CASE STUDY
SEO Strategy Insures Organic Traffic Dominance
An early Insurtech player in the Canadian insurance market was faced with increasing lead gen costs and competitors with virtually unlimited budgets. They were looking for increased volume of qualified leads and a reduction in cost-per-lead, and Authentic Marketing Solutions had the strategy.
Industry
e-Commerce: Insurance
Services Provided
- Content Strategy
- SEO
CASE STUDY
SEO Strategy Insures Organic Traffic Dominance
An early Insurtech player in the Canadian insurance market was faced with increasing lead gen costs and competitors with virtually unlimited budgets. They were looking for increased volume of qualified leads and a reduction in cost-per-lead, and Authentic Marketing Solutions had the strategy.
Industry
e-Commerce: Insurance
Services Provided
- Content Strategy
- SEO
92%
Single-Year Growth in Organic Traffic
5+
Expansion Into New Markets
The Challenge
Square One first engaged our services when they were in the start-up stage. They believed home insurance could be done better.
They were looking for a more effective way to compete in a market that is dominated by traditional players with more capital, established agent broker networks, and bigger budgets for traditional ad spends.
They were looking to establish a regional footprint in the BC market and then expand into other markets across Canada and then into the US.
Goals & Objectives:
- Achieve strong rankings in organic search results for commercially valuable search terms.
- Increase overall volume of qualified leads in order to drive business growth.
- Dramatically reduce cost-per-lead to a profitable level by supporting and supplanting key PPC spends.
The Strategy
The first step was to develop a strategy that would allow us to focus on areas where the client could get wins and achieve desired results. Site architecture was overhauled to emphasize a hyper location-based strategy and organic search goals were coordinated with PPC campaigns to maximize click through rates.
There was an early recognition that this was an industry that had been traditionally thin on content hubs relevant to service products. As a result, there was a consensus that content marketing was an area where they could be competitive and gain significant advantages. A content marketing plan was implemented to support campaign objectives and long term business growth.
The Results
Based on our initial content and SEO efforts, Square One saw a significant increase in organic growth, including brand awareness and specific organic keyword driven traffic goals.
As the business expanded into new markets from British Columbia to Alberta, to Saskatchewan, to Ontario, and to Arizona, there was an expansion of targeted search campaigns into those markets; with the expansion into the US market, there was a complete site migration from .ca to .com without any traffic losses.
Results:
- 30+ top 3 rankings for key search terms.
- 92% single year growth in organic traffic.
- Supported expansion into 5 new markets.