Enterprise SEO Case Study

The Challenge

1) Poor visibility in Top 3 search results for Postpaid, Prepaid and DTH related keywords

Airtel had very good presence and authority in the telecom sector. It was appearing in top 10 search results for a huge number of industry related terms and keywords, but it was not visible in the top 3 results for most of these terms. Other key players, like Vodafone and Idea Cellular were dominating the Top 3 search results for Postpaid and Prepaid products and plans. Whereas, the new entrant Jio, dominated in prepaid related searches.

For DTH, Airtel had decent presence and appeared for a number of keywords in top 10 search results. However, competitors like Dish TV, Tata Sky and Videocon and some smaller providers like DEN, captured top 3 search results for many of the keywords.

2) Low rankings for Local Keywords for Broadband and Postpaid Lines of Business (LOB)

For Broadband the presence was there in top results, but a lot of local and regional service providers like DEN, Broadway, hatchway, etc. appeared more for generic queries in different regions and completely dominated the top 3 or top 10 results in some cases, for local or regional queries.

There were similar issues with Local keywords for Postpaid.

The Solution

To get maximum keywords in top 3 search results

We pulled out a list of all over 2000 keywords across all 4 Products - Postpaid, Prepaid, Broadband and DTH. We divided the keywords into 3 buckets and worked on different strategies for each:

For Bucket 1: Keywords ranking in Top 10 Results

1. We identified all keywords in Top 10 whose CTR was less than the average CTR for all keywords in the bucket. And worked on optimizing the meta titles to improve the CTR.

2. Optimized on-page SEO elements and improved content for all the target landing pages.

For Bucket 2& 3: Keywords ranking between 11-20 Results and beyond Top 20 Results

3. In addition to the on-page changes mentioned above, we also did aggressive link building to improve authority and popularity of the landing pages on which these keywords were targeted. We obtained a healthy mix of high authority links and high-quality theme-based links.

4. Worked with the Development team to improve page speed of all the target landing pages.

To improve performance of Local Keywords

  • First, we pulled out the complete list of all locations or cities Airtel had their presence in or wanted to target. The target locations were different for both the products – For Postpaid, the target was 440 cities across the country. For Broadband the target was the circles (states) in country and some major cities in these circles.
  • We then researches all combinations of keywords for the target cities and circles and prepared a comprehensive keywords list.
  • Next we prepared separate landing pages for each of the target locations for both products.
  • We did complete local optimization of all these pages including creation of Google My Business (GMB) listings for each physical outlet for each city.
  • We also did comprehensive on page optimization right from content to other on page elements.
  • For the newly created local pages, we built back links via off page activities to increase their authority and popularity.
  • To drive more link juice to these city pages, we interlinked them to each other and also from the main product pages for Postpaid and Broadband.

The Results

Top 3 Rankings

We managed to drive an unprecedented 2100+Keywords into Top 3 position, across all 4 products, over the 12 month engagement. Only 255 keywords were in Top 3 when we started in January ’17.

Product Top 3 Rankings Jan '17 Apr '17 Aug '17 Dec '17
Postpaid Keywords in Top 3 144 1270 1327 1523
Prepaid Keywords in Top 3 0 94 146 175
Broadband Keywords in Top 3 111 149 217 245
DTH Keywords in Top 3 0 0 81 161
Total Keywords in Top 3 255 1513 1771 2104

For Performance of Local Keywords - Postpaid and Broadband

We managed to rank 100% of target keywords in top 10 search results i.e. over 1000 Local keywords across all target locations/cities/circles across the 2 products. This translated to a whopping 3500%increase in traffic from local queries.

NOTE: The absolute numbers are indexed, with Mar. ‘17 set equal to 2 for Organic Traffic on local pages, to facilitate the comparison of growth.

NOTE: The absolute numbers are indexed, with Mar. ‘17 set equal to 1 for Organic Traffic on Local Pages, to facilitate the comparison of growth.

ASO Case Study - My Airtel App

About the Client

Bharti Airtel is a name to reckon with in the Indian telecom sector. Airtel continues to lead the sector with 29.80% market share after adding another million subscribers to its fold in the month of September 2017, as per COAI data. Their total subscriber base during the said month was at 282.04 million which was phenomenal considering the various challenges being faced by the sector and the stiff competition in this space.

The Challenge

Airtel conceptualized the My Airtel App to provide their customers a single app to manage all their accounts from, be it prepaid, postpaid, digital TV or broadband. While the app had everything going for it such as a top-notch user interface and a seamless user experience, there was one major challenge for which our expertise was sought - achieving higher rankings for this new app in the app store.

