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Objective

ZestMoney is a first of its kind payment platforms which permits clients to make huge buys without a credit card. Given that in India there are only 47 million credit card users as of 2019, ZestMoney saw this as a huge opportunity and set out with 2 main objectives.

1. To reach out to a huge potential target audience of non credit card users for their business with an outlook of ROI.

2. To significantly increase organic traffic to ZestMoney’s website and encourage more people to explore Zest’s no-cost EMI service to make their dream purchases, interest-free.

Strategy

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.

2. Findability

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'.

Solution:
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:
'No-Cost EMI'
'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.

Business impact

  • Total non-brand keywords in
    positions 1-3 increased by 45%
  • Total number of non-brand keywords
    ranking on page 1 increased by 30%
  • 32% increase in total backlinks and
    a 60% increase in referring domains
  • No-Cost EMI pillar ranked on page 1
    for focus
    keyword within three weeks

Business impact

  • Total non-brand keywords in positions 1-3 increased by 45%
  • Total number of non-brand keywords ranking on page 1 increased by 30%
  • 32% increase in total backlinks and a 60% increase in referring domains
  • No-Cost EMI pillar ranked on page 1 for focus keyword within three weeks
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