My Journey of a Year on BFM

An Optimization Eye-Opener
 Finserv Markets Business Model
About the Platform
Finserv MARKETS is a Super-Portal (app) by Bajaj Finserv, built with the objective of combining Finance & e-Retail,
where customers can explore 500+ financial & lifestyle products, all in one place.

Finserv Markets Super-Portal

Investments Lending Insurance eRetail

Consumer Understanding | Integrated Analytics | Cross-Selling

Business Objectives Science Behind the Platform

• Bring all 4 business pillars together to create a one-stop digital
marketplace (a supermarket for all personal finance needs)
• Encourage an ecosystem to promote cross-business sales
• Phase 1: consolidate all Bajaj brands (Finserv & Allianz) in one place
• Phase 2: deploy an aggregator model of 3 rd party brands
• With EMI card at the center, assess user spending patterns, credit
rating etc.
• Couple this with user behavior on the platform to crate customized
cross-business promotions across the 4 business pillars
Learnings in Training vs Expertise Required on a Campaign

Training Sessions On Floor Experience

Keyword analysis learnt in training helped to map Ttargeting primary and semantic KWs through
Keyword Mapping
primary KW to a specific page Keyword Mapping

How to identify basic on-page content topics using Building unique traffic driving content on a large
Content Ideation
content exploration tools scale & maintaining a repository

Main on-page elements optimised with high search Despite optimising main on-page elements, pages
On-Page Optimization
volume KWs did not rank in top 20

Basic internal linking done to boost SEO equity of Comprehensive linking structure implemented to
Internal Linking
main landing (category/product) pages pass equity to-from product, support & article pages
Use of Measurement Introduction & basic overview of tools like Using these tools to identify low hanging fruits and
Tools GA/GSC/Adobe carry out performance analysis

3
Challenges Faced on BFM on a Day to Day Basis
Aggressive Ranking & Changing Client Tedious Content
Traffic Targets Narratives
Identifying and Targeting low hanging
optimizing traffic fruits like ‘Bajaj’ brand
driving pages terms
‘Bajaj Finserv Markets’
Iincremental growth
was changed to & from
month over month
‘Finserv MARKETS’
4
Process
Ideate + Optimize
content pieces
And Liaise with third
party content team
Creating content on
such a large scale
every month was not
helping us to drive
traffic
Strategies To Cope With These Challenges

Hero Blog
Templatized Event Based & Strategy To
Optimization Lateral Content Grow
Ideation Visibility

Target generic high search volume To meet the large content requirement, Existing repository of content was utilized to
keywords and save time on competitor financial and news websites grow traction and build internal linking equity
optimization were analyzed

5
Approach Followed to Implement Strategy

How we ideated unique Used Hero Blog strategy to

Templatizing On-Page Tags
content topics M-o-M drive traffic

Looking at new pages created by Top traffic driving blogs were

To save time, a customizable
competitors and identifying new identified and given the badge of
template was created
themes targeted “hero blogs”

High search volume keywords that

Following the content calendar to
To target generic keywords with high could potentially drive more traction
pick event based topics on important
search volume across all blogs were mapped against these hero
days and festivals
blogs

Each product category had a

A mini keyword research to identify
Looking at currently trending topics/ minimum of two such hero blogs,
keywords to be replaced in the
topics making news which was used to internal link to the
template
child blogs

6
As a Result..

M-o-M Organic Traffic Movement

14000
12000 • Unable to meet monthly targets
10000
8000 • Majority of the on-page and content
6000
recommendations had been
4000
2000
implemented
0
Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19

Actual Projected

and

Keyword Type Search June'19 July'19 Aug'19 Sep'19 Oct'19 Nov'19 Dec'19
Volume • Lack of improvement in keyword
two wheeler insurance Business Driving 110,000 30 28 26 29 30 25 30 ranks
ulips Business Driving 14,800 23 25 25 27 32 28 25
• Business driving and traffic driving
car insurance
calculator
Business Driving 9,900 75 100 77 75 79 79 100 keywords did not break into Top 10
pmjay Traffic Driving 365,000 100 100 40 35 37 40 39
and Top 20 results
7
8
 Pages/sections were not completely optimized

My Approach: Factors not considered: Which lead to:

Incomplete keyword
To save time, a customizable research during Under-optimized pages
1.
template was created optimization across the insurance
section
Not targeting keyword
To target generic keywords with variations in SEO tags and
2. high search volume across all URLs
blogs
Not analyzing SERP Templatized on-page
landscape during
A mini keyword research to
optimization
tags with minimal
3. identify keywords to be keyword targeting
replaced in the template

