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 was to acquire new customers by leveraging vernacular SEO to target regional audiences. By mid of 2019 Bajaj Finserv had captured more than 90% share (in terms of search volume) in top 10 search results for their target keywords in Personal Loan and Business Loan categories. They were on the lookout for a new, unexplored customer base. They intended to venture into a new direction with Vernacular SEO aiming to acquire regional audiences. There was a significant Hindi-speaking audience looking for financial products whose needs were not being met and whom Bajaj Finserv had never reached out to before. The idea was to leverage vernacular SEO to tap this audience and grow the clients’ customers base.
Strategy & implementation
A comprehensive keyword research was at the core of the Vernacular SEO strategy that we implemented. The organic search ecosystem is complicated and it was necessary that we find the right audience. Our SEO experts identified the most relevant Hindi keywords that the audiences would use to search for financial products.
The efforts put in by our team yielded consistent and measurable results for the client.
Improvement in Rankings
Highly competitive keywords started ranking in the top 3 positions. Few of the high search volume keywords are:
Improvement in Traffic
Overall Organic Traffic from Vernacular Pages
The organic traffic from vernacular pages increased by 270% in a time period of just 6 months (August-19 – January-20). It’s share of contribution to overall organic traffic increased from under 1.45% to over 4% in the same period. This was a significant achievement for a website that pulls in millions in monthly organic traffic.
NOTE: The absolute numbers are indexed, with Aug. ‘19 set equal to 2.0 for Organic Traffic on Vernacular Pages, to facilitate the comparison of growth.
Within 6 months vernacular traffic’s contribution grew from 4% to over 5.34% of the total organic traffic for the Personal Loan campaign. This may not seem like a significant achievement in percentage terms but in absolute numbers we could see the impact.
NOTE: The absolute numbers are indexed, with Aug. ‘19 set equal to 3.00 for Organic Traffic on Personal Loan Vernacular Pages, to facilitate the comparison of growth.
In the Business Loan campaign, vernacular traffic’s contribution grew from under 4% to over 8.3% of the overall organic traffic. Again, a significant achievement given that there was no further headroom for growth via English keywords.
NOTE: The absolute numbers are indexed, with Aug. ‘19 set equal to 2.00 for Organic Traffic on Business Loan Vernacular Pages, to facilitate the comparison of growth.
In the Home Loan campaign, organic vernacular traffic grew by over 700% in the 6 month period under consideration. It’s contribution grew from under 4% to over 16.4% of the overall organic traffic. Again, a significant achievement given that there was little headroom for growth via English keywords.
NOTE: The absolute numbers are indexed, with Aug. ‘19 set equal to 2.00 for Organic Traffic on Home Loan Vernacular Pages, to facilitate the comparison of growth.
Seeing the impact of Vernacular SEO on their business and the growing trends in vernacular searches the client gave us the mandate to extend the Personal Loan, Home Loan and Business Loan campaigns to other vernacular languages. And this was the biggest acknowledgement of a successful campaign.