Helping PolicyBee conquer the competitive business insurance market.
SEO CASE STUDY: SMALL BUSINESS INSURANCE
“Matt integrated seamlessly with our in-house marketing team from the start. He took our business plan and culture as a starting point and succeeded in activating an ever-increasing flow of high converting traffic to PolicyBee’s website.
Matt always stays within budget and is highly imaginative with the resources available to him. His reporting is meticulous and clear, and his recommendations are concise. He is a trusted extension to our marketing team - we rely on his industry expertise for the stewardship of our website and are constantly surprised and delighted by his creative approach.
Matt’s been a key contributor to PolicyBee achieving its business goals.”
- Dominique Fell-Clark, Director & Head of Marketing at PolicyBee
Challenge
PolicyBee, a specialist insurance broker for small businesses and charities, faced a daunting challenge: standing out in the fiercely competitive business insurance landscape. Search engine results pages were dominated by big-brand insurers and comparison sites, making it difficult for PolicyBee to reach its target audience.
As a secondary challenge, PolicyBee’s marketing strategy relied heavily on PPC advertising to attract new customers. PolicyBee wished to reduce this reliance on paid search and achieve more sustainable growth through organic search.
Solution
We implemented a comprehensive SEO strategy to boost PolicyBee's organic visibility and attract qualified leads. Here's how we tackled the challenge:
On-page optimisation
We optimised PolicyBee's website content and structure, including creating new landing pages that targeted specific high-intent keywords relevant to the different types of small businesses and charities PolicyBee wished to target.
Content audit
We conducted a thorough SEO content audit, evaluating existing content for its relevance, information depth, alignment with user search intent, plus identification of content gaps.
User-centric content strategy
We developed a content strategy that prioritised user needs. By creating informative and helpful content that addressed common insurance concerns for small businesses and charities, we established PolicyBee as a trusted resource.
Technical SEO
We ensured PolicyBee's website ran smoothly and was technically sound for search engine crawlers. This involved optimising internal linking, fixing and implementing redirects, and working with the development team to improve the overall user experience.
Organic link acquisition
We implemented natural link building campaigns to secure dozens of high-quality backlinks from reputable websites, including the likes of techcrunch.com, vice.com, and afr.com amongst many others. This enhanced PolicyBee's authority and improved the positions of key pages in search engine rankings.
Results
#1 search rankings for dozens of high-volume terms
PolicyBee has secured and maintained coveted #1 positions for dozens of highly competitive search terms. This translated into significant organic traffic growth.
102% increase in organic sessions
Website sessions more than doubled during a two year period, showcasing the effectiveness of the SEO strategy in attracting new visitors.
216% increase in organic revenue
Throughout the same period, PolicyBee's revenue saw a 216% increase. This demonstrates the direct impact of SEO on driving qualified leads and conversions.
Conclusion
This case study exemplifies the value of user-centric SEO. This, coupled with the ongoing support & guidance facilitated by a retained SEO service helped PolicyBee achieve much-improved visibility in search results and most importantly, aided sustainable business growth.
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