How Infidigit Boosted HDFC Life Term Insurance’s Non-brand Clicks by 132% & Leads by 39%
The Client
Founded in 2000, HDFC Life Insurance is a leading long-term life insurance solutions provider in India, offering a range of individual and group insurance solutions that meet various customer needs such as Protection, Pension, Savings, Investment, and Health. As a testament to its customer focus, HDFC Life has developed a comprehensive portfolio, featuring innovative products like ‘Click2Protect 3D Plus’ which offers protection against death, disability, and disease.
HDFC Life serves over 55 million customers through a vast network of branches spread across the nation. Emphasizing customer accessibility and digital innovation, HDFC Life has enhanced its online platforms to facilitate smoother transactions and better user experiences, making it easier for customers to manage their policies and claims efficiently.
The Objective
As a renowned leader in life insurance solutions in India, HDFC Life Insurance sees a significant opportunity to boost the online visibility and effectiveness of its term insurance offerings. Recognizing the critical importance of a robust online presence, HDFC Life, in collaboration with the Infidigit team, embarked on an SEO journey to boost their term insurance category performance with clear, measurable objectives:
- Increase Term Insurance Category’s Non-brand Clicks by 100%
- Increase Term Insurance Leads by 30%
The Challenge
In today’s digital-first world, achieving visibility on Google Search is crucial for the success of any brand. HDFC Life Insurance, a prominent player in the life insurance sector, already had some level of visibility but aimed to significantly enhance its presence.
Offering a comprehensive range of term insurance products designed to meet diverse customer needs, HDFC Life has a solid foundation. To build on this, Infidigit identified a prime opportunity to amplify HDFC Life’s search presence through focused SEO strategies.
Infidigit’s goal extended beyond merely increasing traffic; we aimed to attract a highly relevant audience that would not only engage with the content but would also be likely to convert into leads. To achieve this, we prioritized advanced on-page optimization techniques, including targeted keyword incorporation and enhancing the overall site architecture to improve user experience and provide clearer signals to search engines.
The Solution
Strategy Overview:
- Competitive Gap Analysis: Tapping into competitive market insights, we planned to conduct a detailed Competitor Gap Analysis. This strategy aimed to uncover and exploit SEO gaps and enhance HDFC Life’s visibility and engagement in organic search results.
- Hub & Spoke Strategy: By developing a hub & spoke strategy, we aimed to organize content into interconnected groups centred on core life insurance topics. This method will enhance HDFC Life’s topical relevance and SEO performance.
- Content Pruning: Implementing Content Pruning, we aimed to streamline HDFC Life’s digital presence by discarding obsolete and low-impact content, thus sharpening our focus and elevating search engine relevancy.
- User Experience: Focusing on user experience, we intend to refine HDFC Life’s interface, making it more intuitive and accessible. This strategic upgrade would retain visitors and convert their interactions into measurable SEO gains.
- Enhance Technical Health: We aimed to elevate technical SEO by optimizing site speed, enhancing mobile responsiveness, and refining navigation, thereby improving search rankings and user experience.
Implementation:
- Programmatic SEO: We deployed programmatic SEO to enhance HDFC Life’s web presence systematically. This approach allowed HDFC Life to capture a broader audience by efficiently addressing diverse search intents, thereby boosting our SEO effectiveness and market penetration.
- EEAT (Experience, Expertise, Authoritativeness, Trustworthiness): To strengthen HDFC Life’s digital trust, we focused on EEAT, ensuring content reflected verified expertise and authoritative insights, directly enhancing SEO performance.
- A/B Testing: We implemented A/B Testing to optimize HDFC Life’s user interactions and conversion rates. By experimenting with different page layouts, content styles, and calls to action, we identified the most effective elements that resonate with users and enhance engagement.
- Backlinks: We strategically enhanced HDFC Life’s SEO by building high-quality backlinks from reputable sources. This effort increased our site’s authority and visibility, driving more organic traffic and improving search engine rankings.
- Technical Optimization: We optimized HDFC Life’s website by focusing on core web vitals, schema markup, and redirections. These enhancements improved load times, structured data, and navigation, significantly boosting user experience and search engine visibility.
The Result
Through comprehensive SEO optimization for the term insurance category, Infidigit propelled HDFC Life to surpass its major competitors in achieving business objectives and significantly enhanced its organic brand visibility for the term insurance category.
The expert recommendations resulted in a substantial improvement in the following key metrics for the term insurance category:
Term Insurance’s Non Brand Clicks Grew by 132%
Term Insurance’s Non-Brand Impressions went up by 188%
Term Insurance’s Leads saw a jump of 39%
Non-brand keyword Ranking for Term Insurance in the Top 3 improved by 82%
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