Infidigit drove a 216% rise in ULIP Clicks & 148% more Leads for Kotak Life via SEO
The Client
Established in 2001, Kotak Life Insurance is a prominent Indian insurer offering various solutions, including term insurance, pensions, savings, investments, and health plans. It is one of the fastest-growing insurance companies in India, covering over 50 million lives nationwide.
The Objective
The primary goal was to enhance the organic performance of the ULIP category by increasing visibility, improving keyword rankings, and driving higher traffic. The focus was on strengthening the category’s authority, ensuring better discoverability in search results, and ultimately boosting conversions through strategic SEO interventions.
Planned KPIs:
- Increase organic Sessions for the ULIP category by 100%
- Increase Non-Brand Clicks for the ULIP category by 100%
- Increase Leads for the ULIP category by 100%
- Increase Keywords ranking in the top 10 positions by 100%
The Challenge
The ULIP category faced multiple hurdles that restricted its organic growth and visibility.
- Content Indexing Issues – Key pages were not indexed properly, limiting their presence in search results.
- Limited Search Engine Visibility – Poor keyword rankings hindered discoverability, making it difficult for users to find relevant content.
- Low Website Traffic & Engagement—The category struggled with low organic traffic, which resulted in minimal user interaction and conversions.
- Unoptimized On-Page & Technical SEO – Critical SEO elements, including metadata, internal linking, and structured data, were not fully optimized, affecting rankings and overall performance.
The Solution
These were the strategic implementations employed in the process to improve the ULIP Plan Category visibility:
- Crawling Optimization: Reducing average response time improves website speed, enhances user experience, and lowers bounce rates.
- Content Indexation Optimization: Identified and resolved ‘Page Indexed Without Content’ errors to ensure only valuable content appears in search results.
- Content Audit and Refresh: Identified and updated underperforming pages to improve engagement and relevance.
- Hub & Spoke Strategy: Created pillar pages with linked cluster content to establish topical authority and boost SEO.
- Contextual Internal Linking: Enhanced internal linking to improve SEO health scores and user navigation.
- Technical SEO Audit: Addressed technical issues to enhance site stability, performance, and overall SEO health.
- A/B Testing for Optimized Conversions: Used A/B testing to refine layouts and pathways, maximizing engagement and conversions.
- 6R Strategy: Infidigit employed the 6R strategy for strategic implementation. This comprehensive approach improved site performance, enhanced user experience, and increased search visibility.
- Reformat: Make the content more digestible by adjusting headers, spacing, and/or adding rich media.
- Repurpose: Leverage across new channels by repurposing, un-gating, or turning into rich media content.
- Refresh: Boost existing rankings and garner more traffic by optimizing for low-hanging fruit keywords.
- Redirects: 301 redirects content to an updated or competing page with similar content.
- Retire: Content without traffic, rankings, or backlinks set to 404
- Remain: The content is performing well and should remain as-is, don’t touch it.
The Result
Following were the results of a successful implementation of all the strategies:
216%
Improvment in Overall Clicks for ULIP
204%
Improvment in Overall Impression for ULIP
146%
Improvment in Organic Traffic for ULIP
160%
Improvment in Top 10 Keyword Ranking for the ULIP Category
148%
Improvment in Organic ULIP Leads
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