The Solution

A comprehensive planning was at the core of the results we wanted to achieve for the My Airtel App in the competitive app store ecosystem. Our ASO experts identified the most relevant keywords that Airtel’s customers might use to get to the app and worked towards making the My Airtel App rank higher on these keyword searches. We then suggested making changes to the App description, main description, title and other on-app elements. We continuously monitored the effect and recommended tweaks, based on ranking changes and feature additions in the app.

We aggressively promoted the app through various off app activities and strengthened authority for the app. We worked to increase the presence and mentions of app across the web. These activities contributed towards higher authority and popularity which ultimately boosted the rankings in the Google Play and Apple Stores.

We monitored the feedback and reviews given by users on the Play Store and suggested improvement, modifications and feature additions in the app accordingly. There were about 10 versions launched between Apr 2017 to December 2017, improving the app performance and overall experience, along with having regular feature additions. So, with new downloads, more of 4 and 5-star ratings or reviews were given by user. Overall of rating of the app also increased.

The Results

The incredible effort put in by our team yielded consistent and measurable results for our ASO client:

Rankings and App Installs

Our team managed to deliver incredible improvements in keyword rankings from the time when they took over. Highly competitive keywords like “online recharge app”, broadband bill pay, “payments bank” were ranking #1 and online recharge at #3, in the month of December 2017. Some other strategically high value key phrases like “bill payment”, “mobile recharge app”, “payment app”, “easy money transfer”, online payment, mobile recharge offers, etc. also managed to break in the top 10 results by December 2017. We were also able to sustain the rankings with brand keywords and bring them all ranking at #1.

Keyword Search Volume Initial Play Store Ranking (Apr 17) Play Store Ranking (Dec 17)
airtel payments bank 100000 2 1
payments bank 27100 2 1
airtel money offers 12100 2 1
payment app 18100 20 9
online payment 18100 21 8
bill payment 12100 45 9
broadband bill pay 10000 6 1
postpaid bill pay 10000 9 6
postpaid bill payment 8100 9 3
bill payment app 8100 17 8
pay bills 4400 20 8
pay bills online 4400 7 6
online postpaid bill payment 1000 8 5
online recharge app 4400 4 1
online recharge 301000 13 3
mobile recharge offers 14800 40 4

As a result, monthly organic installation of the app rose by 159% between April 2017 and November 2017.

NOTE: The absolute numbers are indexed, with Apr. ‘17 set equal to 1.8, for Organic Installs, to facilitate the comparison of growth.

Reviews and Ratings

Another positive indicator came from a comparison we did of the overall reviews of the My Airtel App. It was found that the app registered a 60% increase in total number of reviews between April-December 2017. During the same period, the number for 5-star ratings increased by 68%.

As a result, the overall rating of the app increased from 4.3 in April 2017 to 4.4 in December 2017.

Quora Content Marketing Case Study

About the Client

Bajaj Finserv Limited is the holding company for the businesses dealing with financial services of the Bajaj Group. It independently runs the core businesses of Lending, Insurance and Wealth Advisory. Bajaj Finance Limited is the consumer finance lending arm of Bajaj Finserv Limited.

It is the most diversified retail-focused NBFC in the country and the largest financier of consumer durables. Bajaj Finance Limited prides itself for holding the highest credit rating of FAAA/Stable for any NBFC in the country today.

The Challenge

Driven by its mission to consistently provide innovative finance solutions across lending, protection and savings domains; Bajaj Finserv wanted help to increase their online visibility of its major products - loan, investment and durable finance such as Home Loan, Personal Loan, Business Loan, Fixed Deposit and EMI finance.

The campaign designed aimed to publish content related to loan products on Quora – a popular QnA platform that regularly features in Google search results. The idea was to “influence” customers for loan products who were in the research phase and asking related questions on Quora. It would help the Brand not only get in front of an audience that is “in-market” but build trust and credibility by offering them the right information for informed decision-making.

1. Changing mindset - Our biggest challenge was changing the mindset of the team to start looking at Quora as an influencer marketing platform [as opposed to a mere link building opportunity] and relook at the way we were approaching content creation. It took time to convince the team to create brand neutral content because that was the only way to sound genuine and win the customer’s trust.

2. Building trust and credibility - The next challenge was to rechristen the existing profiles to make them look like genuine, independent contributors in their respective topics of interest.

3. Scaling the campaign - The final challenge was to quickly scale the content marketing campaign so that it would have any measurable impact on business metrics. Otherwise the teams would lose faith in the new strategy and slip back to the old ways of creating content.

