Bajaj Finserv is one of India’s leading financial services providers. They offer a diverse range of products and solutions, from loans and insurance to investments and payments.
The company is a key player in India’s financial services sector, and has notably enhanced its online visibility and organic traffic. By leveraging effective brand-building, strategic content creation, and technical SEO, the company has achieved significant traffic growth and top search engine rankings
This Bajaj Finserv case study aims to explore the digital marketing strategy of Bajaj Finserv and how it used various digital strategies to drive customer engagement, enhance brand visibility, and achieve sustained growth in the financial services sector.
Company Overview
Bajaj Finserv is a diversified financial services company and is a subsidiary of Bajaj Holdings & Investments Limited. Both these companies are part of the Bajaj Group, which is one of India’s most respected conglomerates.
Established in the year 2007, the company operates across key verticals, including lending, insurance, wealth management, and investments. With a strong focus on customer-centric solutions, Bajaj Finserv offers a wide array of products such as personal loans, business loans, credit cards, insurance, and investment schemes.
Bajaj Finserv provides comprehensive lending solutions which are designed to meet the financial needs of both individuals and businesses. Additionally, their asset management services help clients build and manage wealth through effective investment strategies.
Moreover, Bajaj Finance, a subsidiary of Bajaj Finserv, takes pride in holding the highest credit rating of FAAA/Stable, making it one of the most reliable NBFCs in the country today.
Target Customers
The target audience of Bajaj Finserv spans a broad spectrum. This includes the following:
- Individual Consumers: People seeking personal financial services such as personal loans, home loans, insurance (life, health, and general), credit cards, and wealth management services.
- Business Owners and SMEs: Small and medium enterprises (SMEs) and entrepreneurs looking for business loans, equipment financing, working capital, and other tailored financial solutions.
- Investors: Individuals seeking investment opportunities, including mutual funds, fixed deposits, and asset management services to grow and preserve their wealth.
- Insurance Seekers: Individuals and families needing protection through life, health, and general insurance products.
Also, one strategic move by Bajaj Finserv is that they have also focused on middle-class and low-income families.
By gaining insights into the unique financial challenges and aspirations of these groups, the company has effectively customized its marketing approach to meet their specific needs.
Understanding the middle class’s pursuit of financial security and growth, Bajaj Finserv provides a variety of tailored products and services.
These offerings include competitive interest rates on investment options, fast and seamless loan approvals, and a wide selection of comprehensive insurance plans.
Brand Building
Bajaj Finserv’s strategy highlights the significance of branded traffic, as over 800,000 branded keyword searches account for 3.29% of its total traffic, which results in a whopping 24.3 million visitors!
This shows how brand building can have a significant boost in SEO.
- Branded Traffic: Websites with substantial branded traffic gain a competitive advantage in SEO. In sectors like finance and health, Google views higher branded traffic as a sign of trust and credibility, and helps in rankings for competitive keywords.
- Impact on SERP Rankings: This trust increases Bajaj Finserv’s likelihood of ranking for competitive keywords, which leads to higher conversion rates from organic search.
Deep Website Categorization for Targeting Diverse Keywords
Bajaj Finserv’s well-structured website layout helps target a variety of keywords. This improves both user experience and how easily search engines can crawl the site.
The brand has also developed dedicated categories, such as:
Loans: Personal loans, gold loans, business loans, etc.
Cards: Insta EMI card, Bajaj Finserv RBL super card, etc.
Investments: Fixed deposits, mutual funds, stock trading, etc.
Insurance: Health, car, pocket, investment plans, etc.
Payments: Electricity, mobile, gas booking, loan repayment, etc.
They also have dedicated pages for each service, which helps to boost search visibility and enable precise keyword targeting.
The key takeaway is the importance of having a well-organized category structure on your website to effectively showcase all your services.
A clear and logical structure not only improves user experience but also enhances SEO by making it easier for search engines to understand and rank your content.
Bajaj Finserv also allows users to pay electricity and mobile bills through both its app and website. They have created dedicated pages for each mobile provider, including Jio, Airtel, Vi, and BSNL, ensuring a seamless and organized user experience.
