The Challenge
This insurance company had strong direct response marketing and a well-known brand in Thailand. It had never worked on search engine optimisation (SEO), which limited how often people found it online.
Life insurance is a highly competitive market, and Google applies strict standards of experience, expertise, authoritativeness and trustworthiness (E-E-A-T) to pages in this field. The company’s blog articles did not match its products, and its product pages lacked the detail needed to rank high on Google. Both problems limited how well the site performed online.
Our Approach
Primal began with a detailed technical review of the company’s website, to find and fix anything that could keep its pages from ranking well in search.
We proposed a blog strategy focused on the company’s products and carried out detailed keyword research for those products, to bring relevant visitors to the site.
We also advised adding full information to the product pages to meet Google’s E-E-A-T standards, so the content served the people reading it and supported the SEO work at the same time.
Outcomes Achieved
Primal’s technical team fixed the problems the review found and improved the site’s SEO as a whole. At the same time, the content team rewrote the blog and the product pages, adding the researched keywords and the detail that E-E-A-T asks for.
The company’s presence in organic search, the unpaid search results, rose clearly, and organic traffic and conversions both grew within 5 months. Organic chatbot conversions grew 199% in 5 months, organic engaged sessions grew 84% and organic new users grew 82%.
- 199%Increase in Organic Chatbot Conversions
- 84%Increase in Organic Engaged Sessions
- 82%Increase in Organic New Users
Key Insights
- The old blog articles did not match the company’s products, so the new blog strategy was focused on those products and their keywords.
- A technical review came first, and the technical team fixed the problems it found.
- Full product detail was added to the product pages to meet Google’s E-E-A-T standards.
- Organic chatbot conversions grew 199% in 5 months, with organic engaged sessions up 84% and organic new users up 82%.
