Aditya Birla SEO Case Study

Challenges

Aditya Birla Sun Life Insurance was falling under a sub domain of Aditya Birla Capital.

Adityabirlacapital.com had a huge structure under which various line of business were operating.

Many restrictions were faced as ABSLI was a subdomain of Aditya Birla Capital due to which making changes in UI/UX level, content level, etc were difficult.

The scope stretched from one subdomain to all the subdomains and subfolders hosted at the root domain for the Noboru team because we end up monitoring the entire Aditya Birla Capital website from various aspects followed with recommendations.
If any Line of business is doing any policy violation or content overlap will impact the entire website and it’s line of businesses hosted under the root domain. This also increased the challenges of managing various stakeholders.

As the brand was huge, making any changes was difficult as we needed to pass the idea through with multiple stakeholders at multiple levels and businesses to get the alignment/approval.

Since all the businesses were interconnected and therefore the content was similar or nearby to a large extent. Hence, we had to indirectly study, monitor and manage all the content hosted on the root domain and not just subdomain i.e https://lifeinsurance.adityabirlacapital.com.

aditya birla challenges

Result

27% in the monthly organic traffic

Within 6 months, we were able to achieve an uplift of 27% in the monthly organic traffic of Aditya Birla Sun Life Insurance website.

Increase In Impressions Count

Total impressions in search for ABCLI when to 488K in time period of 6 months.

Growth In SERP Score

Number of features in SERP (Snippets/ knowledge panels/ FAQs) grow to 48 in 6 months.

Execution

Filing Buddy - Execution

aditya birla executions

We provided a holistic strategy for USO (universal search optimization) and executed those from various aspects, such as Website Architecture, Website Content, Technical stack at front end and back end, Website SEO, User Interface and User Experience.

Revamp all the URL structure.

Optimise the user flow of all category and product pages.

Revamp the major pages i.e product pages, category pages, life insurance home page, etc. Did research and created wire frame of the website.

Suggested changes at Parent level company and its relation with subsidiary company at website architecture level to avoid deep rooted legacy issues at tech level impacting SEO results on Google SERP.

Content generation strategy was made to match the keyword intent at Awareness, Consideration, Evaluation and Purchase.

Created, curated and distributed content related to life insurance with the helped of partnered publishers.

Added 50+ discovery keywords related to life insurance on which competitors weren’t ranking or havent implemented (to tap in the low hanging fruits).

Trusted by Small and Large Enterprises Globally

Testimonials

Pallavi Rai

Project Manager, Akounto

I had the opportunity to interact and work alongside Noboru at their office in Bengaluru for our project "Faremart". Professionals at Noboru are relentless on giving out deliveries on time with accuracy in their work, they helped us achieve our brand reputation through design, content, social, creatives, videos, and the overall brand management. Their approach and techniques towards it helped us to stay on top of the trend in SEO by driving our organic ranking. They ran some successful campaigns for us and helped in branding as well.

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Aditya Birla Sun Life Insurance

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