Primer Organic Growth Opportunities

Create a comprehensive library detailing the best alternative payment methods (APMs) for specific industries within each country. This play captures long-tail, high-intent search traffic from merchants looking to expand globally and localize their checkout experience.

Example Keywords

• "best payment methods in brazil for ecommerce"
• "buy now pay later options germany"
• "digital wallets accepted in indonesia tourism"
• "how to accept upi payments india saas"

Rationale

Competitors have thin, generic coverage on geo-specific APMs, creating a first-mover advantage for Primer to own this topic. This content directly aligns with Primer’s core value proposition of a unified payments infrastructure with one-click connections, turning informational queries into product discovery.

Topical Authority

Primer already ranks for a few broad "alternative payment methods" terms, providing a strong foundation of topical adjacency. Expanding with thousands of granular country and industry-specific pages will establish them as the definitive authority on global payment localization, a topic they currently have minimal coverage on.

Internal Data Sources

Use Primer’s internal database of live APM connections per country to ensure accuracy. Incorporate anonymized Universal Checkout conversion data to show performance uplift by APM, and leverage live Google SERP data via AirOps to include the latest local payment news and regulations.

Estimated Number of Pages

~3,000

Develop a scalable hub of pages comparing payment gateways and detailing technical integration processes for various platforms. This strategy targets high-intent developers and payment managers actively evaluating and building their payment stack.

Example Keywords

• "stripe vs adyen fees 2025"
• "adyen woocommerce integration"
• "paypal vs checkout.com for marketplace"
• "integrate klarna with shopify plus primer"

Rationale

Competitors currently dominate these high-value comparison and integration SERPs, capturing users in the final stages of decision-making. Primer can seize this audience by providing superior, data-backed content that naturally funnels users to its unified integration solution, which is a more efficient alternative.

Topical Authority

While Primer's docs contain integration information, they are not SEO-optimized and generate little traffic. This play leverages existing technical knowledge to build strong topical authority around "payment stacks" and "integration," keywords for which they currently have almost no visibility.

Internal Data Sources

Utilize Primer’s engineering documentation and API code snippets for each connection. Enrich pages with observed approval-rate benchmarks from Primer Observability and reference partner fee schedules stored in a Knowledge Base to create differentiated, data-rich comparisons.

Estimated Number of Pages

~4,500

Build a definitive encyclopedia explaining the meaning and resolution for specific decline codes from every major payment processor. This turns urgent, painful search queries from frustrated merchants and support teams into product-led solutions.

Example Keywords

• "adyen decline code 901"
• "stripe error code card_declined insufficient_funds"
• "paypal acs error 10417"
• "what does 'do not honor' decline mean"

Rationale

Each decline code query represents an ultra-high-intent user desperately seeking a solution to a revenue-costing problem. This play offers immediate value and natively introduces Primer’s automated retry and fallback workflows as the ultimate fix, directly linking a problem to Primer's solution.

Topical Authority

Primer has a few generic decline code blogs that perform well, proving they have nascent authority. Systematically expanding this into a comprehensive library for every processor will create an unbeatable informational moat and establish deep authority in 'payment optimization,' a core product pillar.

Internal Data Sources

Leverage Primer Observability data on decline code frequency to prioritize pages. Use pre-built Workflow recipes as concrete examples of solutions, and incorporate anonymized customer success case notes to add real-world context and credibility.

Estimated Number of Pages

~1,800

Launch a series of pages that break down payment processing fees by processor and country, complete with an interactive calculator. This play attracts high-CPC, bottom-of-funnel traffic and demonstrates tangible ROI by showing potential savings with Primer's smart routing.

Example Keywords

• "stripe fees mexico 2024"
• "paypal interchange australia"
• "adyen credit card rates canada"
• "klarna merchant fees germany"

Rationale

Fee-related searches are performed by users ready to make a purchasing decision, but reliable, localized data is fragmented and hard to find. By providing clear calculators and overlaying potential savings from smart routing, Primer creates a powerful, high-conversion lead-generation engine that no competitor offers.

Topical Authority

This play establishes Primer as an authority in "payment cost optimization," a crucial topic where they currently lack a strong organic presence. It moves the conversation beyond features to focus on the financial impact for merchants, a key decision-making factor.

Internal Data Sources

Use processor pricing tables collected by the partnerships team and stored in a Knowledge Base. Power the calculator with Primer's routing simulation engine to calculate fee deltas, and pull live FX rates via an AirOps step for accurate local currency calculations.

Estimated Number of Pages

~3,200

Create a living archive that documents and analyzes payment gateway outages, offering root cause analysis and mitigation strategies. This highly creative play captures immediate, urgent traffic during incidents and highlights Primer's reliability and observability features.

Example Keywords

• "stripe outage june 2024"
• "paypal downtime statistics 2023"
• "adyen incident report"
• "checkout.com status today"

Rationale

Outage queries spike unpredictably and represent merchants actively feeling the pain of relying on a single processor. This content provides immediate answers during a crisis and positions Primer’s multi-acquirer strategy as the ultimate insurance policy against revenue loss.Topical Authority

This is a completely unique play that no competitor is doing. It would instantly establish Primer as the go-to source for payment infrastructure reliability information, building immense trust and authority by providing transparency to the entire ecosystem.

Internal Data Sources

Use real-time Primer Observability logs to show success/error rates by processor during an incident. Aggregate public status page API feeds for official communications, and feature recommended Workflow fallback recipes as actionable solutions.

Estimated Number of Pages

~1,800

Improvements Summary

Merge and expand thin, overlapping posts into comprehensive pillar and hub pages targeting high-intent payment orchestration and routing keywords. Add comparison, tactical, and supporting content, optimize on-page elements, and strengthen internal linking to improve rankings and user flow.

Improvements Details

Key tasks include merging related routing posts into a single 1,800+ word hub, expanding the main orchestration guide to 2,500 words with glossary and FAQ schema, and creating a competitor comparison page optimized for 'best/top payment orchestration platforms' and alternatives queries. Add diagrams, real-world metrics, and authoritative citations to build E-E-A-T, and implement a hub-and-spoke internal linking structure. Refresh tactical posts, optimize technical SEO (title tags, schema, image formats), and introduce new content such as a 'vs gateway' explainer and ROI calculator.

Improvements Rationale

Consolidating and expanding content reduces keyword cannibalization and builds topical authority, helping target pages move from page 2 to top 5 for valuable keywords. Addressing content gaps and aligning with search intent increases organic traffic and conversions, while improved internal linking and E-E-A-T signals position Primer as a category leader and defend against competitor review pages.