The Challenge
This global life insurer helps millions of customers around the world prepare for their future.
Technical problems on its website were holding back its organic search performance. The site relied heavily on JavaScript redirects, which slowed search engine crawling and delayed the indexing of key insurance product pages. A large number of 404 error pages broke the user journey and told search engines the site was in poor health. Together with weak on-page optimisation, these problems kept the insurer from reaching people with high-intent searches.
Our Approach
Primal wrote a clear technical search engine optimisation (SEO) roadmap to restore the site’s health and improve its search performance. The first priority was replacing client-side redirects with server-side redirects, so search engines could crawl the site faster and link equity, the ranking value that links pass between pages, carried over correctly.
We reviewed the internal linking structure in detail to fix broken paths and recover lost authority. We also wrote a targeted on-page optimisation strategy that matched high-value keywords to refreshed landing pages. Every change had to meet the strict compliance requirements of an insurer as well as the technical needs of search engines and the needs of users.
Outcomes Achieved
The work began with a technical clean-up. Permanent 301 redirects replaced the JavaScript redirects, so search engines crawled the site more efficiently. Custom error pages and targeted redirects reduced the effect of 404 errors and kept the user journey smooth. Better metadata and clearer semantic content made each page more relevant to its keywords.
With the technical fixes and clearer content working together, search engines spent their crawl time on the site more efficiently and the site’s authority grew. Organic conversions rose 39x in 3 months. Search visibility grew 6x and organic traffic grew 4.4x.
- 39xIncrease in Organic Conversion
- 6xIncrease in Search Visibility
- 4.4xIncrease in Organic Traffic
Key Insights
- JavaScript redirects slowed crawling and indexing, so replacing them with server-side redirects came first on the roadmap.
- Every technical and on-page change had to meet an insurer’s compliance requirements as well as the needs of search engines and users.
- Organic conversions rose 39x in 3 months, with search visibility up 6x and organic traffic up 4.4x.
