Introduction

In India, a noticeable surge in health consciousness is transforming lifestyles, prompting a growing number of individuals to embrace healthier choices. This heightened awareness is particularly evident in the booming health insurance sector, with over 70% of India’s population covered under public health insurance or voluntarily private health insurance. The escalating demand for health-related services has ignited a digital revolution, making a strong online presence indispensable for businesses to effectively connect with their audience.   Amidst this profound paradigm shift, health tech companies are compelled not only to cater to the evolving health-conscious preferences of consumers but also to establish a formidable digital presence. Niva Bupa, with the trust of 1 crore+ satisfied customers, backed by an extensive network of 10,000+ hospitals across India, astutely acknowledged this shift and decided to undertake a strategic website upgrade with an aim to not only elevate overall business performance but also enhance the visibility of diverse product range, engage the target audience, and solidify its standing in the competitive market.    This case study takes us through the journey telling how Niva Bupa in collaboration with #ARM Worldwide made health insurance more accessible and user-friendly for a diverse consumer base.

Challenges

The team started with certain in hand challenges including: 

1. Low SERP Visibility:

Due to website migration in October 2021, the search engine result pages (SERP) visibility was negatively affected which tampered with the brand's online business. The challenge was to enhance visibility and improve the overall digital footprint in a short span of time to bounce back as well as enhance digital presence.

2. Content Credibility Issues:

Existing content lacked keyword optimisation, resulting in subpar website performance. Further, content duplication issues led to a decline in SERP credibility, inviting penalties. Addressing these issues were crucial to safeguarding and enhancing the brand's online reputation.

Objectives

To tackle the challenges, the team set the following goals: 

1. Keyword Visibility Enhancement

We targeted to enhance the visibility of initial 2476 keywords in SERP through refined targeting and continuous optimisation. We started with 300 keywords on the first page with an aim to increase the number by 95% to 100% by the end of 12 month operations. Maximise the presence of Niva Bupa's targeted keywords on the first page of search results out of a pool of 30 relevant terms, reinforcing dominance in the health insurance sector.

2. Traffic Growth

Achieve substantial website traffic growth through the integration of organic search and content marketing strategies. Further, enhance it by 60%  and contribute to generating business leads, through strategic keywords and content planning and publishing.

3. Enhance Domain Authority

Implement a comprehensive SEO strategy, including on-page optimisation and technical enhancements, to strengthen online presence. And continuously enhance the same through ranking of thematic keywords relevant to Niva Bupa's core offerings through an effective content strategy, fostering high-quality backlinks, and staying adaptive to evolving search algorithms. 

Approach

1. On-Page SEO

• Our comprehensive On-Page SEO strategy addressed every facet to ensure optimal search engine visibility. Starting with an in-depth keyword analysis, we identified and leveraged the most potent keywords across all pages of the migrated website. The execution included the utilisation of industry-standard tools like Semrush, Google Keyword Planner, Google Analytics, and others for keyword placement analysis and competitor benchmarking. Later, each web page underwent meticulous optimisation, strategically integrating keywords to enhance both Search Engine Results Page (SERP) ranking and user searchability. 
• The optimisation extended utilisation of trophy keywords to other critical on-page elements, including meta titles, meta tags, and other meta attributes, aligning them for maximum impact. 

2. Off-Page SEO

• We took a user-focused approach to boost off-page SEO efforts. By crafting engaging blogs, landing pages, Quora responses, and FAQs, we aimed to answer common user queries and enhance the visibility of our website. Our strategic content approach provided in-depth information, linking relevant blogs to encourage users to explore further and learn continuously.
• To enhance readability and user experience, we organised and added new content, focusing on specific pages with potential for improvement. This included optimising content with high-intent keywords, ensuring better discoverability and meeting audience informational needs. We enriched the content for added value, incorporating required keywords for relevance. Transforming blogs into listicles for quick access and including FAQs aligned with blog topics boosted visibility on the search engine results page (SERP).

3. Refined Content Optimisation

• Under our meticulously planned content strategy, which was crucial post-website migration, an extensive scan was conducted across numerous web pages. This thorough evaluation led to the identification and removal of numerous duplicate content, ensuring a streamlined and unique online identity. 
• Recognising the importance of addressing duplicate content challenges, we conducted a comprehensive audit, resulting in the creation of reframed content that resonated with both search engines and discerning users. Proactively tackling duplication concerns through strategic use of  meta tags, heading and sub heading optimisation, internal linking and others, our approach consolidated ranking signals and markedly enhanced the overall user experience. 
• Simultaneously, we initiated an aggressive monthly content creation initiative, generating 5 times more content pieces per month. This content was strategically divided, with 50% allocated to website blogs and the remaining 50% published on third-party articles and guest posts on high authority websites to significantly expand our digital footprint. 

