Ranking for 'Mutual Funds' at 62,880 Average Monthly Volume, With 2,400 URLs Missing Open Graph Tags
A full SEO audit covering non-branded keyword rankings, backlink profile growth, GA4 configuration health, and the technical SEO fundamentals, from page titles to structured data.
Top Non-Branded Keyword Rankings
| Keyword | Avg. Monthly Volume | Total Organic Clicks | MoM Change | Zero-Click % | Intent |
|---|---|---|---|---|---|
| mutual funds | 62,880 | 1,30,900 | +11.49% | 77.78% | Informational |
| mf | 33,410 | 65,800 | -16.29% | 64.59% | Informational |
| mutual fund investment | 4,340 | 44,900 | +24.52% | 58.44% | Informational, Local |
| mutual funds investment | 1,240 | 14,700 | +61.67% | 61.28% | Informational |
| top mutual funds | 1,990 | 12,800 | +33.73% | 44.59% | Informational |
| best mutual funds to invest | 2,480 | 10,300 | -38.05% | 43.14% | Informational |
| mutual funds to invest in | 1,960 | 4,800 | +136.89% | 48.29% | Informational |
| invest in mutual funds | 600 | 4,600 | +1,232.21% | 56.35% | Informational |
| mutual fund investments | 200 | 2,600 | - | 86.62% | Informational, Local |
| reliance mutual fund | 900 | 2,500 | -76.64% | 23.96% | Navigational |
MoM = month-over-month change. Zero-Click % measures searches where the user doesn't click through to any result. Source: Similarweb, ibs Fulcro audit.
What the Keyword Data Actually Shows
"Invest in mutual funds" shows the single largest month-over-month increase in the entire keyword set, up 1,232.21%, alongside "mutual funds to invest in" at +136.89%. Both are strong candidates for deliberate content investment given the growth trajectory.
"Best mutual funds to invest" is declining (-38.05% MoM) despite meaningful volume (2,480), suggesting either ranking erosion or a genuine shift in how people search this specific phrase. "Reliance mutual fund" (the brand's former name) is also declining sharply at -76.64%, which tracks with the brand's transition to the Nippon India name and is not itself a cause for concern.
The zero-click percentage on the two highest-volume terms, "mutual funds" (77.78%) and "mf" (64.59%), is high enough to warrant direct action: enhancing content to compete for featured snippets would capture some of that traffic currently going to zero-click results.
Additional Ranking Keywords (11-30)
| Keyword | Avg. Monthly Volume | Total Organic Clicks | MoM Change | Zero-Click % |
|---|---|---|---|---|
| amc online | 1,600 | 2,400 | -40.10% | 39.33% |
| best mutual funds in india | 380 | 1,600 | -34.03% | 63.95% |
| best mutual fund in india | 210 | 1,400 | +405.41% | 66.20% |
| mutul funds | 230 | 1,300 | +51.19% | 87.54% |
| mutual funds to invest | 320 | 1,200 | -52.30% | 73.40% |
| invest in mutual fund | 100 | 902 | +646.41% | 98.03% |
| indian mutual funds | 210 | 756 | -80.00% | 67.96% |
| mutual fund website | 130 | 573 | +127.72% | 55.06% |
| reliance mutual fund login | 200 | 424 | -16.00% | 25.33% |
Source: Similarweb, ibs Fulcro audit. Full 40-keyword set available in the Keywords excel sheet.
Backlink Profile Overview
| Metric | Finding |
|---|---|
| Referring domains, prior year | 644 |
| Referring domains, current | 1,089 |
| Growth | +69% year over year |
| Recommendation | No need to actively acquire more backlinks. Priority is fixing broken links and missing anchor text, which directly affects user experience. |
Google uses links as a factor in determining page relevancy. Source: ibs Fulcro SEO audit.
GA4 Configuration Audit: 40 Checks, 26 Requiring Attention
A structural GA4 audit covered five settings areas: Account, Property & Data Stream; Data Collection and Modification; Data Display Settings; Product Linking Settings; and Content Grouping. Of 40 total checks conducted, 9 passed, 26 required attention, and 5 were not applicable to this property's setup.
