Summary
Achieving search dominance, we secured top positions for crucial queries, enhancing product discoverability, features, and acquisition. Topping "what is fixed deposit" and "Open fixed deposit," our approach to organic growth marketing and CRO resulted in significant ROI. Swift adaptation to algorithm changes, particularly Google's Content Helpful Guidelines, ensured our strategy remained effective. Addressing technical bottlenecks in the user journey, we streamlined the experience, culminating in an award-worthy blend of search excellence, growth, and user-centric optimization.
Challenge
Objective: The strategic objective was to enhance the bank's online presence by boosting organic traffic through improved search engine rankings for non-brand keywords. The focus was on elevating the user experience to align with Google's criteria of Experience, Expertise, Authoritativeness, and Trustworthiness (E-A-T). Additionally, the campaign aimed to generate incremental fixed deposit bookings and deposit amounts while addressing competitive content gaps through the creation of informative intent and MOFU (Middle of the Funnel) led topics. Metrics: The success of the campaign was measured through key metrics such as organic traffic, click-through rate (CTR), and non-brand keywords. Non-Brand Keywords Metrics: Number of Keywords Search Volume Traffic Clicks Conversion Metrics: Fixed Deposit Bookings Fixed Deposit Amount Fixed Deposit Form Visits This comprehensive approach targeted both visibility and user engagement, ultimately contributing to the bank's digital growth and success.
Objective
To bolster organic traffic and elevate search engine rankings, the strategy focused on improving user experience and driving fixed deposit bookings. Analyzing metrics such as organic traffic, click-through rate, and conversion metrics guided our approach. Leveraging SEMrush tools, we identified low-hanging opportunities, enhancing click-through rates by optimizing content and structured data. Link-building efforts targeted internal links and hyperlocal domains, amassing 32K backlinks. Technical SEO, user-centric content creation, and dedicated AMP pages optimized for mobile contributed to a 4X improvement in page load time. Results include a 4X surge in non-brand organic traffic, a 389% hike in organic fixed deposit amount, and a 139% CTR improvement. The strategic approach positioned the bank competitively, emphasizing user engagement and organic performance.
Strategy
Identified Online Search Universe Keyword competition analysis using Semrush tool Understood the total addressable market (TAM) SWOT Analysis Identified Low Hanging opportunities keyword ranking in position 4-20 Click Through Rate Enhancement: Identification of keywords with High Impressions & Low Clicks & missed SERP enhancement opportunity using Semrush SERP enhancements with Content Optimization, Structured Data Codes, Sitelinks Leveraging Links: Focused on generating anchor text internal links from RHS Widgets, contextual links of Product pages & blogs Utilized Hyperlocal domain for generating 32K backlinks Generated backlinks from free submission websites via video, article submissions & social bookmarking Technical SEO: Usage of Structured Data codes such as Breadcrumb, Financial Product, FAQ, Article Keyword Cannibalization removal & constant content freshness Organic Content Marketing : Creation of Content in Line with Google Content helpful guidelines updates in Aug'22 & Dec'22 Creation of 22 Articles & 5 Videos Across TOFU, MOFU & BOFU.
Data
In our initiative to elevate organic deposit amounts by an impressive 381%, our research unveiled a substantial contribution of 60% organic traffic from mobile devices to the Fixed Deposit Category Page. However, a low conversion rate on mobiles pointed to issues of engagement owing to a text-heavy interface. The problem was identified, focusing on enhancing mobile UI/UX for improved usability, functionality, and aesthetics. Our approach involved implementing Accelerated Mobile Pages (AMP), creating an optimized AMP Mobile Page for the Fixed Deposit Category, loading directly on Google's server. Multiple AMP errors were rectified through validation on the AMP Testing Tool. Additionally, recognizing the absence of a dedicated FD interest rate page despite significant monthly searches, we addressed the content and keyword gap. We created and SEO-optimized an FD Interest Rate Product Section, resulting in a substantial 157% increase in FD bookings with a remarkable 4X improvement in page load time. This strategic overhaul significantly improved user engagement, ensuring a more visually appealing and efficient mobile experience.
Solution
Results
Organic Performance: 4X Growth in Non-Brand Organic Traffic Share – Top 3 (20.4K vs 7.5K Visits) 91% Hike in No of Keyword – Top 3 (Non Brand) (155 vs 81) 88% Hike in Non-Brand Clicks For Articles: 82% hike in No of Keyword – Top 3 (Non Brand) (118 vs 65) CTR Improvement for Non-Brand Keywords: 139% CTR Improvement 3X Growth in No of Keywords (54 vs 16) 8X Growth in Traffic Share (15K vs 1.9K) Business Performance: 389% Hike in Organic Fixed Deposit Amount 341% Hike in Organic FD Bookings Engagement Performance: Page Speed Score improved from 16 to 75 (FD Category)
