How Infidigit Boosted Razorpay’s Organic New Users by 122% for TOFU Category
The Client
Razorpay is a leading payment solutions provider in India. Founded in 2014, Razorpay provides an integrated platform for accepting, processing, and disbursing payments with ease. The company’s offerings include payment gateway solutions, subscription billing, and automated payment collection for businesses of all sizes. Known for its innovation and reliability, Razorpay is committed to simplifying financial operations and driving digital transformation in the Indian business landscape.
The Objective
As a market leader in online payment solutions, Razorpay was already ranking for many transaction-related keywords but wanted to increase brand awareness among top-of-the-funnel (TOFU) audiences to increase brand awareness.
Planned KPIs:
- Increase TOFU organic new users by 100%
- Increase in the number of keywords ranking for TOFU in the top 5.
The Challenge
Razorpay operates in a highly competitive fintech landscape in India, facing significant challenges from both established and emerging players. Major competitors such as Paytm, PhonePe, Cashfree, Stripe, Payu and CCAvenue offer similar payment solutions, creating intense market competition. These competitors not only have strong brand recognition but also extensive customer bases and diverse service offerings, making it crucial for Razorpay to innovate and differentiate itself continuously. Infidigit needed to bring their top game to meet the brand’s expectations.
1. Low Visibility for TOFU Keywords:
As a market leader in online payment solutions, Razorpay is already ranked for many transaction-related keywords. Still, it needs to increase brand awareness among top and mid-level funnel audiences.
2. Underperforming Pages:
Many blog pages on Razorpay’s website underperformed, struggling to engage users or drive conversions due to outdated information and a lack of optimization for user intent.
3. Keyword Cannibalization:
Similar content targeting the same keywords led to keyword cannibalization issues, diluting Razorpay’s search engine rankings.
4. Improper and Non-Contextual Internal Linking:
Internal linking lacked context and relevance, hindering both user navigation and search engine crawlers.
5. Low CTR:
Despite receiving significant impressions, pages suffered from low click-through rates (CTR) due to poor meta descriptions and title tags.
6. Poor Structured Data Markup:
Structured data markup could have been utilized more effectively, limiting Razorpay’s visibility in search engine results.
7. Poor Technical Health:
The poor technical health of the website posed a significant challenge, indicating platform instability and vulnerability to major algorithm updates.
The Solution
Content Audit and Refresh:
Identified and updated underperforming pages to improve engagement and relevance.
Hub & Spoke Strategy:
Created pillar pages with linked cluster content to establish topical authority and boost SEO.
Consolidation of Duplicate Content:
Merged similar content to strengthen keyword authority and eliminate cannibalization.
Contextual Internal Linking:
Enhanced internal linking to improve SEO health scores and user navigation.
CTR Optimization:
Click-through rates were increased by revising meta titles and descriptions.
Structured Data Implementation:
Added structured data markup to improve search visibility and attract more organic traffic.
Technical SEO Audit:
Addressed technical issues to enhance site stability, performance, and overall SEO health.
6R Strategy:
Infidigit employed the 6R strategy for strategic implementation. This comprehensive approach improved site performance, enhanced user experience, and increased search visibility.
- Reformat: Make the content more digestible by adjusting headers, spacing, and/or adding rich media.
- Repurpose: Leverage across new channels by repurposing, un-gating, or turning into rich media content.
- Refresh: Boost existing rankings and garner more traffic by optimizing for low-hanging fruit keywords.
- Redirects: 301 redirects content to an updated or competing page with similar content.
- Retire: Content without traffic, rankings, or backlinks set to 404
- Remain: The content is performing well and should remain as-is, don’t touch it.
The Result
Following were the results of a successful implementation of all the strategies:
122%
Improvement in TOFU Organic New Users
101%
Growth in Non-Brand Clicks for TOFU
72%
Improvement in Impressions
1380
Keywords Ranking in Top 5 Positions
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