search engine marketing at reliance life insurance

Summer Training Project Report

On

Search Engine Marketing

At

Reliance Life Insurance

Submitted for partial fulfillment for the Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

(2011-13)

UNDER THE SUPERVISION OF

Ms. Sangeeta Mehrolia

(Assistant Professor)

SUBMITTED BY

SANJEEV KUMAR

13919103911

GITARATTAN INTERNATIONAL BUSINESS SCHOOL

(Affiliated to GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY)

ROHINI, NEW DELHI-110085

CERTIFICATE

This is to certify that the Summer Training Project Report titled “Search Engine Marketing

at Reliance Life Insurance ” is an original work submitted by Sanjeev Kumar, MBA 3rd

semester student of Gitarattan International Business School for the partial fulfillment of

Master of Business Administration (MBA) program of Guru Gobind Singh Indraprastha

University under the guidance of Ms.Sangeeta Mehrolia and the same has not been

submitted to any other university for award of any Degree or Diploma .

Sangeeta Mehrolia Dr. S.S. Narula

Lecturer Director

Project Guide Gitarattan International Business School

Gitarattan International Business School ii

DECLARATION

I Sanjeev Kumar Enrollment No. 13919103911 , MBA 3rd Semester hereby declare that,

the project report titled “Search Engine Marketing at Reliance Life Insurance” is an

original work done by me under the guidance of Ms. Sangeeta Mehrolia and has not been

submitted to any other university or institute for the award of any degree or diploma.

Dated –

Sanjeev Kumar

Enrollment No. 13919103911

Gitarattan International Business School iii

ACKNOWLEDGEMENT

The sense of contentment and elation that accompanies the successful completion of this

project would be incomplete without mentioning the names of the people who helped me in

accomplishing this project, people whose constant guidance, support and encouragement

resulted in its realization.

I am highly indebted to Gitarattan International Business School for providing me with the

opportunity to be able to do my summer internship in Reliance Life Insurance. My earnest

thanks to my company guides Mr. Sanjeev Arora (Branch Manager), Mr. Anuraj Tyagi

(Sales Manager) and Ms. Minakshi Rawat (Trainee) of Reliance Life Insurance, for their

valuable guidance support in ensuring me a free hand during the course of the work. Heartfelt

thanks to the entire staff member of Reliance Life Insurance who patiently helped me

throughout this project, always supported my ideas and for having been my inspiration in

every other venture, even though it stole much time of their busy schedule.

I owe much to my faculty guide Ms. Sangeeta Mehrolia, Gitarattan International

Business School for the inspiration and guidance which enabled me to take up work which

made me learn new things and concepts.

This project would not have seen the light of the day but for their sustained direction,

supervision and continuous encouragement that saw me sail through the difficulties that I

faced.

Gitarattan International Business School iv

TABLE OF CONTENTS

Topic Page no.

Executive Summary 1

1. Chapter 1 – Introduction 2

2. Chapter 2 - Review of Literature 20

3. Chapter 3 – Research Methodology & Design 34

4. Chapter 4 –SEM strategies implemented for RLI 37

5. Chapter 5 – Findings & Discussion 52

6. Chapter 6 – Suggestions 54

7. Chapter 7 – Conclusion 56

8. References 58

9. Abbreviations Used 61

Gitarattan International Business School v

List of Tables

TABLE

NUMBER

DESCRIPTION OF TABLE PAGE

NUMBER

1 Comparison of Marketing and SEO 28

2 Comparison of SEO and SEMM 29

Gitarattan International Business School vi

List of Figures

FIGURE

NUMBER

DESCRIPTION OF FIGURES PAGE

NUMBER1.1 Global Market Share of search engine in pie chart 4

1.2 Market Share of life insurance companies 17

2.1 Global Internet Population 21

2.2 Growth of Internet population 22

2.3 Internet users in India 23

2.4 Pie Chart shows most expensive keyword in Google 33

4.1 Search result of reliance life insurance 38

4.2 On page Optimization of RLI Admin Page 39

4.3 Ad of Reliance Life Insurance in various websites 40

4.4 Online ad of reliance life insurance on Facebook. 41

4.5 Email of Reliance Life insurance in the inbox 41

4.6 Content Marketing by Reliance Life Insurance 42

4.7 Pay per click advertisement of website 43

5.1 Total search volume and News volume of website 44

5.2 Popularity of Reliance Life Insurance website 45

5.3 Page rank and speed of website 45

5.4 Visitors by Country of website 46

Gitarattan International Business School vii

5.5 Queries from Search Traffic 46

5.6 Unique visitors of every month of website 47

5.7 Traffic Rank of RLI website 47

5.8 Audience Demographics of Website 48

5.9 RLI plans consumer report 49

5.10 RLI Facebook page of the month of June & July 50

5.11 RLI Google search page on the month of June & July 51

Gitarattan International Business School viii

EXECUTIVE SUMMARY

With web usage becoming so simple the number of web user has also increased and by the

year 2012 the number had crossed 2.3 billion users. With so many web pages available on the

web and also not being able to recollect exact web pages of the sites, the users use search

engine to know or buy any product or services. As per an independent research 80 percent of

the time people use search engines to know about any product, services or companies and 70

percent of the time make purchases with the help of search engines. With such an important

part played by a search engine it becomes imperative to make efforts to increase the rankings

and position of website in the search engines. As more than 90 percent of the times a user

checks only the first two pages of the search engines for any query and if not found it will

change its query framing style. Hence whenever a user raises a query and if a website has the

solution to it then it becomes very important for a website to appear in the top ten results of

the search engines if they want traffic on their site. Our Internship Project is about addressing

such problems as mentioned above and learn about the Internet marketing and Search Engine

marketing strategies used by Reliance Life Insurance. The URL of the site is

http://www.reliancelife.com. This website is a recently launched Online Insurance Plan and

adopts search engine marketing as a marketing tool. To increase the ranking of Website

Company adopt Search Engine Marketing Methodology, wherein it involves Search Engine

Optimization (SEO) and Pay per Clicks (PPC) methods. SEO methods are used to improve

rankings in the free search section list of the search engine while PPC is used to increase

rankings in the Sponsored search section list of the search engine. SEO includes various On-

Page Optimization and Off-Page Optimization to increase our web page visibility while PPC

includes various strategies through which we can increase paid search results list. The

difficult part in achieving a higher rank is that it is a continuous process and it requires a lot

of patience and perseverance as any effort made toward it will show results in not before two

– three months.

Search Engine Marketing At Reliance Life Insurance 13919103911

CHAPTER 1

INTRODUCTION

Gitarattan International Business School 2


Search Engine Marketing, or SEM, is a form of Internet Marketing that seeks to promote

website by increasing their visibility in search engine result pages through the use of search

engine optimization, paid placement, contextual advertising and paid inclusion in the

Sponsored Links. The intention of a search engine marketing campaign consists in making

your web site look like a relevant place for some users who showed interest in particular

information. Every search engine marketing campaign starts with research and grassroots

strategy. SEM can be an umbrella term for various means of marketing a website

including search engine optimization (SEO), which adjusts or rewrites website content to

achieve a higher ranking in search engine results pages, or it may contrast with pay per

click (PPC), focusing on only paid components (discuss later on literature review).

As the number of sites on the Web increased in the mid-to-late 90s, search engines started

appearing to help people find information quickly. Search engines developed business models

to finance their services, such as pay per click programs offered by Open Text in 1996 and

then Goto.com in 1998. Goto.com later changed its name to Overture in 2001, and was

purchased by Yahoo! in 2003, and now offers paid search opportunities for advertisers

through Yahoo! Search Marketing. Google also began to offer advertisements on search

results pages in 2000 through the Google AdWords program. By 2007, pay-per-click

programs proved to be primary money-makers for search engines. In a market dominated by

Google, in 2009 Yahoo! and Microsoft announced the intention to forge an alliance. The

Yahoo! & Microsoft Search Alliance eventually received approval from regulators in the US

and Europe in February 2010.

Search engine optimization consultants expanded their offerings to help businesses learn

about and use the advertising opportunities offered by search engines, and new agencies

focusing primarily upon marketing and advertising through search engines emerged. The

term "Search Engine Marketing" was proposed by Danny Sullivan in 2001 to cover the

spectrum of activities involved in performing SEO, managing paid listings at the search

engines, submitting sites to directories, and developing online marketing strategies for

businesses, organizations, and individuals.

