Vernacular SEO Case Study: Bajaj Finserv

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

The challenge was to acquire new customers by leveraging vernacular SEO to target regional audiences. By mid of 2018 Bajaj Finserv had captured more than 80% 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.

The Solution

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.

  • We started with a thorough competitor analysis to see how the competition was leveraging vernacular to drive business.
  • We then identified 130 Hindi keywords which had average monthly search volume >50K.
  • Next, we analyzed the customer journey and search behavior of regional audiences. And created content to fit their needs.
  • Optimized newly created vernacular web pages to drive relevant traffic
  • Initiated Digital PR campaign with popular Hindi new websites to drive mass awareness.
  • Undertook campaign to acquire backlinks from relevant, high traffic vernacular websites.

The Outcome

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;

  • “लोन” moved from Not in 100 to #6 position
  • पर्सनल लोन ; search volume: 3600, moved from Not in 100 to #2 position
  • व्यक्तिगत ऋण ; search volume: 2400, moved from Not in 100 to #2 position
  • होम लोन ; search volume: 6600, moved from Not in 100 to #1 position
  • “होम लोन कैलकुलेटर” moved from Not in 100 to #4 position.

Improvement in Traffic
Overall Organic Traffic from Vernacular Pages

The organic traffic from vernacular pages increased by 1197% in a time period of just 6 months (April - Oct 18).

NOTE: The absolute numbers are indexed, with Apr. ‘18 set equal to 0.5 for Organic Traffic on Vernacular Pages, to facilitate the comparison of growth.

The Result for Personal Loan Vernacular SEO Campaign

Within 6 months vernacular traffic’s contribution grew to over 2% of the total organic traffic for the Personal Loan campaign. A significant achievement given that there was no further headroom for growth via English keywords.

NOTE: The absolute numbers are indexed, with Apr. ‘18 set equal to 0.5 for Organic Traffic on Personal Loan Vernacular Pages, to facilitate the comparison of growth.

The Result for Business Loan Vernacular Campaign

Also, in the Business Loan campaign, vernacular traffic’s contribution grew to over 3.50% 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 Apr. ‘18 set equal to 0.5 for Organic Traffic on Personal 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 and Business Loan campaigns to other vernacular languages. And this was the biggest acknowledgement of a successful campaign.

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