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INKSPELL – Case Study of the Week (Search Media Marketing)

Best Search Media Marketing Campaign 2016

Royal Sundaram SEO by iProspect

The Campaign

Royal Sundaram General Insurance Co. Ltd. is among one of the first licensed general insurance companies in India. Although our organic ranking was enough to get them leads, they had to figure out a way to rank on the 1st page of Google Search. From a brands point of view, it is extremely important to rank organically on the first page of Google as 80% of users click on organic listings rather than paid ads. Although ranking on brand-related keywords is relatively easy, ranking on lateral keywords can be challenging due to the cut-throat competition in the market. Take the car insurance sector for example, all major player in the market optimise their strategies so that they rank for keywords like ‘car insurance’. Thus, the objective was to rank on the 1st page of Google Search for lateral keywords and harness it to increase the traffic on their website.

The Idea

Study showed that users tend to search for insurance based on the car model they own. This means that they include the brand as well as the model name while searching for insurance policies online. For example users would search for terms like ‘Car Insurance for Maruti Swift’. However, there was no relevant content for this search query. The question was, can they create content based on what the users were searching for? With this in mind they set out to create a ‘Content is King’ strategy like never before.

Research revealed the top three manufacturers that hold 80% of the Indian market share. Thus, by focusing on these brands and their top models, they were able to reach out to majority of the target audience. Content page for each brand was created with their car models. In this manner, they could serve users with relevant content based on their search query. Users could find information on the manufacturer as well as the model, along with city specific insurance information. Furthermore, users were given the option of enquiring about car insurance based on their location as well.

All these content rich pagers were inter-linked to the core page where they could get more information of the benefits and features of a Royal Sundaram Insurance Plan. These pages were then back-linked to the list of Royal Sundaram garages available in that particular city. Furthermore, a separate blog was also created and promoted on various social media sites. These blogs attracted heavy traffic as they gave people generic information about the car maintenance. The blogs were also promoted using Native advertising in order to drive a larger audience.

The Results

The ranking for the keyword ‘Car Insurance’ moved to the first page of Google Search within a month of the initial launch. The ‘content is king’ strategy increased the website traffic by a whopping 67%.

In fact, nearly 13% of the traffic on the car insurance page was attributed to the model pages. These pages were so successful that they helped in achieving a 790% increase in visits.

In terms of number this can be translated to an unbelievable 4,436% increase in revenue since 2014, thereby proving the power of smart SEO and driving success for Royal Sundaram.

Click here to view the campaign video.

If you, too, have executed exemplary digital campaigns in the last one year, go ahead and submit your nominations for the DOD Awards 2017 – India’s most coveted Digital honour.

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