In 2008, North American advertisers spent US$13.5 billion on search engine marketing. The

largest SEM vendors were Google AdWords, Yahoo! Search Marketing and Microsoft

adCenter. As of 2006, SEM was growing much faster than traditional advertising and even

other channels of online marketing. Because of the complex technology, a secondary 'search


http://en.wikipedia.org/wiki/Pay_per_click


http://en.wikipedia.org/wiki/Search_engine_optimization


marketing agency' market has evolved. Some marketers have difficulty understanding the

intricacies of search engine marketing and choose to rely on third party agencies to manage

their search marketing.

According to a 2011 Marketing Sherpa Report, 64% of marketers have begun integrating

social media into their search marketing efforts. And there is reason to do so. In December of

2010, both Google and Bing confirmed that links shared through Facebook or Twitter have a

direct effect on search engine rankings. On August, 2012 market share of search engine is

shown in figure 1.1 below. The online advertising market in India, according to IMRB for

2009-10 was estimated at 785 crore and was almost 1,000 crore in 2010-11. Of this, search

advertising was estimated at 368 crore in 2009-10 and was touch 460 crore in 2010-11

World market for SEM market is projected to reach US$50.68 billion by 2015. This projected

growth in the market will be primarily driven by factors such as, increasing demand for cost

effective advertising and marketing strategies, rising popularity of organic and paid search,

and growth in mobile Internet market.

Figure 1.1, Global Market Share of search engine

The basic question what every marketer will ask is why do we need SEM?

For Branding



SEM campaign helps improve the online branding of your company, product, or service that

drives success and provides your company with results. A company's brand can be

reflexively put into consumers’ heads to attract consumers to consider you when they need a

particular service or product. They help your business through online branding to get their

name into the mind of their consumers’ strongly so it causes a profit for you.

For Stronger Visibility

If you are a business or individual looking to compete in the online market, it is essential that

you hold a strong level of visibility within the major search engines. Search Engine

Marketing Specialists focus on bringing targeted visibility to businesses within the major

search engines (Google, Yahoo & MSN) via successful SEO strategies. A SEM works to

make your business services, products and contact details easy to find.

To Increase Sales

Search Engine Marketing Specialists should not just increase the traffic to your site but

should deliver a high percentage of these visitors who actually make purchases. They help

companies to build and implement dynamic internet marketing strategies that will give power

to business websites to communicate effectively with their customers. Their task is not to

improve sales, but to improve exposure. Search engine marketing specialists attract more

traffic towards your business website through the leading web content to generate more

publicity and as a result more sales opportunities.

To Win the Online Competition

Search Engine Marketing Specialists helps you to be at the top of the online competition by

better positioning and ranking of your web site on selected search terms, keywords / key

phrases. To win the Web competition Search Engine Marketing Specialists utilizes the power

of online promotion and search engine optimization for getting maximum online exposure

and online business. They work on quality site study report and strategy in order to meet the

online competition.



Increase ROI

Search Engine Marketing Specialists can work with you to build up an entire tailored SEO

strategy that will help you get the most of your website and maximize your Return on

Investment (ROI). They have worked with customers that have increase their web traffic thus

skyrocketing their web revenues and ROI (Return on Investment). They will help you to

increase ROI and at the same time decreasing your online spending budget on other

marketing/advertising modes.



Company Profile

Reliance Life Insurance Company Limited is a part of Reliance Capital Ltd. of the Reliance -

Anil Dhirubhai Ambani Group. Reliance Capital is one of India’s leading private sector

financial services companies, and ranks among the top 3 private sector financial services and

banking companies, in terms of net worth. Reliance Capital has interests in asset management

and mutual funds, stock broking, life and general insurance, proprietary investments, private

equity and other activities in financial services.

Reliance Capital Limited (RCL) is a Non-Banking Financial Company (NBFC) registered

with the Reserve Bank of India under section 45-IA of the Reserve Bank of India Act, 1934.

Reliance Capital sees immense potential in the rapidly growing financial services sector in

India and aims to become a dominant player in this industry and offer fully integrated

financial services. Reliance Life Insurance is another steps forward for Reliance Capital

Limited to offer need based Life Insurance solutions to individuals and Corporate.

Nippon Life Insurance Company acquired 26% interest in equity share capital of the

Company effective October 7, 2011 subsequent to receipt of all regulatory approval.

History

Reliance Capital Limited announced the launch of its life insurance business on February 1,

2006. This was after obtaining the required regulatory approvals from the Registrar Of

Companies and the Insurance Regulatory and Development Authority. It was in August 2005

that the ball was set rolling when Reliance Capital Limited, the financial arm of Reliance –

Anil Dhirubhai Ambani Group (ADAG) – announced the requisition of 100% shareholding in

AMP Sanmar Life Insurance Company Limited; and the formal transfer of shares took place

in October 2005. The company will issue all policy contracts under the Reliance Life

Insurance Company limited name. All the existing policy contracts also stand transferred to

the Reliance Life Insurance entity with all the original contractual terms and commitments

intact.



Distribution Channel

Reliance Life Insurance Company Limited is using five types of distribution channel, which

are as follows:

1) Agency: -

Independent insurance agents represent a number of companies and can research these

companies’ products to find the right combination for their clients. Independent agents &

insurance producer groups are growing in prevalence. Although producer groups are in their

infancy, their emergence may potentially be realignment in the distribution of financial

services. Independent shops realized that by pooling production and funding a central support

office, they had increased buying power.

The one type of distribution channel, which Reliance Life Insurance Co. Ltd is using, is an

agency. This channel works as follows:

2) Bank Assurance: -

While a lot of bank relationships with insurance companies have been established, life

insurance sales have been slower than one would expect the primary bank insurance activities

have been the distribution of annuities, credit life, and direct marketing insurance. Banks are

failing to incorporate successful sales tactics used to sell other financial services like

investments.

Another type of distribution channel is bank assurance. This channel is tie up with banks. In

this channel the advisors using or targeting the bank customers to make a business with them

i.e., to sell the policy of the company.

3) Corporate:-

To gain a better understanding of the demand amongst independent advisors for trust services

and to gain a better feel for how independent advisors handle trust services, a research was


Branch

Managers

Advisor

Customer


performed with independent advisors across several broker/dealers and custodians. The

interviews revealed that demand is greatest for living trusts among independent advisors,

followed by demand for corporate trustee services.

Another type of distribution channel is corporate, which are for employee benefits. This

channel is tie up with corporate or small enterprises. Through these small enterprises, the

advisors will sell the products/policy to customers of the small enterprises.

4) Rural Benefits:-

Brokerage firms have gained much of the institutional and personal trust business lost by the

banks. These firms have steadily captured assets, primarily at the expense of the banks. The

number of non-bank trust companies has increased in recent years as independent trust

companies have emerged and more broker/dealers are integrated services. Insurance

companies view full-service brokers as a potentially new distribution channel as well.

Another type of distribution channel is rural benefits. This channel works as a dealership. In

this channel, the dealers will sell the policy to the target customers.

5) Web World:-

Direct sales of life insurance are growing rapidly, but many of the traditional full-serve

players seem to be letting it go. Across all financial services, consumers are expressing a

willingness to deal with a variety of providers on the web. Web sites are starting to pop up

offering consumer insurance products especially designed for distribution over the web.

Another type of distribution channel is web world. This channel is tie up with customer

database. In this channel, the advisors will sell the policy to the target customers, which are

taken from the customer database, are listed in the website.

Products

Reliance Life Insurance have Solutions for Individuals, a series of plans that will help

investor make wise investments, protect family, secure child’s future and even chalk out a

plan for retirement.

They have 3 basic plans under which many sub plans are available according to need.

Protection Plans

Savings & Investment Plans

Child Plans



Role of IT at Reliance Life Insurance

1) World Class Data Centre: -

They established a Primary Data Centre at Navi Mumbai (Dhirubhai Ambani Knowledge

City) which is cater to their company needs across India, with fail-over capability to their

Chennai Data Centre within the same business day in occurrence if an incident or Disaster

happens.

2) Inter Office Connectivity: -

All their Branch / Area and Regional offices will be interconnected to their Data Centre with

a 24x7 access to Core Applications like Lotus Mail, Life-Asia and Internet Applications. This

will enable their associates to work faster and better with high-speed Internet connectivity

and also ensure faster Turnaround Time for their customers.

3) Customer Care Centre: -

They will host a centralized Customer Care Centre at Dhirubhai Ambani Knowledge City at

Navi Mumbai, which cater services to internal and external queries and complications. A

customer Relationship Management Tool (CRM) and Lead Management System (LMS) are

in progress.

4) Web Portal: -

This portal will be an interface between both internal employees and their external users.

