Proof of Work

SEO Case Studies

A closer look at two projects from my time leading SEO at BankBazaar — resolving duplicate content across thousands of pages, and restructuring content to earn citations from Google AI Overviews, ChatGPT, and Perplexity.

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01 Recovering 18% Organic Traffic — Duplicate Content Fix 02 Winning AI Overviews — AEO/GEO Restructuring
01
Focus Area: Technical SEO · Canonicalisation · Site Architecture

Recovering 18% Organic Traffic by Fixing Duplicate Content Across 8,000+ IFSC Pages

The Challenge
BankBazaar's IFSC code lookup section had grown to more than 8,000 near-identical bank-branch pages. Each page followed a similar template with only branch-level details changing, which search engines increasingly treated as duplicate or thin content. Google was inconsistently indexing and ranking these pages, splitting authority across near-duplicate URLs, and organic traffic to this high-volume section had begun to decline.
Tools Used
Google Search Console Google Analytics Canonical Tag Implementation Internal Log File Analysis URL Restructuring
My Approach
  • Audited the full IFSC URL set to identify duplicate, near-duplicate, and thin-content patterns using crawl data from Search Console and internal log files.
  • Mapped canonical relationships across the 8,000+ URLs, identifying the authoritative version for each duplicate cluster.
  • Implemented canonical tags at scale and restructured the URL hierarchy for clearer, more logical groupings by state, bank, and branch.
  • Improved internal linking between related IFSC pages to consolidate link equity and support crawl efficiency.
  • Monitored indexation status and crawl budget allocation in Search Console throughout the rollout to catch regressions early.
Results
Within 60 days of rolling out the canonicalisation and URL restructuring, organic traffic to the affected section recovered and grew by 18%. Crawl budget was redirected toward the canonical, authoritative pages, and indexation of duplicate variants dropped sharply — freeing up crawl capacity for other high-value sections of the site.
Key Takeaway
"At scale, duplicate content isn't just a ranking issue — it's a crawl-budget and indexation issue. Fixing it required thinking in terms of URL architecture and canonical signals across thousands of pages at once, not one-off page edits."
02
Focus Area: AEO · GEO · Structured Data

Winning AI Overviews — AEO/GEO Restructuring for Google AI, ChatGPT & Perplexity Citations

The Challenge
As search behaviour shifted toward AI-driven answers — Google AI Overviews, ChatGPT, and Perplexity — BankBazaar's product pages, written primarily for traditional blue-link SERPs, were not being surfaced or cited in AI-generated responses. Competitors with more structured, entity-rich content were increasingly appearing as the cited source for financial product queries, putting BankBazaar's organic visibility for high-intent, top-of-funnel queries at risk.
Tools Used
FAQPage Schema FinancialProduct Schema BreadcrumbList HowTo Schema Google Search Console Content Architecture Redesign Manual AI-Citation Tracking
My Approach
  • Audited top commercial and informational pages across Credit Cards, Loans, Insurance, and Savings to identify gaps between existing content and how AI engines extract and cite answers.
  • Restructured key pages around clear, entity-based content blocks and direct-answer formatting that AI systems could parse and cite easily.
  • Implemented FAQPage, FinancialProduct, BreadcrumbList, and HowTo structured data sitewide to strengthen entity relationships and earn rich results.
  • Rewrote high-priority FAQ and comparison sections to directly answer common user questions in concise, extractable language.
  • Tracked citation appearances in Google AI Overviews, ChatGPT, and Perplexity manually and via prompt-based monitoring to validate impact.
Results
Following the restructuring, BankBazaar's product and informational pages began appearing as cited sources within Google AI Overviews, ChatGPT, and Perplexity responses for target financial queries — establishing an early foothold in AI-driven search discovery alongside continued growth in traditional organic visibility (5M+ monthly organic visitors sitewide).
Key Takeaway
"Ranking in traditional SERPs and being cited by AI answer engines require overlapping but distinct signals. Structured data and entity clarity earn the crawl and comprehension; concise, direct-answer content earns the citation."
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