Subject: "Life Insurance" / "Insurance Marketing Organization".
Case Dates: December 2022 - March 2024
Services: regular SEO-promotion, SEO-audit
A client from Canada asked for promotion of an American subdomain in the topic "Life Insurance" / "Insurance Marketing Organization". The main goal of this project was to attract young insurance agents and expand their insurance network.
The work resulted in a 200% increase in traffic over the 12 months from January 2023 to January 2024 (0 to 2K per month).
Year-over-year growth in impressions and clicks according to Google Search Console:
More on how this result was achieved next.
2022-2023
Analysis
By conducting a full niche analysis on a given US geo (+ specific states were specified, which we will omit), we identified for ourselves the main competitors as well as a specific website that we could target.
Analysis of the niche, semantics and successful competitors showed that the most successful strategy to achieve the goal in such a complex topic and in the most highly competitive region of the world will be to attract traffic on informational queries by publishing thematic articles on the blog site.
Also, a forecast on organic traffic (visits/clicks) was agreed upon, which was 1000-1500 visits/clicks per month after a year of SEO-promotion, considering that organic clicks of the American subdomain of the main project at that time were 100-300 per month.
2023-2024
How the result was achieved
Stage 1 - technical optimization, commercial factors
Since the site was already implemented, the first step was to refine the current pages, so first a comprehensive SEO audit of the US subdomain was conducted and implemented:
- finalized the main server responses (301, 404, 500);
- optimized and added correct Title, Description, H1 including keywords (collected during the initial competitor analysis stage);
- optimized and added text to the homepage;
- closed links to external resources in nofollow and added the noopener attribute;
- added correct robots.txt and sitemap.xml files;
- added micropartitioning of appropriate types: Organization, Article, FAQ, etc.;
- tried to optimize the speed of page loading, but here we got stuck in the engine of the site - wp / elementor - showed itself not on the best side in terms of page loading.
A full commercial factors analysis was also prepared, which included a set of recommendations that would be able to raise the trust from the search engine and users.
To give you an example, it was finalized:
- added a notification about the collection of cookies;
- added service pages (Accessibility, Privacy Policy, Terms&Conditions);
- logos of partners with whom the company cooperates were added;
- descriptions of the main advantages of cooperation with the company were added;
- reviews of the company's clients/partners were added to the main page;
- added a block with answers to thematic questions (FAQ);
- registered the company on glassdoor and put the company's ranking on the site.
Stage 2 - semantics, avalanche SEO, content
In parallel, while our recommendations were being implemented, we collected a full-fledged semantic kernel based on the client's priority marker queries, as well as competitive sites.
After structuring and analyzing the obtained semantics, we identified clusters of queries, the frequency of which corresponded to the current (at that time) traffic, according to the KGR system, described in more detail in the article on our blog - https://iconsult.agency/blog/tehnika-lavinnogo-seo-ranzhirovanie-bez-resursov-perevod-stati-avalanche-seo-technique/.
The next step was to finalize the blog in terms of EEAT factors. Thus, the following work was done:
- The structure of the blog was developed (categories were added for posts of different topics).
- Authorship and factchecking of articles was added. Additionally, an author's page was created, who wrote and edited articles according to our technical assignments.
- Added additional functionality: time to read, date of publication, shearing, linking to other blog posts.
After finalizing the typical pages of the blog, according to our specifications, we started to write content taking into account the strategy from low-frequency queries to high-frequency queries.
About 50 new articles were written and published on the site's blog in this way.
Stage 3 - References
Next, we selected a list of donor domains that hosted competitors and started publishing links.
Also, in addition to the standard placement of article backlinks, the client held events and regular updates in the company, which required a press release publication in various regional media. Therefore, once a month we steadily published press release publications and tried to stay constantly in the info field of regional media.
For additional trust, experts prepared responses and topic posts for Quora and Reddit and published with backlinks to the company's website and the articles that were written.
The link strategy also involved links from muzzies on the PBN grid (about 10 pieces), which resulted in good link weight that spilled over to the main page of the site.
Thus, according to Ahrefs, for a year of work to build link trust, it was possible to increase about 150 unique trust donor domains:
We will also attach a screenshot with the indicators of domain-donors, which managed to increase:
Final results
The final results can be gauged by how the overall visibility of the project grew, and the positions of the articles that were created.
Let's demonstrate the cf. positions of query clusters at the beginning of promotion:
Page positions a year after creation:
Also attached is a screenshot comparing organic traffic from GA4 for January 2023 to January in 2024:
Year-over-year growth in impressions and clicks according to Google Search Console:
Comparing January 2023 to January 2024 in the GSC:
We also provide a screenshot of organic traffic and keywords growth from Ahrefs during the promotion period:
Thus, the forecast that we gave in the beginning was fully confirmed and even exceeded (we predicted 1000-1500 clicks/visits per month, and in the end we got 2000-2500 clicks/visits).
Conclusions
The main conclusions that I made is that you need to maximize the brand, at the expense of press releases, and try to cover as many clusters on the site as possible.
The hardest part was to technically optimize the site.
The site was originally on WP Elementor. This severely constrained the optimization of the site.
Therefore, it is necessary to make the site on flexible technological solutions.
In the US, in such a highly competitive niche Your Money, it is important to follow the EEAT guidelines.
During the covid, conferences in this niche moved from offline to online. This provided regular infodumps for press releases.
Although initially the insurance business is very much still advertised offline. The client was not used to online advertising and therefore did not immediately understand the value of our recommendations and actions. There were a number of moments when recommendations were not implemented.
The client also hired authors for the blog in parallel, and sometimes they generated articles with neurons. We were not warned. This was not good for the site.
If the site would have implemented all the technical details and the client would have followed all the recommendations, including the strategy with drops, the result could be one and a half or two times better.
- N8N service for automating routine SEO tasks
- A complete SEO checklist for blogging: how to write articles that drive traffic
- How to use Instagram for SEO
- How to manage your reputation on Google: a guide to SERM for businesses in 2025
- Best SEO plugins for ChatGPT
Your article helped me a lot, is there any more related content? Thanks! https://www.binance.bh/register?ref=JW3W4Y3A
Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
Thanks for sharing. I read many of your blog posts, cool, your blog is very good.
Your article helped me a lot, is there any more related content? Thanks!
Your article helped me a lot, is there any more related content? Thanks!
Your point of view caught my eye and was very interesting. Thanks. I have a question for you.
Thanks for sharing. I read many of your blog posts, cool, your blog is very good.
I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article. https://accounts.binance.info/en-ZA/register-person?ref=B4EPR6J0