Scaling organic reach for India's long-standing SMB accounting platform
BUSY has served Indian businesses for over thirty years and supports 600,000+ of them. The work centred on making that scale legible to search — across twenty industry verticals, four product tiers and a deep library of GST guidance.
- Client
- BUSY Accounting Software
- Industry
- Software & SaaS
- Timeline
- Ongoing engagement
- Year
- 2026
Where they started
A catalogue this broad creates a specific SEO problem: four product tiers (Start, Smart, Power, Power+) multiplied by twenty-plus industries — retail, pharmacy, FMCG, garments, chemicals, agriculture, real estate — generates enormous keyword surface, and without deliberate architecture those pages compete with each other rather than with competitors. Layered on top is India's GST regime, where rules change often enough that guidance content silently goes stale and starts costing trust instead of earning it.
What we did
We mapped the vertical and tier matrix into a keyword architecture where every page owns one intent and links deliberately to its neighbours, rather than twenty near-duplicate industry pages fighting the same query. GST guidance was restructured as a maintained resource hub with review dates and change logs, so it stays accurate as legislation moves. Technical work covered crawl efficiency across a large template-driven site, structured data for software and FAQ results, and Core Web Vitals. GEO work structured the guidance content for extraction — clear definitions, cited figures and answer-shaped headings — so it can be surfaced by AI answer engines, which is increasingly where accounting questions get asked first.
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