Policy Powerhouse is a fast-growing, digital-first insurer for holiday-let, Airbnb and unoccupied properties. Visibility was rising, but AI features were compressing clicks and overlapping content was diluting authority. The goal was straightforward: protect branded demand, expand non-branded reach, and turn more discovery into quotes, without adding friction for landlords and hosts who want fast, clear cover.
Build robust coverage for holiday-let, Airbnb and niche landlord terms. Remove cannibalisation, expand purchase-stage FAQs, and structure pages to earn Featured Snippets and AI placements. Focus on durable visibility, not short-term spikes.
Measure ChatGPT and AI Overviews as core KPIs. Add entity detail, FAQ schema and strong author signals so Policy Powerhouse is cited when AI compresses results. Grow AI Share of Voice, not just blue-link rankings.
Tighten internal linking, clarify CTAs, shorten quote steps, and improve mobile performance so every visit can become a lead. Benchmark forms and UX against competitors and ship pragmatic CRO fixes.
We worked backwards from how landlords actually buy. First, a cannibalisation audit and updated keyword sitemap to give each core product a single, authoritative home. Next, an FAQ expansion in plain English across service pages, structured to win snippets and AI surfaces. We also introduced AI Overview and ChatGPT tracking, targeted snippet formats, and prioritised link building with ongoing technical housekeeping. Finally, a conversion/UX audit simplified CTAs, reduced friction in quote forms and strengthened trust signals on mobile.
Core terms ranked, but overlapping pages split equity. CTAs weren’t obvious, forms ran long, and mobile lagged. AI features were on the rise and suppressing CTR; when an AI Overview appeared, average CTR dropped sharply.
We consolidated competing pages, expanded intent-led FAQs, added structured data, and re-routed internal links to revenue pages. We stood up AI tracking and targeted snippet formats. Result: a step-change in keyword scale and material gains for holiday-let and niche queries, with AI visibility trending up.
Growth in ranking keywords
Domain-wide impressions growth
Customers need quick answers: what’s covered, who’s eligible, how to buy. By aligning content to real questions, removing internal friction, and optimising for AI and snippets, not just traditional SERPs, Policy Powerhouse now wins discovery where it matters and converts more of it. If you want SEO that performs in a zero-click landscape and turns intent into quotes, let’s talk.
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