9
 Primary keyword not targeted in SEO tags

• The secondary keyword “difference between ulip and

Keyword
mutual fund (SV: 210)” was heavily targeted in the Page Title Meta Description
Meta
h1 tag
Image Alt
instance in
Keywords Tag
meta tags and h1 tag h2 tag

• The main query “ulip vs mutual funds (SV: 1,300)” Read to learn the
was targeted in “meta keywords” tag but not in the difference between
impactful SEO tags ULIPs and mutual Difference
Difference
funds. Finserv between Difference
between
MARKETS offers a ULIPs and
ULIPs and between
• Page title and H1 Tag were kept the same instead of Mutual Funds
wide range of ULIP Mutual ULIP and N/A 0
Plans to suit your Funds,
using the opportunity to target keyword variations – Finserv
investment needs and ULIPs Vs
Mutual
MARKETS Funds
match your financial Mutual Funds
goals. Get an instant
• Image Alt tag was left un-optimized ULIP quote today!

• Keyword variations were not targeted in the h2 tags

either

10
Templatized SEO tags with minimal keyword targeting
Maruti Car Insurance Page

• Exact match queries of the primary keyword were not Page Title Meta Description Meta H1 Tag

targeted as per the template created for optimization Keywords

Maruti Car Drive your Maruti car worry free with a Car Maruti Car
Insurance
• The Keyword “maruti insurance (searches: 40,500)” Insurance comprehensive Maruti car insurance insurance,
Img Alt
was targeted as a phrase match, whereas the keyword – Finserv policy. Finserv Markets bring to you a motor
Maruti Car
“maruti car insurance (searches: 2,400)” was Markets range of car insurance policies with insurance, Insurance
targeted as an exact match cashless servicing, 24*7 assistance and car
access to a host of other benefits. Get insurance
an instant quote now! policy
• Keyword variations were not targeted in the tags
Tata Car Insurance Page
Page Title Meta Description Meta H1 Tag
Keywords
Tata Car Drive your Tata car worry free with a Car Tata Car
Insurance
Insurance comprehensive Tata car insurance insurance,
Img Alt
– Finserv policy. Finserv Markets bring to you a motor Tata Car
Markets range of car insurance policies with insurance, Insurance
cashless servicing, 24*7 assistance and car
access to a host of other benefits. Get insurance

11 an instant quote now! policy

 Multiple content pieces created around one theme
My Approach:
Looking at new pages created by
1. competitors and identifying new
themes targeted
Following the content calendar
2. to pick event based topics on
important days and festivals
Looking at currently
3. trending topics/ topics
making news
Factors not considered: Which lead to:
Relying on self analysis rather
than using content exploration
tools
Content duplication
Unsure if I had exhausted the across categories
search universe for a category
resulting in SERP
cannibalization
Keyword difficulty and SERP
landscape not analyzed when
creating content
12
Problems in ranking the right page Blog Page with Similar Content

• For the query “ayushman bharat eligibility”, the blog page on

Ayushman Bharat eligibility was ranking instead of our support
page on Ayushman Bharat Registration
• Both the pages had overlapping content which led to duplication
• Due to presence of some unique content, the blog page was
ranking at #30 and outranking our main page
• Ideally our main page should have ranked since it had gained
equity for the registration theme

Support Page with Similar Content

Sr.No Page Type URL Mapped KW Rank

https://www.bajajfinservmarkets.in/insurance/health- ayushman
1 Main Page insurance/pradhan-mantri-jan-arogya-yojana-pmjay/ bharat 100
ayushman-bharat-registration-eligibility.html eligibility

https://www.bajajfinservmarkets.in/discover/journals/blogs/ ayushman
2 Blog Page insurance/ayushman-bharat-yojana-are-you-eligible-for-the- bharat 30
pmjay-scheme/ eligibility

13
 Issues with existing internal linking structure

My Approach: Factors not considered: Which lead to:

No categorization of
Top traffic driving blogs were identified primary, secondary and
1. tertiary keywords
and given the badge of “hero blogs”
Incorrect internal
SERP intent of anchor texts linking across 500+
High search volume keywords that could not analyzed blogs
2. potentially drive more traction were
mapped against these hero blogs
Keyword search volumes
not considered when
Each product category had a minimum choosing anchor text
200+ support pages in 6
3. of two such hero blogs, which was categories which lacked
used to internal link to the child blogs Under-utilized internal internal linking equity
linking on support pages
and blogs

14
Incorrect Internal Linking seen on Blogs

• Keywords with the same SERP intent were

mapped to two different pages

• “car insurance policy” (searches: 12,100)

High search volume query that
and “car insurance plan” (searches: 170) should link to PDP page
have the same intent i.e. to buy a car instead of blog page
insurance plan, and so should be linked to the
product page.