Link Structuring and Freshness Updates
To make sure their pages are quickly crawled and indexed, they always include a link from the home page. The home page features a list of trending topics with links to their blogs, ensuring that their most important page is always connected to key content.
Moreover, each time they update content, they refresh the timestamp, likely pushing 40-50 updates daily to highlight that their content is current. Additionally, every update within an article is also marked with a corresponding timestamp, reinforcing the timeliness and accuracy of their information.
Moreover, they have also added a Call-to-Action (CTA) at the top of the webpage. This is an effective strategy to improve website retention.
By placing a clear, compelling CTA above the fold (the portion of the page visible without scrolling), you capture visitors’ attention immediately, guiding them toward key actions like signing up, purchasing, or learning more
Ranking Keywords for Bajaj Finserv
Below is a list of the top keywords Bajaj Finserv is currently ranking for, showcasing the company’s visibility and performance in search engine results.
I – Informational
T- Transactional
C – Commercial
Overall Traffic Data of Bajaj Finserv
Below is an overview of the overall traffic data for Bajaj Finserv that reflects the company’s online presence and digital engagement.
Domain Authority
The company has a Domain Authority score of 85 which indicates a strong online presence and credibility that enhances its ability to rank highly in search engine results.
Organic Search Traffic
Their organic search traffic data stands at 24.1M, which reflects a strong online presence and effective search engine optimization (SEO) strategies.
This significant volume of organic traffic indicates that Bajaj Finserv is successfully attracting users through relevant content and targeted keywords. This allows them to connect with a large audience actively seeking financial services.
Paid Search Traffic
Their Paid Search Traffic data stands at 172.2k which shows a strategic investment in paid advertising campaigns to drive targeted traffic to their website. This figure also indicates that Bajaj Finserv effectively utilizes pay-per-click (PPC) strategies to complement its organic efforts.
Backlinks
Their backlink profile consists of 2.9 million links, which showcases a substantial level of authority and credibility within the digital landscape. This impressive number of backlinks indicates that numerous websites recognize and reference Bajaj Finserv as a reliable source of information and services.
What is the average length of content they have?
The content of Bajaj Finserv ranges from product descriptions to service pages and blogs. After carefully analyzing their content, the average word count across these different types of material is given below.
Service pages – 6000+
Product Descriptions – 4000+
Blogs – 800+
These data show the amount of information Bajaj Finserv puts out for its customers, which serves Google’s EEAT (Expertise, Authoritativeness, and Trustworthiness) principles and further enhances the company’s credibility and visibility.
Bajaj Finserv Technical SEO
Bajaj Finserv’s website is optimized in terms of technical SEO.
Each page features well-crafted Meta Titles, Meta Descriptions, and Headers, along with the proper implementation of Canonical and Robots tags to ensure search engines index and crawl the site efficiently.
Moreover, all the images on the website have an Image Alt Tag which improves the site’s SEO by allowing search engines to better understand and index the visual content.
This comprehensive approach to on-page SEO helps boost their rankings and maintain optimal website performance.
An in-depth overview of their content strategy
Bajaj Finserv’s content strategy is characterized by several key elements that enhance its visibility and engagement with consumers.
The brand employs a content pyramid approach to strategically guide users through the buying funnel:
Awareness Stage: Informational content, such as “Yamaha MT15 Top Speed,” draws in potential buyers, serving as an entry point to the website.
Consideration & Conversion Stages: From there, users are directed to product-specific pages like “Buy Yamaha MT15 Online,” facilitating conversions. This structured content funnel aligns seamlessly with user intent at each stage of the buying journey.
Robust Content Strategy for Buyer’s Journey
Bajaj Finserv has strategically created landing pages targeting high-intent keywords like “New Delhi Railway Station” and “Vivo V27 Price” to capture users at various stages of the buyer’s journey, driving conversions.
Example URLs:
Additionally, each blog post features links that align with user interests, increasing session duration and engagement.
