🧲 Organic SEO Performance - Mirae Asset Financial Services

Timeframe: Jan 2024 – May 2025

Type: Full-funnel SEO Growth + Retention-Driven Strategy

Highlight: 📉 0 paid spend from Nov 2024 to Apr 2025: All conversions were retention and SEO-driven.

📌 Context & Objective

Mirae Asset Financial Services offers digital lending products like Loan Against Mutual Funds (LAMF), Loan Against Shares (LAS), and Personal Loans for salaried employees. Throughout last quarter of 2022 & 2023, the conversion strategy contained a mix of paid and earned media. But, considering the nuke scenario, it was important to strengthen organic as a medium.

• Improving & sustaining organic visibility
• Driving qualified traffic for each loan product
• Creating long-term content clusters to reduce dependency on paid media
• Improving technical health, site navigation, and user signals

🌟 Target Audience

📊 Strategy Overview

📝 Content Clustering Approach

🪡 Technical Fixes

• CLS & LCP improvements based on Lighthouse scores
• Defined height/width for key visuals & hero sections
• Schema implementation for loan product pages
• Canonical tagging and crawl budget optimization

🔗 Internal Linking & UX

• Created in-text CTAs and contextual anchors
• Improved scroll-depth and page stickiness through content layouts.

📈 Performance Summary (Jan 2024 – May 2025)

❌ What Went Wrong

• CTR dips on Personal Loan page due to overly generic title/meta
• Low author EEAT score slowed credibility in YMYL context

✨ What Worked

• LAMF cluster became a traffic engine
• Organic brand queries grew during media-dark months
• Solid on-page led to backlinks from ET Money, Moneycontrol (earned, not pitched)

💪 Campaign Breakdown

🔄 Learning & Takeaway

This project proves the compound effect of SEO. Even in a zero-budget environment, Mirae's search presence stood strong through retention, brand affinity, and intelligent SEO scaffolding.

🚀 Contribution in reducing CAC of ₹12K in paid to near-zero CAC via organic + retention. Sustainable growth, built right.