From Crawl Errors to Conversions: An SEO Success Story for Manappuram
“Jab ghar me padha hai sona- tab kaheka rona?” Ask every Indian, and they will name Manappuram Finance as the most reputed gold loan provider in the country- and the one with the catchiest jingle. So when they approached BrandLoom for getting their online lead conversions sorted, we were elated. But we had our task cut out.
The Challenges
Manappuram’s website was not converting visitors into customers or leads. For such a strong brand, its main web portal came loaded with roadblocks:
Crawl Errors & Slow Loading Pages
These impacted page indexing and user experience. As a result, rankings suffered.
Weak Core Web Vitals (LCP, CLS, INP)
When core metrics suffer, site performance is affected- making it difficult for users to interact smoothly.
Unoptimized Homepage
The page was not user-centric and did not invite engagement or conversions.
Outdated Content & Metadata
Content didn’t follow SEO best practices, and metadata was missing or outdated.
Inconsistent Google My Business (GMB) Profiles
Local SEO was weak, with no strategy for maintaining Manappuram’s GMB profiles and reviews.
Understanding the Assignment
After auditing the brand, we concluded that Manappuram required a comprehensive SEO overhaul. This is what we had to do:
Fix Technical SEO Issues
Resolve crawl errors, optimize site speed, and improve Core Web Vitals for better performance.
Content Leverage Plan
We had to optimize existing content and create new content to drive engagement.
Update Content & Metadata
Refresh outdated content, update metadata, and implement SEO best practices to rank higher on search results.
SEO-Led Growth Mandate
The client needed traffic to grow via organic channels rather than ads.
Content Leverage Plan
We had to optimize existing content and create new content to drive engagement.
Our Step-by-Step Strategy
Once we set our goals, this is what we did:
Optimized Core Web Vitals & Improved Site Performance
Our team identified crawl errors, slow-loading pages, and weak Core Web Vitals (LCP, CLS, INP). We consulted with our client about optimizing the landing page, adding schema markups, and fixing errors to improve site health and speed.
Homepage Wireframe & Design Enhancements:
We recommended a modular homepage design that invited engagement and was conversion-friendly. Our suggestions were to update hero visuals and optimize the layout for a more user-friendly experience.
Content & Metadata Optimization:
Our SEO experts suggested content updates with keyword-driven SEO strategies. Optimized metadata and added image alt text to improve search visibility and engagement.
Google My Business & Local SEO:
We standardized GMB profiles, implemented review management strategies, and created a posting calendar for local SEO growth. We advised our client on enhancing local trust signals, which would help generate more direction requests and customer calls.
The Results
After implementing BrandLoom’s suggestions, the website’s SEO and user experience improved significantly:
Keyword Growth:
Clearly defined EVP pillars across compensation, culture, career, and benefits.
SEO Performanceeading element
Thanks to our on-page and off-page SEO activities, the majority of keywords moved from positions #11–50 to higher rankings.
Improved User Experience
The redesigned homepage and optimized landing pages created a more user-centric experience that led to more engagement and lower bounce rates.
Increased Conversions
With everything being sorted out, the website saw higher conversion rates and improved campaign ROI.
Conclusion
Thanks to some smart analysis, we could guide our client about optimizing their website to improve user experience and better performance. The ongoing SEO strategy, coupled with a user-focused redesign, was a great success. As this case study shows, a comprehensive, well-executed SEO and design strategy can positively impact a brand’s ROI.
