Dashboard 3 — Organic Trends

The .com → .bank.in migration rewrote the organic map

Twenty-five months of organic traffic trends (April 2024 – April 2026) reveal the single largest structural shift in Indian banking's digital presence: the wholesale migration of search traffic from .com domains to the new RBI-mandated .bank.in TLD.

The migration in numbers

In eight months, the .bank.in TLD grew from 0 to 19.6 million monthly visits — while the .com domains of the same banks lost 96% of their traffic.

HDFC Bank (.com) fell from 8.9M monthly organic visits in April 2024 to 394K by April 2026. ICICI Bank (.com) fell from 4.5M to 210K. Axis Bank (.com) fell from 2.4M to 36K. The migration accelerated sharply between August and December 2025 as RBI's mandate took effect.

25-month organic traffic — all 12 brands + bank.in TLD

Monthly visits, Apr 2024 to Apr 2026 — click legend items to toggle

HDFC Bank (.com)

8.9M → 394K

−96%

ICICI Bank (.com)

4.5M → 210K

−95%

Axis Bank (.com)

2.4M → 36K

−98%

bank.in TLD

0 → 17.2M

+∞

Bajaj Finserv

2.5M → 1.7M

−32%

BankBazaar

1.38M → 1.12M

−19%

CASHe

12K → 24K

+98%

Navi

153K → 93K

−39%

Story 1 — Migration timeline

The four months that changed Indian banking SEO

Between August 2025 and December 2025, the .bank.in TLD went from 327K to 17.4M monthly organic visits — a 53× increase. Over the same four months, the three major banks' .com domains shed an average of 70% of their organic traffic. The migration was largely complete by January 2026, though ranking signals on the new domains are still maturing.

Story 2 — Fintech divergence

Among fintechs, the Google update hit was the bigger story

The fintech category didn't migrate — but Google's October 2025 update hit it hard. Fi Money dropped 67%, Navi lost 39%, Fibe lost 26%. Only CASHe grew 98% and FREO grew 102% — both from disciplined non-AI editorial content. The lesson: migration or not, thin content was penalised everywhere in 2025.