• The lower search volume query was used to

link to the PDP page

• The higher search volume query was used to Existing internal link should not
link to a blog page instead be present on this anchor text

15
Lack of internal linking equity on support pages & blogs

Hero Splendour • All tertiary and secondary

Insurance support pages were used to link
to PDP pages
Hero Insurance • Lack of internal linking equity
Hero Maestro on the support pages
Insurance • The lack of link equity was not
helping these pages rank for
Two Wheeler
queries with decent search
Insurance potential
TVS Apache
Insurance For the keyword
tvs jupiter insurance (SV: 260)
TVS Insurance Number of internal
Competitor Rank
backlinks
TVS Jupiter Rank 1 37
Insurance Rank 2 42
BFM Rank (#25) 0

16
The Recovery

17
17
Major Problems that cropped up due to lack of In-Depth
Planning

1 2 3 4
Incorrect Internal Content Under Optimized Inaccessible
Linking Duplication Pages Pages

18
Two-Fold Approach Towards Growth
1. Consistent effort to meet business goals and meet long-term projections
2. Quick fixes to meet short-term traffic targets

Re-optimization &
Content
Accurate KW Enhancement
Mapping
Rectify internal linking
Identifying entire Improved Navigation
errors and content
search universe and accessibility
duplication

19
Identifying Content Universe

20
Why did we have to identify the full search universe?

Our Keyword Competitors get

Actual Traffic <
Basket is High Traffic
Expected Traffic
Inadequate Numbers

• Target: 1 lakh • Our full KW • How are

monthly visits basket had a competitors
after 1 year total potential of capturing high
• Actual Traffic: ~5 lakhs traffic numbers?
1,000 monthly • 9% of 5 lakhs is • Focus on Lateral
visits after 12 45,000 visits Themes (like
months • Do we have all Govt Schemes)
• CTRs assumed possible KWs • Pages for User
at ranks #1 - #3 : related to our Engagement
20% to 25% industry in our (like BMI
• Actual CTRs at basket? Calculator, Tax
these ranks: 8% • Are we capturing Calculator)
to 9% the user’s intent • Secondary KW
at every stage of basket (targeting
the buying FAQs, people
journey? also ask queries,
LTQs)
21
Process To Identify Additional Search Potential
• Identify websites ranking above us and with higher Share of Voice
• Using Screaming Frog Data extract complete list of URLs of identified competitor websites
Extract URLs

• Analyze existing content repository to make a note of pages and themes already targeted by your website
Shortlist • Compare with the extracted URLs and choose a final set of unique URLs from each competitor
Unique URLs

• Study support pages/blogs of each competitor

• Group Similar pages under one theme
Group Pages

• Identify themes which you have not targeted on your website

Identify • Prioritize the themes having high search potential and low competition
Missing
Themes

• Map keywords and their search volumes against each shortlisted URL
Map Keywords • Calculate the cumulative search potential calculated for each theme
To Each URL

• Identify current ranking URL for keywords & themes with high potential
Content
Prioritization
• Prioritize shortlisted pages basis keyword difficulty and existing search landscape

22
Step 1: Extract URLs Of all Top Ranking Competitors

Identified our top ranking competitors having higher share of voice

Using the xml sitemap data and the “Internal All” report from Screaming Frog, extracted the complete list of URLs of Competitor
websites

Deduped the list to remove duplicate URLs and identify unique pages
23
Steps 2 & 3: Theme similar URLs for each Competitor

Analyzing our existing content repository, shortlisted unique set of URLs of competitors

Carried out a SERP analysis to group pages into different segments

Categorized URLs into different segments basis type of content – Blog/ Product or Brand / Generic pages
24
Step 4: Content Gap Audit – Content Quantification Summary
HDFC Ergo ICICI Lombard Policy Bazaar Bajaj Allianz Bajaj Finserv Finserv MARKETS Bankbazaar HDFC Life
Health Insurance Themes
Pages Pages Pages Pages Pages Pages Pages Pages
HI - Cover - - - 2 - - - -
HI - Cover - FAQ 1 - - - 7 - - -
HI - Disease Cover 16 - - - 13 - - -

HI - Disease Cover - FAQ - - - - 6 - - -

HI - Plans 30 2 7 26 7 3 - 8
HI - Generic 10 4 9 15 27 26 - 3

HI - Generic - Reviews 1 2 - 1 1  - - -
HI - Calculator 1 - 1 1 - - - 2
HI - Cover - Video - - - 3 - - - -
HI - Generic - FAQ - - - - 2 - - -

HI - Government Scheme - - - - 1 6 5 -
HI - Brand - - 164 - 3 - - -
HI - Plans - FAQ 4 - - - 2 - - -
Blogs 530 312 390 45 - 98 - 12