4.Technical Enhancements

Beyond technicalities, our user-centric approach prioritised content structure, readability, and responsive design for an enhanced user experience. This blend of technical precision and user-centred design maximised search engine performance while ensuring a positive user journey.  To achieve this, we proactively resolve duplicate content issues through canonical tags, assisting the technical team in correction of redirections (301 and 302).  We also focused on enhancing Core Web Vitals performance, considering compatibility, and optimising loading time, interactivity, and visual stability.  The team assisted with a seamless website migration by executing critical technical updates. Addressing issues like broken links and optimising internal linking, we ensured a smooth transition. 

5. Resolving Google's Cache and Indexing Issues

Prioritising the intricacies of Google's cache and indexing mechanisms, our team pinpointed obstacles and implemented technical fixes to optimise content reading and enhance indexing efficiency.

• Adressing Cache Issues

In our campaign to tackle cache issues, we proactively managed data storage and retrieval, rectifying broken and internal links, ensuring that cached versions accurately reflected the latest updates. This comprehensive approach significantly contributed to an optimised online experience, with content changes suggested on numerous pages to further enhance cache efficiency.

• Tackling Indexing Challenges

Indexing issues arise when search engines struggle to crawl and catalogue web pages, resulting in certain pages being excluded from the search engine index. As part of our campaign strategy, we identified and implemented technical fixes to address indexing concerns, facilitating efficient crawling and inclusion of all relevant pages in the search engine index. This included on-page and technical enhancements, and strategic internal linking between blogs and product pages. This holistic approach not only resolved immediate indexing concerns but also fortified the overall structural integrity and performance of our online content.

6. Adapting To Google's Updates

During our campaign execution between Jan 2022 to Jan 2024, Google rolled out three impactful updates that significantly influenced SEO and site rankings. The October 4, 2023, Spam Update targeted various forms of spam content, including cloaking, hacked sites, and misleading content. The fourth Core Update in November 2023 aimed to improve search quality and reduce spam, introducing changes to the reviews system. The September 28, 2023, Helpful Content Update sought to reward informative content and demote sites creating content primarily for search engine ranking.  Our consistent efforts for content and SEO optimisation were user friendly and already in line with these updates, and hence navigating through them was easier in comparison to competitors in the industry. Our team proactively monitored and navigated through each of these updates strategically.

• For the Spam Update, we conducted a meticulous content audit to ensure compliance with Google's guidelines and avoid penalties associated with spammy practices. 
• During the Core Update, our content strategy was adjusted to align with Google's emphasis on quality and relevance, optimising reviews and prioritising authentic user feedback. 
• For the Helpful Content Update, we proactively curated informative and valuable content, aligning with Google's preferences and ensuring our website continued to be recognised positively by the updated algorithms.

Results

Over the course of our comprehensive campaign, spanning from January 2022 to January 2024, implementation of SEO initiatives yielded significant results:

#1. Keywords

• First page keywords saw a massive surge of 229% surpassing our expectations of 100%, a testament to our effectiveness. 
• Unbranded keywords witnessed a substantial growth of 49.72%, while Pole Position keywords surged impressively by 185.19% during the same period. 
• The top 3, 5, and 10 keywords experienced impressive growth rates of 337.50%, 368.97%, and 406.06%, respectively.

#2. Organic Traffic

• The organic traffic sessions exhibited a remarkable growth of 150.7% during the course of the campaign, with a substantial increase of 50.07% specifically from January 2023 to December 2023.

#3. Organic Impressions

• Organic impressions surged by 295.58%. Specifically in the last year the impressions showed a substantial growth rate of 149.78%.

#4. Domain Authority Improvement

• Niva Bupa experienced a remarkable growth of 69%, while the specific keyword for competition showcased growth at 32% signifying a robust enhancement of its online presence.
• Notably, the improvement in trophy and core keywords' ranking further highlights the success enhancing Niva Bupa's overall domain authority and competitive edge.

