The client, one of India's leading insurance companies, had recently revamped their website. Previously reliant on paid search to promote lead generation, they now wished to take the organic route - increase sales through natural rankings on search engine result pages.
The competition was pretty intense, with the search engine result pages already crowded with the big brands. Considering the challenges and the low visibility of the brand on the organic results on Google India, we formulated a two-phase strategy.
In phase 1 of the strategy, keyword rankings were the focus. We selected a set of core keywords mapped to the client's business model.
To leverage long-tail keywords, we optimized the entire travel and motor section. By revamping the branch locator pages, we also focused on gaining traction from long-tail and short-tail location specific keywords. In addition, we also shortened URLs and made them keyword rich.
Having achieved good traction from the perspective of organic traffic in Phase I, the focus in Phase II shifted to an ROI centric campaign, aimed at improving revenue from travel and motor insurance policies sold online.
We started by delving into analytics for the last year or so, and then deployed non-brand keywords that were resulting in last-click conversion across the buy focused pages. In addition, we also made recommendations for an optimum customer journey through the buying process – keywords were framed to lead customers to a particular level in the buying process. To get additional keyword mileage, we also made tweaks to the internal site search and the FAQs section.
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