Hired as SEO Lead. Ended up building the entire organic growth infrastructure — from attribution stacks to ASO, AOP models, and MarTech architecture.
The Context
JioFinance is a Jio-backed fintech platform offering home loans, personal loans, credit cards, fixed deposits, UPI, insurance, savings accounts, and digital gold to Indian consumers. I joined as SEO & ASO Lead in June 2023 — but the actual scope quickly expanded to cover everything that touched organic acquisition, measurement, and retention infrastructure.
This was not a steady-state SEO role. It was a zero-to-one build in a highly regulated, deeply competitive vertical where fintech giants like BankBazaar, Paisabazaar, and PolicyBazaar had years of authority. The challenge was speed, precision, and systems — not just content.
What I Built
Over two years I designed and executed the full organic growth stack for JioFinance, operating with CMO-level scope as an individual contributor managing vendor teams for execution.
SEO & Content Architecture
Designed a 455-page SEO architecture across 6 product hubs (home loan, personal loan, credit card, FD, insurance, tax filing). Built a 6,763-keyword enrichment pipeline classifying every keyword by business value, funnel stage, intent, and seed keyword — giving the content and product teams a single source of truth for organic prioritisation. Delivered full content briefs for high-value verticals including 7 tax filing briefs (v2.0 with JioFinance differentiator layer) and a credit card vertical MoM traffic projection model across three scenarios.
ASO (App Store Optimisation)
Built 3 custom store listings for Personal Loan, Credit Card, and Fixed Deposit — tailored metadata, keyword research, and conversion-optimised descriptions for both Google Play and App Store. Projected and tracked web-to-app install attribution through AppsFlyer, reaching 30,081 attributed installs via JFPSL.
MarTech Infrastructure
Architected and audited the full GA4 + GTM event tracking stack — 493 events across 25 source sheets, with campaign readiness assessed at 40% pass rate and a remediation roadmap delivered to the product and dev teams. Ran an AppsFlyer-to-CleverTap data discrepancy diagnostic covering PBA setup, SDK audit, SKAN conversion value mapping, and a reconciliation dashboard framework. Built a Looker Studio unified dashboard architecture scoped across 7 pages for CEO through analyst tiers.
AOP & Business Planning
Built the FY26–27 Annual Operating Plan organic traffic model — moderate scenario: ~832K users, ~3.66x YoY growth. Modelled organic contribution against CEO revenue targets across 6 product lines, showing ₹11.89 Cr direct organic revenue and an additional ~₹31 Cr in paid CAC offset. Delivered CEO-facing and board-level performance decks (McKinsey/Bain style, 12-slide cap) with full strategic framing, no operational SEO jargon.
Competitive & Backlink Intelligence
Built a 13-competitor competitive intelligence workbook (5 years of Semrush data, 11 sheets). Developed a backlink strategy targeting DR 35–42 by March 2027 across an 11-month ₹92–103L investment plan. Also built a 14,066-query GSC branded query classification engine with Devanagari/Hinglish support and a Semrush position tracking analysis across 1,919 keywords and 4 domains.
Key Results
Organic traffic model projects 3.66x YoY growth. Web-to-app installs attributed at 30,081. CEO revenue targets achievable for 4 of 6 product lines from organic alone. Full MarTech audit delivered with remediation priority map. AOP and competitive decks accepted at CEO level.
What Fintech Taught Me
Fintech SEO is not just about rankings — it is about trust signals, YMYL compliance, E-E-A-T architecture, and building systems that survive regulatory scrutiny and quarterly business reviews simultaneously. The most valuable skill I developed here was translating organic search data into business decisions that a CFO or CEO could act on — not just reporting traffic, but owning the revenue conversation.