After grouping themes into segments, quantified the number of pages in each theme created by competitors

Quantification helped identify the additional pages created by competitors & identified the scope for my website

25
Steps 5: Map Search Potential against each URL

Identified the potential of the missed themes by carrying out an intensive keyword research

Mapped the expected search potential against these missing themes

Identified themes with high search potential and low competition

26
Step 6: Content Creation Priority Setting

Page Type URL Keyword 1 SV KD Keyword 2 SV KD Total SV Avg

KD Priority
Calculator https://www.hdfclife.com/financial-tools-calculators/bmi- bmi calculator 4,50,000 59 bmi calculator for men 12,100 58 4,62,100 59 1
calculator
Blog https://www.bajajallianz.com/blog/health-insurance-articles/ world tuberculosis day 1,900 40 world tb day 3,700 39 5,600 40 1
world-tuberculosis-day.html
Product Page https://www.bajajallianz.com/health-insurance-plans/cheap- cheap health insurance 590 38 cheapest health insurance in india 260 52 850 45 3
health-insurance-plans.html
Product Page https://www.bajajallianz.com/general-insurance-features/ bajaj allianz health insurance customer 480 8 bajaj allianz health insurance 170 9 650 9 2
health-insurance/24x7-on-call-support.html care number contact number
Product Page https://www.bajajallianz.com/customer-reviews/health- bajaj allianz health insurance review 320 2 health insurance reviews 210 2 530 2 2
insurance-reviews.html
Blog https://www.bajajallianz.com/blog/health-insurance-articles/ group health insurance policy 480 4 medical insurance policy for 20 3 500 4 2
group-mediclaim-policy-for-employees-in-india.html employees

Calculated the total search volumes and keyword difficulty for each page with scope of additional traffic

Determined the priority level for each page in the order of being created

Set priority for the new potential to be targeted basis search volumes, average keyword difficulty & seasonal trend of the themes

27
550% Growth Across Health Insurance Section !!
Month Over Month Growth In Organic Traffic
5000

Total traffic identified post GAP 4500

4,582

audit (15,52,030) 4000

3500
3,298
3000

28 pages with search potential of 2500 2,504

70,000 created in 4 months 2000

1500

1000 674
550 % growth in 500
organic traffic 0
January February March April

• Earlier potential was 5,80,020 whereas current total potential targeted is 15,52,030
• 28 new pages with a combined potential of 70,000 searches were created post identifying new potential
• As a result, the organic visibility improved from 674 visits in Jan’20 to 4,582 visits in April’20
28
Importance Of Having a Keyword Mapping
Structure

29
Journey Of a Keyword Mapping Structure

Creating a detailed keyword mapping structure basis SERP intent & user intent
Keyword
Mapping
Structure

Mapping primary and secondary keywords to each page to create a definite linking path
Tackling
Intent
Mismatch

Having a unique tertiary keyword mapped to each page to ensure there is no duplicate mapping of keywords
Tackling
Content
Duplication

30
 Create a Proper Keyword Mapping Structure
1. Map a tertiary, secondary and primary keyword to each URL
• Tertiary KW – The query the page should rank for
• Secondary KW – The second level category that the page belongs to
• Primary KW – The first level category that the page belongs to
2. Add keyword ranks and current ranking URL to each keyword to cross check SERP intent with mapping intent of
tertiary keywords
3. Ensure that for secondary and primary keywords have pages mapped to them too

Sr No URL Tertiary KW Search Rank Ranking URL Secondary KW Primary KW

Volume

https://www.bajajfinservmarkets.in/insurance/ https://www.bajajfinservmarkets.in/insurance/
what is idv in
1 motor-insurance/two-wheeler-insurance/ 170 13 motor-insurance/two-wheeler-insurance/ Bike insurance concepts Bike insurance
insurance
articles/what-is-idv-in-insurance.html articles/what-is-idv-in-insurance.html

https://www.bajajfinservmarkets.in/insurance/ https://www.bajajfinservmarkets.in/insurance/
two wheeler
2 motor-insurance/two-wheeler-insurance/ insurance claim 70 10 motor-insurance/two-wheeler-insurance/ Bike insurance claim Bike insurance
articles/bike-insurance-claim-settlement- articles/bike-insurance-claim-settlement-
settlement ratio
Overview.html Overview.html

https://www.bajajfinservmarkets.in/insurance/ https://www.bajajfinservmarkets.in/insurance/
motor-insurance/two-wheeler-insurance/ how to calculate bike motor-insurance/two-wheeler-insurance/
3 30 15
articles/how-to-calculate-two-wheeler-insurance- Bike insurance premium
Bike insurance
articles/how-to-calculate-two-wheeler-insurance- insurance premium
premium-in-india.html premium-in-india.html

https://www.bajajfinservmarkets.in/insurance/ https://www.bajajfinservmarkets.in/insurance/
motor-insurance/two-wheeler-insurance/articles/ bike insurance guide motor-insurance/two-wheeler-insurance/articles/
4 the-ultimate-guide-to-online-two-wheeler- 10 9 the-ultimate-guide-to-online-two-wheeler- Bike insurance guide Bike insurance online
31
insurance.html insurance.html
 A] To Tackle Intent Mis-match in Internal Linking
• Keywords like “bike insurance online” were previously mapped to a hero blog instead of the PDP page
• A definite keyword mapping structure helped tackle this situation

