Overview

India’s leading NBFC entrusted Techmagnate to increase the number of leads [prospective Gold sellers] for its subsidiary dealing with the purchase and sales of precious metals, particularly Gold. To help the subsidiary realize its objectives, Techmagnate executed an Enterprise SEO campaign enabling them to reach more prospective sellers organically, resulting in a 5X increase in the number of leads.

The Challenges

The main challenge was a competitive keyword universe where the brand was not ranking for top search results. After conducting a thorough analysis of the search behavior of potential sellers, we discovered that although there was significant interest in selling gold, the top search results were predominantly occupied by competitors. Recognizing this gap, we took immediate action to focus on these keywords and enhance the subsidiary’s visibility within the top search results, which imminently enabled us to achieve the main objective – increasing leads.

Results

(Oct’22 – Dec’22) Vs. (Oct’21 – Dec’21)

• CRO: 529%

  Registered a Five-fold Increase in Attracting Prospective Gold Sellers

• #Ranked KWs (Top 5): 50%

  Secured Higher Visibility By Increasing Keyword Rankings Organically

• Share of Voice [Top 5]: 12.26 BPS [Base Percentage Points]

  Increased in the Top 5 SOV from 76.52% to 88.78%

Key Strategies implemented

• Content Optimization:

  We pored over several data points and industry trends to identify potential customers’ pain points and interests to create new content assets. These assets performed exceptionally well, resulting in a significant increase in traffic and engagement.

• Off-page SEO:

  We created a search-engine-friendly link-building strategy to acquire high-quality backlinks from authoritative websites. This subsequently increased the website’s authority in the eyes of search engines, which played a pivotal role in increasing its organic visibility.

• Local SEO:

  We created specific pages for important cities [important from the perspective of getting business] like Bangalore, Vizag, Hyderabad, Chennai, etc. This enabled us to capture targeted traffic that further helped attract potential gold sellers from specific regions, increasing the chances of conversion.

• Conversion Rate Optimization:

  We increased the effectiveness of the web copy in capturing leads. The task was to make it easier for sellers to get in touch with the subsidiary’s representatives, and the inclusion of a toll-free number and email address on the page helped us achieve this.