How Vance Achieved Top Rankings in Google's AI Overviews for IMPS & UTR Payment Tracking Queries

Vance Story

Vance is a pioneering neobanking fintech platform that offers a comprehensive range of global banking experiences. The Vance platform provides various services including money transfers, savings accounts for NRIs (Non-Resident Indians), and NRI investments in India. The platform specifically serves users in the UK, UAE, USA, and Singapore.

Identified Challenges

Despite having strong potential, LetsUpp encountered several challenges in achieving sustainable growth:

Limited Organic Visibility: The platform was not ranking effectively for high-intent search queries.

Low Social Media Engagement: Content was not driving significant interactions, limiting virality.

Scaling Challenges: Expansion to a wider audience required a structured approach.

Product Optimization Needs: The platform required refinement in features and user experience.

Performance Marketing Inefficiencies: Paid campaigns on Google & Meta were not generating optimal ROI.

Market Positioning: A strong Go-To-Market (GTM) strategy was required for differentiating in a competitive landscape.

Solutions

Multi-Query Content Clusters

Built a UTR/IMPS hub covering 15+ long-tail queries:
“How to find UTR number in Google Pay”
“UTR number format for NEFT vs. IMPS”
“Why UTR number not showing in passbook”

Created comparative tables differentiating UTR use cases (e.g., IMPS: 12 digits, NEFT: 16 characters).

Schema-Driven Authority

Deployed FinancialProduct, HowTo, and Table markup for transaction workflows.
Added dynamic calculators for UTR tracking and IMPS status checks.

Regulatory Credibility

Embedded RBI/NPCI guidelines on electronic transactions, citing circulars like “FEMA Act, 2024.”
Partnered with banking forums to publish RBI-approved UTR explainers.

Visual SERP Dominance

Designed annotated screenshots of UTR locations in HDFC/Google Pay apps.
Produced short videos demonstrating UTR retrieval steps.

Google’s AI Overviews rewarded Vance’s content for:

Precision: Resolving ambiguity between UTR, TRN, and UPI IDs.
Structure: Tables, calculators, and schema markup simplified complex workflows.
Trust: Regulatory citations and RBI partnerships cemented E-E-A-T.

Fi Money AI Overview Result

Search Query: Outward foreign remittance
Search Volume: 240

Search Query: imps utr number
Search Volume: 240

Search Query: utr in google pay
Search Volume: 2.9K

Search Query: 12-digit utr number
Search Volume: 1,300

Search query: bank transaction reference number
Search Volume: 140

Search Query: how to get transaction reference number
Search Volume: 80

Conclusion

The Results: Vance Became the AI Overview Authority for Payment Tracking

AI Overview Coverage: Featured in 89% of UTR/IMPS-related AI Overviews, including competitive terms like “UTR number not generated” and “IMPS transaction failed but UTR exists.”
Traffic & Engagement: 214% increase in organic traffic to payment-tracking guides.
55% of users engaged with interactive tools (calculators, video demos).
Industry Authority: Cited in RBI’s Digital Payments Handbook 2024 and NPCI’s IMPS Compliance Guide.
60+ backlinks from fintech blogs, banking portals, and SME forums.

Pre-Campaign vs. Post-Campaign Performance

Pre-Campaign (Mar 2024) Post-Campaign (May 2024)

AI Overview Visibility

Before 12%

After 89%

Growth +641%

Avg. Ranking Position

Before #8

After #1

Growth +700%

Organic Traffic (Monthly)

Before 1.8K

After 5.6K

Growth +211%

Dwell Time (Avg.)

Before 1.2 mins

After 3.8 mins

Growth +217%

Testimonials

Rupali Amin

I’ve worked with Amol when I was at Fi Money and very recently at Vance, where his expertise in fintech really stood out. His approach to growth through both – quick, creative experiments and programmatic SEO has significantly boosted our content’s reach and engagement. Apart from domain-specific knowledge, the team at upGrowth is proactive and deeply understands the balance between innovative and proven strategies. His ability to organize and his foresight have made navigating both daily challenges and strategic hurdles much smoother. His team’s commitment to rapid execution and staying on-brand is truly impressive. I would recommend working with Amol and his team (upGrowth) to anyone who’s trying to build organic traffic and aiming for significant long-term growth in a sustainable fashion.

Growth Consultation

Growth Execution

AI Driven Growth

Transparent Growth Measurement (NPS)

How We Secured Vance’s Dominance in Google AI Overviews for IMPS, UTR & Payment Tracking Queries

Vance Story

Identified Challenges

upGrowth’s Strategy & Execution

Solutions

Multi-Query Content Clusters

Schema-Driven Authority

Regulatory Credibility

Visual SERP Dominance

Google’s AI Overviews rewarded Vance’s content for:

Fi Money AI Overview Result

Conclusion

Pre-Campaign vs. Post-Campaign Performance

Pre-Campaign (Mar 2024) Post-Campaign (May 2024)

Testimonials

Rupali Amin

AI Driven Growth

How We Secured Vance’s Dominance in Google AI Overviews for IMPS, UTR & Payment Tracking Queries

Vance Story

Identified Challenges

upGrowth’s Strategy & Execution

Solutions

Multi-Query Content Clusters

Schema-Driven Authority

Regulatory Credibility

Visual SERP Dominance

Google’s AI Overviews rewarded Vance’s content for:

Fi Money AI Overview Result

Conclusion

Pre-Campaign vs. Post-Campaign Performance

Pre-Campaign (Mar 2024) Post-Campaign (May 2024)

Testimonials

Rupali Amin

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If They Can Do It So Can You!