BankBazaar's SEO strategy to get 22.6M monthly organic traffic!

BankBazaar employs a clever SEO strategy that doesn't require them to write tons of content, and still gets them millions of users!

1st June 2022
5 min read

Read the entire article to get 100 buildd points Sign in to gain points

Tag wise split:

    Stage 100

  • Early stage 33
  • Growth 33
  • Mature 34

  • Topic 100

  • Marketing 25
  • SEO 50
  • Distribution 25

  • Content Type 100

  • Learning 30
  • Startup Analysis 70

In a nutshell

Amazon-backed BankBazaar is one of the rare startups that have stood the test of time! Founded in 2008, during the financial crisis, this fintech company now makes INR 156 crores in revenue.

One of their ACE SEO marketing strategies is a simple tool that doesn't require them to write tons of content, and still gets them millions of users!

So, what is this tool we are talking about? Well, Bank Bazaar has this /ifsc-code subfolder that brings in 1.29M traffic out of their total 22.6M monthly traffic! This simple basically tells you the IFSC code of every bank in the country. All you have to do is to select your bank details and press enter!

There are 4 input items that you can enter - bank name, state, district and the branch. The URL changes to the specific input item it changes to. This allows them to rank for a range of different keywords depending on the 4 inputs.

This is a simple programmatic SEO strategy that relies on a database and creates thousands of different pages. So, BankBazaar doesn't have to work on creating each individual page, just filling the database content. It's that simple!

Amazon-backed BankBazaar is one of the rare startups that have stood the test of time!

Founded in 2008, during the financial crisis, this fintech company

- now makes INR 156 crores in revenue
- boosted its credit card issuances by 82% in FY22 to 50M
- has turned profitable in March 2022 by cutting its operation costs
- and, is eyeing an IPO in 2023!

But, startups need an ACE marketing strategy to grow as quickly as BankBazaar has. In the case of BankBazaar, SEO is that ACE in their arsenal.

More importantly, BankBazaar employs a clever SEO strategy that doesn't require them to write tons of content, and still gets them millions of users!

So let's break down BankBazaar's SEO strategy, and steal it for ourselves 😎

Firstly, what does BankBazaar do?

Well, BankBazaar is basically an online marketplace for financial products.

If you are looking for an ideal insurance policy, home loan, car loan, or savings plan, BankBazaar is the platform for you. You can easily compare all the different options to find the best policy for you.

BankBazaar is also the largest fintech co-branded credit card issuer. And, its 500M registered users can easily check their credit scores on the website.

So, any adult looking for financial products online is a target customer for BankBazaar. But, how do they reach these customers?

Well, one of their major traffic sources is SEO. Let's look at how they are doing on that front.

So, how is BankBazaar doing SEO-wise?

BankBazaar is doing incredibly well when it comes to SEO!

  1. It gets 22.6M organic traffic every month!
  2. And, ranks for 2.3M keywords. Among these, the majority are non-branded keywords.
  3. BankBazaar has acquired 552K backlinks and has a DR of 74

What's impressive is that it easily ranks for high volume keywords like:

  • encumbrance certificate β€” 201K/month
  • credit score β€” 200K/month
  • how to link pan card with aadhar card β€” 49K/month

And, if you were to simply search "car loan", "home loan", etc on Google, you will definitely come across BankBazaar's page in the results.

So, BankBazaar has successfully figured out a way to get relevant traffic to its website. But, how is it able to get ~22M visits each month?

Well, to break down BankBazaar's exact SEO strategy, let's start by investigating its top pages.

bankbazaar SEO case study

Let's investigate BankBazaar's top subfolders!

BankBazaar's traffic is distributed quite uniformly throughout its many subfolders as you can see below.

But, the top 4 sub-folders that contribute most of the traffic are as follows:

bankbazaar SEO case study
  1. β€” 2.3M traffic
  2. β€” 1.5M traffic
  3. β€” 1.29M traffic
  4. β€” 993K traffic

The "indian holidays" subfolder ranks for all the bank holiday related queries like "republic day 2022", "bank holidays 2021", etc.

The "tax" and "saving schemes" subfolder essentially includes blog pages that cover tax and saving scheme-related topics.

But, the IFSC code pages are unique from these traditional blogs. How? Well, let's find out!

BankBazaar's low-effort strategy to get millions of users!

The IFSC code pages land on this very simple tool that tells you the IFSC code of a particular bank's branch.

bankbazaar SEO case study

To give more context, the IFSC code is basically a numeric code used for bank transactions. All you have to do is enter the details about your bank like:

  1. The bank's name
  2. State it belongs to
  3. District
  4. Branch within the district

And, voila! You get all the details along with the IFSC code of that branch!

So, how does the tool work & rank for so many keywords?

At this point, it'll help to know the basics of programmatic SEO that we covered in our previous article. Put simply, BankBazaar's tool creates automated pages by fetching inputs from a fixed set of data.

Here's how the tool works:

  1. Every time you enter one of the details, the page reloads to a different URL. For example, first, you have to enter the name of your bank.
  2. If you enter "State Bank of India" as your bank, the page reloads to the SBI URL.
    • URL structure ➝
  3. Similarly, when you add the state to "Maharashtra", your URL reloads to:
    • URL structure ➝
  4. Finally, when you enter all the 4 detail, the page reloads to display the IFSC code and the branch details. Here's how the URL structure looks:
    • URL structure ➝
    bankbazaar SEO case study
  5. In the final link, you can see that the URL is divided into 4 parts based on the 4 details.
  6. Now, you see, this allows BankBazaar to rank for thousands of keywords that are essentially different combinations of the 4 details mentioned above. These keywords could be:
    • sbi ifsc code (Volume = 142K) β€”
    • allahabad indian bank ifsc code (Volume = 3.2K) β€”
  7. Based on how detailed the query is, a corresponding page shows up in the search ranking.

