ORANGE LINE WINS BLUEBERRY MANDATE AS SEARCH STRATEGY SHIFTS TOWARDS AI DISCOVERY

Orange Line has secured Blueberry’s digital marketing mandate, taking charge of SEO, authority building and visibility. The partnership reflects a broader shift in digital search, as financial brands increasingly adapt strategies for AI-driven discovery platforms alongside traditional search engines in a highly competitive online marketplace.

The changing mechanics of online discovery are forcing brands to rethink how visibility is built, and for companies operating in highly contested digital spaces, search rankings alone may no longer be enough.

Consulting-led digital marketing agency Orange Line has announced its appointment by Blueberry, the global retail forex and CFD broker, following a competitive pitch process. The agency will lead the company’s SEO, authority-building and broader visibility strategy as search behaviour increasingly expands beyond conventional web results.

The remit extends beyond traditional optimisation practices. Orange Line will also introduce an LLM optimisation framework designed to help Blueberry remain prominent within AI-generated search experiences and emerging tools such as AI Overviews, reflecting the growing importance of generative technologies in shaping consumer journeys.

The appointment illustrates a wider shift underway across digital marketing. Financial services firms, particularly those in trading and brokerage sectors, operate in one of the internet’s most fiercely contested search environments. Customer acquisition is heavily influenced by discoverability, trust and authority, with competition extending across established financial institutions, specialist brokers and digital-first challengers.

David Einstein said Blueberry already possessed significant strengths but had encountered structural barriers affecting its digital visibility.

“Blueberry is a strong, well-regarded platform operating in one of the most competitive search verticals on the internet. The opportunity here is significant — the brand has genuine authority and real product depth, but a structural SEO gap has opened up that’s limiting visibility and new customer acquisition,” he said.

He added that the agency’s role would involve strengthening technical foundations, developing content capable of earning trust and rankings, and ensuring visibility wherever traders search, whether through traditional search engines or AI assistants.

For marketers, this evolving approach marks a departure from a period when optimisation largely focused on keyword rankings and page performance. As generative search technologies become more integrated into user behaviour, brands are beginning to consider how content appears not only on search engine results pages but also within conversational AI systems.

Nadav Linden said Orange Line had demonstrated a clear understanding of both present challenges and future search trends during the pitch process.

“We selected Orange Line because they came to the pitch with a genuine understanding of where we are and what it will take to move the needle. They didn’t just diagnose the problem, they arrived with a clear, prioritised plan to address it,” he said.

“The combination of traditional SEO excellence and their thinking on LLM optimisation for the future gave us confidence that this is a team that understands where search is heading, not just where it’s been.”

Orange Line has developed experience working with global financial services businesses and high-growth brands operating within technically demanding and competitive search landscapes. Its appointment by Blueberry continues a pattern of organisations selecting consultancy-led models that combine data analysis with practical execution across SEO, content development, authority building and newer search channels.

As AI continues to reshape digital behaviour, the contest for visibility appears to be entering a new phase — one where appearing in search results may matter less than becoming part of the answer itself.