The Solution

Strategy & Execution

We devised and executed a well-researched strategy to identify and answer queries on Quora related to finance domain:

The project was kick-started with the creation of a new Quora profile named Arwind Sharma in October of 2015 and a second one named Anamika Verma in October of 2016. Originally, these profiles were created purely for acquiring backlinks for the SEO campaign, but starting August 2017 we changed our approach.

The following steps were undertaken to create a stronger presence & authority on Quora:

  • Rebranding the profiles - we rebranded the profiles to make Arwind Sharma an “independent” expert in Personal Loans and Anamika Verma an “independent” expert in Home Loans & Mortgages, not directly associated with the brand. We thought this approach would work better than both profiles talking about all finance topics. And it did!
  • Building trust and credibility – used experience-based storytelling and in many cases, brand-neutral content, to win the trust of users. And referred to external resources for finance-related informative tutorials such as Wikipedia links, Wikihow, etc. to build credibility for the profiles.
  • Multiple Content Formats – made full use of Quora platform to create and embed content in multiple formats to engage users in the most effective way. For example, we created an apt explanation of loan application process via a combination of videos, images, step-by-step process.
  • Identifying “more” questions to answer to drive scale – we researched all possible topics where we could create content and “influence” users. In addition to obvious topics like home renovation, home purchase, personal finance etc., we got into popular conversations about vacation, weddings, education wherever expenses were being discussed. The increased frequency of content sharing helped us get more views, build more engagement and increase followers.
  • Facilitating quick resolution – we tried to be the first to react to user's queries (both product-based and generic) and win their confidence before the competition had the opportunity to influence them in their favor. We used Quora’s profile notifications to help facilitate this.
  • To-the-point Answers – created to-the-point answers that quickly solved user’s queries. Further, channelized efforts to improve user experience by reducing hops and direct them to the right query to make informed decisions. This strategy also helped get up-votes for answers and increase visibility.

Creativity & Innovation

Experience-based Storytelling - The most creative part of the campaign was using techniques of experience-based storytelling to “influence” the audiences’ decision-making process.

We created answers and subtly promoted the brand using the first-hand experience of our contributors, making them look genuine and trustworthy. We made it look like our two contributors had already been in that situation before and therefore in a position to answer the user’s query.

Immersive content experience - Our biggest innovation was we created content in multiple formats like infographic, video, image, and footnotes to reach the target audience. That too at a time when the competition was not doing it. As a result, our answers got maximum views and upvotes which further fueled views.

  • Infographics - designed interactive infographics serving as quick product guides. For instance, infographic on online form filling for loan application in 4 simple steps, etc. Integrating them into answers to generate increased viewership.
  • Videos - created several videos around products and ‘how to' keywords. For example, how to apply for a personal loan, etc. Again, using them in answers to increase views and engagement.
  • Images - using optimized images to provide refined answers to user queries.
  • Footnotes - inserting footnotes in informative tutorials to clarify information and provide details the user is unfamiliar with.

This approach helped us garner the ‘trust’ and ‘engagement’ from Quora users. We were able to get Bajaj Finserv into their consideration set and move them along the sales cycle.

The Results

Both contributor profiles became “influencers” in their respective domains. The profiles, via the content created, attracted massive views via authentic and high-quality knowledge-sharing. Their answers impacted purchase decisions of users on the platform and prompted them to click through to the Brand’s website.

Arwind Sharma
Total profile views of 5,00,826 accumulated in 12 months from August 2017 until July 2018.

Starting from 28,781 in Aug 2017 to 68,457 in July 2018 the profile witnessed a 138% growth in monthly organic views.

2nd Rank in Personal Loans category

4th Rank in Loans category

Anamika Verma
The total number of views 1,64,108 accumulated in 12 months from August 2017 until July 2018.

Starting from 14,244 in Aug 2017 to 31,400 in July 2018 i.e. the profile witnessed a 120% growth in monthly organic views.

Month Number of Views for Arwind Sharma Number of Views for Anamika Verma
Aug-17 28,781 14,244
Sep-17 24,513 9,860
Oct-17 28,530 9,446
Nov-17 31,530 11,250
Dec-17 25,823 9,354
Jan-18 39,307 4,076
Feb-18 40,733 6,586
Mar-18 47,104 10,726
Apr-18 49,088 13,820
May-18 53,567 18,011
Jun-18 63,303 25,335
Jul-18 68,547 31,400
Total 5,00,826 1,64,108

Influence and Referral Traffic

By publishing strong, opinionated and thoroughly researched content we helped get Bajaj Finserv in the consideration set when users with purchase intent were researching on Quora. The trust resulted in increased referral traffic. Hence, driving “in-market” audiences to product pages on the brand website.

