The Nowtel group appointed POLARIS to optimise and enhance the exposure of a number of businesses within their portfolio.
From the portfolio, POLARIS was informed that a key business focus was transfer home.
Transfer home offers customers the opportunity to transfer credit and recharge mobiles of friends and family members anywhere in the world.
The business wanted to increase its exposure to customers in key markets and compete more effectively through SEO.
We worked with the client to firstly understand market opportunity, based on diaspora around the world.
We understood that our goal was to target those that had left their home country, but still had strong ties with people back home, enough to want or need to send a top up.
We conducted research into migrants across operating countries for the business and devised a map of origins to target and their source countries.
Priority Countries at time of partnership from the UK
• Nigeria
• India
• Afghanistan
• Dubai
• Philippines
We devised an organic strategy to develop the reputation and depth of the destination website so that it would compete more effectively within the SERPs for organic positions.
The strategy entailed a targeting mix of mobile operators, “recharge” modifiers and destination countries.
We conducted research into migrants across operating countries for the business and devised a map of origins to target and their source countries.
We then audited the competitive landscape, and based on our research and SEO expertise worked with the client to build and test a series of location specific landing pages that increased relevancy and authority for target destination countries but also provided customers with a more tailored onsite experience.
"Smart, productive, work under pressure. They are open to new tasks and challenges and I appreciate this a lot."Valeriya ZhukovaNowtel Group
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