Relay Organic Growth Opportunities

Create a massive library of pages that decode cryptic bank statement descriptors into recognizable merchant names and operational workflows. This play captures high-intent traffic from business owners investigating unknown charges and redirects them to Relay’s expense management and card control features.

Example Keywords

• "what is [DESCRIPTOR] on my business bank statement"
• "[MERCHANT] charge on business debit card"
• "unknown [MERCHANT] transaction business account"
• "how to categorize [MERCHANT] expense"

Rationale

Business owners frequently search for unknown transaction strings to verify legitimacy and categorize expenses for bookkeeping. By providing the answer along with a workflow for receipt attachment and approval rules, Relay positions itself as the superior tool for financial clarity.

Topical Authority

Relay’s core product is built around transaction transparency and expense management; providing a definitive resource for transaction decoding reinforces its position as a financial command center.

Internal Data Sources

Leverage anonymized transaction descriptor datasets, merchant normalization logic, and Help Center documentation on expense categorization and card controls.

Estimated Number of Pages

50,000+ (Covering unique merchant descriptors and common transaction strings)

Develop a programmatic directory that identifies ACH originators by their Company IDs and names, providing businesses with the context they need to manage automated debits. This strategy targets technical financial queries and introduces Relay’s robust ACH and bill pay controls.

Example Keywords

• "ACH debit [ORIGINATOR] business account"
• "[COMPANY ID] ACH lookup"
• "who is ACH company [ID]"
• "what is [ORIGINATOR] ACH payment"

Rationale

Identifying the source of ACH debits is a common pain point for SMBs managing payroll, taxes, and vendor payments. Providing a lookup tool with actionable next steps (like setting up approval rules) drives high-intent traffic to Relay’s banking platform.

Topical Authority

As a business banking platform, Relay has the inherent authority to provide technical data on ACH processing, SEC codes, and originator identification.

Internal Data Sources

Utilize ACH metadata, Help Center articles on transaction processing timelines, and security/trust center documentation regarding payment controls.

Estimated Number of Pages

20,000+ (Covering unique ACH Company IDs and originator aliases)

Generate tailored landing pages for thousands of specific professions that map their unique financial workflows to Relay’s features. This play uses LinkedIn-style professional data to provide hyper-relevant advice on managing industry-specific expenses and income.

Example Keywords

• "business banking for [PROFESSION]"
• "best bank account for [PROFESSION] business"
• "expense management for [PROFESSION]"
• "how to pay [PROFESSION] subcontractors"

Rationale

Generic "small business" advice often fails to address the specific needs of different roles (e.g., architects vs. plumbers). By creating profession-level playbooks, Relay can capture long-tail search volume and improve conversion through hyper-relevance.

Topical Authority

Relay already has vertical-specific pages for agencies and real estate; expanding this to thousands of professions leverages existing topical momentum into a massive acquisition surface.

Internal Data Sources

Integrate LinkedIn data for profession-specific toolstacks, product feature docs for permissions/approvals, and advisor directory insights for industry best practices.

Estimated Number of Pages

3,000+ (Covering a wide range of professional services and trade roles)

Create a comprehensive guide for reconciling payouts from various ecommerce and payment platforms with bank deposits. This play targets the specific frustration of matching net deposits to gross sales, positioning Relay as the solution for cleaner bookkeeping.

Example Keywords

• "reconcile [PLATFORM] payouts"
• "[PLATFORM] deposit schedule"
• "why is my [PLATFORM] payout lower"
• "match [PLATFORM] deposits to orders"

Rationale

Ecommerce and SaaS operators struggle with the complexity of platform fees, reserves, and payout timing. Providing a step-by-step reconciliation guide for each platform creates a high-value entry point for Relay’s integration and accounting features.

Topical Authority

Relay’s focus on "money management" and its existing integrations with platforms like Shopify and Stripe provide the necessary authority to solve reconciliation challenges.

Internal Data Sources

Use integration documentation, Help Center content on transaction settlements, and anonymized payout descriptor patterns seen in real feeds.

Estimated Number of Pages

1,500+ (Covering hundreds of platforms and various reconciliation scenarios)

Develop a programmatic library of state-specific guides for paying various business taxes, including sales, payroll, and unemployment taxes. This play captures essential operational traffic and demonstrates how Relay’s sub-accounts and approvals simplify tax compliance.

Example Keywords

• "pay sales tax online [STATE]"
• "state withholding tax payment [STATE]"
• "unemployment tax payment [STATE]"
• "how to pay payroll taxes [STATE]"

Rationale

Every business must navigate state-specific tax portals and deadlines. By providing the "how-to" for these payments and linking them to Relay’s AP and fund-separation features, the brand becomes an indispensable part of the tax workflow.

Topical Authority

Relay’s existing content on tax loopholes and LLC management provides a foundation for becoming a definitive source for state-level financial compliance.

Internal Data Sources

Leverage Help Center articles on payment rails, product documentation for bill pay approvals, and official state portal data via Live SERP scraping.

Estimated Number of Pages

1,000+ (Covering 50 states across multiple tax types and payment scenarios)

Improvements Summary

Consolidate the Profit First cluster around a /profit-first/ hub page targeting "profit first bank accounts," and refresh the core guides (method, percentages, spreadsheet) to match search intent with clearer setup steps, examples, and FAQs. Add supporting long-tail articles and a structured internal linking module to pass authority to pages sitting near page 2.

Improvements Details

Map one primary keyword per URL (e.g., /profit-first/  "profit first bank accounts," /blog/profit-first-percentages/  "profit first percentages," /blog/profit-first-spreadsheet  "profit first spreadsheet") and rewrite titles/H1s, above-the-fold copy, and sections to include account-structure tables, TAP examples, a simple allocation calculator table, and a fast spreadsheet download with a short tutorial. Fix /blog/profit-first-method vs trailing-slash duplication via 301 + canonical, add FAQ schema where FAQs are answered, add E-E-A-T elements (citations, author/reviewer notes, last updated), and build internal links from high-authority product/pricing pages plus a "Profit First Resources" block across all related posts.

Improvements Rationale

Current rankings show near-zero traffic share across key Profit First terms, pointing to page-2 visibility and weak CTR/intent match rather than lack of demand. Consolidating duplicate URLs, strengthening on-page intent coverage, and tightening internal linking to a single hub should concentrate relevance and link equity, increasing the chance of moving priority queries ("profit first accounts," "profit first bank accounts," "profit first percentages") into the top 10 and driving higher product-fit signups.