Case study rupee circle

Setting the Premise

 

Today, a large number of fintech companies operate in India. This segment has seen enormous growth over time and multiple

organisations have managed to successfully leverage the rising trends. For the purpose of this case study, you will take a deep

dive into one such fintech company to understand its functioning.

In the following video, let’s hear from our faculty Nikhil Prabhakar about what he has to say about this company.

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This video explained how digital penetration in India has increased over the past years. The key reasons for this include the price

drop of electronic devices, lower cost of internet mobile data and the COVID-19 pandemic.

You were then introduced to RupeeCircle, which is an emerging peer-to-peer (P2P) lending company based out of India. It is a

platform where both investors and borrowers can connect with each other for money lending and borrowing. As you saw in the

video, millions of people in India are unable to get loans sanctioned for numerous reasons, and this firm aspires to solve this

problem of credit in the country. 

In the next segment, let’s hear about some of the challenges faced by RupeeCircle.

Solution
 

By now, you should have a better understanding of the key challenges faced by RupeeCircle in devising their SEO strategy to

upscale their business. Let’s now hear from Nikhil Prabhakar who will take us through possible solutions to each of these

challenges.

1. Keyword Planning

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To understand what their target audience was searching for, the company worked on their keyword strategy using four different

tools. These tools are discussed below:

A. Google Search Suggestions

It can be used to check the keywords generally used by the target audience while searching for possible solutions to their queries. 

B. Keywordsheeter.com

This website will help in getting a list of thousands of keywords used by people on search engines that are related to your search

query. 

C. Google Trends
This will help you understand the origin of major keywords, i.e., their location. This lets you know your target audience better.

D Keyword Planner

It lets you categorize keywords into low, medium, and high traffic. It helps in driving organic traffic for both on-page and off-

page SEO.

Let's see what Nikhil has to suggest to tackle the second challenge faced by the company.

2. SEO Ranking  

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Websites like Alexa, MOZ, and Page Rank let you know your global ranking and where you rank in your country.

Chrome extensions like Similar Web, etc. allow you to understand the traffic on any website. You can use the results as a

benchmark and also get to know where your competitors stand in terms of traffic.

3. SEO Audit and Content Optimisation

 

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To optimize your content, it is more than necessary to understand the title, head, and body tags in the metadata description. After

analyzing the website of RupeeCircle, the keyword research was leveraged and the gaps were filled in with relevant information.

The body tag data was optimized by checking the ‘404 error’, ‘301 Redirect’, and so on. Improving the number of backlinks also

helps in SEO optimization.

4. Competitor Analysis and SEO Efforts Measurement

After the SEO audit is completed, the next key milestone is getting to know where the competitors stand in terms of their SEO

efforts.

Tools like Screamingfrog can be used for monitoring the tags used by most of the competitors. It lets you keep up with the level

of competition in the market. Blogging is another popular way to drive traffic to your website.

To measure the results, one can use Google Analytics to know how they are improving in terms of getting backlinks generated.

As in the case of RupeeCircle, it was seen that over a period of one year, there was a 100× increase in traffic per month. Organic

traffic too increased and one of the most striking aspects was that 10% of all leads were being generated from organic traffic.

It is important to keep the following five points in mind while working on SEO optimisation for a website:

 
1. Performing an SEO audit is a crucial step for getting to know your current standing.

2. The gaps need to be analysed and new opportunities be explored for enhancing content and technical optimisation.

3. Analysing the status of your competitors is more than essential. This will help you know about the latest and most popular

market trends.

4. Chalking out your short-term and long-term plans can significantly boost your digital growth.

5. You must regularly check your performance by utilising various online tools and platforms like Alexa.