Varuna Group laid its foundation in 1996, at the threshold of a new era in the Indian logistics industry. Varuna partners with supply chain leaders to manage their end-to-end logistics operations that help them in reducing the effective landed cost of products. Challenges The supply chain and logistics industry is widely recognized as the backbone of the economy, playing a crucial role in facilitating the movement of goods and services. In India, this industry is rapidly evolving and has become one of the fastest-growing sectors, employing over 22 million individuals. However, the increasing number of logistics firms entering the market has intensified the competition, posing challenges for existing players to sustain their operations. In the era of digital transformation, where virtually everything is available online, establishing a strong online presence has become a pressing priority for industry leaders. Recognizing this need, Varuna Group made a strategic decision to partner with #ARM Worldwide, a move aimed at strengthening their position in the market.

Goals

Varuna Group had three primary objectives: to boost organic traffic, enhance its Domain Authority, and strengthen brand awareness and visibility in Search Engine Results Pages (SERPs). 

1. Brand awareness and visibility in SERP through the brand, business and industry keywords
2. Boost organic traffic to the website
3. Improve the domain authority
4. Increase the link collaboration (backlinks)

With the ever-growing importance of online presence, Varuna Group recognized the need to optimise its digital footprint. By focusing on increasing organic traffic, the company aimed to attract more visitors to its website through organic search engine results. Improving Domain Authority was another crucial goal, as it would contribute to the overall credibility and visibility of the Varuna Group's website.  Lastly, by enhancing brand awareness and presence in SERPs, Varuna Group sought to establish itself as a prominent player in the industry, ensuring its brand remained visible to a broader audience and driving greater engagement and business opportunities.  Through strategic planning and implementation, Varuna Group was determined to achieve these three key objectives and secure a stronger position in the market.

The #ARM Worldwide solution

The SEO team at #ARM Worldwide conducted a comprehensive competitor analysis to gain insights into the market positioning of Varuna Group in relation to its competitors. Additionally, we conducted a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by Varuna Group. Drawing from this analysis, #ARM Worldwide devised robust Search Engine Optimization strategies that took into account the latest trends and updates in the industry.  In Q1, Varuna Group faced a significant challenge in attracting organic traffic from their target audience, the logistics and warehousing sector, due to an inadequate number of relevant keywords. To address this, #ARM Worldwide developed robust On-page and Off-page SEO strategies to focus on optimising various aspects, including meta tags, page speed, website blogs, technical suggestions Through this holistic approach, we aimed to address the challenges faced by Varuna Group and position them for success in the competitive logistics and warehousing sector.  The keyword ranking for Varuna Group faced challenges as their backlink efforts were not sufficient. To address this issue, we focused on website blogs and third-party articles (TPAs) to optimise keyword usage and improve search engine visibility. Additionally, we leveraged Quora as a platform for optimization, actively participating in relevant discussions and providing valuable insights with strategically placed keywords.These efforts began and intensified in Q2, with a dedicated focus on improving keyword ranking through backlink building and strategic content optimization.  In the Q3, focus was on optimising website content, undertook the task of rephrasing and enhancing the content for nine new location-based webpages. We infused targeted texts and keywords strategically throughout the content. By carefully integrating relevant keywords onto the website’s copy. By fine-tuning the language and structure of these pages, we aimed to make them more engaging and informative for visitors, ultimately boosting their organic ranking and attracting targeted traffic. In the Q4, team implemented local Search Engine Optimization tactics targeting different cities in India through a new set of location-specific keywords. They suggested creating  industry-specific pages to establish Varuna Group as an authoritative player in the logistics and warehousing sector. By incorporating these location based keywords into their content of the new industry pages and optimization of other on-page components, we improved their ranking and visibility around the location keywords of these newly added cities on the website. In addition to this, provided UI/UXsuggestions to enhance the user experience. This involved recommendations for font selection, image placement, and other design elements that would improve the visual appeal and usability of the website.  Lastly, we provided suggestions for additional web pages to enhance the website's value and user experience. These suggestions were based on identifying content gaps and opportunities for further optimization and expansion. By implementing these strategies and suggestions in the fourth quarter, Varuna Group could enhance its website's performance, user experience, and SERP visibility.

Results

Through meticulous research and diligent execution of our strategic plans, the #ARM Worldwide team successfully accomplished all the predetermined targets. As a result, the number of organic keywords associated with Varuna Group expanded significantly, reaching an impressive count of 1.4K. Moreover, their keyword coverage has been significantly enhanced, encompassing a comprehensive range of 50-60 targeted keywords securing a prominent position on the first Search Engine Results Page (SERP).  The website's organic traffic experienced a remarkable growth of 161.31% over the course of 12 months. This substantial increase indicates the successful implementation of our SEO strategies, which effectively attracted a larger audience to the website and generated higher engagement. Furthermore, the referring domains to the website exhibited an exceptional surge of 1200% and in-terms of backlink improvement it was around 110%. within the span of 12 months. This substantial growth in referring domains and backlink count  demonstrates the successful cultivation of a robust network of backlinks, amplifying Varuna Group's online presence and expanding their reach to a wider audience.

