Trustly Organic Growth Opportunities

Create a comprehensive library of static pages detailing the payment cut-off times, settlement windows, and holiday schedules for every major bank Trustly supports. This play captures high-intent search traffic from finance and operations teams planning their payment flows.

Example Keywords

• "chase ach cut off time"
• "hsbc faster payments limit"
• "same day ach cut off times wells fargo"
• "instant payout banco bradesco"

Rationale

Finance managers and treasury teams constantly search for this information to manage cash flow and avoid payment delays. By providing a reliable, centralized resource, Trustly can attract and build trust with high-value decision-makers at the exact moment they are evaluating payment infrastructure.

Topical Authority

Trustly processes billions in transactions and has direct visibility into clearing house schedules and bank-specific processing windows. Publishing this data establishes unparalleled authority on the operational realities of bank payments, a topic competitors have not systematically addressed.

Internal Data Sources

Leverage internal clearing-house data feeds (e.g., from the Fed, EBA, BACS), historical transaction latency logs per bank, and real-time settlement window data to create content that is impossible for competitors to replicate.

Estimated Number of Pages

2,000+

Develop a dedicated, search-optimized page for every single bank supported by Trustly in each market. These pages will detail how to connect to that specific bank via Trustly, the features available, and answer common integration questions.

Example Keywords

• "instant bank transfer chase"
• "connect to deutsche bank open banking api"
• "how to accept payments with ing belgium"
• "is bank of america supported by trustly"

Rationale

Merchants and developers often search for payment solutions in the context of the specific banks their customers use. Creating these pages allows Trustly to capture long-tail, high-intent traffic from users who are ready to integrate and need to confirm compatibility.

Topical Authority

Trustly's core value proposition is its vast network of bank connections. This play turns that internal asset into a public-facing demonstration of expertise and coverage, directly addressing a primary concern for potential customers and reinforcing Trustly's market-leading position.

Internal Data Sources

Utilize the proprietary and comprehensive internal bank connectivity list (as mentioned in the help center), API uptime and latency metrics per bank, and geo-coverage maps to generate thousands of unique and authoritative pages.

Estimated Number of Pages

3,000+

Build the definitive, SEO-optimized library for every ACH return code, payment decline reason, and bank error code. Each page will explain what the code means, why it occurs, and how to resolve it using Trustly's solutions.

Example Keywords

• "R02 ACH return code fix"
• "what does ACH return code R01 mean"
• "iso8583 response code 91"
• "bank error 9999 on deposit"

Rationale

Developers and finance teams who encounter payment failures immediately search for the specific error code to troubleshoot the problem. These are extremely high-intent users actively looking for a solution, and providing the answer positions Trustly as the expert problem-solver.

Topical Authority

Currently, information on these codes is scattered across technical manuals and forums. By creating a comprehensive, easy-to-navigate resource based on the millions of transactions it processes, Trustly can become the go-to authority for payment error resolution.

Internal Data Sources

Use real aggregated data on failure frequency by code, recommendations from the Trustly risk engine (e.g., retry vs. block), and performance data from tools like SmartRetry to provide unique, actionable advice that no competitor can offer.

Estimated Number of Pages

800+

Launch a suite of calculator pages that allow merchants to estimate their fee savings and approval rate lift by switching from cards to Trustly's Pay-by-Bank. Each page will be pre-configured for a specific country, payment rail, and average transaction value.

Example Keywords

• "ach fees for $100 payment"
• "sepa instant cost per transfer calculator"
• "real time payments vs card fees"
• "average credit card approval rate vs ach"

Rationale

The primary drivers for switching payment providers are cost savings and increased revenue. This play directly targets finance leaders and product owners searching for quantifiable ROI data, capturing them at the critical consideration stage of the buying journey.

Topical Authority

With $100B in annual processed volume, Trustly possesses unparalleled data on the true costs and performance of different payment rails. Publishing this data in an accessible calculator format establishes Trustly as a transparent, data-driven leader and creates a powerful, authoritative tool that competitors cannot easily match.

Internal Data Sources

Inject proprietary data into the page templates, including average interchange vs. Pay-by-Bank cost curves, historical approval percentages by rail and amount, and real settlement latency figures from internal BI dashboards.

Estimated Number of Pages

1,200+

Create a massive library of granular, SEO-optimized tutorials and code examples for integrating Trustly. Each page will be dedicated to a specific programming language, framework, and use case, such as creating an instant payout in Python.

Example Keywords

• "open banking api python example"
• "account verification api node.js"
• "fednow instant payout integration java"
• "shopify open banking checkout snippet"

Rationale

Developers, a key audience for adoption, do not search for marketing content; they search for functional code snippets and step-by-step guides to solve a specific problem. This play captures this high-intent audience by providing the exact answers they need, making Trustly the path of least resistance for integration.

Topical Authority

While Trustly has developer docs, they likely don't rank for thousands of long-tail, non-branded search queries. This play repurposes existing technical information into a scalable content strategy, establishing Trustly as the most developer-friendly platform in the open banking space.

Internal Data Sources

Leverage existing Swagger/OpenAPI specifications, code from GitHub sample applications, and frequently asked questions from developer support tickets to generate hundreds of practical, real-world integration guides.

Estimated Number of Pages

700+

Improvements Summary

Consolidate fragmented gaming pages into a single canonical URL, optimize on-page content for high-value keywords, and address content gaps with new sections, FAQ schema, and internal linking. Streamline keyword targeting and add supporting resources like case studies, how-to guides, and interactive tools.

Improvements Details

Merge duplicate gaming pages under www.trustly.com/us/gaming, update titles and meta descriptions for keywords like 'trustly casino' and 'trustly pay n play', and add detailed sections on supported casinos, payout speeds, and security. Implement FAQ schema, embed explainer videos, and localize for Nordic terms. Strengthen internal linking from homepage, product, and help center pages, and introduce new blog posts and interactive tools to capture long-tail traffic.

Improvements Rationale

Consolidating URLs eliminates cannibalization and allows authority to build on a single page, improving rankings for competitive keywords. Addressing user intent with practical information, structured data, and internal links increases relevance, click-through rates, and the likelihood of earning rich results. These actions are expected to move key pages into top-5 positions and drive a significant increase in targeted traffic.