Some of the functions included in their portal are Policy Tracking Systems, Corporate News,

Quality Checking System, Under Writing Medical System, and Agent Management System

etc.

5) R World: -

Reliance Mobile R-World will provide online information about their Company, Products,

and Policy Services to their existing customers, Agents/Advisors and Lead Generators.

6) SMS Alerts: -

SMS Alerts will be provided to their sales managers about the latest happenings like contests

and campaigns, Employee Alerts will include company news and welcome, birthday,

anniversary message etc. customer alerts will include welcome/birthday/anniversary message,

Policy Dispatch Details, Policy Servicing SMS like Premium Receipt and Renewal Premium

reminders etc.



7) Life and Group Asia: -

Single Life and Group Life details will be captured and managed by Life and Group Asia. A

common middleware between these applications will enable Group Life Customers to view

their individual Single Life Insurance Plan details taken with Reliance Life Insurance and

vice versa.

8) Advisor Lounge: -

It is a dedicated area for Reliance Life Insurance Agents/Advisors in all the branches across

India. This Lounge will be equipped with desktops and printers with Internet connectivity,

where their Advisors can bring in the prospects and can have discussions across the table and

they can create and print quotes. The Agents/Advisors can use this area to service their

existing customers.

9) Document Management System: -

DMS will enable both policy issuance and contract servicing through an automated

workflow, which yields a faster turnaround time to both internal and external users. This

application will enable them to have a paperless office and thus mitigate the risk of losing

vital records/papers.

10) Wireless Data Access: -

This will enable identified Top Sales Managers and Top Advisors to access real time data for

both LMS and CRM on the fly through Handheld PDA device.

11) SAP – ERP Modules: -

SAP (Finance and HR Modules), will automate the Expense, Travel and Leave Management

Systems.



Industry Overview

Insurance may be described as a social device to reduce or eliminate risk of loss to life and

property. Insurance is a collective bearing of risk. Insurance is a financial device to spread the

risks and losses of few people among a large number of people, as people prefer small fixed

liability instead of big uncertain and changing liability.

Insurance can be defined as a “legal contract between two parties whereby one party called

insurer undertakes to pay a fixed amount of money on the happening of a particular event,

which may be certain or uncertain.” The other party called insured pays in exchange a fixed

sum known as premium.

Insurance is desired to safeguard oneself and one’s family against possible losses on account

of risks and perils. It provides financial compensation for the losses suffered due to the

happening of any unforeseen events.

Importance of Insurance

Insurance constitutes one of the major segments of the financial market. Insurance services

play predominant role in the process of financial intermediary. Today insurance industry is

one of the most growing sectors in India. There is lot of potential in the Indian Insurance

Industry. There are many issues, which require study. The scope of the study of insurance

industry of India would be very great as there are ongoing developments in the industry after

the opening of the sector.

The major issue right now is the hike in FDI (Foreign Direct Investment) limit from 26% to

49% in the insurance sector. Government may in near future allow 49% FDI in Insurance.

This would lead to more capital inflow by foreign partners.

Another major issue is the effects on LIC after the entry of private players in the market.

Though market share of LIC has been affected, it has improved in terms of efficiency.

There are number of other hot topics like penetration of Health Insurance, Rural marketing of

insurance, new distribution channels, new product ranges, insurance brokers’ regulation,

incentive scheme of development officers of LIC etc. So it offers lot of scope for studying the

insurance industry.

Right now the insurance industry has great opportunities in a country like India or China

which huge population. Also the penetration of insurance in India is very low in both life and

non-life segment so there is lot potential to be tapped.



History of Insurance

The concept of insurance is believed to have emerged almost 4500 years ago in the ancient

land of Babylonia where traders used to bear risk of the carvan by giving loans, which were

later repaid with interest when the goods arrived safely.

The concept of insurance as we know today took shape in 1688 at a place called Lloyd’s

Coffee House in London where risk bearers used to meet to transact business. This coffee

house became so popular that Lloyd’s became the one of the first modern insurance

companies by the end of the eighteenth century.

Marine insurance companies came into existence by the end of the eighteenth century. These

companies were empowered to write fire and life insurance as well as marine. The Great Fire

of London in 1966 caused huge loss of property and life. With a view to providing fire

insurance facilities, Dr. Nicholas Barbon set up in 1967 the first fire insurance company

known as the Fire office.

The early history of insurance in India can be traced back to the Vedas. The Sanskrit term

‘Yogakshema’ (meaning well being), the name of Life Insurance Corporation of India’s

corporate headquarters, is found in the Rig Veda. The Aryans practiced some form of

‘community insurance’ around 1000 BC.

Life insurance in its modern form came to India from England in 1818. The Oriental Life

Insurance Company was the first insurance company to be set up in India to help the widows

of European community. The insurance companies, which came into existence between 1818

and 1869, treated Indian lives as subnormal and charged an extra premium of 15 to 20 per

cent. The first Indian insurance company, the Bombay Mutual Life Assurance Society, came

into existence in 1870 to cover Indian lives at normal rates.

The Insurance Act, 1938, the first comprehensive legislation governing both life and non-life

branches of insurance were enacted to provide strict state control over insurance business.

This amended insurance Act looked into investments, expenditure and management of these

companies.

By the mid- 1950s there were 154 Indian insurers, 16 foreign insurers, and 75 provident

societies carrying on life insurance business in India. Insurance business flourished and so did

scams, irregularities and dubious investment practices by scores of companies. As a result the

government decided to nationalize the life assurance business in India. The Life Insurance



Corporation of India (LIC) was set up in 1956. The nationalization of life insurance was

followed by general insurance in 1972.

Time Line in Insurance History

(Major Landmarks)

1818 British introduced the life insurance to India with the establishment of the

Oriental Life Insurance Company in Calcutta.

1850 Non life insurance started with Triton Insurance Company.

1870 Bombay Mutual Life Assurance Society is the first India owned life insurer.

1912 The Indian Life Assurance Company Act enacted to regulate the life insurance

business.

1938 The Insurance Act was enacted.

1956 Nationalization took place. Government took over 245 Indian and foreign

insurers and provident societies.

1972 Non-life business nationalized, General Insurance Corporation (GIC) came into

being.

1993 Malhotra committee was constituted under the chairmanship of former RBI

chief R. N. Malhotra to draw a blue print for insurance sector reforms.

1994 Malhotra committee recommended reentry of private players.

1997 IRDA (Insurance Regulatory and Development Authority) was set up as a

regulator of the insurance market in India.

2000 IRDA started giving license to private insurers. ICICI Prudential, HDFC were

first private players to sell insurance Policies.

2001 Royal Sundaram was the first non-life private player to sell an insurance policy.

2002 Bank allowed selling insurance plans as TPAs enter the scene, insurers start

setting non-life claims in the cashless mode.

Meaning of Life Insurance

There are three parties in a life insurance transaction: the insurer, the insured, and the owner

of the policy (policyholder), although the owner and the insured are often the same person.

Another important person involved in a life insurance policy is the beneficiary. The



beneficiary is the person or persons who will receive the policy proceeds upon the death of

the insured.

Life insurance may be divided into two basic classes – term and permanent.

Term life insurance provides for life insurance coverage for a specified term of years

for a specified premium. The policy does not accumulate cash value.

Permanent life insurance is life insurance that remains in force until the policy

matures, unless the owner fails to pay the premium when due.

Whole life insurance provides for a level premium, and a cash value table included in

the policy guaranteed by the company. The primary advantages of whole life are

guaranteed death benefits; guaranteed cash values, fixed and known annual premiums,

and mortality and expense charges will not reduce the cash value shown in the policy.

Universal life insurance (UL) is a relatively new insurance product intended to

provide permanent insurance coverage with greater flexibility in premium payment

and the potential for a higher internal rate of return. A universal life policy includes a

cash account. Premiums increase the cash account.

If you want insurance protection only, and not a savings and investment product, buy a term

life insurance policy. If you want to buy a whole life, universal life, or other cash value

policy, plan to hold it for at least 15 years. Canceling these policies after only a few years can

more than double your life insurance costs. Check the National Association of Insurance

Commissioners website (www.naic.org/cis) or your local library for information on the

financial soundness of insurance companies.

Benefits of Life Insurance

1) Risk cover: -

Life Insurance contracts allow an individual to have a risk cover against any unfortunate

event of the future.

2) Tax Deduction: -

Under section 80C of the Income Tax Act of 1961 one can get tax deduction on premiums up

to one lakh rupees. Life Insurance policies thus decrease the total taxable income of an

individual.



3) Loans: -

An individual can easily access loans from different financial institutions by pledging his

insurance policies.

