Sutherland Insurance broke their sales records for personal insurance policies using our paid ads service. But when they targeted business insurance keywords, the cost per click (CPC) was prohibitively expensive.
To avoid getting stuck in a highly competitive ads space, we turned our focus to SEO.
Results
The Challenge
Sutherland Insurance wanted more traction on their business insurance offerings, but paid ads were prohibitively expensive for their expected ROI.
Keyword research showed that business insurance-related terms had a CPC almost 10x higher than personal insurance keywords. But they also had good organic traffic numbers and attainable difficulty scores.
The Strategy
To get started, we focused on creating more robust product pages for Sutherland’s business insurance services. We prioritized content based on highest expected traffic and our client’s overall sales goals. In the first month, we:
- Created content for two product pages, including in-depth information about the policy and strategically placed calls to action (CTAs)
- Created an internal link structure to improve the authority of business insurance product pages
- Cleaned up technical issues such as lengthy meta descriptions and naked anchor text
After a year of working together, we saw organic traffic to their business insurance pages increase 169%, and clicks to their overall website nearly doubled.
Ready to Add SEO to Your Marketing Strategy?
The success we’ve had with Sutherland Insurance isn’t an accident — it’s the result of balancing their business goals with effective SEO tactics.
When you’re ready to set your business up for long-term success, chat with our team and see how we can help.