Case Study
LIC Mutual Funds
LIC Mutual Fund, an offshoot of the distinguished LIC of India, has long been a notable player in the asset management domain. With a legacy of trust and financial prudence, the ambition was clear – to extend its parent company’s repute into the mutual fund sector. Although LIC MF was over 20 years old, but the nascent digital presence was impeding its progress. The primary challenge lay in addressing the website issues that hindered its SEO performance, despite a strong set of high-quality links and substantial branded search volume.
12 Months In, Here Were Our Results
Here's How We Did It!
Key Challenges
The brand’s key challenge was the legacy Website Tech that made crawling and indexing impossible for Google. The content across the website was also not optimised for SEO, while duplicate pages, PDF versions and lack of structured markups made it difficult for Google to understand whatever it could crawl. All this was also a significant hinderance to User Experience, which led to poor signals to Google and hence deranking.
Approach
- Comprehensive Audit
We started with an exhaustive Website Audit to identify all prevailing gaps. Along with these, we also led a comprehensive Competitor and Keyword Research to grasp the market dynamics and zero in on low hanging possibilities.
- Prioritization & Execution
Employed the Effort, Impact, Urgency framework to prioritise the identified issues. Collaborated with LIC’s tech team to resolve the issues in alignment with contemporary SEO best practices. The exercise was more tricky than it seemed, as the legacy tech implementation needed a lot of handholding.
- Content Optimisation
Worked closely with the LIC team to revamp the website content including all On-Page SEO elements. Crafted new content grounded on the insights garnered from the Keyword Research. And kept improving existing pages month on month.
Impact
The journey with LIC Mutual Fund is a testament to the transformative power of methodical SEO strategies and collaborative effort. By addressing the core website issues and reinvigorating the content strategy, we could significantly uplift LIC Mutual Fund’s digital presence, setting a robust foundation for continual organic growth.
Organic Traffic
Achieved a monumental 35X growth in Organic Users within a span of eight months. 12X the number of Search Queries ranking in the Top 10 from 800 to 9800, showcasing a significant amplification in online visibility.
User Experience
Enhanced the Average Session Duration by 6.5X, reflecting a profound User Engagement improvement.
