🧲 Organic SEO Performance - Mirae Asset Financial Services

What happens when you stop spending… and leads sti

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

Attribute	Loan Against Mutual Funds	Loan Against Shares	Personal Loan (Salaried)
Age	28–50	30–55	24–40
Location	Metro cities (Mumbai, Delhi, Bangalore)	Tier 1 + Tier 2 cities	Specific PIN Codes
Profession	Salaried, Business owners,	HNIs, Traders, Business Owners	Private Mis to Senior Level Employees
Portfolio/Salary	MF portfolio ₹1L–₹25L+	Stock portfolio ₹5L–₹1 Cr+	₹35K+ monthly salary
Tech Savviness	Moderate–High	Moderate–High	Moderate–High
Pain Points	Doesn’t want to redeem MF Needs quick liquidity	Liquidity without selling Market risk Tax implication	High interest elsewhere, Long process Need for speed
Key Triggers	Emergency expense, Home/Office Renovation, Travel, Marriage	Margin call, Business liquidity, Market fall/Speculation	Personal use, To pay another loan, Weddings, Vacations, Credit Card bills, Medical Emergency
Search Behavior	"Loan against MF",	"Loan against shares"	"Instant loan for salaried", "Low interest personal loan"
Decision Time	Short (1–5 days)	Medium (3–7 days)	Very Short (0–3 days)
Motivators	MF Retention, Saving on exit loads, Saving MFs before maturity	Speed + No liquidation	Speed, Easy, eligibility, Paperless
Preferred Channels	Google Search YouTube Retargeting	Google Search Broker emailers LinkedIn	Google Ads UPI apps Meta ads

📊 Strategy Overview

📝 Content Clustering Approach

Cluster	Objective	Sample Page
LAMF	TOFU+MOFU education + transactional CTA	`/loan-against-mutual-funds.html`
LAS	Mid-intent conversion & education	`/loan-against-shares.html`
Personal Loan	TOFU + local SEO	`/personal-loan.html`
Brand Pages	EEAT, Homepage, Navigation	`/`

🪡 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)

KPI	Full Period	Nov 2024 – Apr 2025 (Nuke Phase)
📊 Organic Clicks	142K+	27.6K
🔎 Impressions	3.8M+	721K
⭐ CTR	3.7% (avg)	3.8% (avg)
🚀 Top Keywords	280+ in Top 3	Maintained Rank
🔄 Retention Visits	18–21% increase	Organic only
📍 Top Page	LAMF page (52K+ clicks)	Dominated

❌ 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

Phase	Focus	Highlights
Q1 2024	Tech SEO + Infrastructure	CLS fixes, image optimization, core schema
Q2 2024	Cluster Build	Content clusters live, improved indexation
Q3 2024	CRO + UX	Internal linking, CTA structure, top funnel TOC
Q4 2024 – Q1 2025	Nuke (No Paid Spend)	Retention-first growth, keyword stability
Q2 2025	Sustenance	Weekly crawl fixes, new blog funnel

🔄 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.