Mitasys × 1Finance · Organic search
Apr-Jun 2026 vs Jan-Mar 2026 · Google Search ConsoleBlog and Calculator drove 91% of the loss, and it is almost entirely non-branded. Branded demand grew and held rank, so this is a discovery problem, not a brand problem.
What happened
Clicks fell from 303,510 in Q1 (Jan-Mar) to 210,678 in Q2 (Apr-Jun), a loss of about 92,800. Impressions fell in step, down 29.6%.
Organic clicks, Q2
down 30.6% from 303,510 in Q1
Non-branded clicks
the entire net decline sits here
Blog + Calculator
share of the total click drop
Branded clicks
brand demand grew and held rank
Where it went
Blog and Calculator each shed about 42,000 clicks. Product Scoring adds a further 17%, offset by gains in Retirement Planning and the homepage.
| Content group | Clicks: Q1 → Q2 | Change | Share of drop |
|---|---|---|---|
| Blog | 91,169 → 48,514 | −42,655 | 46% |
| Calculator | 159,803 → 117,978 | −41,825 | 45% |
| Product Scoring | 34,248 → 18,496 | −15,752 | 17% |
| Retirement Planning | 637 → 5,312 | +4,675 | gained |
| Other (home, glossary, etc.) | 17,653 → 20,378 | +2,725 | gained |
The NPS-scheme line did not vanish; those pages moved to the Retirement Planning section, which is why Retirement Planning gained at the same time. Credit Card is the genuine product-scoring decline.
| Product line | Clicks: Q1 → Q2 | Change | Share of section drop |
|---|---|---|---|
| Credit Card | 24,148 → 14,063 | −10,085 | 64% |
| NPS Schemes (moved to Retirement Planning) | 2,680 → 1 | −2,679 | 17% |
| Health Insurance | 4,975 → 2,553 | −2,422 | 15% |
| Home Loan Lenders | 1,271 → 920 | −351 | 2% |
| Mutual Funds | 791 → 608 | −183 | 1% |
| Page | Clicks: Q1 → Q2 | Change | Position: Q1 → Q2 |
|---|---|---|---|
| Loan prepayment calculator held rank | 63,062 → 51,364 | −11,698 | 14.9 → 10.1 |
| Surrender value calculator held rank | 31,433 → 20,653 | −10,780 | 14.6 → 8.1 |
| Advance tax calculator held rank | 11,298 → 2,155 | −9,143 | 6.0 → 7.1 |
| Old vs new tax regime calculator held rank | 15,040 → 7,631 | −7,409 | 7.2 → 7.3 |
| Unclaimed deposits guide (blog) | 6,304 → 895 | −5,409 | 4.7 → 6.4 |
| Zero-forex credit card list (blog) | 8,116 → 2,860 | −5,256 | 4.7 → 7.2 |
| HDFC Regalia 2025 review (blog) held rank | 5,955 → 991 | −4,964 | 4.4 → 5.1 |
What this means
The biggest Calculator pages held or improved their rankings while still losing clicks, which points to seasonal tax-tool demand and zero-click behaviour, not a ranking problem. The Blog is a mix of genuine ranking loss on evergreen posts and a year-based content refresh where traffic moved to newer URLs.
Why
The whole net decline sits in non-branded queries, where average position also slipped. Branded demand grew 35% and held its top position, so the trust and recall side of the funnel is intact.
| Segment | Clicks: Q1 → Q2 | Change | Avg position |
|---|---|---|---|
| Non-branded | 180,360 → 117,522 | −35% | 7.1 → 9.6 (worsened) |
| Branded | 10,651 → 14,428 | +35% | 2.3 → 2.1 (improved) |
Queries ranking in the top three positions fell nearly two thirds (5,477 to 1,923), redistributing to page two and beyond. Yet when we checked the highest-traffic decliner pages against their own key terms, 12 of 15 held their rankings, so for those pages the clicks left without the rank moving.
| Google position band | Queries in Q1 | Queries in Q2 |
|---|---|---|
| Top 3 | 5,477 | 1,923 |
| 4 to 10 | 18,127 | 15,269 |
| 11 to 20 | 3,210 | 3,978 |
| 21 to 50 | 1,844 | 2,465 |
| 51+ | 891 | 650 |
Non-branded "what is" and "how to" queries are increasingly answered on the results page, so a page can hold rank and still lose the click.
Tax calculators and regime comparisons peak in the January-to-March tax-planning quarter and recede afterwards. A quarter-on-quarter view always shows that swing.
Beyond the top pages, the broad Blog mid-tail did lose position, shown by the top-three collapse above. This part is recoverable with on-page work.
Branded clicks and rankings grew. The opportunity is recapturing non-branded discovery, not repairing brand demand.
The way forward
Priorities, ordered. Full page-level detail is in the report.
| Priority | Action | Why it matters |
|---|---|---|
| Must-fix | Rebuild top-three visibility for the Blog mid-tail that lost rank (unclaimed-deposits, zero-forex list, and similar evergreen guides). | The top-three query count fell 65%; this is the clearest recoverable loss. |
| Must-fix | Optimise the high-traffic evergreen calculators (loan-prepayment, surrender-value) for the answer box and richer results. | They hold rank but leak clicks; snippet and CTR work recaptures demand that rank alone no longer converts. |
| Should-fix | Complete the year-based refresh cycle for product-review blogs so the current-year versions absorb the older posts' equity. | The 2025 posts decay by design; the 2026 versions already rank and should be consolidated cleanly. |
| Should-fix | Confirm the NPS-scheme move (Product Scoring to Retirement Planning) is fully redirected. | The migration explains part of the swing; a clean redirect protects the recovered traffic. |
| Nice-to-have | Treat the tax-tool seasonality as expected and plan the next tax-season content push ahead of Q4/Q1. | The swing is predictable; planning around it turns a reported drop into a managed cycle. |