Tala Send became the cited source in AI answers across four corridors
SEO
A worked example, not a client result. The organisation, the figures and the quotation below show how an engagement of this shape is structured and what it sets out to move. They are not outcomes achieved for a named client.
Setu Cross-BorderSEO
Setu Cross-Border shipped 62 corridor pages from one template in 10 weeks
Corridor pages had been written by hand, then abandoned. Rebuilt as a system connected to live rate data, they stopped going stale and started ranking.
3.1xorganic traffic
62pages shipped
3.1xORGANIC TRAFFIC
62PAGES SHIPPED
78%INDEXED IN 30 DAYS
10 wksBUILD
Measured over 10 weeks against a matched prior period. Attribution and confidence notes available on request.
The situation
Setu had fourteen corridor pages, written over two years by three different people, each with a different structure and none connected to the platform's own rate data. Six of them quoted fees that had changed.
Organic traffic was flat and the pages competed with each other. A search for one corridor surfaced a different corridor's page roughly a third of the time, which is the classic signature of pages built individually rather than as a set.
The internal assumption was that they needed more pages. They needed a system, and then more pages.
What we found
The fourteen existing pages shared no template, no heading structure and no internal linking logic. Four were near-duplicates of each other with a country name swapped, which is what triggers filtering rather than ranking.
None carried a rate module, so the highest-intent moment on the page had nothing to act on. A sender researching a corridor had to leave the page to find a quote.
There was also no refresh mechanism. Fees, limits and payout options change, and a corridor page that quotes an old fee is worse than no page, because it damages trust at exactly the point of decision.
Funnel and diagnostic table
| Stage or area | Position | Cumulative or detail | Read |
|---|---|---|---|
| Corridor pages live | 14 | Six with outdated fees | Trust risk |
| Distinct page templates | 3 | No shared structure | Inconsistent |
| Pages with a rate module | 0 | Highest intent unserved | Conversion loss |
| Internal links between corridors | Ad hoc | Cannibalisation in 31% of queries | Ranking loss |
| Refresh process | None | Manual, unowned | Decay |
What changed
1. Built one template and one data structure, with the rate module connected to the platform's live pricing rather than to hard-coded copy.
2. Defined the internal linking logic first: every corridor page links to its send country hub, its receive country hub, two adjacent corridors and one service page.
3. Produced 62 pages against verified corridor demand, prioritised by payout margin rather than by search volume alone.
4. Structured every page for answer engine extraction, with a definition block, a fee breakdown and an FAQ set that a model can lift.
5. Set a quarterly refresh cycle with automated flags when a fee, limit or payout method changes in the source data.
The build took ten weeks and roughly six of those went into the template, the data structure and the linking logic. The 62 pages themselves were the fast part, which is the whole argument for treating corridor pages as a system.
Cannibalisation went from affecting roughly a third of corridor queries to under five percent, mostly because the linking logic told search engines which page owned which intent.
The corridor pages were the unlock. One template, sixty-two pages, and each one ranks on its own instead of competing with the others.
— Priya Raghavan, CEO, Setu Cross-Border
How the work ran
Corridor page template with rate module
One structure, connected to live pricing, replacing three inconsistent hand-built layouts.
Internal linking map
Every page linked to hubs, adjacent corridors and one service page, defined before writing.
Refresh automation
Quarterly cycle with automated flags when source pricing or payout methods change.
What moved
| Metric | Before | After | Change |
|---|---|---|---|
| Corridor pages live | 14 | 62 | Expanded |
| Organic traffic to corridor pages | Baseline | 3.1x | Improved |
| Indexed within 30 days | Not tracked | 78% | New |
| Query cannibalisation | 31% | 4% | Improved |
| Pages with outdated fee data | 6 | 0 | Resolved |
| Assisted first sends from organic | Baseline | 2.7x | Improved |
Mandatory line beneath: “Measured over 10 weeks against a matched prior period. Attribution and confidence notes available on request.”
The engagement in brief
Scope and shape
- B2B payout platform
- Multi-corridor
- 10 weeks
- SEO
We had been arguing about how many pages to write. The answer was that page count was never the problem.
— Priya Raghavan, CEO, Setu Cross-Border
Same funnel, different corridor?
A fixed-fee growth audit covering acquisition, KYC completion, retention and tracking across your corridors. You keep the roadmap whether or not we work together.