Search
Sr No URL Tertiary KW Rank Ranking URL Secondary KW Primary KW
Volume
1 https://www.bajajfinservmarkets.in/insurance/ Bike insurance online 33,100 19 https://www.bajajfinservmarkets.in/insurance/ Motor insurance Insurance
motor-insurance/two-wheeler-insurance.html motor-insurance/two-wheeler-insurance.html

2 https://www.bajajfinservmarkets.in/insurance/ what is idv in 170 13 https://www.bajajfinservmarkets.in/insurance/ Bike insurance add on Bike insurance
motor-insurance/two-wheeler-insurance/ insurance motor-insurance/two-wheeler-insurance/ covers
articles/what-is-idv-in-insurance.html articles/what-is-idv-in-insurance.html

3 https://www.bajajfinservmarkets.in/insurance/ two wheeler 70 10 https://www.bajajfinservmarkets.in/insurance/ Bike insurance claim Bike insurance

motor-insurance/two-wheeler-insurance/ insurance claim motor-insurance/two-wheeler-insurance/
articles/bike-insurance-claim-settlement- settlement ratio articles/bike-insurance-claim-settlement-
Overview.html Overview.html
5 https://www.bajajfinservmarkets.in/insurance/ bike insurance guide 10 9 https://www.bajajfinservmarkets.in/insurance/ Bike insurance guide Bike insurance online
motor-insurance/two-wheeler-insurance/articles/ motor-insurance/two-wheeler-insurance/articles/
the-ultimate-guide-to-online-two-wheeler- the-ultimate-guide-to-online-two-wheeler-
insurance.html insurance.html

Mapped primary & secondary keywords to each page to ensure there are links going to the sub category and category section

Used variations in primary keyword to target different keyword variations mapped to the category page

32
 Link Clean-up Helped Achieved 22X Improvement In Visits
• The internal linking clean-up activity was carried out for 120+ pages in the two wheeler insurance section in Dec-19 and
Jan-20
• Post implementing the clean-up a subsequent increase was seen in rankings of branded and non-branded queries
mapped to the two wheeler insurance PDP page
• The improvement in ranks caused an 64% improvement in impressions from Dec-19 to Mar-20, which in turn resulted in a
22.8 X improvement in visits

KW Keyword Search Dec-19 Jan-20 Feb-20 Mar-20 22.8 X times M-o-M Improvement in visits
Type Volume 1888
2000
Brand bajaj bike insurance 3,600 7 4 4 5 1800
1600
bajaj allianz bike insurance renewal 1,300 11 12 12 9 1400
bajaj two-wheeler insurance 880 6 4 3 3 1200 989

Visits
1000
bajaj bike insurance renewal 480 9 4 6 5 800
bajaj allianz 2 wheeler insurance 390 7 6 5 4 600
350
bajaj 2 wheeler insurance 320 6 3 5 4 400
79
200
bajaj two wheeler insurance renewal 320 10 5 3 4 0
Dec-19 Jan-20 Feb-20 Mar-20
Non- bike insurance 165,000 27 24 21 19
Brand bike insurance online 60,500 30 23 23 20 Month

bike insurance renewal 12,100 34 22 21 24

bike insurance renewal online 8,100 29 21 21 23
33
B] Keyword Mapping To Tackle Content Duplication
• Initially the keyword “ayushman bharat eligibility (14,800) was mapped to 2 different pages
• The main page that we ideally wanted to rank was not ranking, however, a blog page created was ranking
consistently at #30
• The blog page was outranking the main page due to presence of unique content and improved keyword density

Sr.No Theme Type URL Tertiary KW Search Volume Rank

https://www.bajajfinservmarkets.in/insurance/health-insurance/pradhan-mantri-jan- ayushman bharat

1 Health Insurance Support arogya-yojana-pmjay/ayushman-bharat-registration-eligibility.html eligibility 18,100 100

https://www.bajajfinservmarkets.in/discover/journals/blogs/insurance/ayushman-bharat- ayushman bharat

