Fellocraft Research · Dashboard 3 of 7

Two Years of Organic Traffic, One Structural Story

25 months of monthly search traffic data across six brands with reportable trend series. The pattern isn't decline or growth — it's migration, consolidation, and regulatory disruption compressed into a two-year window.

Monthly Organic Traffic · April 2024 to April 2026
India · 6 of 11 brands with trend series available · Log scale
Source: Semrush Traffic Analytics
The bank.in Effect · October 2025

A regulatory deadline that moved millions of visits overnight

Every Indian bank was required by the RBI to migrate to .bank.in by 31 October 2025. SBI's bank.in domain went from zero to 13M monthly organic visits in the month of the deadline alone. By April 2026, sbi.bank.in traffic has stabilised at ~17M/month. For gold loan specifically, the migration fragmented search equity across .com (legacy) and .bank.in (new) for HDFC, ICICI, SBI, and Axis — complicating any year-over-year benchmarking for bank brands.

+13M
SBI organic
added in Oct 2025

Brand-by-Brand · The 24-Month Story

BankBazaar
−76%
Domain organic traffic
Domain-wide organic collapsed from 4.2M/month in April 2024 to 1.0M in April 2026. The shape of the decline — steady through 2024, a sharp drop Dec 2024 to Feb 2025, and volatile recovery in 2026 — suggests a combined effect of Google Core Updates and aggregator de-prioritisation during Google's AI Overview rollout in India. Gold loan was one segment among many hit by the collapse.
Rupeek
−74%
Domain organic traffic
Apparent contradiction: Rupeek's gold loan-specific organic is up +16% over 24 months (see Dashboard 2), but their domain-wide organic collapsed. This indicates their peripheral content (blogs, city-specific listicles, calculator pages) has declined while their core gold loan product pages held. A quality-over-quantity correction in their content footprint.
Manappuram
+239%
Domain organic traffic
Domain went from 17,851 to 60,429 monthly visits. Note this is full-domain traffic, not gold-loan-specific. Their published gold loan Q1-26 (7.6 MAGL) and MSME lending contributions likely explain non-gold parts of this growth. Their gold loan slice (828K from PagesV2) is 92% brand-navigational, so the domain lift is likely diversification-driven.
IIFL Finance
+149%
Domain organic traffic
Strong sustained growth from 57K → 141K domain-wide. The trajectory shows a distinct drop late 2024 (likely Google Core Update impact), followed by recovery through 2025. IIFL runs the most informational gold loan content of the NBFCs (87% informational share) — vulnerable to AI Overview-driven click loss but insulated by volume.
Shriram Finance
+186%
Domain organic traffic
Domain tripled. But Shriram is primarily a vehicle-finance NBFC — their gold loan subset is tiny (12K/month of the 171K April 2026 domain traffic is gold loan). The domain growth is vehicle finance SEO investment, not a gold loan story. Worth noting because the full-domain number can mislead.
State Bank of India
n/a
New domain (post-migration)
Trend series starts at zero and ramps to 17M by April 2026 — but this is entirely the bank.in migration story, not a growth story. Pre-October 2025, SBI's digital footprint was distributed across onlinesbi.com, sbi.co.in, retail.onlinesbi.sbi, etc. The new unified sbi.bank.in inherited that equity over the migration window.
Trend series are for full domains, not gold-loan-filtered — the only format in which Semrush Traffic Analytics provides monthly time-series. Gold-loan-specific traffic (as in Dashboards 1 and 2) requires the April 2026 PagesV2 snapshot. Cross-reference: where domain trends rise while gold-loan share stays flat, the growth is typically in other product categories. The five brands omitted from this chart (Muthoot, HDFC, ICICI, Bajaj, Axis) lacked complete 25-month Traffic Analytics exports in the current data pull. Muthoot's −55% organic decline shown in other dashboards comes from Semrush Domain Overview's 2Y comparison view.