  Schneider Electric SE is a French multinational company specializing in digital automation and energy management. They work B2B, with a few physical stores in certain areas, and they only provide services to vendors and partners. They desired to expand their reach in the Indian market, and to do so, they sought digital marketing solutions provided by #ARM Worldwide. 

Challenges

General Challenges:-

• The global energy management systems market size reached $45.11 Billion in 2021 and is anticipated to rake up around $153.62 billion by 2030. Automation is an industry that is only getting larger as the said technology improves. Due to this, there was extreme market competition, which only continued to grow even more and some keywords opted by the client were very competitive due to their high search volume.
• Schneider has multiple country-specific sites. Since all of them revolve around the same product, there were many overlapping keywords, and a bunch of keywords from sites of other countries were ranking on ‘google.in’.
• Due to the product-specific nature of the industry, the content had to be posted on specific pages that catered to the said niche, which stunted the overall reach.

 Website Challenges:-

•  The URL structure of the website couldn't be changed (Limitations in terms of technical implementation/ very limited tech changes can be done i.e optimization of url structure, canonical tags, headings, heading tags, HREFLANG tag, and few other critical components of technical optimization)
•  There were certain restrictions on the website due to which content such as images (website speed cannot be optimized/ poor website speed that cannot be fixed due to limitation of platform and technology)
• On the majority of pages, content cannot be added further/ limitation on word limit/ limited content on majority of pages, and cannot be added for further optimization. FAQ missing, limited description around 100 words, details are not according to best practice of content word limit. 

Goals

The main objective of SEO is to improve the visibility of a website in search engine results pages (SERPs). This can be done by improving the ranking of the website for certain keywords or phrases, or by increasing the number of visitors to the website. The ranking can be tracked in real-time by various tools that show the keywords “Google rankings”. However, the client gave preference to a market tool which calculated the “blended rank” of the keywords. To comply with their preference, the SEO team had to formulate a new strategy. This required understanding the tool and overcoming the challenge with out-of-the-box methods. The team eventually warmed up to the tool and set the following goals:-

• Top 10 average blended rank for all targeted keywords.
• 70% keywords should be ranking on first page of Google SERP
• Increase in the organic traffic

The #ARM SEO team was able to reach this goal of a Blended Avg Rank of under 10 much earlier than estimated. Thus, a new goal of Blended Rank under 10 for all 50 Primary Keywords was set. With the new goal set, the team started E-Commerce SEO with a target of 25 keywords on Google's 1st page.  The target of Blended Rank under 10 was achieved for all 50 keywords in approximately 6 months. And with that, the goals for year 1 were accomplished! 

Solution

The Schneider Website was going through a revamp. They had changed their domain from ‘Schneider-electric.in’ to ‘se.com/in’. Due to this, the SEO done for the website was redundant, and the rankings took a hit.  Regardless of this, the #ARM SEO team revisited the revamped website, and planned the upcoming course of action. This time, with better strategies and enhanced technical knowledge, the team had the following objectives:-  

• Minimize ranking drop & keep website health in check.
• Improve SERP demand for brand and business services.
• Create maximum referring domains backlinks on the targeted pages.
• Increase positive content across the web.
• Sustain blended rank and google rank to get organic traffic to the website.
• Re-position as a market leader in Organic search.

, and the focus was shifted to regaining the ranks. To catalyze this race to the top, #ARM Worldwide suggested an aggressive guest posting campaign, making paid posts on other websites to complement the conventional SEO activities that our firm was providing.

With more than 3 keywords being targeted in just a single post, 46/50 of the keywords broke into the top 10, and the Blended Ranking was restored within just 4 months.

Throughout the duration of the project,  #ARM Worldwide published over 350 unique content pieces such as blogs, Quora posts and guest posts for Schneider Electric, written by the core technical team itself. A benchmark of 3-4 keywords per content piece was set.

There were consistent brand mentions like #Schneider and #Lifeison in our own blogs and third-party content as well.

Results

Through extensive research and plan execution, the #ARM Worldwide team was able to achieve all the targets.