2 Health Insurance Blog 14,800 30
yojana-are-you-eligible-for-the-pmjay-scheme/ eligibility

The keyword mapping structure helped sort out the issue of duplicate mapping and thereby duplicate content

De-optimized the blog page by removing keyword instances from the meta & header tags, removing unique content and placing a
canonical tag

Re-optimized the main page by adding keyword instances, conducting GAP audit to missing elements and add unique content
34
390% Growth In Clicks On PMJAY Page

• The correct page started ranking at #6 for

“ayushman bharat eligibility (SV: 14,800)”
within a months span

• The top10 targeted KW search potential for the

page increased from 18,100 to 32,900

Month Over Month Growth in Clicks & Impressions

88,300
100000 3,600 4000
3500
80000 63,100
3000
60000 50,400 2,100 2500
2000
40000 28,300 1,530 1500
735 1000
20000
500
0 0
January February March April

Clicks Impressions

• This resulted in 4x growth in clicks and 2x increase in impressions : 735 clicks and 28,300 impressions (Jan’20) as
compared to 3600 clicks and 88,300 impressions (Apr’20)
35
Improving Navigational Linking and Cross
Linking

36
Identifying Missing Cross Linking Opportunities
With the motor insurance section there existed around 200 support pages that were only used to link to the
main Product pages

No navigational path existed to access these pages and hence they lacked internal linking equity

1. The TVS Jupiter insurance page was used

to link to the Bike Insurance PDP page only

2. It was not used to link to other TVS model

pages like TVS Apache insurance, TVS
Scooty Pep Insurance, etc.

37
Improved Link Equity Resulting In Better Performance
1. Since the website was on AEM, an AEM accordion structure was created which was used to internal link all make
model pages with each other
2. This cross-linking approach helped improve ranks for the make model pages which in turn resulted in M-o-M
improvement in clicks for the entire make-model category

5.8 X Improvement in Make-Model Visibil-

ity
4,000
3,402
3,500
3,000
2,445
2,500
1,854
2,000
1,500
921
1,000
500
500
0
Jan-20 Feb-20 Mar-20 Apr-20 May-20

Implementation of cross-linking M-o-M Improvement in Make Model Category

38
Efforts taken to improve content optimization

39
How pages were optimized more effectively
• Check if there exists a discrepancy between the expected visits for an optimized category meet the actual
visits
Identify
Scope

• Identify keywords showcasing no keyword improvement

• Use GSC to identify missed opportunity in terms of keyword targeting
Shortlist
Keywords

• Compare on-page SEO tags, header tags, etc. with ranking competitors to find enhancement opportunity for
these elements
On-Page
Audit

• Compare on-page content structure with ranking competitors to find enhancement opportunity for these
elements
Content
Opportunity
Audit

• Re-optimize/enhance the pages or categories basis your findings

Re-optimize
&
Enhance
40
Steps to identify scope for further optimization

In an ideal case scenario, post optimizing a section, the expected visits from an optimized category should meet the actual
visits

But if the actual visits do not equal to expected visits, it means a further scope for optimization exists

Expected Traffic
Theme URL Total Potential at 5% CTR Actual traffic

ULIP https://www.bajajfinservmarkets.in/insurance/ulip/ulips-vs-mutual-funds.html 1,690 438 59

Comparison
https://www.bajajfinservmarkets.in/insurance/ulip/what-is-ulip.html 6,000
https://www.bajajfinservmarkets.in/insurance/ulip/ulip-vs-ppf.html 50
https://www.bajajfinservmarkets.in/insurance/ulip/elss-vs-ulip-comparative-analysis.html 530
https://www.bajajfinservmarkets.in/insurance/ulip/ulip-vs-sip.html 480

41
Why Actual Traffic Is Not Equal To Expected Traffic

Inadequate targeting of
No upward trajectory in Cause for discrepancy
potential traffic driving
keyword movement in organic visibility
keywords

How To Bridge the GAP on a keyword level ?

Use the query report in GSC

From the mapped list of
keywords, identify those that
are not showcasing any
improvement
to identify if there are certain
queries which are garnering
high impressions, low clicks
and are not a part of our
keyword basket
Post keyword identification,
perform a content and
optimization GAP audit to
improve performance

42
 Perform A Content + SERP Optimization Audit For Enhancement
Opportunity
• Helps you figure out why you competitor is out-ranking you
• You can decide if your optimization approach is something that search engines prefer

