English only, in a three-language market
Search Console showed 31% of impressions came from Hindi or Kannada queries, all landing on English pages. Those visits bounced at 71%.
0hi-IN / kn-IN URLs
Kosha Filings · Online income-tax filing service · Bengaluru
How an online tax filer won the season's biggest questions in English, Hindi and Kannada
Kosha Filings v the filing season
Organic filings
+280% organic filings
Sessions
Wkts
Overs
How to read the board: runs are organic sessions, wickets are rival domains overtaken on 40 core season questions, and each over is one month of the 9-month innings.
The toss · the challenge
Every filing season, government portals and large platforms answered the top questions, and Kosha only had English pages.
Kosha Filings is a finance & professional business in Bengaluru: an online income-tax filing service with chartered accountants on call. Its product was good. Its search presence was a single-language brochure batting against the biggest names in the game.
Between November and the July deadline, millions of salaried Indians ask the same few dozen questions — which ITR form, which regime, where is my Form 16, when is the last date. Many ask them in Hindi or Kannada. Kosha answered none of those in the language they were asked.
- AI Overview · sourcesGovernment portal · e-filing help
- incometax portalआयकर रिटर्न दाखिल करने की प्रक्रिया
- large filing platformITR filing guide (English)
- news publisherTax season explainer
- Kosha Filings · page 3How to file ITR online (English only)
Pitch report · the audit
Six things the groundsman found before a ball was bowled.
Season answers buried, cannibalised
Fourteen URLs competed for “ITR last date”. Key answers sat below 600-word intros, so portals won the snippet and the click.
14URLs on one query
No topic hubs, orphaned guides
ITR-form guides averaged 0.4 internal links each. Google had no way to see Kosha covered the season end to end.
0.4internal links per guide
Invisible in AI Overviews
On 40 core season questions, AI Overviews cited government portals and two large platforms. Kosha appeared in none.
0/40core questions cited
Steps written as prose
48 how-to guides had no step markup and no numbered structure, so machines could not lift the procedure cleanly.
48guides without steps
No reviewer, no dates
Tax pages showed no author, no qualified reviewer and no “valid for AY” stamp — weak signals for a money topic.
0reviewed pages
Batting order · the strategy
Four tactics, each with a job in the innings.
Built on our Content Engine plan: a steady run of researched, reviewed content, planned around the calendar.
- 1
Topic clusters
Opener · sets the foundation
3,800 season questions clustered into 11 hubs — ITR forms, regimes, deductions, Form 16, refunds, deadlines. One pillar per hub, answer-first spokes, and 14 cannibalising pages merged into canonicals.
11 hubs · 186 spokes
- 2
Regional languages
Opener · opens new ground
Hindi and Kannada versions written natively (not machine-translated), reviewed by a chartered accountant in Bengaluru, paired with hreflang and in-language titles and slugs.
3 languages · 412 pages
- 3
AI Overviews
No. 3 · anchors the innings
Every spoke opens with a 40–60 word direct answer, a dated “valid for AY” stamp and a named reviewer. Tables for comparisons, so AI Overviews can cite a clean source.
40 core questions tracked
- 4
HowTo schema
No. 4 · accelerates
48 how-to guides restructured as numbered steps with HowTo and FAQ structured data, so each procedure is machine-readable — even where rich results no longer show.
48 guides marked up
Over by over · 9 months
Change the over and the plates are slotted in by hand.
Use the over buttons, or arrow keys once one is focused.
Total · sessions+8,600 this over
Wkts · rivals passedof 10 on the core set
Oversof 9 · run rate 7.0k
Filings+280% vs. baseline
Regional kwHindi + Kannada, top 20
AI Overviewcitations tracked
Over 9 · All out — innings won.Deadline month. Core season questions answered top-3 in all three languages. Sessions 81,000, rivals overtaken 10, filings 4,370, regional keywords 1,450, AI Overview citations 72.
Over 1 · Nov
Taking guard
Query map of 3,800 filing-season questions, grouped into 11 topic hubs. Answer-first rewrite of the ITR-1 guide.
Over 2 · Dec
Off the mark
First Hindi hub live with hreflang pairs. 14 duplicate “last date” pages merged into one canonical page.
Over 3 · Jan
Rotating the strike
Kannada hub launched, reviewed by a Bengaluru chartered accountant. Step markup added to 48 how-to guides.
Over 4 · Feb
Finding the gaps
Old-vs-new regime comparison page in three languages. Internal links rebuilt hub-to-spoke.
Over 5 · Mar
Building the partnership
Year-end tax-saving cluster (80C, 80D, HRA) published ahead of the March rush.
Over 6 · Apr
Change of ends
New-financial-year explainers ready on day one, in English, Hindi and Kannada.
Over 7 · May
Two quick wickets
Two large platforms overtaken on regime queries. AI Overviews start citing Kosha's step lists.
Over 8 · Jun
Run rate climbing
Form 16 cluster goes live the week employers issue forms. Refund-status hub enters the top 3.
Over 9 · Jul
All out — innings won
Deadline month. Core season questions answered top-3 in all three languages.
The scorecard · results
+280% organic filings, and the season’s biggest questions answered in three languages.
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Organic filings+280%
Organic sessions+340%
Regional-language keywords0 → 1,450
AI Overview citations72
Batting card · core queries
| Query | Lang | Before | After | Won |
|---|---|---|---|---|
| how to file ITR online | EN | 14 | 3 | AI Overview cited |
| ITR filing last date | EN | 22 | 2 | Featured snippet |
| आयकर रिटर्न कैसे भरें | HI | — | 2 | AI Overview cited |
| ಆದಾಯ ತೆರಿಗೆ ರಿಟರ್ನ್ | KN | — | 1 | Top result |
| old vs new tax regime | EN | 27 | 4 | AI Overview cited |
| फॉर्म 16 क्या है | HI | — | 3 | People also ask |
| HRA exemption calculation | EN | 31 | 5 | Table in snippet |
| ತೆರಿಗೆ ಮರುಪಾವತಿ ಸ್ಥಿತಿ | KN | — | 3 | AI Overview cited |
| ITR-1 vs ITR-2 | EN | 18 | 2 | AI Overview cited |
| 80C deductions list | EN | 40+ | 6 | People also ask |
- AI Overview · sourcesAI Overview cites Kosha Filings (Hindi guide)
- Kosha Filings · kosha › hi › itrआयकर रिटर्न कैसे भरें: 7 चरण
- incometax portalआयकर रिटर्न दाखिल करने की प्रक्रिया
- large filing platformITR filing guide (English)
Filings up from 1,150 to 4,370 a month across the modelled 9-month engagement for Kosha Filings.
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