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Our client, a Middle East Bank is a full-service Shari’ah-compliant bank which commenced operations in Dubai in 2008. The Bank, offers a comprehensive range of products and services – in corporate and retail banking, wealth management, Takaful (Islamic insurance), treasury and trading. The Bank has presence across the United Arab Emirates, at multiple locations in Abu Dhabi, Dubai, Sharjah and Al Ain.
When the Bank started engagement with Xerago, the volume of organic traffic to the portal was too little and even the available organic traffic was driven through branded keywords. The existing organic traffic was in two digits and three digits for key products. Under immense pressure to leverage organic traffic, the client wanted Xerago to intervene.
When Xerago engaged with the Bank for organic part of Digital Marketing, Xerago’s assessment revealed only 6 of the portal pages were indexed. As a first step, Xerago made changes to the Robots.txt file and updated sitemap resulting in 400+ pages getting indexed.
Xerago realized optimizing the website for Arabic content is key to leverage the local Arab traffic in addition to optimizing English section of the website to leverage traffic from Expats. Further, Xerago and the Bank mutually agreed to target one keyword for each product across Cards, Finance, Deposits, Corporate and Information as below
Xerago did 301 redirects to older pages with good content and performed hygiene level technical fixes to prevent the website from getting penalized by Google and improved on-page SEO parameters. This included deployment of Accelerated Mobile Pages and strengthening Domain Authority, addressing content issues to align with user intents etc.
In addition to this, Xerago developed a off-portal content linking and publishing strategy and started creating original articles and publish as per content calendar.
Xerago’s interventions resulted in stellar outputs. For the keyword “Credit Card” which is quite competitive and didn’t appear in top 100 positions before the engagement, our client website started ranking FIRST due to our efforts in just 120 days. Other results include