Case Study

A leading private sector bank in India gets its share of voice on the Internet landscape
A Puretech SEO campaign helped the private sector bank enhance its presence on the web and increase traffic

Objectives:
The client, a leading private sector bank in India, with a focus on the banking vertical, wanted to expand its horizons on the web and thereby drive its business further.

Post-liberalization, the banking sector was known to be a competitive space of the economy. Thus, operating in highly competitive atmosphere made accessibility to the prospective customers on the web a key to the success of the business.
The bank wanted to attain the following objectives:

• To increase the natural search engine traffic
• To enhance the quality of website traffic and conversion rate for business priority products
• Achieve a substantial return on investment (RoI).

Challenges:
The client was a virtual novice, as far as their search profile was concerned, at the beginning of the project. Puretech team was assigned the task to gain prominent positions in Google search for high volumes, generic keywords which would consequently be instrumental in increasing the level of traffic to the client's website. Higher traffic in most cases leads to higher leads and therefore more business opportunities. Website had some issues pertaining to the technical and flexibility aspect that needed to be fixed as per best practices.

The Puretech Solution:
Puretech Digital designed a comprehensive organic search engine optimization (SEO) program for the site.

• Initiated the campaign with a handful of keywords targeted at business priority products.
• The keyword nucleus was increased 10 folds as the website gained visibility.
• Defined a methodology to add extra content on the bank's website so that landing pages were optimized to attract traffic and increase the conversion rate for business priority products.
• Extensive keywords research with strong focus on pre-qualified visitors.
• Synchronized SEO with a pay per click (PPC) campaign to ensure top organic listing for high CPC and High conversion keywords.
• Focused on creating resource center in order to keep the website loaded with fresh content as financial websites offers very limited flexibility in terms of adding or modifying content.

Results:
The campaign significantly increased the Bank website's web traffic and thereby enhanced the site's rankings on the search engines.

• 65% of total keywords rankings within Top 3 slots and 80% of keywords in Top 10 of Google India.
• Total organic traffic went up 15 folds over eight years.
• Increased click-through rates (CTR) on the product pages with high conversion rate. Therefore, giving the client a good deal on their investment (RoI).

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