CRIF High Mark India

About:

This is the dedicated credit evaluation portal from CRIF High Mark India where individuals and businesses can check their entire credit reports and get credit scores. This portal is an easy-to-use website that serves as a complete support ecosystem for consumers as it not only provides credit reporting services, but also provides answers some of the most troubling financial questions. It serves in over 50 countries and the services can be availed for free. Users can also signup for a membership for added features. The credit report is only provided after a strict identity verification, to avoid any fraudulent activities or misuse. 

Any individual or a business owner looking to get loans and build a solid credit score can make use of the CIR platform, as it guides everyone from the most basic steps till the very end, giving clarity on all aspects of credit building. Being a reputed national and international credit bureau, all credit reports from CRIF High Mark are modelled after internationally standardized credit risk models (CIBIL, VantageScore). This portal also keeps the visitors updated on all kinds of market news and policy changes, helping them gain perspective on the current market trends and directing them to appropriate services. 

Expectation:

Being a one of its kind platform in India, the client wanted to raise awareness about CIR in terms of how it acts as a gateway to better financial solutions. They wanted to boost the SEO rankings for all searches pertaining credit scores and credit risks, targeting people for all age-groups and working classes, and encouraging them to take advantage of the platform. Along with that, they wanted to increase the market share of paid customers i.e. sell more memberships and financial services offered under the CRIF brand.

As a leader in financial services, the client wanted to drive an educational awareness regarding credit scores and regular monitoring of credit reports. They wanted to promote best practices and encourage informed decision-making for loan borrowing. This was supposed to serve as a central strategy for developing all the informative and educational content, leading to a better organic growth in rankings and conversions. 

One major concern was to optimize the portal for search engine performance and ensuring there were no issues undermining its rankings and search engine visibility. 

Approach

Being a dedicated website for customer support services, it had very few pages to work with.  This was one of our biggest challenges. So, a major part of our strategy was to establish credibility of the platform on third party sites.

Starting with their existing site architecture, we discovered areas of improvement using anomaly detection and recommendations.  We also discovered technical fixes that had negatively impacted SEO. All this was fixed in staged manner, while showing results of each improvement in terms of SEO performance.

We developed a unique off-page content marketing plan to engage readers from all types of trades, domains and lifestyles, to encourage them on best credit practices, putting the CIR platform at the centre stage. We started building an organic traffic flow from some of the leading blogging and micro-blogging sites in the world. Along with that, we made use of several social bookmarking sites to increase credibility amongst various online communities like Reddit, and generate high-value traffic. Our on-page plan was to optimize the existing content and diversify the customer support content in order to expand our scope of SEO optimization. It was a more direct approach than our off-page strategy, which added to our organic traffic generation. 

Our content strategy encompassed a versatile range of articles, opinion pieces and blogs, along with answers to some of the most trending questions on Quora. All content was developed based on branded and non-branded keywords, and was optimized to rank accordingly as per specific purpose. We made use of Web 2.0 submissions for backlinking as well. This helped us secure all authoritative back-linking avenues and ensure consistent traffic to the portal. Additionally, we carried out visual submissions like PowerPoint presentations, infographics & videos, which helped us generate high-quality backlinks from diverse sources & increase conversions. 

Outcome:

We witnessed a dramatic surge in organic traffic, as the user base increased by 27.09 % and the website page views increased 24.52 %.  With our enhanced website experience, the session durations increased by 16.55 % and the bounce rate decreased by 17.82 %.