Direct Line Group’s goal has always been to put the customer first. This began with car insurance, cutting out the middleman, the forms and the jargon – revolutionary changes at the time. Now one of the UK’s leading insurers, they also provide home, pet, travel, life, van, landlord, small business and breakdown cover for millions of customers.
Attracting new policyholders is especially tough in the insurance sector. Many competitors are vying directly for attention, including powerful insurance search sites, and huge budgets are used for paid advertising. This makes achieving strong organic search rankings extra important for Direct Line. We partner with them to help across a range of product lines, including life, pet, and small business insurance.
One of the key areas Direct Line for Business wanted to focus on growing was public liability insurance. By improving organic performance, they hoped to reduce their spend on PPC.
We tackled the most important tasks first by:
- Increasing the quantity of informational content on the public liability insurance product page
- Testing use of click-to-expand containers and where priority content is positioned on the page in order to make structural improvements
- Conducting a keyword cannibalisation review in order to resolve issues where multiple pages were competing to rank for the same terms
We carried out backlink repurposing to redirect homepage links to more relevant internal pages and added publish dates to core product pages, enabling Google to easily see when the page was last updated.
In terms of on-page optimisation, we conducted page title and meta description testing to ensure consistent alignment with the product and biggest opportunity from a search volume perspective. We also added popular FAQ schema to product pages and improved the consistency of heading tags.
Finally, we optimised each product for featured snippets, adding content and reformatting existing answers on the page to acquire the answer boxes.
An increase in ranking, traffic and sales
Combined, the optimisations we made increased Direct Line’s organic ranking performance for public liability insurance. This resulted in year-on-year growth of 24% for site traffic, a 790% year-on-year increase in quotations, and a 693% increase in sales. They were also able to reduce their PPC ad spend by over £100,000.
“Simply the best agency I came across. I used to work for a few SEO agencies before starting my manager role at Direct Line Group. I also had a chance to manage a few SEO agencies as their client. Reddico were the first agency which stood out.” Martyna Sroka, Direct Line for Business
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