• 124/150 keywords reached the top.
• 250+ Content pieces for 3rd party with on average 3 keywords interlinked.
• 120+ Blogs were written for Schneider Global, and each blog had an average of 1k+ views.
• 50+ Quora content threads with 500+ average per answer views.
• 1500+ Unique backlinks on High DA websites.
• Organic traffic witnessed 216% improvement, starting from 80K in 2018 to 173K in 2021. On average, there was approximately 10% Organic traffic growth every month.
• Till September 2019 traffic has been 50% better than the previous year.
• There has been over 10 times growth in monthly organic traffic since April. Organic sources have contributed 75% of the overall traffic to the website. (80% traffic via organic tactics)
• Almost 83% of the traffic is through SEO optimization of the website in the last 1.5 years.

Reach The Right Audience via SEO Different products require different marketing strategies that cater to the correct demographic. A wide reach is redundant if it doesn't garner the attention of the correct consumer base. SEO ensures that your brand is given the upper hand in the ever-changing landscape of internet algorithms. To ensure your business grows on the digital front and is equipped to tackle any unforeseen challenges that may arise, get in touch with our team of experts at  #ARM Worldwide.

  Pioneering solutions for everything finance, True Balance is building the next-generation financial platform for the underserved. Whether it's applying for a short-term loan or paying your monthly Wi-Fi bill, the solution is at your fingertips. With benefits like cost and time reduction, along with the unarguable convenience, these apps are now a necessity.

Challenges

India is one of the fastest-growing fintech markets in the world, with more than 6,636 fintech startups in 2021. The worldwide downloads of fintech apps surpassed 6.1 billion in 2021 showing the abundance of competition, and it only grows by the day.  A good app rating & ranking is essential to stand out, and it was a challenge for True Balance to stand out in the market and acquire a high ranking and achieve a benchmark of daily average rating of 200+ to surpass the competition.

Goals

True Balance desired to improve their organic app downloads and to bridge the gap between objectives and results, they joined hands with #ARM Worldwide. We being the digital transformation partner of True Balance broke down the given objective into 2 goals-

• Getting the edge over the competing apps and enhancing the True Balance app’s organic discoverability.
• Increasing the off-site traffic to further expand the reach.

Solution

Regardless of the challenges, the steadfast SEO team of #ARM Worldwide tackled them with extensive planning and research. True Balance were provided with exemplary digital marketing solutions in the form of App Store Optimization (ASO) and On & Off-Page SEO to get the upper hand over the competition. 

• The #ARM Worldwide team, through its ASO service, assisted True Balance in creating a robust brand image and improving the app’s visibility on the Google Playstore by targeting the keywords that had the most potential. By conducting play store audits on regular intervals, the #ARM Worldwide team kept track of the performance and the app’s ranking.
• On the basis of in-depth competitor analysis, an extensive list of keywords was chosen to understand what content is currently ranking and which keywords customers are using when they are searching for such a service. 
• The #ARM Worldwide SEO team utilised a combination of short-tailed and long-tailed keywords to maximise the searchability on SERP. The keywords were picked through a meticulous process of researching the common industry phrases and analysing metrics like their search volume and keywords ranking with the help of SEO tools - Semrush, ahrefs, MOZ etc.
• Utilising the best of Off-page expertise of the SEO team, multiple backlinks were created on the websites, receiving quality traffic and having DA. Also, several guest posts and third-party articles were published by the #ARM Worldwide on various reliable industry-specific websites to drive quality traffic and attention towards True Balance. 
• On identifying that there were occasional “Application not responding” errors for the app that could be a hindrance in the user experience & in the user rating, the team provided detailed suggestions and helped resolve the ANR issues.

Results:-

Through extensive research and plan execution, the #ARM Worldwide team was able to achieve all the targets.

• The app now had an all-time high of 50 Million total app downloads, from January 2021 till date.
• The ratings saw a hike from 3.6/5.0 to 4.4/5.0 on the playstore.
• The number of retainers saw a threefold increase from 1 Lakh to 3 Lakhs.
• The team was also able to achieve top rank for 19 keywords and retained a top 10 rank for 38 keywords.

Conclusion

ASO – Getting to the fingertips of every user. Over the past few years, we have seen apps in the ecosystem that True Balance belongs to transition from a facilitator to a necessity due to their unparalleled utility and benefits. With more and more alternatives popping up, having just a functional app is not enough. It needs to be optimised to attract and retain users. Tasks like app management and updates, A/B test, conducting app audits require a professional team to be executed efficiently and effectively.  #ARM Worldwide is your one-stop solution to everything SEO, with a team of experts equipped to provide your business top-of-the-line digital solutions.

