Context
A large insurance brokerage offering a wide range of products, including car, motorcycle, life, bicycle, travel, home, bail, and health insurance, faced the challenge of strengthening its online presence in the competitive Brazilian market.
Despite a strong brand in the market and continuous investment in Google Ads and Meta Ads, the company had not achieved significant results with its previous SEO strategies, mainly focused on technical aspects that impacted less than 15% of results.
Challenge
The broker was in a period of transition, having recently migrated to a new domain. This presented an additional challenge for indexing on Google and consequently generating traffic.
The insurance niche, especially in the financial segment, is highly competitive, with large players such as banks and insurance companies dominating the top positions on Google.
The company started with a DR of 52, which was a disadvantage compared to competitors who had a DR above 60.
Solution
To overcome these challenges, we implemented a series of strategies focused on:
- Improved Internal Linking: We increase the page rank of each page and facilitate indexing by Google by adding relevant internal links.
- Sales Page Refresh: We optimize the content and format of pages to align with Google preferences.
- Blog Content Creation: We started a content creation calendar, focusing on questions related to insurance and adjacent topics such as cars, motorcycles, and travel.
- Backlink Building: We remained consistent in creating five backlinks per month to speed up indexing and maintain momentum.
Results
Within a year, the results were remarkable:
- Daily organic traffic jumped from 3 hits to 324 hits daily.
- The broker reached the top positions on Google for 116 keywords and was in the top 10 positions for 470 keywords.
- Despite a decrease in DR from 53 to 47, the quality of the backlink profile improved significantly, offsetting the loss of some old backlinks.
Featured Snippet and Study of Specific Content
We managed to position blog content at the top for a word with more than 38 thousand searches per month. In addition, we get the featured snippet for variations of this word.
With this result, we searched the client’s main competitor on Google and positioned the correct one for a word that their customers search for just before we are ready to purchase insurance.
The content was published in the first week of December 2023 and on December 19th we are already on the first page of Google for the keyword.
From that day on, we were floating among the top 5 positions, ensuring that the client gained organic access to these and other searches (variations of the main keyword).
Lessons Learned and Insights
The main lesson learned was that quality content can overcome technical challenges like lost backlinks.
We also discovered that to penetrate competitive niches, such as insurance, it is essential to adopt a multifaceted approach, combining strengthening brand recognition with targeted efforts to position sales pages.
Conclusion
This case study demonstrates that, even in a saturated and highly competitive market, a well-planned and executed SEO strategy can lead to significant improvements in online visibility, reduced paid advertising costs, and, consequently, brand recognition.
Consistency in publications and backlink building, along with focused optimization of both sales pages and blog content, proved to be key elements in the success of the insurance broker’s SEO strategy.
