Credit Card Dashboard 2 — Digital Player Landscape

Headline finding

SBI Card is the only issuer that built a real digital brand.

SBI Card's standalone domain (sbicard.com) gives it something no other bank issuer has: 48% of its 500 top keywords are credit card related. HDFC Bank, with 3x the card count, has only 33 CC keywords in its top 500. Amex India surprises as the AI leader — Authority Score 87 (Industry leader), 65.3K AI cited pages, inheriting global domain strength. RBL Bank has effectively collapsed — 565K peak traffic to 1K in April 2026.

SBI Card CC keyword share

48%

250/500 top keywords are CC-related — best issuer in set

RBL Bank traffic collapse

−99.8%

565K peak (Nov 2024) → 1K (Apr 2026)

Amex India AI cited pages

65.3K

Authority 87 — Industry leader. Second only to Bajaj.

Bajaj Finserv organic traffic

43.9M

10x more than SBI Card. 120x more than RBL Bank.

Panel 1 — Organic traffic comparison

Monthly organic traffic — April 2026

Semrush Traffic Analytics, India database. Bajaj Finserv shown for context — traffic spans all financial products.

Bar chart

Panel 2 — AI citation visibility

AI cited pages — all platforms

Pages from each brand cited by ChatGPT, Gemini, Perplexity & Claude. April 2026 snapshot.

Bar chart

Panel 3 — Full brand scorecard

All 12 brands — digital metrics snapshot

Semrush Domain Overview, India, April 2026. Sorted by organic traffic descending.

Scorecard

Brand	Type	Auth Score	Organic Traffic	Paid Traffic	AI Visibility	AI Cited Pages	Org Keywords
Bajaj Finserv	NBFC	91	43.9M	207K	64	87.7K	3.1M
BankBazaar	Aggregator	76	5.7M	18.3K	49	13.3K	1.2M
Paisabazaar	Aggregator	75	4.8M	192.7K	54	9.1K	577.6K
SBI Card ★	PSB Issuer	74	4.7M	115.8K	69	1.3K	289.8K
Axis Bank	Pvt Issuer	72	3M	—	23	3.8K	41.5K
HDFC Bank	Pvt Issuer	71	2.9M	—	49	7.7K	124.7K
ICICI Bank	Pvt Issuer	68	2.3M	29.8K	31	4.4K	63.7K
Amex India ✦	Foreign Issuer	87	362.3K	—	70	65.3K	73.4K
Kotak Bank	Pvt Issuer	59	235.4K	—	45	2.3K	21.1K
IndusInd Bank	Pvt Issuer	48	69.4K	—	18	957	4K
CardInsider	Niche Agg	33	17.5K	—	16	671	28.7K
RBL Bank ✕	Pvt Issuer	38	18.1K	—	28	375	1K

★ SBI Card: standalone CC domain — only issuer with dedicated digital CC identity. ✦ Amex India: subfolder inheriting global domain authority score 87. ✕ RBL Bank: near-total digital collapse. — = zero paid traffic. Source: Semrush Domain Overview, India, April 2026.