Fintech | SEO & Content Strategy
Maintaining organic dominance and scaling traffic 39% over two years for India's leading payment gateway through utility tool optimization and strategic content expansion.
Razorpay is India's leading payment gateway and fintech platform, processing billions of dollars in transactions for businesses of all sizes. Founded in 2014 in Bangalore, Razorpay powers payments for over 8 million businesses across India, offering a full-stack financial solutions suite including payment gateway, banking, lending, and payroll products.
Beyond their core payments infrastructure, Razorpay needed to maintain and grow organic dominance while expanding into high-volume utility tools -- IFSC code lookup, GST verification, and business compliance resources -- that drive massive organic traffic and establish the brand as a go-to financial resource for businesses and individuals alike.
Razorpay already had strong brand recognition and significant branded search volume. However, the challenge was far more nuanced than simply ranking for their own name. They needed to defend #1 positions for high-volume utility keywords like "ifsc code" (232K monthly searches) and "gst verification" (221K monthly searches) against aggressive competitors.
With the Indian fintech landscape becoming increasingly crowded, maintaining a DR 90 domain authority while simultaneously expanding the organic footprint beyond branded terms required a sophisticated, multi-pronged strategy. Every keyword position lost could mean millions in traffic value eroded.
The goal was clear: sustain dominance, expand reach, and turn Razorpay into the definitive organic destination for financial and business utility queries across India.
Maintaining top rankings for ultra-competitive utility keywords like "ifsc code" and "gst verification" with 200K+ monthly search volume each.
Growing organic footprint beyond "razorpay" branded queries into high-intent financial, compliance, and banking utility searches.
Outranking established government portals and financial institutions for business utility queries that drive massive organic traffic.
We designed a systematic, phased approach to scale Razorpay's organic traffic 39% while maintaining their industry-leading domain authority.
The numbers speak for themselves. Here's what 24 months of strategic SEO delivered for Razorpay.
Monthly Organic Traffic
Keywords Ranked
Keywords in Top 3
Domain Rating
Monthly Traffic Value
"ifsc code" (232K vol)
A snapshot of Razorpay's top-performing organic keywords and their current positions.
| Keyword | Position | Search Volume |
|---|---|---|
| razorpay | #1 | 374,000 |
| ifsc code | #1 | 232,000 |
| gst verification | #3 | 221,000 |
| razorpay login | #1 | 90,000 |
| jio payment bank ifsc code | #2 | 32,000 |
| gst search by pan | #2 | 27,000 |
A visual timeline of organic traffic milestones over the 24-month engagement.
Engagement begins. Full audit of existing organic presence, utility tools, and content architecture. Strategy roadmap developed.
IFSC code lookup and GST verification tools fully optimized. First measurable traffic uplift from utility pages.
Business resource content clusters going live. Significant growth in non-branded keyword rankings. 18% growth from baseline.
DR 90 maintained. 31K+ keywords in top 3 positions secured. Link building campaign delivering consistent results.
All-time peak of 1.9M monthly organic visits. Traffic diversification strategy fully deployed across financial verticals.
Maintaining 1.7M+ monthly visits with 99K keywords ranked and $31.8M traffic value. 39% growth over 24 months.
Spacemen Digital's approach to SEO went beyond rankings -- they transformed our utility tools into massive organic traffic drivers and built a content ecosystem that consistently delivers millions of visits every month.-- Growth Team, Razorpay
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