  Hero Vired is an ed-tech platform on a mission to reimagine the way we learn and build a brighter future. They shape people into highly skilled professionals not only for the present, but for the future as well. It’s vision is to use modern and experiential pedagogical methods to provide holistic learning. To expand their horizons and reach out to a broader demographic over the digital sphere, Hero Vired sought the expertise of the SEO professionals at #ARM Worldwide. 

Challenges

EdTech is an industry that has seen exponential growth in the past decade. From start-ups to industry giants, there is a lot of competition in this multi-billion industry. Raising the organic traffic was challenging since the number of courses offered by Hero Vired was limited than its competitors, thus there were a lower number of pages to promote. Hero is a prominent brand in India and one of the market leaders in the automobile industry. However, EdTech is a completely different field where the pre-existing firms had already cemented themselves at the top in highly competitive keywords that the client wished to target.

Goal 

Hero Vired desired to create a robust online presence, and drive maximum traffic via organic means. They also aimed to increase keyword ranking and overall keyword coverage in SERP and enhance their brand awareness to stand strong among the competitors. 

Strategy

The #ARM Worldwide team conducted an extensive client and competitor analysis to identify the areas that need to be prioritised and formulated the following strategy to gain the upper hand over the competition:-

• Identifying the right keywords through various metrics such as their search volume to achieve the objective, provided that some keywords of the industry were highly competitive.
• SEO was started from the time when the website has just launched so it there were very less courses and other pages on the website and other content resource pages are also not there. ARM SEO team was the part of the team 
•  Increasing the content quality as well as quantity to ensure the website ranks well on SERPs.
• ARM team has maapped the keywords with the pages on the website and with the relevant pags of the competitors and shared suggestions to add the new pages which can be targeted on Google.
• Website’s core web vitals (LCP, FCP and FID) have been optimised and score was improved from 10 to 90 on mobile and desktop
• Focused on aggressive blogs strategy to create the content warehouse with the evergreen content that helped the most in expanding the organic reach around the searches around all the relevant keywords.

Solution

Hero Vired, being a new player in the Ed-Tech industry, had started operating with a fixed number of courses resulting in fewer content and less web-pages that could pull traffic. The first focus of our SEO team was to promote the available web pages with the right set of keywords. 

• In order to implement the first strategy, the team picked the top 75 keywords that can be targeted as per industry niche. These keywords were best utilized to perform the on-page optimization including title tag optimization, meta tag optimization and image optimization. 
• To implement the second strategy, # the ARM SEO team, revised the scope of keywords. With a detailed analysis of search trends, search volume and relevancy of keywords, the team appended an additional 75 keywords to target. A detailed content plan was developed, via in-depth market and competitor analysis. Multiple blogs, articles, guest posts and Quora posts were published on a monthly basis in accordance with the plan. It was ensured that every curated article and blog was mapped to the respective course page of Hero Vired to ensure high traffic and quality leads. 

Results

The improvement in the metrics perfectly reflected the success of the project. Organic growth  The analytics reported exponential growth in traffic from the month of June to October. There was a staggering 1099% rise in organic growth as the metrics went from approximately 1.8k to 22k.

Brand search volume  There was a jump from nothing to a whooping figure of 8100 post involvement of the #ARM SEO team. This was achievable due to SEO-friendly content such as website blogs, third party articles and Quora answers being published with relevant keywords embedded in them. The planned execution resulted in continuous result growth.

Keyword rankings Hero Vired witnessed a 100% increase in keyword rankings between 1 -10 positions due to high-quality backlinks and focus on relevant content. This consequently leads to better searchability and enhanced brand awareness. The number of Keywords with rank 1-10 position was ~0 on April 21 which shot up to ~110 in the month of May 2022

100% increase in Referring Domains assisted in gaining organic traffic and increased keyword ranking. #ARM Worldwide’s strategic technical audits resulted in an increase of HeroVired’s Core Web Vital desktop score of 100+ and a mobile score of 90+. The Variability & Importance Of SEO There are various techniques involved in SEO – from using relevant keywords on web pages to earning links to your website. The better your pages are positioned on search engines, the more likely you are to attract prospective customers to your business. A customized SEO campaign from #ARM Worldwide provides you with an all-in-one solution to SEO for your valuable audience to find you online without investing many hours of work.

  RICS School of Built Environment (RICS SBE), Amity University, is an industry-led academic institution that offers unique courses such as MBA in construction management, which provide industry insights and practical experience. The days of queuing in long lines for college admission are a thing of the past. The current generation favours doing tasks digitally. Thus, to spread knowledge about these unique and comprehensive courses over the internet and find individuals who are well suited for them, RICS joined hands with #ARM Worldwide.

