UTI Mutual Fund (Web SEO)

The Brief

The client, one of India's leading asset management companies, wanted greater visibility and increased organic traffic to their website. They also wanted a better understanding of the flow of traffic and usability of the site.

Our Approach

In spite of being a well-known brand, the client's organic non-brand traffic was not in sync with their brand stature. With this in mind, our strategy focused on getting results and also on measuring the success and failures of the various properties on the website.

We started out by targeting a limited set of core keywords. After optimizing the URLs and the HTML from a Search perspective, we made modifications in the offices/branch sections to create location-specific pages. We also tweaked the URLs of a number of dynamic pages to create unique pages.

In the second phase, we focused on getting greater relevant organic traffic by introducing a number of transactional keywords into the mix. To analyze user behavior and measure effectiveness, we also deployed unique event tracking codes for all the banners, CTA buttons and downloadable videos. Several key insights were revealed through analysis of the visitor flow around conversions, which we incorporated in the new conversion path.