Customer story
Non-brand organic sessions up 2.1x for a listed BFSI brand, recovered after a core update.
A Mumbai-listed BFSI brand had fragmented its own domain across business units and lost visibility to a Google core update as a result. Webzenia consolidated the domain and rebuilt topical authority around its regulated product terms, restoring the non-brand search visibility the brand had never fully owned.
The challenge
A Mumbai-listed BFSI brand had grown its digital footprint the way large regulated institutions often do: one business unit at a time, each with its own subdomain and its own SEO approach, competing against the others for the same regulated product terms instead of consolidating behind one authority.
A Google core update exposed that fragmentation all at once. Rankings on non-brand product searches, the loan, insurance and investment terms that bring in a customer who has not already decided on the brand, dropped sharply, and traffic that had never really compounded in the first place had little to fall back on. With visibility gone on the searches that mattered to a regulator-scrutinised, high-consideration purchase, the brand leaned harder on paid acquisition and branded demand it had already earned rather than new customers discovering it through search.
The approach
Webzenia began with a full technical audit, using Screaming Frog and Google Search Console to map every subdomain and microsite competing against the brand's own product pages, cannibalisation that had built up over years of business-unit-led SEO without anyone intending it.
The team consolidated that fragmented footprint onto a single domain architecture, folding overlapping pages into one authoritative version per product line instead of leaving three pages to split the same ranking signal.
On-page work then rebuilt topical authority around the regulated product terms a customer searches before a financial decision: loan comparisons, policy terms, investment categories, each page written to the compliance standard the category demands while still answering the buyer's actual question.
Ahrefs tracked authority recovery across the consolidated domain, and GA4 and Looker Studio reporting gave the brand's stakeholders a clear, monthly view of non-brand sessions returning, so recovery was measured, not assumed.
The results
Non-brand organic sessions grew 2.1x. Traffic that once depended on the brand name searching itself started arriving from customers who had not decided on a financial provider yet, the audience the fragmented domain had been losing to competitors.
18 high-intent product terms returned to the top three results, the loan, insurance and investment searches a regulated brand cannot afford to cede to a comparison site or a competitor. Consolidating onto one domain meant each of those terms had a single strong page to rank, instead of three weak ones splitting the same signal.
The recovery took 7 months, from the first technical fix to sessions clearing pre-update levels. Because the gain came from consolidated domain authority rather than a single campaign, it has kept compounding past the point the core update first cost the brand its visibility.
The stack behind it
More customer stories
Your turn
Want results like these?
Tell us where you want to grow. We'll map the first 90 days and show you what's realistic for your market.
What happens next
- 1A 30-minute discovery callWe learn your goals and constraints
- 2A tailored growth planChannels, milestones, and a realistic timeline
- 3KickoffA senior team, not a junior handoff
Start the conversation