In order to achieve the above objectives, we implemented the below to drive best results:
1. Improving website hygiene with an indepth audit
To ensure that the website had no underlying technical SEO issues that could prevent it from ranking for focus keywords, we did a thorough website audit. This helped us identify critical crawl errors and fix them to improve the overall health of the website.
In order to understand where ZestMoney stood vis-a-vis its competitors, we conducted comprehensive competitor keyword research to understand what queries were driving traffic to competitor websites. This helped our organic strategy in two ways:
(i) To Optimize existing pages with new and relevant keywords to increase their search rankings
(ii) To identify potential high-interest areas that we hadn't covered
3. User-centric content
Insight:A majority of Zest's audience were 'no-credit' or 'new-to-credit' consumers. These consumers, most of whom hailed from non-metro cities, had strong materialistic aspirations due to their exposure to different lifestyles on social media. But without a strong credit score or a valid credit card, they did not have the means to actually make these purchases.
We leveraged this insight to develop a user-centric blog called 'Shop Smartly'.
The 'Shop Smartly' blog offers users informative listicles of the best gadgets, fashion items and holiday packages in different price ranges along with details on how they could purchase them using ZestMoney. This blog soon became one of the biggest drivers of non-brand traffic to the website.
4. In-depth guides
Developed two comprehensive pillar pages:
'Improving Your CIBIL Score'.
Both these pages merged informative content along with step-by-step instructions on how users could avail of Zest's no-cost EMI plans.
5. Aggressive backlink outreach
Increasing the total number of backlinks and referring domains to the website was crucial to close the gap between Zest and its competitors and start ranking higher for relevant search queries. Apart from social bookmarking and directory listings, we contributed high-quality articles to external high DA blogs and earned backlinks through them.