4) Retirement Planning: -

What had provided protection against the financial consequences of premature death may

now be used to help them enjoy their retirement years. Moreover the cash value can be used

as an additional income in the old age.

5) Educational Needs: -

Similar to retirement planning the cash values that flow from one’s life insurance schemes

can be utilized for educational needs of the insurer or his children.

Role of Life Insurance in the growth of the economy

The Life Insurance Industry has an enviable track record among public sector units. It has a

Consistent profit and dividend paying record accompanied by a steady growth in its financial

resources. Through investments in the Government sector and socially- oriented sectors the

Industry has contributed immensely to the nation's development. The industry is recognized

as one of the largest financial Institutions in the country. The ventures initiated by the

industry in the areas of Mutual Fund, Housing Finance has done exceedingly well in recent

years. To protect the country's foreign exchange reserves, the reinsurance arrangement are so

organized that maximum retention is made possible within the country while at the same time

protecting interests of the policy holders.

Indian Insurance Sector

When life insurance industry was opened for competition in 2000, India ranked number 20

among life insurance markets and accounted for a mere 0.5% of the world premium. By 2009

the share has improved to 2.45%, overtaking developed markets in the West such as Spain,

the Netherlands, Switzerland, Sweden Belgium, Ireland and Finland, South Africa Australia

and Canada. As of August 2010, there were 23 players in the sector (1 public and 22 private).

The Life Insurance Corporation of India (LIC) is the only public sector player, and held

almost 64% of the market share in FY12 (based on first-year premiums). Figure 1.3 shows

market shares of all the life insurance companies in India.



Insurance Industry and Reliance Life Insurance

Reliance is the largest Private Life Insurance in terms of Number of Policies for two

consecutive years as of 31st March 2012. It has sold 60 lakh policies in less than 5 years of

operations and sold 9 million policies. Currently, Reliance Life's market share is at around

2.3 per cent in the life insurance space. It operates through strong distribution network of

1,247 branches with over 1, 95,000 agents, has an AUM (Asset under Management) of Rs

13,677 crore.

Figure- 1.2 Market Share of life insurance companies

Search Engine Marketing [SEM] and Insurance

Insurance companies prove to be one of the largest industries in any country. Roughly every

family today is somehow connected with an insurance company because they need to cover

house, automobiles and even lives with insurance. In this competitive time period, internet

plays a vital role in advertising an insurance company and increasing its profits multiple

times.



If any insurance company build the website – there is no assurance that they will be found

and that the visitors will come and more important that these visits will outcome in a business

decision. This is where search engine optimization comes into play.

The easiest is to use the equivalence of a golf player and how the player is to make money. If

Mr. X play in a tournament with a small field of for example 12 players – such as the World

Cup Cricket Tournament – it is easy to find Mr. X on the first page of the leader board and to

make money.

If Mr. X however play in a major tournament such as the Masters where he play amongst the

very best 90 players who had to succeed for the tournament – He need to play exceptionally

well to find his name on the first page of the leader board and with a chance of taking home

the big prize money.

In the insurance industry and online environment there are essential similarities. There is a

very big playing field and you compete with many other insurers trying to get to the first page

of the leader board. The leader board is the search engines such as Google, Bing, Yahoo etc –

and you will only make the big money or attract the online purchases if you find yourself on

the first pages of the search results.

The best illustration is to share the search on Google for the search term “insurance”. Note

the number of search results. In an increasingly competitive trading environment insurance

companies compete with one another and with big marketing budgets. Insurers are very

aware that their financial sustainability depends on the ability of the consumer to find their

websites, to be enticed into requesting a quote and to make that purchase.

Many of the larger insurers pay hundreds of thousands of rupees to companies that claim to

be search engine optimization specialists or SEO specialists. These companies tweak

websites, provide quality content, create links with other websites and do everything in their

power to ensure that the websites of their insurer clients are easily found. SEO of insurance

website will allow increasing insurance business by opening new doorways in addition to the

traditional marketing channels. There are several types of insurance policies and most

agencies focus on their local market. Insurance seekers also prefer local agents for their

customer support requirements.



SWOT Analysis

Strengths

Reliance Life Insurance Company Limited is the part of the Reliance Capital.

The brand name is enough to sell the products easily.

Private placement of Rs. 10,000 crs worth of securities with RBI by the government. Led to an improvement in market securities.

Strong liquidity from FII was the major reason for the up move.

Range of products Reliance has a long and strong history

of solvency, financial stability. 90% claim settlements record. Online plan i.e. e-Term and online

payment mode.

Weaknesses

Newly established company, so people seems it risky.

Lack of staff. Ranking of website is poor (2nd page

on Google and 4th page on Bing). Visibility of pay per click is very few. Poor Plan ranking.

Opportunities

There is a vast untapped market in India. The life insurance penetration in India is approximately 2.5%. So it has large potential.

Intention of traditional products is to encourage long term, regular and disciplined savings to systematically build up a target fund.

The average insurance premium being collected by the company has been growing exponentially year on year.

Threats

The main threat is from the other players who have grabbed approximately 15% of the market share.

As the government has scrapped the rebate on the life insurance premium, the people who used to invest in life insurance for the sole motive of tax benefit may turn to other instruments.

Emergence of Internet users, so it will become easy to introduce more online plans.



CHAPTER 2

THEORETICAL FRAMEWORK

This review of the literature is divided into sections covering (a) User of Internet, (b) the

anatomy of a search engine, (c) organic search results, (d) Pay per-click, (e) 7Ps of internet



marketing and (f) Insurance and Google Ad words. To provide some background, it is

important to understand the global user of internet and anatomy of search engines.

Internet is a global computer network system wherein billions of users are connected to each

other. It is a network of networks that consists of millions of private, public, academic,

business, and government networks of local to global scope that are linked. Currently there is

more than One Trillion Url on the internet. With so much information available online a need

for search engine arose which would provide the user a correct and speedy solution to its

queries. When any user raise a query for any specific webpage or product these search

engines flashes all the available solution to its user from which user can select any relevant

solution he wishes to. As a result today every person who is educated and has a basic

understanding of computer knows the fact that Search Engines which are available on

Internet can provide solutions to any queries raised by them on the

With web usage becoming so simple the number of web user has also increased and by the

year 2011 the number had crossed 2.27 billion users, almost exactly twice what it was in 5

years ago, 1.15 billion (figure 2.1). We all know the Internet is big, but this kind of growth

really puts things into perspective. The total number of population in the world is exceeding

6.08 billion. With that population, nearly one person in three surfs online.

Figure 2.1 Internet Population



Since 2007, the global Internet population has grown by 1.1 billion. One of the big take-away

from this chart (figure 2.2) is that Asia not only has the largest Internet population, but that it

is also growing the fastest by quite some margin.

Figure 2.2, Growth of Internet population

Internet Fame with the Indian Audiences

As of September 2011, there will be 121 million claimed Internet users: 92 million from

urban cities and 29 million from rural villages (figure 2.3). This implies a growth of around

13% from last year. By December 2011, it is expected that there will be 121 million claimed

Internet users in India. Of these, 80% are active internet users (i.e., using the Internet at least

once a month). By the end of this year, one in every 10 Indians will be an Internet user,

making the country the third-largest Internet market in the world after China and the United

States.



Figure 2.3 Internet users in India

Before understanding SEM in deep we need to have a brief understanding about Search

Engines Algorithm.

In mathematics, computer science, and related subjects, an algorithm is an effective method

for solving a problem using a finite sequence of instructions. Algorithms are used for

calculation, data processing, and many other fields. Each algorithm is a list of well-defined

instructions for completing a task. Starting from an initial state, the instructions describe a

computation that proceeds through a well-defined series of successive states, eventually

terminating in a final ending state. The transition from one state to the next is not necessarily

deterministic; some algorithms, known as randomized algorithms, incorporate

randomness.

Now Google search engine makes a list of web pages depending on the relevancy of the

webpage with the keyword inserted by the user in the search box. Crawlers which are

Google Robots check the webpage every day or minute depending on the update happening

on any webpage. It then indexes the file in various categories after checking the content of

our site. It gives Page Rank to our site depending on the content, context, traffic, etc. It also

checks the number of back links our site has.

Backlinks, which are sometimes called inbound links, are incoming links to a web page or

the entire website. These inbound links are important to search engine rankings because many

different search engines have algorithms that measure the number of backlinks a website or



web page has, and ranks those web pages with more backlinks in a higher position. The more

backlinks a website has, the more popular it is, and the more pertinent the information is

considered by search engine algorithms. Many pages concerned with search engine

optimization have mechanisms to discover how many backlinks the web page or website has,

so that particular company can not only the exact number of times that it has been backlinks,

but where these backlinks are coming from, and if they are from related sources or not.

