Overview

Bajaj Finserv Limited (BFL) is one of India’s leading NBFC’s, with offerings across lending, insurance, digital payments, and investments, with consolidated Assets Under Management (AUM) standing at $42.8 Billion, as of March 2025.

Bajaj Finserv has been a long standing client of ours because of the strong track record we have established of delivering phenomenal SEO and business growth to them. In fact, we wrapped up FY 2023-24 with 103 Million site visits.

Owing to our strong relationship with BFL, we co-create the finance giant’s Annual Operating Plan (AOP) every year. When we worked on the AOP for FY 2024-25, we were given a very clear mandate to double the site traffic to 200 Million visits.

Challenges

When we entered the new financial year, SERPs were dominated by long standing competitors, the industry posed unique YMYL and regulatory challenges, and growth targets were ambitious under tight timelines.

Objectives

• Visibility: Dominate SERPs across multiple formats
• Rankings and SoV: Dominate Top 3 and Top 5 rankings for highly competitive keywords
• Traffic: Double the traffic to reach over 200M visits

Key Strategies Implemented

Bajaj Finserv offers multiple financial products and our audit revealed approximately 20 product lines that would require dedicated SEO strategies. We deployed a holistic SEO initiative.

• Large Scale Content Production: Added 35,000 pages to the website, defining clear user journeys for product and associated pages, calculators, blogs, and guides.
• E-E-A-T for BFSI: Implemented rigorous fact-checking, customer reviews, incorporation of brand expertise, and compliance reviews to meet regulatory and YMYL standards.
• Maximized Share of Page: We optimized our content for Featured Snippets (FS), PAAs, and the local pack, which increased our Share of Page on SERPs.
• Optimized for AI Overviews (AIO): Since we increased our Share of Page, we have established dominance on SERPs, supported by a specific content optimization strategy for Google AI Overviews due to its impact on CTR. We had jump-started content optimization as early as July 2024, when Google first introduced the feature.

Results

We over delivered on our mandate!

For FY25, we drove ~286 million visits to the site. By August 2025, traffic had grown to over 400 million and leads had grown by over 189%.