Introduction
Bajaj Technology Services partnered with a leading NBFC in India to spearhead the "SEO Factory" initiative. The goal was to enhance the NBFC's SEO performance by optimizing keyword and URL strategies using data-driven insights. We integrated clickstream data from Adobe Analytics with transaction data into a unified Data Lakehouse. This comprehensive view allowed the SEO team to identify high-performing URLs and prioritize keywords effectively, resulting in increased organic traffic, improved search rankings, and a boost in customer leads and disbursements.
Business Challenge
The primary challenge for the NBFC's SEO team was improving the website's search engine ranking to drive organic traffic. The team struggled to pinpoint the most impactful keywords and URLs that could elevate page rankings and increase conversions. Without a centralized system to track the performance of keywords and URLs, the SEO efforts lacked the precision necessary to optimize the most valuable aspects of their digital strategy.
The company needed a consolidated platform that could highlight the most effective URLs and keywords, showing the correlation between site visits, leads, and disbursements.
Solution
Bajaj Technology Services implemented a solution by integrating clickstream data from Adobe Analytics into a Data Lakehouse. Simultaneously, leads and disbursement data from the NBFC’s transaction system were also merged into this central repository.
The integration provided a unified view, combining key performance indicators such as Page URL, visit count, lead count, and disbursement count. This comprehensive dataset enabled the SEO team to track which URLs and keywords were driving the most engagement, leads, and conversions.
By having access to this unified view, the team could focus their efforts on optimizing the highest-converting URLs, ensuring that their SEO strategy was not only data-driven but also highly targeted.
Impact
The unified "URL to Disbursal" insights transformed the NBFC’s SEO approach. With data showing which pages led to the highest disbursements, the SEO team was able to make strategic decisions based on concrete performance data. This shift resulted in more efficient and focused optimization efforts, ultimately driving higher organic traffic and conversion rates.
Additionally, the deeper understanding of customer behaviour empowered the NBFC to make informed, data-driven decisions that aligned with their business goals, enhancing their online visibility and SEO performance.