Many search engine algorithms use backlinks to determine page rank too. A web page that

has more backlinks than another with similar content will rank higher than the other page,

simply because it seems to be more popular with visitors and other website. Unfortunately,

this means that many websites have engaged in paid linking, which boosts their backlinks

numbers. This has caused search engines to add in specifications to the algorithms used to

determine backlinks that now research whether the backlinks have been paid for, or are

genuine. Only genuine backlinks help web pages rank well on most search engines. This

action has caused many websites to lose their page rankings, but has also allowed other pages

with genuine backlinks to rise in the search engine result with major search engines such as

Google. The most important thing for Search engine marketing is Keyword.

Keyword Research

Keyword is the name given to text which is entered in the search box of any search engine.

The search for keyword related to your web site, and the analysis of which ones yield the

highest return on investment.

Professional keyword research is an important part of any websites search engine marketing

strategy. It is the fundamental building blocks of any web business on line. Whether we are

using professional keyword research to do SEO or PPC, it is important that we do keyword

research and analyze correctly from the start.

Now we understood the basic procedure of search engine so our next step is to explain the

working of search engine and importance of it.

The process of optimizing a Web site’s structure and content for the highest search results is

called organic search. A second strategy, called pay-per-click, or sometimes paid search, is

when an organization pays to have its Web site included in searches based on keywords.


Organic Search Results

The question, how can search engine marketing techniques enhance an online visibility? Two

phrases need to be defined to help with the rest of this literature review. The first is search

engine marketing, which is “activities that improve search referrals to a Web site using

either organic or paid search” .The second is search engine optimization, which is “the set

of techniques and methodologies devoted to improving organic search rankings (not

paid search) for a Web site” .“Search engine optimization is the science of customizing

elements of your web site to achieve the best possible search engine ranking”.

Every Web site is being indexed by crawlers or spiders. It exists with the millions of other

sites on the Internet. To get a Web site noticed by the crawlers, certain elements must stand

out. Making those elements stand out is the process of search engine optimization. Web sites

are text files that exist on Web servers. These text files are much like the files created and

used by word-processing software. To enable Web browsers such as Microsoft’s Internet

Explorer, Mozilla’s Firefox, or Opera to read these files, the files must be formatted

according to a generally accepted standard. The standard used on the Web is Hypertext

Markup Language (HTML). HTML uses codes, or tags, that tell the Web browser software

how to display the text contained in the text file.

For example, a Web browser reading the following line of text

A Review of the Book Wind Instruments recognizes the and

 tags as instructions to display the entire line of text in bold and the and tags as

instructions to display the text enclosed by those tags in italics.

When assessing a Web site for search engine optimization, one should review a number of

elements, including site and page tagging, page content, site links, and the site map. Each of

these elements is crawled by search engines to determine Web site ranking. Each of these

elements should be addressed separately.

In addition to the bold and italics tags used to format text, there is another tag on Web sites

called the Meta tag. Meta tags are included in the coding of a Web site and are essential to

having the site listed properly in a search engine. A META tag is HTML code that a Web

page creator places in the page header for the specific purpose of informing Web robots about

the content of the page. META tags do not cause any text to appear on the page when a Web

browser loads it; rather, they exist solely for the use of search engine robots.

Web page that contains information about electronic commerce:

<HEAD>

<TITLE>

Current Developments in Electronic Commerce

</TITLE>

<META NAME = “description” CONTENT = “Current news and reports about electronic

commerce developments.”>

<META NAME = “keywords” CONTENT = “electronic commerce, electronic data

interchange, value added reseller, EDI, VAR, secure socket layer, business on the Internet”>

</HEAD>

Developing the correct keywords to get a site ranked higher than others is a big part of

organic search engine optimization.

Pay Per Click

The previous section focused on organic search. This section focuses on pay-per click,

sometimes called paid search. “About 40 to 50 percent of all search queries now return paid

ads” .By far the most profitable and fastest growing source of revenue for search engines is

advertising. Google presents normal organic results in a main list and paid listings on the side

as sponsored links. Companies choose a keyword, or multiple keywords, associated with their

product or service. They then bid on what they are willing to pay when a searcher clicks on a

link.

The format of a PPC using Google Ad Words, for example, includes a headline that is limited

to 25 characters, a second and third line that are limited to 35 characters, and a fourth line that

provides the URL, or Web address, that people will see in the advertisement.

Search Engine Optimization

In contrast to the long-term view taken by marketing strategists, work undertaken by the

technical team or individuals responsible for website maintenance has predominantly focused

upon search engine optimization (SEO). SEO has reached such a degree of acceptance and


recognized importance that it has become the focus for corporate training sessions and a

question asked, as a verb, of most new website developments, “Has the website been

SEOed?” SEO can be defined as a project managed process that aims to promote a web site’s

position towards the top of the search results for particular keywords. A measure for SEO

success is usually demonstrated by an increase in a website’s organic traffic. The use of this

metric is based on the assumed correlation between an increase in website traffic and an

increase in direct sales. SEO activity is clearly demarcated from the use of Pay-Per Click

(PPC) listings, which is the alternative and more expensive route to gaining a listing on the

first pages of search results. PPC is offered by all major search engines as an alternative way

for website owners to get their website noticed by searchers looking for relevant keywords.

PPC and organic SEO are not mutually exclusive strategies. The developments of the Google

algorithm for calculating the Quality Score for PPC listings does suggest that well-optimized

organic SEO produces cheaper PPC listings for that same keyword. The corollary set of

actions also appears to have a degree of validity. The result is that a PPC campaign can

contribute to improve positioning in the organic results. However, attempts to manipulate

these relationships can, at least in the context of the Google, result in detrimental effects and

even banning from the search engine – the results are described as “negative SEO”. Despite

the risks a range of commercial organizations offer SEO services with varying degrees of

success.

The process of organic search engine optimization usually involves four stages; 1)

researching and developing a keyword plan that informs 2) on-page content optimization, 3)

optimizing off-page content including link building and 4) monitoring.

Onpage- Onpage refers to the html tags within the page. They include heading tags, title,

bold, italic on your web page.

Offpage- A technique where the link of your website is placed on other websites and vice

versa in order to create a network and increase the probability of visitors clicking the same

and then being directed onto your website.

Onpage optimization will not guarantee any top rating within a search engine, only offpage

optimization can offer that guarantee. However, offpage optimization is far more effective

when onpage optimization is in place.



When comparing the marketing and the SEO processes the clear parallels emerge:

Stage Marketing SEO

Stage 1 Setting goals Keyword planning

Stage 2 Understanding prospects On-page content optimizing

Stage 3 Engaging with prospects Off-page content optimizing

Stage 4 Measuring Monitoring

Table 1, Comparison of Marketing and SEO

Search engine marketing management

Search engine marketing management (SEMM) takes the concepts found within SEO and

integrates marketing management processes that seeks to promote a web site’s position

towards the top of the search results and producing increases in the predefined website

specific visitor conversion goals. Whilst the current case study illustrates that there was a

good SEO knowledge but poor visual knowledge in the first prototype, it also highlighted that

there is a need to combine these two considerations in a compatible and workable manner.

Most importantly when considering return on investment, the organization was keen to have a

measure on how many online enquiries were generated by setting their own conversion goals.

Conversion goals differ for all websites, for those offering content online, it will be the length

of time someone spends on their web pages. Tracking will also consider which search terms

produce the best rates of forward navigation within the site and high average view times.

Websites of this type and employing this type of conversion goal will also incorporate

consideration of the “bounce back rate”; the percentage of people who navigate to a back

from a search engine and then immediately return to the search engines results – presumably

to try another result. For example, websites such as bbc.co.uk and other online news

providers will be interested in increasing the time readers engage with their information,

including flagging 'good' stories, emailing the links of stories to others and following linked

stories. Other websites might be emphasizing conversion goals that enumerate downloads,

emailed enquiries or sales.



Table 2 highlights the need to differentiate SEO and SEMM and how these different activities

should be considered by website owners.

SEO SEMM

Measure Number of website visitors Number of successfully converted goals

Feature Organic SEO and Pay-Per-

Click

Integration of SEO with offline marketing

communications

Focus Keywords with high

popularity

Keywords that generate return on

investment

Table 2: Comparison of SEO and SEMM

James B. Evans (May 2008), “How Can Search Engine Marketing Techniques Enhance

an Online Visibility?”

