About the Client:

Rubi Finserv Limited is the popular holding company for the businesses dealing with financial services of the Rubi Group. They are most diversified retail-focused NBFC in our country and the largest financier of consumer durables. They pride for holding the highest credit rating of FAAA/Stable for any NBFC in the country today.

The Challenge:

Though popular in EMI financing, they faced an uphill task of establishing its presence in the home loans and personal loans market. The hard challenge faced was from established banks capitalizing on online traffic since their direct connect with customers via their pan-India retail banking operations. The challenge comprised poor SERP rankings, ineffective URL tagging system which actually distorted traffic numbers in Google Analytics.

The Solution:

Our firm professionally adopted a 360° approach to SEO services optimization comprising Onsite SEO, Content Optimization and Marketing along with Link Building. The important idea was to deliver results across the Search Landscape – Product Keywords, Local SEO for city keywords and Map results, Brand keywords, Direct Answer Box on both Desktop and Mobile. We ran one campaign each for the two targeted loan products namely as Personal loan and Home loan.

SEO Steps involved in improving:

  • Massive comprehensive keyword research and bucketing to identify content requirements to immensely bolster the website
  • Qualitatively Identified about 2000 keywords each for the two products and initiated their effective use
  • Actively Indicted onsite performance improvement, navigational changes, blogs optimization, link building and content marketing
  • Local Search Optimization for city-based keywords was improved search visibility across India.
  • Ample efforts made to reclaim top rankings for the entire set of Brand Keywords.
  • Developed content to begin appearing in Direct Answer Box, driving up the traffic to the site
  • Tasks for enhancement of user engagement and conversion rate optimization were initiated

The Result for Personal Loan campaign:

Ranking for Personal Loan was strongly pushed up from 12th to 5th and 3rd position on desktop and mobile respectively.

  • Traffic highly increased by 100%
  • Bounce rate decreased by 50%
  • Leads immensely increased by 100%
  • Share of voice increased by an astounding 220%