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Case Study
Devitt Insurance are motorcycle insurance specialists who came to us to help reach the next level.
Insuring Success- Dominating The SERP With Devitt
Completed on:
2023-07-29
The Objective
When working with Devitt, we were tasked with maximising visibility across important, high volume keywords; identify new insurance segments to target; and ultimately generate an increase in conversions going into peak season within the motorbike insurance season.
The biggest keyword targets were also the most competitive, with huge competitors such as Compare The Market & Money Supermarket dominating the SERP.
Because of this, we quickly managed client expectations, and targeted other direct motorcycle insurers as a measure of success. Competitors such as Be Moto, Motorcycle Direct and Bikesure were competitors we believed we could outrank for the biggest volume keywords, and any huge competitors such as Go Compare, would be a bonus.
This placed us with a target of achieving top 5 positions for keywords with over 10,000 monthly searches.
Another task alongside the improvement of huge volume keywords was identifying currently unranked, or low ranking, smaller niche oppertunities. Our plan here was to look at competitors, to understand where there were gaps in our targets, as well as keyword research to see which targets we were currently unranked for generated enough monthly search to warrant targeting.
This included other services, such as Motorhomes, Moped Insurance For 16 Year Olds and other smaller niche’s such as specific make and models of bikes.
As with almost every SEO campaign, the main goal is to produce results through conversions. For Devitt, the main conversion goals were direct quote requests on the site, calls to the sales team and current client renewals.
We were also tasked with understand at which point of the conversion funnel potential customers were dropping off, so Devitt could maximise their conversion rate and understand issues with their processes.
The Results
58
Increase in keywords in the top 3 positions
292
Increase in keywords in the top 10 positions
27,000
Increased first page positions within keywords that have 27,000 or above monthly searches
When working with Devitt, we were tasked with maximising visibility across important, high volume keywords; identify new insurance segments to target; and ultimately generate an increase in conversions going into peak season within the motorbike insurance season.
Our strategy was to begin our keyword research, understand exactly what our targets where and the priority in which we would target these.
After identifying around 600 different keyword variations we would like to target, we pieced these together into a keyword sitemap. This allowed us to understand where best these keywords would be housed, so we could target them, as well as additional pages we needed to create, in order to rank better for keywords through the use of dedicated pages.
Once the sitemap was built and agreed, we then implemented our page title tag, page h1 and meta description changes. This would have given the campaign a quick, and necessary boost early on in the campaign, once Google recognised the changes we had made.
After this, whilst we waited for keyword movement to settle after the re-indexing process, we carried out a full technical audit of the site, which allowed us to identify and fix any issues that were causing harm to SEO results.
The site was an old build, so we encountered various problems whilst trying to find fixes, but still managed to increase overall site health by around 11 on SEMRush’s technical audit crawler.
After the technical audit was complete, we built out a keyword pain point calendar. This identified often long-tail keyword questions that customers are asking, that we can then aim to answer either on an existing page or within a dedicated blog post.
Overall conversions also increased by 50.93% year on year for the same time period, highlighting the importance of the increased rankings heading into peak season.
More leads, better rankings, or a strategy that delivers - just get in touch today and let’s build your success story together.
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