This research study was undertaken to determine how search engine marketing (SEM)

techniques can enhance a nonprofit’s online visibility. The study methodology was a review

of current and relative literature available online and in print. SEM comprises the activities

designed to improve search referrals to a Web site, and it encompasses both organic and paid

search strategies. The literature review conducted focused on the use of search engine

optimization methods to boost the organic or natural ranking of a Web site. Pay-per-click

(PPC) and keyword purchasing strategies also were evaluated. The research specifically

sought examples of nonprofits using these methods to increase traffic to their Web sites. The

literature indicated that both search engine optimization and PPC strategies are effective. The

research pointed out that a combination of both would yield immediate and long-term

visibility of an organization’s Web site. Nonprofits had some advantages, compared to for-

profit organizations, such as the Google Grants program and free online advertisements.

7 P’s of Internet marketing

The 7 P’s are very important in Internet marketing and can make a big difference in a

successful online business.

1. PRODUCT: You need to be able to assess the market and the customers’ mood to

understand if the product you are selling online is really in demand or not? A good product

sold at the wrong time or in the wrong place might not sell as much, so you need to be



educated in how someone surfing on the Internet will be attracted to buy your product.

Appropriate research should be done ahead of time, at our company, Karma Snack; we can

conduct marketing research for you through our business intelligence services. We help

clients find the right market, demographic, and best time of year for promotion your products,

and then help deploy the campaign.

2. PRICE: By assessing what people can spend for some products, analyzing the buying

patterns, and knowing the trends you must intelligently set a price that will be attractive

enough to the customer and yet bring you profits. If a product is in demand and the current

price is not justifying the cost, you can raise it to ensure that the overall sales will bring you

profit even if you lost some customers. At Karma Snack, we help clients find the sweet spot

for your product’s pricing by testing pricing, discounts, and doing in-depth research on your

competitions bottom-line. The end goal of every campaign is to increase your profitability,

which reducing costs, while increasing your market share.

3. PROMOTION: When you are promoting your product on the Internet you need to

question whether you are addressing the right target audience. Even if you are getting the

target audience to your website, you need to be sure that you speaking the language they

understand. This way you can communicate the benefits in a way that they will understand.

An effective promotional campaign will mean your advertisements and the campaign tries to

reach out as many potential customers as possible. Karma Snack’s team takes care of

analyzing the traffic to your website, the sources of the traffic, and the average stay. We then

utilizes advanced behavioral analytics and predictive analysis to get more profitable

customers to your business.

4. PEOPLE: When you are doing Internet marketing you have to be able to outsource the

work and hire the people to do things like write effective content. You’ll want the people who

can provide answers to visitors’ questions and provide them with the information they are

looking for. It will also be necessary to effectively pass it back to the management. Lastly it

is very important to ask if you have the people to share information on the product, service,

or company on blogs, forums etc. by posting about it. Karma Snack helps clients with all of

this by utilizing their in-house team of copywriters, without additional charges to your

campaign.

5. PLACE: Obviously in the world of Internet marketing, your website is the place where all

transactions happen. How interactive is your website? How user-friendly is it? How easy is it



to navigate for the customer? These questions are very important to attract and retain

customers. Karma Snack utilizes A/B Split Testing, and Multi-variant testing on an ongoing

basis, to constantly improve your website’s performance, increase the amount of traffic which

converts into a sales/lead/ or a content. We test color schemes, buttons sizes, images, photos,

layouts, and are always improving your website. Your website has to constantly evolve; there

are times where your website will not look like it did a week ago, a month from now, or a

year from now. We are data centric, so all changes and improvements have to be justified by

increased ROI for you.

6. PROCESS: is very important for Internet marketing too. You need to ask if you have

resiliency in your site, the ability to handle large number of customers, the proper support at

all times, and a system to answer FAQs. Karma Snack scales campaigns according to each

client’s needs. There are times clients tell us to scale back the efforts since they cannot handle

the volume, and have to expand resources, and we adjust campaigns accordingly.

7. PHYSICAL EVIDENCE: Online, it is difficult for the customer to know how the product

is going to benefit them. So it will be necessary to communicate in a way that the customer

will be able to feel confident in purchasing a product or service. You can do reports and

articles that will excite the customers about the product and the service. Video and images

also help the customer feel comfortable. If you talk to a Karma Snack representative, you can

learn about how we take care of Video, images, content, reviews, articles, and sync all of

your offline and other online marketing campaigns for accountability.

Insurance and Google Ad words

Insurance-related keywords are the source of 24% of Google’s AdWords revenue, with the

highest CPC coming in at a whopping $54.91, according to a study by search marketing

company Word Stream. The company used its own keyword database and the Google

Keyword Tool to come up with the top 10,000 most expensive English-language keywords

over a 90-day period.

Examples of key phrases in the Insurance category included “buy car insurance online” and

“auto insurance price quotes.”

Next in line came the Loans category, commanding 12.8% of revenue with CPCs as high as

$44.28. Typical keywords in Loans include “consolidate graduate student loans,” and “fixed



home equity loan rates.” Third was the “Mortgage” category, which, one supposes, could

have been put together with Loans. As its own category, Mortgages represented 9% of

revenue, with the highest CPM coming in at $47.12.

Rounding out the top 10 categories, in order of percentage of revenue represented, include

Attorney, Credit, Lawyer, Donate, Degree, Hosting and Claim. Again, Attorney and Lawyer

could be argued to be a single category, but Word Stream broke them into two separate

buckets.

Clearly, the categories representing the highest revenue potential for Google — with both

high CPCs and high volume — are those with large potential customer bases willing to pay

the most to acquire a customer. These are advertisers for whom acquiring a customer

represents a substantial reward, either because it is an expensive purchase or because the

customer has a high lifetime value.

Here’s the full top 20 with the highest search volume and CPC, via Word Stream (Figure

2.4).



Figure 2.4 Most expensive keyword in Google



Chapter-3

Research Methodology

And Design



RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. In it we study the

various steps that are generally adopted by a researcher in studying his research problem s

along with logic behind him. Why a research study has been undertaken, how a research

problem defined, in what way and why the hypothesis has been formulated, what data have

been collected and what particular method has been adopted, why particular technique of

analyzing data has been used and a host of similar other questions are usually answered when

we talk of research methodology concerning a research problem or study.

DATA SOURCES

The research can gather primary data, secondary data or both. Secondary data are data that

were collected for another purpose and already exist somewhere. Primary data are data

specially gathered for a specific purpose or for a specific research project. When the needed

data do not exist or are outdated, inaccurate, incomplete, or unreliable, the researcher will

have to collect primary data. Most marketing research project involves some primary data

collection; it is quite costlier and time taking but provides accurate and reliable data to

researcher.

PRIMARY DATA

Data collected through number of Hits by users and no. of likes in social networking

websites.

Data was also collected from online service that collects information about domains

and keywords.

Data was also collected from Google trends. All information regarding number of

visits on website, source of traffic, user’s country of origin, bounce rate and unique

visitors were taken from Google trends.

SECONDARY DATA

Company website

Research Papers

Books, Journals/Magazines.

Other websites



OBJECTIVE OF THE STUDY

The objectives of the present study are as follows –

To understand the working of the Search Engine Marketing and find out affordable

ways to drive maximum visitors through comprehensive online marketing in Reliance

Life Insurance.

To understand Search Engine optimization as a Marketing tool to improve the ranking

of website.

To understand Pay per Click as a revenue generating tool for Insurance Industry.

LIMITATION OF THE STUDY

The result achieved by PPC will benefit for a short time only.

We cannot guarantee that all clicks on ad were made by targeted visitors.

For each click on advertisement we have to pay.

Ranking of website also depends on no. of Hits by Users.



Chapter -4

SEM STRATEGIES IMPLEMENTED

At

Reliance Life Insurance



Here we will discuss various online and search engine tools used by Reliance Life Insurance,

to increase the tariff of website, online advertisement and increase users of online application

of policies & payment.

Search Engines:

Search Engines is one of the most popular tools for finding information about anything

whatever you want. Most of the time we don’t know the exact address of website then only

search engine help us to find information of website. Major search engines maintain huge

databases of web sites that users can search by typing in keywords or phrases.

Reliance life Insurance used various online marketing tools to increase visibility of their

website.

Company works on crawlers and Indexes which check the webpage every day or minute

and content, context, traffic etc. Reliance Life Insurance take care of update happening of

own website, because it increase the ranking of website. Company also works on metadata,

tags, keyword etc. Figure 4.1 shows the search result of Reliance Life Insurance in Search

Engine of Google. Company is also a client of digital marketing company Interactive

Avenues, which work on SEM, SEO and PPC.