For example, the “Vivo V27 Price” page links to relevant landing pages such as “Bajaj Finserv Insta EMI Card” as users might be interested in knowing about flexible payment options to finance their purchase. This helps to enhance user experience and encourages further exploration.
SEO-Driven Content
- Keyword Optimization: The URLs feature product names and essential terms such as “gold rate today,” “personal loan,” and “capital gains tax.” This strategic use of keywords helps attract users actively searching for these services, thereby increasing organic traffic from search engines.
To target the “railway ticket booking” keyword, they have created a dedicated landing page specifically optimized for keywords like “New Delhi Railway Station.”
To rank for commercial keywords like “Vivo V27 price,” they’ve created dedicated pages such as this one → https://www.bajajfinserv.in/buy-vivo-v27-online and linked them directly to their e-commerce platform, enabling users to easily purchase the phone from their site.
This is a prime example of leveraging a strong content strategy to create a seamless funnel, ensuring your website appears at every stage of the buyer’s journey when they are in the market for a new phone.
To drive ticket bookings via RedBus through their website, they’ve crafted an effective funnel. They’ve created content targeting relevant keywords and strategically placed CTAs on these pages, making it easy for users to book bus tickets directly through RedBus.
| Keyword | Search Volume | KD | URL |
|---|---|---|---|
| silk board bus stand | 450000 | 36 | Link |
| shanti nagar bus terminus | 74000 | 30 | Link |
| business loan | 60500 | 71 | Link |
| majestic bus stand | 823000 | 36 | Link |
| business loan interest rate | 22200 | 44 | Link |
| katraj bus stop | 110000 | 30 | Link |
| kilambakkam new bus stand | 165000 | 42 | Link |
| sarwate bus stand indore | 90500 | 35 | Link |
| sarwate bus stand | 90500 | 34 | Link |
They’ve developed various tools on their website, such as EMI calculators, home loan calculators, SIP calculators, and interest calculators. These keywords have significant search volume and attract highly targeted traffic, driving relevant users to their site.
Example of the tools and their corresponding URL
These calculators tend to attract high traffic and attain significant backlinks to the site.
- Geographic Relevance: By incorporating specific locations like “Muzaffarpur,” the content targets regional searches, such as local gold rates, making it more relevant to users in those areas.
Product and Service Awareness
- Comparative Analysis: The blog frequently covers popular tech products like Vivo, iPhone, Samsung, and Oppo. Posts often compare features, aiding users in making informed decisions, such as choosing between the iPhone 13 and iPhone 12.
- Financial Clarity: The blogs provide detailed explanations of financial products, including loans and tax information, helping users understand various offerings and interest rates.
Educational Focus
- In-Depth Explanations: Several posts tackle complex topics like “What is Bank Nifty?” or “Understanding Short-Term Capital Gains Tax,” which not only educates readers but also establishes Bajaj Finserv as an authoritative source.
- Practical Guidance: The content also addresses everyday queries, such as checking Jio data balance, and providing practical advice that users can easily apply.
Consumer-Centric Approach
The blogs focus on consumer needs by offering insights into product pricing, comparisons, and guides. For example, detailed analyses of smartphones (Xiaomi, Samsung, Oppo) and vehicles like Mahindra Thar are included.
In the related articles section of each blog, they feature content relevant to the product being discussed. For instance, on the Vivo V27 page, related articles include topics like “Best Redmi Phone Under 5000” and “Best 5G Phone Under 30,000 in India”. This offers users additional value and keeps them engaged with similar products.
Strategies like this effectively increase session duration by keeping visitors engaged with content tailored to their buyer persona.
When Bajaj Finserv offers similar articles, users are encouraged to explore more relevant information, leading to longer website visits and a higher likelihood of conversions.
To drive traffic to their Yamaha MT15 product page, they’ve created an informational blog targeting the keyword “Yamaha MT15 top speed.”
This blog ranks first on the SERPs page.
This effectively directs traffic to their shop page where they sell the MT15, seamlessly integrating content with their sales funnel.
