Challenge

Despite the strong Direct Response (DR) of the insurance company and its brand reputation in Thailand, they had not previously utilised SEO strategies, impacting their digital visibility. The life insurance sector is fiercely competitive and subject to rigorous standards set by Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) algorithm updates. They faced challenges, including blog content that did not align with their product offerings and product pages lacking the detailed information necessary for achieving high rankings on Google, thus hindering their online performance.

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Approach

Primal developed a comprehensive strategy, starting with an in-depth technical audit of the insurance company’s website to identify and rectify any elements that could be impeding its search rankings. We proposed a targeted blog strategy and conducted detailed keyword research specifically related to their products to drive relevant traffic. Additionally, we advised enhancing the product pages by adding comprehensive information to meet the stringent E-E-A-T guidelines, ensuring that the content not only resonated with their audience but also strengthened their SEO efforts.

Results

Primal's technical team meticulously resolved the issues identified in the audit, optimising the site’s overall SEO framework. At the same time, the content team revamped the blog and product pages, integrating the researched keywords and enriching the content to align with E-E-A-T criteria. This approach significantly improved the insurance company's organic search presence, resulting in a marked increase in both organic traffic and conversions within a five-month period. This demonstrated the effectiveness of a strategically driven SEO campaign in a competitive industry.

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199%

Increase in Organic Chatbot Conversion

84%

Increase in Organic Engaged Session

82%

Increase in Organic New Users

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