GA4 Audit Results by Category
| Category | Key Finding | Status |
|---|---|---|
| Account structure | Fit for purpose, best-practice structure in place | Pass |
| Property structure | Suits a single website property, aligns with non-360 GA4 usage | Pass |
| Data stream structure | Needs a cleaner one-to-one website-to-stream mapping | Requires attention |
| Web data stream | Successfully set up and collecting data | Pass |
| iOS and Android data streams | Both need attention to track properly across platforms | Requires attention |
| Consent mode | Not configured | Not applicable |
| Automatically collected & enhanced measurement events | Properly set up | Pass |
| Custom events | Successfully configured for client-specific needs | Pass |
| Conversions | Some crucial events are not labelled as conversions | Requires attention |
| Product linking (Google Ads, Search Console, BigQuery) | Multiple links missing or improperly configured | Requires attention |
| Content grouping | Not configured at all | Requires attention |
Full detail available in the GA4 Audit Report excel file. Source: ibs Fulcro GA4 audit.
Technical SEO Findings
FB Pixel implemented site-wide, but event tracking unconfirmed
Access limitations prevented full verification of Facebook event tracking configuration.
Locate Mutual Fund Distributor tool malfunctions
A technical issue with city selection is actively breaking a local-search-relevant feature; this needs fixing both for UX and for local search visibility.
No blog or resource center exists
A direct gap versus Franklin Templeton, Edelweiss, and White Oak, all of which run active educational content programs.
Google Business Profile shows only 5 products
There's no platform limit on the number of products; this is an easy, low-cost visibility improvement.
20 URLs identified with low content
Thin content reduces page authority; these pages need enhancement to compete for their target keywords.
Missing or duplicate page titles on some URLs
Directly confuses search engines and dilutes keyword relevance for the affected pages.
Meta descriptions missing on many pages, several truncated
Unique, properly-sized meta descriptions (targeting roughly 900 pixels) would materially improve click-through rate.
H1 tags not fully optimized
Under-utilized for SEO relevance and accessibility relative to best practice.
Image alt attributes present but incomplete
Several images have no alt text at all, a gap for both accessibility and image search visibility.
~2,400 crawlable URLs missing Open Graph tags
This directly limits how content appears when shared on social platforms, reducing click-through from social shares.
Value-added recommendation: Implement structured data (schema markup) to enable rich results in search, and add credibility metrics directly to the homepage, number of branches, number of advisors, number of clients, to strengthen the site's expertise, authoritativeness, and trustworthiness signals.
SEO Priorities Going Forward
Capitalize on keyword difficulty decline
Keyword difficulty on target terms dropped from 23 to 12 alongside rising search volume, a genuine opportunity window for content investment.
Fix the Locate Distributor tool
This is simultaneously a UX bug and a local-search relevance problem; fixing it serves both purposes at once.
Launch a blog or resource center
Every strong competitor benchmarked in the UI audit runs one; this is a clear, addressable content gap.
Add Open Graph tags across all crawlable URLs
A mechanical fix with a direct payoff in social share appearance and click-through.
Implement structured data for rich results
Product structured data specifically, to make search listings more visually competitive.
Frequently asked questions
"Mutual funds," with an average monthly search volume of 62,880 and 1,30,900 total organic clicks, up 11.49% month over month at time of audit.
Referring domains grew from 644 to 1,089 over the prior year, a 69% increase, indicating rising domain authority without any recommended need for active backlink acquisition.
Of 40 checks conducted across account structure, data collection, event tracking, and product linking, 9 passed, 26 required attention, and 5 were not applicable. The most significant gap was in product linking, where connections to Google Ads, Search Console, and BigQuery were missing or misconfigured.
Adding Open Graph tags. Roughly 2,400 crawlable URLs are missing them entirely, a purely mechanical fix with a direct, immediate payoff in how the site's content appears when shared on social platforms.