The Recognition

Our new approach and content strategies bagged us multiple recognitions on Quora:

  • 1st position in ‘Home Mortgage' for ‘Most Viewed Writers' for Anamika Verma profile
  • 2nd position in ‘Personal Loan’ for ‘Most Viewed Writers' for Arwind Sharma profile
  • 4th position in ‘Loans’ for ‘Most Viewed Writers' for Arwind Sharma profile

Video SEO & YouTube Optimization Case Study

About the Client

Bajaj Finserv Limited is the holding company for the businesses dealing with financial services of the Bajaj Group. It independently runs the core businesses of Lending, Insurance and Wealth Advisory. Bajaj Finance Limited is the consumer finance lending arm of Bajaj Finserv Limited.

It is the most diversified retail-focused NBFC in the country and the largest financier of consumer durables. Bajaj Finance Limited prides itself for holding the highest credit rating of FAAA/Stable for any NBFC in the country today.

The Challenge

Bajaj Finserv’s official You Tube channel had very little organic viewership and engagement. The YouTube channel had a number of videos, but those videos were not present in YouTube search results even for brand keywords. In fact, videos created by third-party vloggers, video reviewers and influencers were ranking for many generic and brand keywords in YouTube.

Also, the number of active subscribers was very low.

The Solution

Our solution had to deliver results that would genuinely impact the business. It would not be sufficient to just get the videos and/or channel to rank for generic and brand keywords. We needed to make sure the increased views would enhance audience engagement and retention thereby increasing overall awareness of the brand.

We devised a 360° approach to optimize the channel:

  • First, a comprehensive keyword research was undertaken. 500 keywords were identified and categorized product wise.
  • Then, all videos on the channel were reviewed to understand the content and fitment with the keywords identified. The videos were then mapped to keywords which would be used to rank them for.
  • Next, the videos were picked product wise and optimized for titles, descriptions and other video elements that impact rankings.
  • This was followed by link building and social marketing. This helped get more likes and comments – important signals for ranking videos on You Tube.
  • We updated the videos intros, end screens and video cards to increase engagement and retention metrics. The increased engagement helped boost the channel subscribers.
  • We created video playlists on the Channel to prompt users to view other related videos on our channel. This would further enhance watch time of the Channel.

The Results

Our 360° approach to Video SEO & YouTube Optimization helped deliver a massive improvement in rankings for the entire set of 500 keywords. Over the 5 month period from April ’18 to August ’18, the overall performance of the YouTube Channel improved immensely:

  • Organic Views - increased by 147%
  • Keyword Rankings:
    • # of Keywords in Top 3 – 307 vs 156 earlier i.e. increase of 97%
    • # of Keywords in Top 5 – 387 vs 199 earlier i.e. increase of 94%
    • # of Keywords in Top 10 – 490 out of 500 keywords i.e. 98% of entire keyword set


NOTE: The absolute numbers for Organic Views are indexed, with Apr ‘18 set equal to 183

Legend
Rank 1 -3 – # of keywords ranking in top 3 search results in YouTube.
Rank 1 -5 – # of keywords ranking in top 5 search results in YouTube.
Rank 1 -10 – # of keywords ranking in top 10 search results in YouTube.

  • Audience Retention:
    • Watch time increased by 135%
    • Average view duration improved by 249%
    • Subscribers increased by 204%

NOTE: The absolute numbers are indexed, with Apr-18 set equal to 1.28 for Watch Time, 0.90 for Avg. View Duration and 1.635 for Subscribers.

Legend
Average View Duration - The avg. amount of time (in minutes) a user has spent on a video on a channel per view.
Watch Time - total amount of time (in minutes) in aggregate that all viewers have spent watching the videos on your channel.
New Subscribers - number of monthly new subscribers

  • Audience Engagement:
    • # of likes – increased by 195%
    • # of shares – increased by 135%
    • # of comments - increased by 160%

NOTE: The absolute numbers are indexed, with Apr-18 set equal to 0.54 for Likes, Shares and Comments.

Aglasem - SEO Case Study

About the Client

Aglasem.com is one of the largest student guidance portals. It provides updates and preparation material of school studies, entrance exams, college admissions, government jobs, talent search exams, Olympiads.

Admission.aglasem.com provides National, state and college level entrance exams and admissions updates, helps with preparation and query solving.