GAP Audit Template which can be used for any keyword that is currently not in top 5 results
  Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 BFM
Rank #1 #2 #3 #4 #5 #11
Landing Page
Keyword instances Find out if instance of the target query needs to be increased
Keyword density
Current keyword rank
Page structure  
Help identify gaps in content we are missing out on of the target query
Content that we are missing out  
Title  
Title Len Data can be used for identifying gaps in:  
Description
• Meta tag optimization  
• Header tag optimization
Description Len  
• Rich snippet optimization
H1  
• Addition of keyword instances to build target keyword density
Number of h2 tags  
Presence of images  
Presence of infographic
Identify whether competition is outranking you because of the presence of rich media on the page
Do you need to have CTAs in the first fold (Eg: For Insurance PDP pages, ranking pages all seem to have a CTA in the first fold
Presence of videos  
43
Presence of CTA in first fold       43      
Case Study - Example of GAP Audit Undertaken
An outcome of the GAP audit undertaken for the keyword “ulip vs mutual fund (SV: 1,300)” mapped to a supporting
article
1. Enhancement opportunity in page title
2. Opportunity to increase keyword density
3. Missed content opportunity
4. Scope for adding infographic

1. Enhancement opportunity in page title

• The keyword instance “ULIP vs Mutual Fund” was not utilized at the start of the title

  Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 BFM

Rank #1 #2 #3 #4 #5 #11

Landing Page https://scripbox.com/blo https://cleartax.in/s/ulip https://www.iifl.com/blo https://www.aegonlife.c https://www.moneycont https://www.bajajfinser

g/ulip-vs-mutual-fund s-vs-mutual-funds gs/ulip-vs-mutual-funds om/insurance-investme rol.com/news/business/ vmarkets.in/insurance/u
nt-knowledge/ulip-vs-m personal-finance/ulips-v lip/ulips-vs-mutual-fund
utual-funds-which-is-the s-mutual-funds-which-in s.html
-better-investment-optio vestment-is-likely-to-giv
n/ e-you-better-returns-25
18695.html
ULIPs vs Mutual Funds: ULIPs vs Mutual Funds:
ULIP vs Mutual Fund: ULIPs vs Mutual Funds - Which investment is Difference Between
ULIP vs Mutual Funds | Which is the Better
Title Differences And Which will give you IIFL Investment Option? – likely to give you better ULIPs And Mutual Funds
Comparisons | Scripbox better returns ? returns? - – Finserv MARKETS
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Aegon Life Moneycontrol.com
2. Missing content opportunity
• In order to rank for this query, competition had content present in a tabular format highlighting the difference
which our page lacked
• Details pertaining to both “ULIPs” and “Mutual Funds” was provided in one line each at the top of the page (A
technique used by Scripbox to rank in the answer box)
• Addition of missing sections of content also helped increase the keyword instances on the page from 1 to 4

  Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 BFM

Rank #1 #2 #3 #4 #5 #11
Page structure What is a mutual fund Where to invest – ULIPs vs ULIP Vs Mutual Funds ULIP vs mutual funds: which is ULIPs vs Mutual Funds: Which ULIPs Vs Mutual Funds
What is Ulip investment Mutual Funds? Which Is Better Among ULIPs the better investment option? investment is likely to give you What are ULIPs?
ULIP Vs Mutual Fund 1. ULIPs vs Mutual Funds- And SIPs Of Mutual Funds? better returns? What are Mutual Funds?
1. Product Type Which is a Better Bet? ULIP Has An Insurance Differentiating features of ULIPS VS Mutual Fund: A
2. Tax-Savings (ULIP vs ELSS) 2. What are Mutual Funds? Component, Mutual Fund ULIPs ULIPs v/s Mutual Funds Comparison
3. Liquidity 3. What are ULIPs? Does Not (Tabular Format) In Conclusion
4. Risk Cover 4. Difference between Transparency And Disclosure
5. Expenses Mutual Funds and ULIPs in Levels In MFs And ULIPs
6. When to Consider Buying tabular format How To Compare Tax Benefits?
Winner Between ULIP Vs 5. Which ULIP Is Ideal for You? How To Compare On Liquidity?
Mutual Fund How Do They Compare On
Profitability?
Finally, MFs Are a better fit for
your personal financial plan

Content that we are - -       1. Tabular format table for

missing out on differences between MF and
ULIP
2. Factors to consider when
choosing between ULIPS and
Mutual Funds
45
 3. Scope for adding infographic
• While all ranking competitor pages were utilizing rich media in the form of images, no one was utilizing
infographics and videos
• Since we had the resources to create infographics we went ahead and added an infographic which summarized
the differences between ULIPs and Mutual Funds

  Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 BFM

Rank #1 #2 #3 #4 #5 #11
Presence of images Yes Yes Yes Yes Yes Yes
Presence of infographic No No No No No No
Presence of videos No No No No No No

The modifications to content structure basis the content GAP analysis and addition of infographic is given below:

