Summary
Leveraged on every theme in search universe: Product Discoverability: "what is fixed deposit" ranking at 1st position Product Feature: "fd interest rate" ranking at 3rd position Core Product: "fd" ranking at 2nd position Product Acquisition: "Open fixed deposit" ranking at 1st position Increased ROI by merging Organic Growth Marketing and CRO Efforts. Adapted to Algorithm Changes (Google Content Helpful Guidelines) Resolved Technical Bottlenecks from user Journey
Challenge
1. Minimal Discoverability on Search Engines 2. Coping up and adapting to Google's Algorithm Changes 3. Intense Competition making it difficult to secure top rankings for popular keywords 4. Technical SEO Issues such as duplicate content, site speed, poor site performance 5. Changing Search Behavior evolving over time, influenced by technology, trends, and societal changes 6. Penalties and Deindexing:Staying compliant and avoiding black-hat SEO practices is crucial to maintaining a positive online presence. 7. Measuring ROI: Proving the SEO efforts turning into business proposition.
Objective
Boost Organic Traffic by improving Search Engine Rankings for non-brand keywords Enhance User Experience for better user engagement to complement Experience, Expertise, Authoritativeness, and Trustworthiness factor of Google Generate Incremental Fixed Deposit Bookings & Deposit Amount Cover Competitive Content Gap by creating informative intent & MOFU led topics Metrics: Organic Traffic Click Through Rate Non Brand Keywords No of Keywords Search Volume Traffic Clicks Conversion Metrics Fixed Deposit Bookings Fixed Deposit Amount Fixed Deposit Form Visits
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
To systematically approach the Fixed Deposit (FD) search landscape, we meticulously identified a vast search universe with a substantial 2 million non-brand search volume. Prior to optimization efforts, we proactively targeted informative long-tail queries, successfully securing rankings in the top 3 positions for 65 keywords. Recognizing the critical role of user experience, our focus on page load time resulted in an impressive score of 16 on the Google Page Speed Insights tool, ensuring swift and efficient access to our content. In terms of click-through rate enhancement, our strategy involved targeting featured snippets. Even before optimization, 16 non-brand keywords were already occupying the coveted Featured Snippet position, driving a noteworthy 1.9k organic traffic. This early success underscored the effectiveness of our approach and set the stage for further optimization gains.
Solution
How We Improved Organic Deposit Amount by 381% Our Research Observed that 60% of the organic traffic was contributed by mobile devices for Fixed Deposit Category Page. However the conversion rate from mobile devices was very low Problem Statement Low Conversions & Lack of Engagement due to text-heavy interface of Mobile page Approach Increase Conversions by Revamping of Existing Mobile UI/UX to Enhance Usability, Functionality, and Aesthetic Appeal Testing & implementation: Accelerated Mobile Pages Created & Optimized AMP Mobile Page for Fixed Deposit Category page to make it more engaging and visually appealing Using AMP, the page loads at Google's server instead of HDFC Bank website server Resolved Multiple AMP errors by validating on AMP Testing Tool Highlighting Benefits of Fixed Deposits: High Interest Rates Insurance Cover Trustworthiness Tax Savings Instrument Earn Indian interest rate with Foreign Currency Engagement Result: 4X Improvement in Page Load time How We Generated Incremental FD Bookings by 157% Our Research We observed that we didn't have a dedicated FD interest rate page despite a cumulative monthly search volume of 8.9 lakh. Problem Statement There is no dedicated page or content to address the FD interest rate theme but a common interest rate page for all financial products Approach Identified the content & keyword gap for FD interest rate Created Content for FD Interest Rate Product Section SEO Optimized the Product page Testing & Implementation Testing & Implementation Engagement Result: 4X Improvement in Page Load time.
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)
