard, and buyers compare dealers on trust, premiums and delivery before they pay.

StoneX Bullion needed to win organic search in several languages at once, against established national dealers in each market.

Three constraints shaped the work:

Many markets, one site

Every page had to work in each language, not just be translated.

Large, repetitive catalog

Hundreds of near-identical coin and bar pages, with prices that change by the minute.

Trust first

In a YMYL niche, weak links and thin content hurt more than they help.

What we did

SEO

Technical foundation

Indexing, site structure and hreflang across every market and language.

Category and product pages

A clear category structure and optimized product pages across a large catalog.

Market-by-market keyword plan

Separate research for each market the site sells in, in the local language.

Content

Buyer guides and explainers

Planned and written by us, for each market.

Link building and digital PR

Links from trusted finance and precious metals sources

Link building and digital PR in trust-heavy niches is the core of our work.

Quality over volume

Referring domains grew from 572 to 2,890 (Oct 2023 → Sep 2026, Ahrefs). Not every one of them is a link we built.

Results

Estimated organic traffic per monthAhrefs estimates

stonexbullion.com, all subdomains, all countries. Source: Ahrefs Site Explorer, pulled Sep 30, 2026. Estimates, not the client’s analytics. Figures in the table below.

Metric (Ahrefs estimates)	Oct 2023	Sep 2026	Change
Organic traffic a month	68,260	139,317	+104%
Traffic value a month	$12,246	$30,682	+151%
Keywords in top 3	1,217	2,893	+138%
Keywords in top 10	6,868	9,190	+34%

What the chart also shows

Traffic peaked in March 2025 at 257,330 visits a month, nearly four times the October 2023 level.

It fell in April 2026

Estimated traffic dropped from 209,463 in March to 141,680 in April (−32%) and has held near 139,000 since. The drop followed a Google algorithm update in April 2026.

Keyword counts beyond page one aren’t comparable over time

Ahrefs’ count of keywords outside the top 10 fell sharply in late 2025, most likely because of a change in how rankings are tracked. That’s why we only report top 3 and top 10.

What we don’t claim

We don’t claim all of this growth. StoneX Bullion’s brand, product range, prices and team drive results too, and bullion demand moves with metal prices.

We also don’t claim results in AI search here. Ahrefs currently counts 8,338 citations of stonexbullion.com pages across AI engines (September 30, 2026), but we have no baseline from before, so it’s a snapshot, not a result.

All traffic figures are Ahrefs estimates, not the client’s analytics.

For other dealers

What this means for other dealers

The work that grew StoneX Bullion is the same work a single-market dealer needs:

A technical foundation

Search engines and AI crawlers can read a big, fast-changing catalog.

Content that answers buyer questions

Written to the standard YMYL topics demand.

Mentions in trusted sources

The publications and lists buyers and AI engines rely on.

We now do this for US precious metals dealers, with AI search visibility measured from day one. Precious metals SEO →

FAQ

StoneX Bullion case study FAQ

How did StoneX Bullion grow its organic traffic?

Through SEO, content and link building in several European markets. Ahrefs estimates its organic traffic grew from 68,260 visits a month in October 2023, the month before we started, to 139,317 in September 2026, up 104%.

Are these real numbers?

They’re Ahrefs estimates, pulled on September 30, 2026. Ahrefs models traffic from rankings and search volume, so treat the numbers as direction and scale, not the client’s analytics. We use the same source for every month, so the trend is comparable.

Did StoneX Bullion’s traffic ever go down?

Yes. Estimated traffic peaked in March 2025 and dropped by about a third in April 2026. We show it on the chart because a case study without the dips isn’t worth reading.

Can you do the same for a US dealer?

We can do the same work: technical SEO, content and digital PR in a trust-heavy niche. We can’t promise the same numbers, because every market and starting point is different. The AI Visibility Audit shows where you stand first.

Want to know where your dealership stands?

The audit shows how you rank, where AI names you, who it names instead, and what to fix first.

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