Organic traffic
Increase associated with SEO initiatives at Tata AIA.
Tata AIA / professional experience
SEO & Digital Experience at Scale
SEO, content and digital experience across a complex insurance ecosystem.
Lead generation
Year-over-year growth cited for digital campaigns.
01 / Context & role
The question behind the work.
Insurance websites carry a broad catalogue and a high bar for clarity. The work was to improve discoverability and customer journeys while partnering with teams delivering new digital capabilities in a regulated environment.
Role Digital Product & Marketing Manager, Tata AIA, Jun 2023 – Present.
Challenge
Connect discovery with the outcome.
Connect organic discoverability, useful content and conversion opportunities across a regulated insurance website. Acquisition and on-site capabilities needed to support the same customer journey.
Approach & execution
Work across the journey.
Work across the page, the journey and the delivery process: improve search foundations, expand useful content, translate growth requirements into site capabilities, and use analytics to inform iteration.
SEO & content
Added 49 new content pages and worked on metadata, schema, headers, breadcrumbs and page-level content improvements.
CRO & acquisition
Managed multi-channel digital campaigns and continuous CRO experimentation. Translated marketing requirements into user stories, UX/UI concepts and acceptance criteria.
Digital experience
Owned the capability roadmap and backlog with a cross-functional development, design and QA squad. Led test planning, UAT and post-production validation for capabilities and landing-page releases.
Measurement & lead quality
Used GA4 and Adobe Analytics, and partnered with sales on lead scoring and CRM tracking to connect acquisition with downstream lead quality.
Before / change / after / result
The change, in context.
- Before / challenge
A complex insurance catalogue with discoverability and customer-journey opportunities.
- Change
Content expansion, search foundations, CRO experimentation and cross-functional capability delivery.
- After / delivered
49 new content pages and improvements across the digital experience.
- Result / associated outcome
+33% organic traffic associated with SEO initiatives. No measurement period is claimed for this figure.
No reconstructed screenshots or isolated-causality claims: this is a summary of the documented work and outcomes.
02 / Contribution
Work that connects the parts.
- Added 49 new content pages across the website.
- Worked on SEO improvements including metadata, schema, headers, breadcrumbs and page-level content.
- Partnered with a cross-functional squad of developers, designers and QA on capabilities that support acquisition, search and conversion.
- Worked with sales on lead scoring and CRM tracking to improve downstream lead quality.
Tools & focus
- GA4
- Adobe Analytics
- Jira
- SEO
- Content systems
03 / Evidence
What the record supports.
Organic traffic
Increase associated with SEO initiatives at Tata AIA.
Lead generation
Year-over-year growth cited for digital campaigns.
Sales conversions
Increase after lead scoring and CRM tracking refinement with sales.
Results are presented with the employer and period provided in the source record. They reflect combined work where noted, not a single isolated change.
Attribution
Keep the result honest.
The organic traffic increase is associated with SEO initiatives, not attributed to one page change. Capability delivery involved developers, designers and QA; lead-quality improvements involved sales. The record does not establish that every result came from a single initiative or one person.
Learnings / principles from the work
What informs the next problem.
- Search improvements are more useful when the journey after the click is considered too.
- Clear user stories, acceptance criteria and validation connect growth goals with reliable delivery.
- Lead quality deserves attention alongside traffic and lead volume.