The Challenge

As a popular student portal, the website was already pulling in organic traffic, but in December 2017, with the 2018 admission season (March ‘18 to June ‘18) ahead of them, the client approached us to better their previous years’ traffic numbers and overall website performance. Given that the client had already done a pretty good job of driving traffic the previous admission season in 2017, it was going to be tough to beat the numbers especially with the competition having strengthened as well.

The Solution (Approach)

Not ones to shy away from a tough challenge, we started working in January 2018.

  • admission.aglasem.com is a massive portal with 16,876 pages. Since we had very little lead time before the start of the admission and exam season, we had to be planned and methodical in our approach. We quickly researched the admission and exams calendar and search trends to identify which keywords and landing pages to focus on in which month.
  • Given that this was a guidance portal with rich content, most visitors came looking for information. As most of the traffic was from mobile, we knew immediately that we needed to implement AMP pages to boost organic traffic from mobile even further.
  • We also realized that we could extract more traffic from keywords by implementing schema that would appear as rich snippets in search results thereby improving CTRs.

First 2 Months Focus was On-page Optimization: In the 1st 2 months from Jan-Feb ’18 we decided to make big, site wide on-page SEO changes that would have a “big” impact as opposed to focusing on optimizing independent landing pages.

  • Keyword Research and Landing Pages – exhaustive research to identify exam and results announcements dates to identify which keywords to work on in which month. Based on keywords identified, we mapped target landing pages to be optimized on a month to month basis.
  • AMP Pages – Before anything else, we undertook implementation of AMP Pages because we felt this could give us a significant boost in mobile traffic. This gave us immediate boost in traffic in January 2018 itself. We faced some issues with AMP in the 2nd week of February ’18, but this was fixed before the end of the month. This resulted in a temporary drop in AMP traffic, but from March, as the search trends picked up, the AMP traffic went through the roof!
  • Site-wide On-page SEO changes –
    • Header and Footer Optimization to include links to most popular Exams and topics. Added drop down menu to the header to improve navigation.
    • Improved internal linking to drive link juice to relevant landing pages and boost Page Authority.
    • Fixed large number of dead URLs that were going 404 [not found] but were still linked to from the content.

Next 4 months Focus was Content Optimization: From March to June ‘18, our focus was on optimizing keywords and landing pages that were going to be popular in that given month. Most of the effort was around content optimization and link building

  • Content Optimization for Rich Snippets – we optimized content [exam, syllabus, results pages etc.] with proper schema so it would appear in search results and boost CTRs.
  • Content Optimization for Quick Answer Box – we optimized content in structured data format, so many queries would start appearing in quick answer box.
  • Content Syndication - we created content on the basis of the upcoming exams which includes articles, blogs, press releases, guest posting, etc. these were syndicated across the web for brand awareness and backlinks.
  • We undertook a massive link building campaign which included activities like list creation, pdf sharing, Quora submissions, company profile creation and web 2.0 pages creation, microblogging, content curation, social sharing, community sharing, video posting and RSS feed submission.

The Results

We saw a whopping Increase of 588% in organic search traffic from Jan’18 to June’18. This was an awesome jump by any standards.

This translated to a 608.70% increase in Page views from Jan’18 to June’18.

The client was thrilled with the performance as they saw a 44% increase in organic sessions for the 6-month period from Jan’18-Jun’18. Significantly more than they had expected.

Month on Month Growth in Organic Traffic

Focus Strategy on AMP - Our strategy of focusing on AMP pages to boost mobile traffic and implementing Schema to boost CTRs delivered fantastic results!

Organic traffic from AMP pages increased by 755% from Jan’18 to June’18. This was the major contributor to the growth in organic traffic.

Focus Strategy on Rich Snippets - The rich snippets started appearing in Google search results for many high search volume keywords which helped increase CTRs dramatically.

Avg CTR. improved from 5.9% in Jan.’18 to 9.5% in Jun’18.

We laid great emphasis on the content in this campaign as we saw a clear opportunity in improving Click Through Rates (CTRs) by updating Schema / Rich Snippets for various sections of content on the website.

We updated content for accuracy and completeness and used Schema for following content types:

  • Exam Pages [exam date, type, duration etc.]
  • Syllabus Pages [number of questions for various subjects etc.]
  • Results Pages [date of exam, date of declaration of results, date from when and where score card can be downloaded etc.]
  • Registration / Application Forms [ Fees for early and late registration, fees for rescheduling and retaking exams]
  • The content updation and schema implementation was a great hit as we saw significant jump in CTRs from January 18 to July 18.

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