Previous Structure Intent Recommended Structure Intent

Brief introduction about the topic Exploration Brief introduction about the topic Exploration
What are ULIPs Exploration Addition of 2 lines of content providing details Exploration
on both ULIPs and Mutual Funds together
What are mutual funds Exploration
Understanding both ULIPs and Mutual Funds Exploration
A brief comparison on ULIPs and Mutual Funds Evaluation
in text format Difference between ULIP and Mutual Funds in Evaluation
tabular format
Conclusion – Providing which option to choose Evaluation
basis investor appetite Factors to consider before deciding between Evaluation
ULIPs and Mutual Funds

Infographic – Summarizing differences Evaluation

46
Conclusion – Providing which option to choose Evaluation
Sections of content structure modified post the GAP analysis basis investor appetite
Improvement In Keyword Ranking & Organic Visibility
Achieved !!!
• Post optimization the keyword ranks for the query “ulip vs mutual funds (SV: 1,300)” saw a M-o-M
improvement
• Currently the optimized blog ranks at #4 on SERP

Search Rank Rank Rank Rank Rank

Category Product KW
Volume Apr-20 Mar-20 Feb-20 Jan-20 Dec-19
Non-Brand ULIP ulip vs mutual fund 1,300 4 7 11 12 12
Non-Brand ULIP difference between ulip and mutual fund 260 4 7 12 13 13

• The impressions on the page increased 4.7X times and visits increased 6.56 times

Visits Impressions
Page
Apr-20 Feb-20 Apr-20 Feb-20

https://www.bajajfinservmarkets.in/insurance/ulip/ulips-vs-mutual-funds.html 189 25 5,690 986

47
 How it all blended perfectly towards the end

Insurance M-o-M Traffic Movement

180,000
• Content GAP analysis for Motor
160,000 Insurance in Jan-20 helped identify a
potential of 50 lakhs+ potential
140,000 • The improved performance of the
pages created in Jan and Feb is
120,000
• New content yielding results in June and July
creation in the
100,000
health insurance
80,000 • Drop in search section helped
• Results starting to trends due to improve visibility
60,000 show from link- COVID-19
• Improvement clean up and affecting growth
40,000 due to re- elimination of trajectory
optimization content
20,000 basis GAP duplication
audits
0
Jan-20 Feb-20 Mar-20 Apr-20 May-20

Target Achieved Target Trailing Above Target

  Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 *Jul-20

Target 2,221 4,000 10,500 12,500 14,000 23,508 27,647
Target
Achieved 2,881 7,500 11,173 12,536 18,128 28,644 82,290
Insurance
Above Target 660 3,500 673 36 4,128 5,136 54,643
48
Target Trailing 0 0 0 0 0 0 0
 On-Page & Content Optimization – Primary Checklist
• First and foremost, identify your content universe
o Along with a keyword research, be sure to analyze competitors to ensure you have covered all business driving + lateral
themes
o Map keyword potential and keyword difficulty (Using AHREFs) to each potential page to be created
o Utilize both these factors to create a content priority list in order to streamline content planning

• Create a proper keyword mapping structure

o Ensure that primary, secondary and tertiary keywords are mapped to each page you want to rank for on the website
o Tertiary keywords will ensure that unique keywords are mapped to the pages for which it needs to rank
o While mapping tertiary keywords to a page, the intent of the keyword on SERP should be analyzed
o Secondary and primary keywords are to be used to centralize the internal linking structure and help target anchor text
variations

• On-page optimization checklist

o Ensure unique keywords are mapped to the page which will be used for optimization
o The top 2-3 keywords mapped to the page should be incorporated in the meta tags and image tags
o Other keywords mapped should be utilized in header tags
o The content should include instances of mapped keywords within content
o When optimizing tags, always go through tags of ranking competitors, and then create your unique tags
o When optimizing content for a page ensure:
 That the content includes all aspects required to rank for the topic on SERP
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 The content also has something unique about it and is not an exact replica of a ranking competitor
On-Page & Content Optimization – Secondary Checklist
• Rules for re-optimization
o If your keyword rankings are stagnant for a while, be sure to analyze competition through a GAP audit to identify
enhancement opportunity
o Use AHREFs in your GAP audits to identify missed out opportunities like "lack of internal backlinks“
o Be sure to also analyze content GAPs with your competitor to check if your missed out on any sections of content that
can help you rank better

• How to tackle content duplication

o Analyze GSC and Analytics data to finalize on the actual version of the page you want to rank for
o Ensure that the chosen page also meets the content requirement to rank on SERP basis SERP Competitor analysis
o De-optimize the duplicate page and add an internal link to the required ranking page via the duplicate one
o Re-optimize the required ranking page with any missing/unique content that can help it rank better
o Adding a canonical/301 redirection should be considered only if the above methods don’t work

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Thank You