The Challenge
This car insurance company sells cover for damage to the insured car and for any legal liability that comes from using it.
The car insurance market it works in has many established competing brands, and several of them already have a strong presence online. Next to them, the client’s website was new, which made the task harder. Primal’s approach was to use blog content with call-to-action (CTA) buttons inside the articles, to raise awareness of the brand and get more visitors engaging with the site.
Our Approach
Primal began the search engine optimisation (SEO) work with detailed keyword research for the client’s product pages and blog content. Each product page was optimised for its own keywords, such as class 1 and class 2+ car insurance, and we suggested new pages where a niche group of searchers had no page yet.
In the blog articles, we added relevant keywords and placed CTA buttons within the text, to shorten the path from reading about car insurance to buying a policy.
Outcomes Achieved
Primal applied the keyword strategy across the product pages and the blog content, optimising each page to be found and read. At the same time, we ran site-wide technical checks to find and fix any problems that could hold back the site’s rankings in search engines. With those fixed, users had a smoother experience on the site and it was easier to find online.
Organic purchase conversions, from people who reached the site through unpaid search results, rose 153% in 3 months. Organic clicks grew 517% and organic impressions grew 367%.
- 153%Increase in Organic Conversions
- 367%Increase in Organic Impressions
- 517%Increase in Organic Clicks
Key Insights
- Each product page was optimised for its own keywords, and new pages were suggested where a niche group of searchers had no page yet.
- CTA buttons inside the blog articles were placed to shorten the path from reading about car insurance to buying a policy.
- Site-wide technical checks found and fixed the problems that could hold back the site’s rankings.
- Organic purchase conversions rose 153% in 3 months, with organic clicks up 517% and organic impressions up 367%.