Great! So, what do we learn from this?

Well, BankBazaar ranks for over 80,000+ pages and 236K+ keywords for the IFSC subfolder. Collectively they get over a million visitors each month.

That's all for a simple tool that basically fetches data from a static database. Moreover, the data is evergreen! Details about bank branches rarely change so it's basically a one-time investment that reaps users for a very long time.

And, the influx of users is also mostly constant. Think about every time you enter details about your bank while making a transaction, you are bound to quickly Google the IFSC code of your branch.

Moreover, BankBazaar cleverly runs ads on these pages, bringing that extra revenue for a little to no effort!

Let's quickly summarise our key takeaways from BankBazaar's SEO strategy:

  1. Writing long blogs isn't the only way to get SEO traffic. You can also buildd simple tools that are useful for your audience, and get traffic by targeting what they search for daily.
  2. This approach of using content to buildd tools is also easily scalable! Every additional keyword you target or page you create requires minimal effort.
  3. You will find the need for such tools in every niche. All you need to do is to figure out what solution to your users' problems can be automated through a simple tool. It can be an IFSC code finder, retirement age calculator, business name generator, or a ton of other things.

So, go on and find what simple tool you can buildd on your website that will drive consistent SEO traffic for you!


You'll love these articles too!

How Glassdoor dominates backlinks through data-driven content
How Glassdoor dominates backlinks through data-driven content
Not everyone gets it! - CRED's Ad Spend
Not everyone gets it! - CRED's Ad Spend
SEO Masterclass - Canva's strategy that powers 70M+ organic traffic!
SEO Masterclass - Canva's strategy that powers 70M+ traffic!

How Glassdoor dominates backlinks through data-driven content

Simply put, Glassdoor offers 'data-driven content'. Let me explain.
It is a:
1) Job posting portal β€” employers can post & advertise open jobs
2) Job review portal β€” employees can share feedback about their company

On Glassdoor's website users share about everything from bosses & salaries to work culture & the hiring process. This data is then organized by the platform across different parameters.

Glassdoor uses the data to create:
1) Lists of top founders, companies, etc
2) Surveys presenting employee choices
3) Reports about trends & employee preferences

Data-driven content is shared extensively.
A couple years ago we published a report titled 'State of Remote Work'. People loved the insights that were included and shared it.
This report generated backlinks from 141 unique domains.

The Glassdoor website is full of data-driven content.
For example, they recently published the Workplace trends for 2022. This has insights around economic recovery after Covid-19, for instance. The information can be used by employees, newspapers and politicians.
So, the content is bound to be shared. When that happens, it generates backlinks.
This Glassdoor article has 360 backlinks in just over 2 months.

With so many high authority website backlinks, Glassdoor's domain authority is bound to go up. Glassdoor's DR is as high as 91, so they always rank at the top. Competitors would be lucky to beat Glassdoor!

So, finally, here's what you can learn from Glassdoor's SEO initiative:
1) Use data-driven content to get attention and links.
2) Website authority is key! It takes time & effort to buildd authority, but it's a huge boost to rank any content on your website higher on Google.

Not everyone gets it! - CRED's Ad Spend

CRED is used to pay credit card bills instantly which earns users β€œCRED coins”. They can use these coins to claim rewards and benefits.

But, that’s not it. Only users with a high credit score are allowed to access CRED, which helps CRED build a network of financially trustworthy individuals.

What next? CRED can lay different business models on top of this network like rent payments & peer-to-peer lending.

So IPL ads are a way for CRED to acquire users at scale, to build this trusted network.

But these ads cost CRED a whopping INR 216 Crores! That's INR 1271 to acquire a new user!

Over a lifetime, if 5% of users generate revenue, each user will have to generate INR 25,420 to make CRED money.

SEO Masterclass - Canva's strategy that powers 70M+ traffic!

Canva is doing extremely well in terms of SEO. It get's 73.2M organic traffic, has 12M+ backlinks & ranks for more than 5.5M keywords.

The top landing pages (subfolders) that significantly contribute to their website traffic are /create & /template page.

Canva has designed these pages to rank for two sets of keywords with different intent. The intent for the first set of keywords is "Informational". Users are basically looking for information about tools to make/build/create a design/poster/card.

On the other hand, for the second set, the intent is "Navigational". The user is looking to navigate to a particular template page. So they are essentially looking for birthday card templates to eventually create their own cards.

The /create page ranks for the first set, while the /template page ranks for the second set. These pages are divided into categories like logos, poster, flyers. These categories are then further divided into subcategories like marketing, birthday card, business, etc.

All the category & sub-category pages are internally linked. So, Canva can rank for a range of keywords - from generic keywords like "graphic templates" to very niche keywords like "thanksgiving flyer template".

Internal linking also translates the authority juice from top pages to the other pages on the website.

To make sure these category & sub-category pages are easily replicable, Canva uses a simple template where you only have to change a few elements to create a new page.