Optimizing Insurance Pages for Improved Visibility
This case study highlights how strategic SEO updates significantly improved the visibility and traffic of key insurance product pages for a Canadian-based insurance company.
Overview of the Case Study
A Canadian insurance company, operating as part of a larger US-based platform, faced challenges in gaining traction for its key insurance products—home, auto, condo, tenant, farm, and commercial insurance.
The goal was to differentiate the Canadian site, increase traffic, and secure a competitive position on the first page of search results within the Canadian insurance market.
+48.76%
Month-over-Month (MoM) Click Increase
+157%
Year-over-Year (YoY) Boost in Clicks
+2.89%
Growth in Q1 Site Visibility for Tracked Term
Challenges/Objectives
The primary challenge was the inability to make significant content changes to the individual product pages. This limitation required a creative approach to improve the site’s SEO and increase visibility for the insurance products.
Solution #1
Dropdown Menu Optimization
We updated the dropdown menu to include "insurance"-targeted keywords, ensuring that users and search engines could easily identify the focus of each product page.
Solution #2
Subfolder Name Change
We changed the subfolder name from "product" to "insurance" and reorganized specific products under each, such as "/insurance/home." This change helped improve the site's structure and relevance in search engine rankings.
Solution #3
Meta Title and H1 Tag Optimization
We optimized product names by including 'insurance' in the meta titles, descriptions, and H1 tags, making the content more search engine-friendly and aligned with user queries.
Performance and Results
The strategic updates led to significant improvements in organic search visibility and site traffic. The changes enhanced the site’s overall performance, increasing clicks and visibility across targeted insurance pages.
These improvements played a crucial role in achieving stronger search rankings and driving more organic traffic to the site.
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