Summary
Faced with the challenge of outperforming competitors in search, we strategically prioritized high-intent BOFU keywords with lower difficulty. Balancing the need for swift results with incremental leads, this approach allowed us to efficiently boost visibility and engagement. By aligning our strategy with business objectives, we achieved impactful results in a shorter timeframe, demonstrating the effectiveness of our targeted and business-driven SEO approach.
Challenge
We came up against the challenge of increasing our organic traffic and revenue from highly competitive financial product categories like Term Insurance, ULIP, Retirement and Savings plan with limited opportunity to grow. We knew to drive high-intent prospects we had to target BOFU keywords which were longtail and specific. We wanted to serve answers to BOFU queries instead of just serving generic content trying to target multiple keywords from one page. Since the search volume of these longtail keywords were very less we had to target a considerable cluster of keywords and that meant we needed to an answer to scaling this approach as well to achieve the desired results.
Objective
The purpose of this initiative was to help drive more traffic and increase revenue by making pages to target bottom-of-the-funnel keywords and easily accessible out your potential customers—but at scale. With limited opportunities with respect to new keywords that we could have targeted, we decided to focus on long-tail search queries to drive high intent audience to our website. The hypothesis we had was that it would be relatively easier to rank for long-tail search queries and help us drive new users to our website. Since we targeted long-tail queries with high intent we were able to drive higher session-to-lead percentage resulting in increase in revenue. Since we were to target long-tail keywords the need was to create multiple pages targeting these high intent long-tail keywords. The approach we adopted had to be scalable thus we created pages programmatically helping us target Latent Semantic Index keywords.
Strategy
Strategy – 1. Keyword Strategy: - Conduct in-depth keyword research to identify high-intent long-tail search queries in competitive financial product categories, optimizing for user intent and relevance. 2. Content Scalability: - Develop a scalable approach by programmatically generating 200+ pages to target Latent Semantic Index keywords, ensuring comprehensive coverage of identified long-tail queries. 3. Page Optimization: - Optimize on-page elements (titles, meta descriptions, headers) for each page to enhance visibility and relevance, aligning with targeted long-tail keywords and user expectations. 4. Indexation & Crawlability: - Prioritize efficient indexing of new pages by leveraging XML sitemaps, submitting to search engines, and enhancing internal linking structures for swift crawlability and visibility. 5. Performance Tracking: - Implement robust tracking mechanisms to monitor page performance, user engagement, and conversion rates, allowing for data-driven adjustments to the strategy. 6. Iterative Optimization: - Continuously refine the strategy based on performance insights, adapting to evolving search trends, and leveraging analytics to fine-tune keyword targeting and content generation. 7. Results Analysis: - Showcase the positive impact on organic traffic, session-to-lead conversions, and revenue growth, emphasizing the strategy's effectiveness in achieving the desired objectives within the competitive financial product landscape. Execution Steps: - Implemented a long-tail search query strategy due to limited opportunities for new keywords, focusing on high-intent audiences. - Programmatic approach: Created 200+ pages targeting Latent Semantic Index keywords for scalability. - Conducted extensive keyword research to identify relevant long-tail queries. - Optimized on-page elements for each page, aligning with chosen keywords to enhance visibility and relevance. - Ensured efficient indexation and crawlability through XML sitemaps and improved internal linking.
Data
The challenge at hand was to increase our share of search vis-a-vis competition but to increase visibility for Keywords with high difficulty would have taken us a longer duration but we had to address the business ask for incremental leads and thus we targeted BOFU keywords where the difficulty was less and intent was high. The 1st step was keyword research - In this phase we identified BOFU keywords belonging to each of the 4 primary categories. Category - Life Insurance Keywords - 300 Monthly Search Volume - 1,50,000 Category - Retirement Keywords - 150 Monthly SV - 75,000 Category - ULIP Keywords - 50 Monthly SV - 40,000 Category - Investment Keywords - 150 Monthly SV - 80,000 Category - Term Insurance Keywords - 80 Monthly SV - 60,000 Total Keywords targeted - 730 Total Monthly SV - 4,00,000 Since they were BOFU keywords, we expected higher session to lead % in comparison to our benchmark for the respective categories. Expected Session to lead - Life Insurance - 3% Retirement - 3% ULIP - 2% Investments - 1.5% Term Insurance - 6% With these estimates we were confident that we will be able to address the business ask of incremental leads in respective categories.
Solution
In executing a programmatic SEO strategy, the thought process involves a comprehensive approach to leverage existing opportunities and maximize visibility within a saturated digital landscape. The initial step entails recognizing the limitations in uncovering new keywords, prompting the adoption of a long-tail search query strategy. This strategic decision focuses on high-intent audiences, acknowledging the potential of niche queries to drive valuable organic traffic. The programmatic framework then pivots towards scalability by creating a substantial volume of pages – 200+ to be precise – each meticulously targeting Latent Semantic Index (LSI) keywords. This approach acknowledges the significance of semantic relevance in search algorithms, ensuring that the content aligns cohesively with user intent. Underpinning this initiative is a foundation of exhaustive keyword research. This step involves a meticulous examination of user behavior and preferences to identify pertinent long-tail queries. The subsequent optimization of on-page elements serves as a crucial bridge between user queries and website content. By aligning these elements with chosen keywords, the visibility and relevance of each page are enhanced, contributing to an improved search ranking. Furthermore, the execution process extends beyond content optimization. The strategy ensures efficient indexation and crawlability through the implementation of XML sitemaps and enhanced internal linking. This meticulous approach to technical SEO fortifies the website's infrastructure, facilitating a smoother navigation experience for search engine bots and, consequently, elevating the overall organic search performance. In essence, the programmatic SEO execution encapsulates a holistic approach, leveraging strategic insights and technical finesse to navigate the complexities of contemporary search algorithms.
Results
Results - 30% Increase in Unique Visitors: Over a six-month period, our programmatic SEO strategy successfully attracted a 30% surge in unique visitors, emphasizing its efficacy in enhancing online visibility. 35% Spike in Session-to-Lead Conversions: The strategic alignment of content with high-intent user queries led to a remarkable 35% increase in session-to-lead conversions, demonstrating the strategy's ability not only to attract but also engage target audiences effectively. 15% Boost in Revenue: Exceeding initial expectations, the implementation of our programmatic SEO approach resulted in a significant 15% increase in revenue, underscoring its direct impact on tangible business outcomes. 25% Month-on-Month Increase in Organic Traffic: The sustained success of our strategy was evident in a consistent 25% month-on-month increase in organic traffic. This highlights the long-term viability and adaptability of our approach to evolving digital landscapes. Enduring Success through Continuous Adaptation: Our commitment to ongoing adaptation and refinement of the programmatic SEO strategy played a pivotal role in achieving enduring success. This dynamic approach ensured that the project stayed ahead of industry trends, search engine algorithm changes, and fluctuations in user behaviour. Notable Returns on Investment: The continuous evolution of our strategy resulted in notable returns on investment, emphasizing the effectiveness of our approach in generating both short-term and long-term value for the organization.