Financial Guidance
- Actionable Advice: Content related to investments, tax slabs, and loans aims to simplify financial decision-making for users. This guidance is particularly valuable for those looking to navigate taxes or investment opportunities.
Brand Positioning
- Trustworthy Source: Bajaj Finserv positions itself as a reliable provider of both financial products and consumer tech comparisons. This broadens its appeal across various interests, from personal finance to lifestyle products.
This comprehensive strategy effectively balances the needs of search engine algorithms with consumer interests, delivering relevant and optimized content that enhances user engagement and brand visibility.
Continuous Innovation in Niche SEO Tactics
Bajaj Finserv’s strategy focuses on targeting niche-specific opportunities through:
- Location-Based Content: By creating pages that target local search queries (e.g., bus terminus and railway station keywords), they effectively capture local traffic while positioning the brand as an authoritative information source.
Example Keywords and Metrics:
- Silk Board Bus Stand: Search Volume: 450,000, Keyword Difficulty: 36
- Shanti Nagar Bus Terminus: Search Volume: 74,000, Keyword Difficulty: 30
- Business Loan: Search Volume: 60,500, Keyword Difficulty: 71
- Katraj Bus Stop: Search Volume: 110,000, Keyword Difficulty: 30
- Product-Specific Blogs: Through targeted blog content like “Best Redmi Phones Under 5000,” they capture long-tail keywords, driving users to product pages and increasing conversion opportunities.
Examples of Bajaj Finserv’s Backlinks
Bajaj Finserv’s backlink strategy focuses on building a strong digital presence through high-quality, authoritative links from reputable websites.
By consistently producing valuable content that other platforms find relevant and trustworthy, the company has established a robust link-building network.
1. Root Domain – https://www.bajajmall.in/emi-store
Category – Retail
Authority Score – 51
No. of Backlinks received – 1,89,480
Target Audience: Consumers seeking EMI (Equated Monthly Installments) options for purchasing a wide variety of products.
Backlink Strategy:
Finance and eCommerce Blogs: Partner with finance and consumer electronics bloggers to write guest posts or collaborate on content that highlights easy financing and online purchasing options, linking directly to the EMI store.
Product Reviews: Work with influencers in tech, home appliances, and electronics to review products available on BajajMall, showcasing EMI options as a key feature.
Deal Aggregators: Secure listings on deal and coupon aggregator websites, linking back to BajajMall’s EMI offerings to attract cost-conscious shoppers.
Content Marketing: Publish informative guides or finance-related content on managing EMI purchases on personal finance platforms, driving traffic back to Bajaj Finserv through valuable, educational material.
2. Root Domain – https://www.flixjini.com/
Category – Information Technology
Authority Score – 16
No. of Backlinks received – 49,853
Target Audience: Entertainment lovers searching for movie and show recommendations and streaming platforms.
Backlink Strategy:
- Movie Review Blogs: Collaborate with movie review bloggers to create joint reviews or curated listicles on trending films and TV shows, seamlessly linking back to Flixjini’s platform for recommendations and viewing options.
- Streaming Service Comparison Blogs: Partner with blogs that compare streaming platforms like Netflix and Amazon Prime to secure backlinks in posts discussing watchlists, streaming services, or subscription options.
- Tech and Media Publications: Get featured in articles about entertainment technology, smart TVs, and home cinema setups, including links to Flixjini as a resource for discovering the best content to watch.
- Social Media Influencers: Collaborate with influencers in the entertainment niche to recommend binge-worthy content, linking back to Flixjini within their social media posts or video content.
3. Root Domain – https://www.cbsetuts.com/
Category – Distance Learning
Authority Score – 41
No. of Backlinks received – 9,513
Target Audience: Students and teachers preparing for CBSE exams.
Backlink Strategy:
- Educational Blogs: Partner with educational websites focused on CBSE exam preparation by contributing guides, study tips, or practice materials that include links back to CBSE Tuts for further resources.
- Student Forums and Communities: Actively participate in student and parent forums, sharing valuable CBSE study tips and linking to CBSE Tuts for in-depth learning materials.
