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Tech Driven Content
at Scale

Tech Driven Content at Scale

SEO Case Study for Tata AIG Car Insurance

Table of contents

Our Objectives

Tata AIG’s brief to us to set their expectations.

Our Approach

A three fold approach to effectively tackle the brief.

Execution Overview

An overview of how we executed said approach.

The Performance

Showcase performance across campaign KPIs.

The Client’s Brief & Our Objectives

Tata AIG General Insurance Company Limited is a joint venture between the Tata Group and the American International Group (AIG). They have been operating in India since Jan 2001. The targets & objectives set are for the Car Insurance section of the website.

Get “Car Insurance” Keyword on Top

At the start of 2022, the page was ranking on #13.
Aim was to get it in Top 3.

Increase Qualified
Traffic

The traffic to the website was not converting enough.

Double the Policy Sales via Organic

It was expected to get a minimum of 100% increase
in final car insurance policies sold via organic.

Our Strategic Approach

In order to meet the performance objectives, we divided the execution plan into 3 parts. Each part was focused on activities to influence specific KPIs that would contribute the the overall objective

Focus Area

Improve Core Keyword Rank

Drive Qualified Traffic

Improve Conversion Rate

Challenge

Reform Landing Page Content

Identify Online Conversations

Create a Conversion Analysis Matrix Based on Collected Data

Objective

Enhance Page Experience

Analyse What Potential Customers Care About

Smarter CTAs

KPIs

Increase Page Authority

Target the right keywords. Deploy Content at Scale

Optimise Lead Journey

Focused Approach on Landing Page to Rank for “Car Insurance”

Car Insurance Landing Page

6,000+

Words of Content Added on Page

48%

Improvement in PageSpeed Score

300+

Internal Links
Created

100+

High Quality External Links

SEO + SEM

Top Converting Keywords, Reduced Ad Spends

TOOLS USED

Creating the Right Pages to

Drive Qualified Traffic

Creating the Right Pages to Drive Qualified Traffic

Our objective was to comb the internet to find relevant conversations that give us an insight into what potential customers are looking for when it comes to car insurance.

200+

Pages Created

53,74,580


Worth of Search Volume
Targeted

50%

Increase in Quotes vs. Last Year

8000+ Pages

10,000+ Pages

15,000+ Pages

We Developed Our Own Crawler to Scour the Web and Download Relevant Conversations 

Crawled and Analysed Over 30K+ Pages to Identify Key Discussion Points about Car Insurance



Utilised PowerBi to assimilate all this information to bring in data sets from SERP, Search Console, AHREFs, SEMrush and Google Ads.

Content at Scale Creation Process
Backed by 8+ Tools

1

Understand Landscape

  • Competition
  • Social
  • Forums

2

Understand Topics

  • Missing topics
  • Prioritise based on Impact

3

Topic Coverage & Structure

  • Gap Audits
  • Rich Answers
  • Rich Media & Formats

4

Mapping Keywords

  • Primary
  • Sematic
  • Lateral

5

Text & Media Creation

  • Actual Content
  • Data Sheets
  • Rich Media

6

Editing & Optimising

  • Check Accuracy
  • Check Grammarly & Tonality
  • Check Optimisation

Content at Scale Creation Process
Backed by 8+ Tools

1

Understand Landscape

  • Competition
  • Social
  • Forums

2

Understand
Topics

  • Missing topics
  • Prioritise based on Impact

3

Topic Coverage & Structure

  • Gap Audits
  • Rich Answers
  • Rich Media & Formats

4

Mapping
Keywords

  • Primary
  • Sematic
  • Lateral

5

Text & Media Creation

  • Actual Content
  • Data Sheets
  • Rich Media

6

Editing & Optimising

  • Check Accuracy
  • Check Grammarly & Tonality
  • Check Optimisation

Content at Scale Creation Process
Backed by 8+ Tools

1

Understand Landscape

  • Competition
  • Social
  • Forums

2

Understand Topics

  • Missing topics
  • Prioritise based on Impact

3

Topic Coverage & Structure

  • Gap Audits
  • Rich Answers
  • Rich Media & Formats

4

Mapping Keywords

  • Primary
  • Sematic
  • Lateral

5

Text & Media Creation

  • Actual Content
  • Data Sheets
  • Rich Media

6

Editing & Optimising

  • Check Accuracy
  • Check Grammarly & Tonality
  • Check Optimisation

Improving Conversion Journey

50% Increase in Visit to Lead Ratio

Target the Right Keywords

  • Identified 1000+ keywords.
  • Data from Google Ads, SEMrush, Google Search Console, etc. was used.
  • PowerBI used to analyse data and prioritise keywords

Conversion Analysis Matrix

  • Mined queries scraped by our inhouse crawler from source such as Quora, Facebook, Reddit & People Also Ask.

  • The matrix offered insights to improve existing content and address customer queries with new content

Competitor Content Matrix

  • Scraping competitor website content to highlight what’s missing in our content strategy
  • Identifying pages that aid in every stage of not just car insurance but car purchase journey

Smarter CTA placements

  • Integrate CTAs at Micro-moments
  • Naturally Push Product on Blog Pages

Performance Highlights

Non-Branded Clicks

49%

Non-Branded Impressions

37%

Organic Sessions

43%

Leads to Sales Rate

102%

Leads Via Organic

55%

Policies Sold via Organic

212%

Data source: Google Search Console & Google Analytics

Performance Highlights

Non-Branded Clicks

49%

Non-Branded Impressions

37%

Organic Sessions

43%

Leads to Sales Rate

102%

Leads Via Organic

55%

Policies Sold via Organic

212%

Data source: Google Search Console & Google Analytics

Performance Highlights

Non-Branded Clicks

49%

Non-Branded Impressions

37%

Organic Sessions

43%

Leads to Sales Rate

102%

Leads Via Organic

55%

Policies Sold via Organic

212%

Data source: Google Search Console & Google Analytics

Do you have any questions?

Email: info@ruglas.com | Phone: +91 9082579929

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