The Challenge
This insurance company was already successful in the online market. It wanted to widen its range with new insurance products, including asset accumulation insurance, health insurance and critical illness insurance.
At the same time, the company had to migrate its website from a subdomain to its main domain. Doing both at once needed careful preparation, so that the new products could launch well without harming the search engine optimisation (SEO) performance the site already had.
Our Approach
Primal wrote a detailed SEO strategy to support the company’s expansion. The work began with thorough technical and content reviews, then optimised the new product pages for competitive insurance keywords.
Primal also mapped out the site migration in detail, so the switch from the subdomain to the main domain would not lose the SEO rankings the site had earned. The aim was more visibility for the new products and a smooth migration.
Outcomes Achieved
Primal put the recommended SEO improvements in place and managed the site migration. Content was optimised for key terms such as “asset accumulation insurance”, and the site reached the top 3 search engine rankings within 3 months.
The migration ran smoothly, and the team monitored the site throughout to protect its SEO rankings. The new products became easier to find online, and the change to the site’s structure did not disrupt the company’s other digital marketing. Impressions rose 82% and clicks rose 55%.
- Top 3Organic Keyword Ranking
- 82%Increase in Impressions
- 55%Increase in Clicks
Key Insights
- The site migration was prepared alongside the product launch, so the switch to the main domain would not cost the site its SEO rankings.
- Technical and content reviews came first, then the new product pages were optimised for competitive insurance keywords.
- Key terms such as “asset accumulation insurance” reached the top 3 search engine rankings within 3 months. Impressions rose 82% and clicks rose 55%.