- YouTube Educational Channels: Collaborate with YouTubers who provide exam preparation advice for CBSE students, ensuring backlinks to CBSE Tuts are included in video descriptions for easy access to study tools.
- Online Learning Platforms: Contribute to ed-tech blogs that discuss CBSE-aligned study techniques and curricula, including backlinks to CBSE Tuts, enhancing visibility among students seeking comprehensive study materials.
In addition to this, Bajaj Finserv’s backlink strategy is driven by two key approaches:
- Interlinking Across High-DA Properties: They strategically leverage their affiliated platforms, such as Bajaj Finserv Securities, Bajaj Mall, Bajaj Finserv Health, Bajaj Finserv Markets, and Bajaj Broking, to create a robust interlinking system that enhances domain authority across all sites.
- Digital PR Initiatives: Through sustained digital PR efforts, they’ve secured high-quality backlinks from reputable news outlets, further strengthening their backlink profile and significantly boosting domain authority.
Some examples of their digital PR activities and links are given below.
- https://www.prnewswire.com/news/bajaj-finance-limited/
- https://www.ptinews.com/press-release/bajaj-finserv-new-car-loan-simplifies-the-borrowing-experience-for-new-car-purchase/1848777
- https://cms-assets.bajajfinserv.in/is/content/bajajfinance/q1-press-release-bfspdf?scl=1&fmt=pdf
Comparative Analysis: Bajaj Finserv vs. Competitors
Bajaj Finserv’s SEO and content strategy stands out in several key areas compared to competitors like Mahindra Finance, Muthoot Finance, Aditya Birla Capital, and BankBazaar:
- Brand-Driven Traffic:
Bajaj Finserv: Heavily relies on branded traffic, leveraging its strong brand identity. Over 800K branded searches contribute to a significant portion of its total traffic, reinforcing trust and boosting rankings for competitive keywords.
Competitors: Brands like Mahindra Finance and Muthoot Finance also enjoy branded searches, but not at the scale of Bajaj Finserv, making them more dependent on paid traffic or non-branded keywords.
- Content Pyramid Approach:
Bajaj Finserv: Employs a structured content pyramid, targeting users at every stage of the buying funnel. Informational blogs (e.g., “Yamaha MT15 Top Speed”) attract visitors at the awareness stage, while landing pages and product comparisons drive conversions.
Competitors: Aditya Birla Capital and BankBazaar focus more on transactional content and product descriptions, without a systematic content funnel, limiting their ability to capture users at the top of the funnel.
- Localized and Niche Targeting:
Bajaj Finserv: Targets high-intent location-specific keywords (e.g., bus terminus, railway station queries), attracting local traffic and establishing itself as an information hub in regional contexts.
Competitors: Mahindra Finance and Muthoot Finance concentrate more on national-level keywords but lack the depth in local SEO optimization, missing out on niche traffic.
- Backlink Strategy:
Bajaj Finserv: Focuses on interlinking among its multiple high-domain authority sites (e.g., Bajaj Mall, Bajaj Finserv Health), creating a robust internal backlink network. Additionally, it leverages digital PR for external backlinks from news sites.
Competitors: Aditya Birla Capital and BankBazaar have relatively strong backlink profiles but lack the internal linking strategy Bajaj Finserv capitalizes on.
- Consistent Content Refresh:
Bajaj Finserv: Regularly updates its content with fresh timestamps, improving search rankings and keeping content relevant.
Competitors: Muthoot Finance and Mahindra Finance produce less frequent updates, which may reduce content freshness and relevancy over time.
Overall, Bajaj Finserv’s holistic and integrated approach to SEO and content marketing gives it a competitive edge, while competitors focus more on traditional keyword targeting and less on brand-driven traffic and niche opportunities.
Final Thoughts
Bajaj Finserv has a meticulously crafted SEO strategy and has firmly established its leadership in the digital finance landscape.
Through strategic brand development, well-structured website architecture, and regular content updates, the company has successfully amplified its organic traffic and strengthened its search engine visibility.
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