Figure 4.1, Search result of reliance life insurance

Search Engine Optimization:

It is the processes of improving the quality and volume of web traffic to a website by

employing a series of proven SEO techniques that help a website achieve a higher ranking

with the major search engines when certain keywords and phrases are put in the search field.



Reliance Life Insurance is a client of Web CEO Software to increase the tariff of website.

These software vendors work on the ranking of website and pages of website. Company

always works on the ranking of website in various search engines like Google, Yahoo

Search, and Bing etc.

Company work on keyword query use by user and count the no. of hits. If company

introduce any plan then SEO software and company takes care of ranking and hits of

website.

In the company we were responsible for the onpage optimization of the website. We add

Meta Title, Meta Keyword, Meta Descriptions, Page Title, Location and Page Contents on

the Admin control panel (as shown in fig. 4.2). It helps in capture the search market.

Whenever any user wants to find information regarding insurance, Company website shows

on the search result.

Figure 4.2, on page Optimization of RLI Admin Page



Tools for Search Engine Marketing

There are various tools which help in search engine marketing. These are search engine

results pages, banner ads, blogs, rich media Ads, social network advertising, Content

marketing, Affiliation marketing online classified advertising, advertising networks

and e-mail marketing, including e-mail spam. Many of these types of ads are delivered by

an ad server.

1. Online Advertisement:

Online advertising is a form of promotion that uses the Internet and World Wide Web to

deliver marketing messages to attract customers.

Reliance Life Insurance use online ads on various websites, social networking sites, emails

etc.

Reliance Life insurance Advertisement shows on www.afaqs.com. (Figure 4.2)

Figure 4.3, Ad of Reliance Life Insurance

2. Social media Advertisement

Reliance Life Insurance always works on social networking sites to reach the maximum

customer and internet users because, popularity of social networking sites is increasing

day by day. Company regularly updates the information in social networking sites.

Advertisement shown on www.twitter.com of reliance life insurance (figure 4.3).



Figure 4.4, online ad of reliance life insurance on Twitter.com.

3. E-mail Marketing

On the launch of every product reliance life insurance send email to customers. It is the easy

and cost efficient method to advertisement. Company also sends mail on regular basis (figure

4.4).

Figure 4.5, email of Reliance Life insurance



4. Content Marketing

Content marketing is the art of communicating with customers and prospects without selling.

It is non-interruption marketing. Instead of pitching products or services, companies are

delivering information that makes their buyer more intelligent. The essence of this content

strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable

information to buyers, they ultimately reward us with their business and loyalty.

While doing content marketing only those articles were uploaded which cater to RLI target

audience and will attract large number of users to Reliance Life Insurance website. The

article shown in fig. 4.6 is an example of content marketing by company, which was

published in the month of June. Article was about “Focus on reach, diversification” by

president of Nippon Life Insurance. So these types of article helps in increase the traffic of

website, because numbers of users will read, and hit on the link.

Figure 4.6, Content Marketing by RLI



Pay Per Click:

Pay per click (PPC) (also called Cost per click) is an Internet advertising model used to direct

traffic to websites, where advertisers pay the publisher (typically a website owner) when the

ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to

their target market. Content sites commonly charge a fixed price per click rather than use a

bidding system.

Reliance Life Insurance use Google AdWords and Bing Ads (figure 4.5) for pay per click

advertisement.

Figure 4.7, Pay per click advertisement

Reliance Online Plan

Reliance Life Insurance recently has launched an online plan -- Reliance Life Insurance

eTerm -- with a maximum life cover of Rs 1 crore for policyholders in the age bracket of 18-

60 years, which will simplify the process of buying an insurance cover. This plan is only

apply through online and there is not any other mode of apply this plan.



Data Analysis and Interpretation

These analysis are the part of Search Engine Marketing Strategies used by Reliance Life

Insurance. These are the various results and analysis of company website

www.reliancelife.com.

Google Trends is a public web facility of Google Inc., based on Google Search that shows

how often a particular search-term is entered relative to the total search-volume across

various regions of the world, and in various languages. The horizontal axis of the main graph

represents time, and the vertical is how often a term is searched for relative to the total

number of searches, globally.

Figure5.1, Total search volume and News volume

Interpretation:

The above data represent total search volume and News reference volume of Reliance life

insurance of last 12 months in all over the world. The highs and lows arise due to fluctuation

in number of visitors. One the graph points indicate the products launch by reliance life

insurance and some important new related to company.


http://www.reliancelife.com/


Figure 5.2, Popularity of Reliance Life Insurance

Interpretation:

The above figure shows the popularity of website in India region within sub region and cities

in the month of June 2012.Here maximum no. of hits are from Gujarat state and New Delhi

city.

Figure 5.3, Page rank and speed

Interpretation:

Above figure shows the Google page rank and speed of www.reliancelife.com. It also

calculates the Page size. The Red Cross button in search engines shows the page rank of

Reliance life Insurance is not very good i.e. in 2nd page of Google search. The green button

shows the load time and page size of website is good.




Figure 5.4, Visitors by Country

Interpretation:

The above picture shows that percentage of visitors and visitors by country. Here we can see

that more percentage of visitors is from India i.e. 98.3%.

Figure 5.5, Queries from Search Traffic

Interpretation:



The above table shows that the percent of search traffic to www.reliancelife.com from search

engine. We can see that the queries regarding reliance life insurance is maximum i.e. 12.28%.

Figure 5.6, unique visitors of every month

Interpretation:

The above graph shows that number of unique visitors of www.reliancelife.com on the

monthly basis. September 2011 shows the maximum no. of visitors i.e. approx 1500. Since

the May, 2012 the no. of users are increasing.

Figure 5.7, Traffic Rank

Interpretation:





Reliancelife.com is ranked #85,920 in the world according to the three-month Alexa traffic

rankings. This site has attained a traffic rank of 8,859 among users in India, where almost all

its audience is located.

Figure 5.8, Audience Demographics

Interpretation:

About 22% of visits to it are referred by search engines. Compared with all internet users, this

site appeals more to men; its audience also tends to consist of highly educated people earning

less than $30,000 who browse from work and have more children. www.reliancelife.com

visitors view an average of 6.7 unique pages per day.



Figure 5.9, RLI plans consumer report



Interpretation:

The above figure shows that the consumer report card of RLI plans. According to

www.customerdaddy.com, consumer satisfaction of reliance life insurance is not so good (It

is about 1.53 out of 10). The figure also explains the consumer satisfaction level and

consumer feedback about plans of RLI. It also includes CSL history of last 1 year and

consumer court judgment data, which shows consumer cases filed, won and lost by company.


http://www.customerdaddy.com/


Figure 5.10, RLI Facebook Page.

Interpretation:

Above figures shows the no. of likes and frequent changes on the page of Facebook. Upper

image shows the no. of likes on last week of august, which is approx 22,700 and the below

figure shows the no. of likes, which is approx 20,900 on the month of June. So, there is

increase in fans of webpage. Time-to-time reliance life insurance changes the timeline picture

and shows every new plan on Facebook as well as RLI organizes quiz contest and tips related

to insurance. This page also gives news related to insurance industry.

So, with the help of social networking Websites Company reaches large audience.



Figure 5.11, RLI Google search page.

Interpretation:

Above picture shows the comparison between search results of company website. On the

month of June it was on 5th position of the website on the 2nd page of www.google.com, on

the month of august it was 1st position of website on the 2nd page of www.google.com. It

shows that company website is optimizing in the search engine.


http://www.google.com/

http://www.google.com/


Chapter-5

Findings and Discussion

Findings

The major findings of the project are stated as follows:

1. www.reliancelife.com is built on ASP.Net. So, look and feel of website is good as

well as user-friendly.

2. SEO and PPC as a marketing tool only catch the urban as well as internet users.

So there is limited target audience on internet. But futures of these tools are very

hot because internet users are increasing very rapidly.

3. Reliance life insurance is the only company which launch online plan i.e. e-Term

Plan, which is apply through website only. So, It will help the company to




increase the ranking of website as well as numbers of hits, because now many

customer will buy insurance online.

4. We didn’t find any sponsored and ad in social networking website like Facebook,

twitter etc. of RLI. Website has only ‘page’ on these sites. These websites are

PPC and advertisement platform of any company. Company should give ads on

this website, because there are numbers of users who find information and review

of products and services through these social networking websites, so that

popularity of website will increase as well as numbers of hits and users will also

increase.