Challenges 

• Due to factors like overpopulation and extreme disparities in skill gap, countries like India have a very competitive work and employment environment. This competition gets more fierce as someone climbs the hierarchy in their respective field to prove they are an irreplaceable asset. This has led to a spike in interest in management-oriented courses, with thousands of colleges taking in over 3 lakh students annually. Marketing and Finance are the most dominant fields for these courses. The robust MBA and BBA courses provided by RICS were comparatively harder to discover as they targeted a niche field of BE, therefore, the admission rates were pretty low. 
• Before the assistance of the #ARM Worldwide team, the website was generating very low traffic when compared to the competitors. This issue snowballed into sup-par discoverability of the institute, and consequently, the enrolment rates through the website remained unsatisfactory. Low admission rates and lack of brand presence can lead to a loss of goodwill, thus this challenge had to be remedied as soon as possible.

GOAL 

The #ARM Worldwide team set a goal of 150% annual growth and driving in more enrolments. To achieve this, the #ARM Worldwide team focused on:-

1. Increasing the organic traffic received by the website.
2. Driving up the enrolment rates for the MBA & BBA courses by utilizing robust SEO strategies and improving the organic lead generated by 10%.

Strategy

Niche yet Notable The #ARM Worldwide team conducted extensive research on the trends and the rankings of the keywords being utilized by other institutions. There are various colleges offering MBA courses in finance, advertising, etc, however, the building & real estate industry-specific courses provided by RICS were their USP. As they were the thing that separated them from the competition, #ARM Worldwide built a strategy around them.  To further foster this niche, the #ARM Team researched and identified websites with relation to education and course selection, such as student forums, exam-prep sites, and other trustworthy websites, and initiated an aggressive backlinking campaign on the websites with high domain authority. Reaching The Pinnacle By accounting for factors such as examination and graduation dates of various colleges and the month of result declaration, the #ARM team was able to capitalize on the strategy at the peak time-frames. Through effective planning and keyword optimization, the aggregate efforts of approximately 40 keywords assisted in achieving the 1st page of Google SERP.  The #ARM SEO team suggested that RICS optimize their admission portals and enrolment forms, as their robust courses are the primary traffic generator. Pivoting the niche from a hindrance to a strength assisted in further cementing the RICS brand in the education sphere. This was done to achieve more enrolment rates and drive more traffic to the website by attracting students that were actively looking to join the course. The on-page components were further polished to act as a backbone for the robust strategies proposed by the #ARM SEO team. This required activities such as optimizing the site’s meta tags, the various headings and the images to be more SEO compliant so that more keywords could be infused in the published content. Furthermore, the #ARM team put substantial efforts into optimizing the off-page content such as blogs and guest posts, as well as short-form content such as Q&As and short articles to cover all the bases. Lead Generation The primary focus was on targeting the keywords related to “Admission”, PAA queries and optimizing the website pages & blogs around the same. Also, admission-related search queries were infused in the off-page activities, in the descriptions, headings and other tags of the site. Aside from this, a preliminary set of criterias were created, on the basis of which the candidates would be selected. They are:-

• Percentage results from a recognized board,
• History of participation in Extracurricular activities,
• Financial Background

These were utilized as the litmus test to ensure that the students approached are the perfect fit for the institution. Through continuous SEO optimization and off-page activities on various platforms to scout potential candidates and via referrals, the team was able to bridge the gap between the freshers and RICS by generating and providing leads.

Results 

The toiling work and efforts put in by the members of the #ARM Worldwide team paid dividends. Through sheer effort and considerate planning, the metrics achieved by the team for RICS were beyond the most hopeful estimates,  showcasing the flawless execution of the #ARM Strategy.   Organic Growth The goal of 150% organic growth had been comfortably achieved, and the exact growth was 166%.   Traffic At the end of the year, RICS the traffic hike from 3.3k to 10.4k, a substantial improvement of 315%. A substantial role was played by the keywords optimized with reference to “MBA/BBA Enrolment, as 70% of all the organic traffic was through the program pages.  

Lead Generation Lead generation, one of the most essential strategy to improve admission rates, witnessed an exponential rise as well. The number had jumped from a meager 2 monthly leads previously, to  200 monthly organic leads. An astounding 10,000% improvement!   Brand Search Volume The brand search volume increased by 45% every consecutive month for the duration of September-November as compared to the statistics of the same quarter from the previous year, an indication of the impact left by the work of #ARM Worldwide.  

