Turning 8,000 pieces of cannibalized content into a category-leading organic engine.

A financial services platform serving consumers across loans, insurance, cards, investments and related personal-finance categories.

The platform's content library had ballooned to over 8,000 pages — much of it thin, duplicative, and quietly cannibalizing its own rankings in a fiercely competitive BFSI search category.

A ground-up content restructuring programme: consolidating and rewriting the library around real search behavior, layering in semantic markup and structured data, and building interactive financial calculators to capture high-intent searches directly.

Organic traffic grew 256% year on year, with new users up 194% and pageviews up 239% — 244 million impressions, 5.35 million clicks, and over 13,100 keywords reaching page one.