5. We find that the loading time of website is good.

6. Website includes Premium Calculator as well as knowledge center, which

calculates each premium and gives answer of every question respectively. It helps

the customers and users who seek information as well as it helps the company

with increase the monthly users and hits of website.

7. It observed that whenever company launched any plan, the visitors of website

automatically increase.



Chapter-6

Suggestions

Suggestions

Based on my experience and observation during summer internship; I would like to suggest

the following measures which can help in creating greater popularity for website and

company:

Website ranking of Reliance Life Insurance is page2 on Google and page 4 on Bing, if

you search ‘insurance’ in search engine. So, Company should focus on SEO of



website, because most of the users don’t want to visit 2nd page or later on search

engine.

Company should focus on Sponsored and Ad on Social Networking website, because

numbers of users are more in these sites and networking sites gives popularity.

As we observed, pay-per click for web links are not too much. So, company should

promote their website to gain competitive advantage in market.

Consumer satisfaction level should be increase by company, because we already seen

in figure 5.9, satisfaction level of consumer was only 2-star.

There should be a chat option on the website so that users can easily communicate

with the advisor or representative of company. Chat options give edge to any website

because it allows users to instant/frequently ask any questions and interactions.



Chapter-6

Conclusion

Conclusion

The search industry has traditionally been marked by constant technological innovation but there are signs that the industry is maturing with the dominant players of Google, Yahoo and possibly Microsoft eclipsing much smaller players such as Ask Jeeves. Some companies have disappeared from the industry entirely whilst other, former, stars such as Lycos and AltaVista have withered away to shadows of their former selves.



While nobody can guarantee top level positioning in search engine organic results, proper search engine optimization can help. Because the search engines, such as Google, Yahoo, and Bing, are so important today. It is necessary to make each page in a Web site conform to the principles of good SEO as much as possible. On page optimization will not guarantee any top rating within a search engine, only off page optimization can offer that guarantee.

When we consider Reliance Life Insurance, Company is now using Search Engine Marketing Strategies to increase the popularity of website and numbers of users. Company is following both types of optimization strategies to increase the ranking of website and to capture search market. Reliance has recently launched online term plan to attract online users. As we have already seen the ranking of website is in 2nd page of Google.com and 4th page of Bing.com. It is not very good ranking of website. But we’ve also seen increase in the ranking of website. It is a good sign of improvement. On the other hand company have only ‘page’ on Social Networking websites like Facebook and Twitter, website has not any sponsored ad and affiliation on these Social website. These sponsored helps in hits of website. If we talk about the Pay per Click of website, then we have seen that website ads are already shown on various discussion boards and various others websites. So, company is also focusing on Off Page optimization. Off page optimization is really increase the ranking of website and traffic of website because, linking of website to the other website.

Today where every company is fighting for to be in the 1st page of search result, it becomes very difficult for every company to maintain their ranking. In this case only good SEO tools, Software and SEM strategies can help any organization to maintain and increase the ranking of their website.

REFERENCE

Websites

http://en.wikipedia.org/wiki/Search_engine_marketing

Monday, 18th June 2012

http://mashable.com/2011/03/04/search-marketing-changes/


http://mashable.com/2011/03/04/search-marketing-changes/


Wednesday, 20th June 2012

http://www.reliancelife.com/rlic/AboutUs/our_founder.aspx

http://en.wikipedia.org/wiki/Insurance_in_India

Friday, 25th June 2012

http://www.affordablecebu.com/load/internet/

latest_total_number_of_internet_users_in_the_world/14-1-0-573#ixzz26K1zhP52

http://royal.pingdom.com/2012/04/19/world-internet-population-has-doubled-in-the-last-5-

years/

Thursday, 5th July 2012

http://www.karmasnack.com/knowledge/internet-marketing/2010/06/using-the-7-ps-in-your-

internet-marketing-plan/

http://koanmetrics.com/2012/01/internet-usage-in-india-2011/

Monday & Tuesday, 9th & 10th July 2012

http://www.payscale.com/research/IN/

Employer=Reliance_Standard_Life_Insurance_Company/Salary

http://en.wikipedia.org/wiki/Search_algorithm

11th to 13th July 2012

http://csb.uncw.edu/mscsis/complete/pdf/BeyelLaurenSEO.pdf

Monday, 16th July 2012

http://www.afaqs.com/advertising/storyboard/index.html?id=3828


Wednesday, 18th July 2012

http://www.webstatsdomain.com/domains/www.reliancelife.com/



http://koanmetrics.com/2012/01/internet-usage-in-india-2011/

http://royal.pingdom.com/2012/04/19/world-internet-population-has-doubled-in-the-last-5-years/

http://royal.pingdom.com/2012/04/19/world-internet-population-has-doubled-in-the-last-5-years/

http://en.wikipedia.org/wiki/Insurance_in_India


http://www.labnol.org/internet/find-website-traffic-hits/8008/

http://www.prchecker.info/check_page_rank.php

http://www.webstatsdomain.com/

20th & 23rd to 25th July 2012

http://www.bimabazaar.com/index.php?option=com_content&view=article&id=871:reliance-

life-insurance-launches-online-life-cover-plan-&catid=68:life-insurance-plans&Itemid=27


http://www.consumerdaddy.com/consumer-reviews-for-reliance-life-insurance-life-

insurance-plans-p-1861.htm

Monday, 30th July 2012

http://interactiveavenues.com/index.html

http://www.websitehealthcheck.com.au/

Tuesday, 2nd August 2012

http://www.google.co.in/search?

hl=en&newwindow=1&site=&source=hp&q=insurance&oq=insurance&gs_l=hp.3..0l10.146

8.2861.0.3274.9.7.0.2.2.0.153.571.4j3.7.0.les%3B..0.0...1c.1.xT0tIQQf0ZM

http://www.bing.com/search?

q=insurance&go=&qs=n&form=QBLH&filt=all&pq=insurance&sc=8-9&sp=-1&sk=

Every week from 15th June – 5th August 2012

Articles

http://timesofindia.indiatimes.com/business/india-business/Indias-ranking-in-world-

insurance-market-drops-four-places/articleshow/14464444.cms

Published on 28th June 2012

http://articles.timesofindia.indiatimes.com/2010-07-09/india-business/28283399_1_malay-

ghosh-reliance-life-insurance-lakh-policies


http://articles.timesofindia.indiatimes.com/2010-07-09/india-business/28283399_1_malay-ghosh-reliance-life-insurance-lakh-policies

http://articles.timesofindia.indiatimes.com/2010-07-09/india-business/28283399_1_malay-ghosh-reliance-life-insurance-lakh-policies

http://timesofindia.indiatimes.com/business/india-business/Indias-ranking-in-world-insurance-market-drops-four-places/articleshow/14464444.cms

http://timesofindia.indiatimes.com/business/india-business/Indias-ranking-in-world-insurance-market-drops-four-places/articleshow/14464444.cms

http://www.bing.com/search?q=insurance&go=&qs=n&form=QBLH&filt=all&pq=insurance&sc=8-9&sp=-1&sk=

http://www.bing.com/search?q=insurance&go=&qs=n&form=QBLH&filt=all&pq=insurance&sc=8-9&sp=-1&sk=

http://www.google.co.in/search?hl=en&newwindow=1&site=&source=hp&q=insurance&oq=insurance&gs_l=hp.3..0l10.1468.2861.0.3274.9.7.0.2.2.0.153.571.4j3.7.0.les%3B..0.0...1c.1.xT0tIQQf0ZM




Published on 9th July 2010

http://articles.economictimes.indiatimes.com/2011-11-08/news/30373537_1_internet-users-

internet-population-user-base

Published on 8th November 2011

Book

SEO Warrior: Essential Techniques for Increasing Web Visibility By John I Jerkovic

ABBREVIATIONS

SEO- Search Engine Optimization

SEM- Search Engine Marketing

PPC – Pay per Click


http://articles.economictimes.indiatimes.com/2011-11-08/news/30373537_1_internet-users-internet-population-user-base

http://articles.economictimes.indiatimes.com/2011-11-08/news/30373537_1_internet-users-internet-population-user-base


RLI- Reliance Life Insurance

ADAG- Anil Dhirubhai Ambani Group

NBFC- Non Banking Financial Company

IT- Information Technology

CRM- Customer Relation Management

LMS- Lead Management System

SAP- System Analysis and Program

DMS- Document Management System

FDI- Foreign Direct Investment

LIC- Life Insurance Corporation

GIC- General Insurance Corporation

RBI- Reserve Bank of India

AUM- Asset under Management

TPA- Third Party Administration


search engine marketing at reliance life insurance

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