Twenty-Four Months of Organic Search, Charted Month by Month.
Traffic Analytics clickstream view, April 2024 to April 2026. Three impact events visible in the data: the Aug–Nov 2024 Google updates, the March 2025 RBI compliance deadline, and the Aug–Oct 2025 spam updates. Slice's August 2025 migration is shown separately on toggle.
Chart view
Excluding Slice — which inherited 17M monthly visits from its Aug 2025 bank merger.
Apr 2024 – Apr 2026. BankBazaar and Jupiter begin Oct 2025 due to Semrush export window.
The Three Events
What Compressed the Channel
AUG–NOV 2024
Google Core Updates
Targeted thin or templated lending content. Fi fell from 245K to 92K in four months. Navi −28%. KreditBee −24%. Brands with large blog inventories paid heavily.
MARCH 2025
RBI Digital Lending Guidelines deadline
Every lending app rewrote product pages. PaySense −72% in two months. Simpl −67%. LazyPay and CASHe navigated cleanly. Regulatory SEO is now a discipline.
AUG–OCT 2025
Spam & helpful content updates
Targeted AI-generated and templated content. Fibe, Fi, KreditBee took further hits. Less catastrophic than 2024 because most exposed brands had already adapted.
The Deltas
Event-by-Event Impact
Event 1 — Google Core Updates (Aug–Nov 2024)4 months
Brand
Jul 2024
Nov 2024
Change
Fi Money
245,409
91,856
−63%
Navi
148,810
107,593
−28%
KreditBee
33,543
25,587
−24%
LazyPay
104,812
87,293
−17%
Event 2 — RBI Digital Lending Guidelines (Mar 2025)2 months
Slice's 17 million visits are a domain consolidation, not a content win.
In August 2025, Slice executed a migration following its 2023 merger with North East Small Finance Bank. All sliceit.com traffic redirected to slice.bank.in, and the NESFB banking customer base (login, statement access, card management) consolidated under the same domain. The result: 0 → 17M monthly visits in four months, almost entirely customer-service traffic, not marketing acquisition. For comparable analysis, use the 307,600 figure from Dashboard 2 (Semrush Organic Research), which isolates the marketable organic slice of this traffic.