Keywords Ranking Keyword ranking, one of the prime KPIs of SEO strategy, also saw notable improvement. There were:-

• 40 keywords that ranked in the top 10 rankings.
• 17 Keywords between the 11th and 30th ranking
• 3 Keywords between 31-50 ranking.

 

“You can only sell what can be seen”  Differentiating from your competitors is even more difficult in the digital environment, as there is nearly infinite content on the internet. This is why a good SEO Strategy is a necessity. To bridge the gap between you and your future clients, contact us now for digital marketing solutions, UI & UX development, ASO and so much more.

  Mtalkz provides high volume messaging services to its clients along with marketing automation, workflow automation, and predictive insights using AI and ML. The digital engagement and communication service company was already pulling in organic traffic, but the numbers were not satisfactory. 

GOAL – 

Creating a robust online presence Mtalkz had an ultimate goal – to create robust online presence, drive and increase organic traffic, maximise revenue, and enhance brand awareness. And to make these goals and plans a success, Mtalkz joined hands with #ARM Worldwide. 

SOLUTION – 

Strong SEO strategies leveraged for spectacular results After doing a competitor analysis, #ARM Worldwide devised strong SEO strategies keeping in mind the latest trends and updates to deliver best-in-class SEO service to Mtalkz to untap the potential that were not paid attention to.  Our team devised technical audit strategies that helped in tracking Core Web Vitals, Page loading speed, internal linking, and crawlability of the SAAS platform website. This also included performance, responsiveness and visual stability. Our Technical, Development & SEO Team had used a foolproof and aggressive approach to take the Core Web Vital score of Mtalkz to 90+, for exceptionally good user experience to the visitors. We also performed a backlinks audit to disallow all spammy backlinks. To rank the highly competitive keywords, relevant backlinks were created on the websites with Spam score less than 1-2% , DA more than 40 and high traffic. In order to have 360 degree coverage in backlinking, services like Third Party Articles, Removing Lost Backlinks and Guest Posting were offered to the client. On reviewing the old website of Mtalkz, a need for On-page SEO optimisation was identified. The ARM-SEO team performed activities like internal linking to relevant pages, and optimisation of Meta Tags such as Meta titles, descriptions and heading tags. Apart from using targeted keywords in the meta title and description, we focused on increasing the CTR by using numbers, catchy words etc in the title. It was also ensured that the website of the SAAS platform is mobile-friendly for users.  To increase online presence, we had focused on the FAQ schema strategy. FAQ schema plays a vital role in increasing the online brand presence as it provides an instant rich snippet and helps to improve the instant CTR. We had written the content around relevant and high-ranking keywords on their website’s FAQ section, so Mtalkz would become visible on the ‘people also ask’ section on Google. 

Content plays a vital role in the SEO strategy. It also helps to grow traffic for the website. #ARM Worldwide ensured to deliver quality content via well planned website blogs to ensure consistency in postings, third-party articles with anchor texts and keywords, guest posts with an objective to accelerate the content for brand awareness , quora answers to increase Brand Awareness, Brand Search Awareness and Lead Generation, and blog feeding with an ultimate objective to help in ranking of the website. 

RESULT –

The increased numbers spoke volumes  

Overall traffic growth

Mtalkz witnessed an increase in its organic traffic by almost 260% because of its constant focussing on creating quality content, optimising the website in terms of user experience and increasing the speed leading to higher growth in organic traffic. 

Brand search volume

The brand search volume witnessed a huge increase, from around 320 to 1300 in the span of 1 year and 3 months, due to content and Quora answers being published with relevant keywords embedded in it. The planned execution resulted in continuous growth in the result. We recorded 880 points in the month of March 22, 1000 points on June 22 and 1300 in the month of September’22.

Keyword ranking

The SAAS platform witnessed a 720% increase in keyword rankings between 1-3 positions due to high quality backlinks and focusing on relevant content. Number of Keywords with rank 1-3 was ~20 on June 21 which shot up to ~120 in the month of May 2022.

Referring domains

90% increase in Referring Domains assisted to gain organic traffic and increase keyword ranking.

Core web vitals and mobile score

#ARM Worldwide technical audit strategies resulted in an increase of Mtalkz’s Core Web Vital desktop score of 100+ and a mobile score of 90+.

The power of SEO in leveraging B2B business models

SEO indeed is an important part of digital marketing, as it helps businesses reach the decision makers of a company. A successful SEO strategy implies that your business shows up every time a decision maker or a customer is looking for the products and services similar to what you are offering. Implementing a robust SEO strategy for your B2B business not only results in great online presence, but also in generating hefty revenues.