Adyen Organic Growth Opportunities

Create a massive library of pages that translate cryptic bank decline codes into plain-English explanations. This play targets developers and finance teams who are actively troubleshooting failed payments, a high-intent, high-pain-point moment.

Example Keywords

• "BBVA 9077 decline meaning"
• "Bank of America code D0 resolve"
• "HSBC error RR contactless"
• "chase bank decline code 51"

Rationale

Developers and merchants constantly search for the meaning of obscure bank decline messages. By creating the definitive, most comprehensive encyclopedia for these codes, Adyen can capture a massive volume of long-tail organic traffic from technical users who are in the process of debugging payment flows, establishing Adyen as an indispensable resource.

Topical Authority

Adyen's position as a payment processor gives it access to billions of historical transaction logs. This provides a proprietary, unmatched dataset of issuer-specific response codes that no competitor or blog can replicate, creating an insurmountable authority moat.

Internal Data Sources

Utilize historical decline logs (over 3 billion data points) to map issuer BINs to specific error codes and their frequency. Anonymized data on retry success rates and insights from the RevenueProtect smart-retry engine can be used to provide actionable solutions for each code.

Estimated Number of Pages

100,000+ (Covering ~2,500 high-volume issuing banks and their ~40 most frequent, unique decline codes)

Develop a comprehensive library of head-to-head comparison pages for every conceivable payment method pairing. This captures ultra-high-intent users at the final stage of their decision-making process, directly comparing payment solutions.

Example Keywords

• "PayPal vs Bancontact fees"
• "Alipay vs WeChat Pay acceptance rate"
• "Klarna vs Afterpay split-pay comparison"
• "Stripe vs Adyen pricing"

Rationale

Merchants evaluating which payment methods to offer frequently use "vs" queries to compare options. Currently, these SERPs are dominated by thin affiliate blogs. By creating data-rich, objective comparison pages using proprietary performance data, Adyen can intercept these high-commercial-intent searches and position itself as the authoritative source for payment method selection.

Topical Authority

Adyen supports over 160 payment methods globally and has first-party data on their real-world performance (conversion rates, fees, settlement times). This unique data provides a level of detail and accuracy that is impossible for competitors or third-party sites to match, establishing strong topical authority.

Internal Data Sources

Leverage anonymized and aggregated data from the Adyen platform, including checkout conversion rates, approval rates by market, and total cost of ownership (interchange + scheme + PSP margin) for each payment method. Checkout UX screenshots from Adyen's demo library can also be used to visually compare flows.

Estimated Number of Pages

12,000+ (Based on the combination of 160+ supported payment methods, C(160,2))

Build the industry's most detailed chargeback defense resource, going beyond simple code definitions. Each page will be a complete defense kit for a specific reason code, tailored to a specific industry, including evidence checklists and rebuttal templates.

Example Keywords

• "Mastercard 4863 chargeback evidence SaaS"
• "Visa fraud reason 10.4 hotel industry defense"
• "PayPal SNAD digital goods dispute template"
• "how to fight Amex chargeback code C08"

Rationale

Merchants facing chargebacks are actively seeking urgent, actionable advice to prevent revenue loss. Existing resources explain what a reason code means, but none provide a tactical, industry-specific playbook on how to fight it. This play captures high-pain-point traffic and funnels it directly to Adyen's risk management products.

Topical Authority

Adyen already possesses topical authority for the generic term "chargeback." This play deepens that authority by orders of magnitude, leveraging proprietary data on dispute outcomes to provide statistical evidence of what defense strategies work, creating an unmatched resource for merchants.

Internal Data Sources

Utilize aggregated statistics from Adyen's Resolution Center to show win-rate benchmarks by reason code and industry. Use scrubbed and anonymized sample evidence documents (PDFs) and leverage performance data from the RevenueProtect rules engine to suggest preventative measures.

Estimated Number of Pages

3,000+ (Covering 5 major card schemes, ~60 reason codes each, and tailored for 10 key industries)

Create a vast matrix of SEO-optimized pages, each providing a single, copy-pasteable code snippet for a specific development use case. This strategy targets developers searching for immediate, practical solutions to common payment integration tasks.

Example Keywords

• "Node Stripe-to-Adyen migration example"
• "Flutter quickpay card tokenization snippet"
• "Java spring partial capture API code"
• "PHP create recurring payment Adyen"

Rationale

Developers often search for specific "recipe" style code examples to solve immediate integration problems, rather than reading through lengthy documentation. By creating a comprehensive library of targeted, easy-to-consume snippet pages, Adyen can capture a huge volume of developer search traffic and become the go-to resource for quick implementation questions, building goodwill and driving adoption.

Topical Authority

Adyen already has strong authority with its developer documentation on docs.adyen.com. This play expands that authority by structuring the information for SEO and discoverability, targeting the specific way developers search for solutions and filling a gap that competitors like Stripe have not fully addressed with a multi-framework recipe matrix.

Internal Data Sources

Systematically convert existing Adyen GitHub samples and Postman workspace examples into individual pages. Mine real merchant integration tickets from Zendesk (tagged by language and framework) to identify the most frequently requested code snippets and use cases.

Estimated Number of Pages

1,800+ (Based on 10 languages x 12 frameworks x 15 common use-cases)

Develop a comprehensive encyclopedia of payment regulations for every country and major economic region. These static guides will explain complex legal topics like licensing, surcharging, and data residency in simple terms for businesses looking to expand globally.

Example Keywords

• "payment gateway regulation in Argentina"
• "credit card surcharging laws California"
• "PCI DSS fines Singapore"
• "PSD3 compliance checklist Germany"

Rationale

Businesses scaling internationally face a daunting and fragmented landscape of payment regulations. By creating a centralized, easy-to-navigate atlas, Adyen can capture traffic from finance, legal, and operations professionals at the critical moment they are planning global expansion. This positions Adyen as a strategic partner, not just a vendor.

Topical Authority

Adyen already ranks for some compliance topics (like PCI DSS) and has strong E-E-A-T signals with over 61,000 referring domains, including financial and legal entities. This play builds on that foundation, leveraging Adyen's global operational footprint to provide authentic, expert-driven content on a country-by-country basis that competitors lack.

Internal Data Sources

Utilize Adyen's internal Legal & Regulatory knowledge base, which contains briefs and analyses for each region of operation. Anonymized historical dispute and fraud data can be used to illustrate the real-world impact of non-compliance. AirOps' ability to ingest public regulatory texts via SERP data and PDFs can supplement this internal knowledge.

Estimated Number of Pages

1,300+ (Covering ~220 countries and ~6 recurring regulatory topics per country)

Improvements Summary

Consolidate duplicate test card number pages into a single canonical URL, expand and optimize on-page content, and implement structured data for rich snippets. Strengthen internal linking and add interactive tools and downloadable resources to improve user engagement and keyword coverage.

Improvements Details

Key tasks include 301-redirecting duplicate URLs, updating internal links, and optimizing meta tags and headings for high-volume keywords like 'test credit card numbers' and 'adyen test card.' Expand content with clear explanations, region-specific test numbers, FAQs, code snippets, and downloadable assets. Add a video, an interactive test card generator, and structured data (FAQPage, HowTo) to increase visibility and click-through rates.

Improvements Rationale

Consolidating URLs addresses cannibalization and strengthens authority, while expanded and optimized content targets a wider range of high-intent queries. Structured data and improved internal linking increase the likelihood of rich results and higher rankings. These changes are expected to drive more organic traffic, improve user experience, and move key terms onto the first page of search results.