The Direct Line Group’s goal has always been to put the customer first, but attracting new policyholders is especially tough in the insurance sector.
So many insurers are vying directly for attention, including powerful price comparison websites and competitors with large budgets for paid advertising. This makes achieving strong organic search rankings extra important for Direct Line, given that they don’t work with intermediaries.
We’ve partnered with Direct Line for a number of years, helping them across a range of product lines, including life, pet and business insurance. Following our success with the term “business insurance”, in which we were able to increase rankings from 10th to 1st place and reduce PPC spend by £150,000, one of the other key areas Direct Line wanted to focus on growing was public liability insurance.
What we did
First, we increased the topic coverage on the public liability insurance product page by answering key informational questions to match user intent. We also tested the use of click-to-expand containers and the positioning of priority content on the page in order to make structural improvements and improve relevancy signals.
Cannibalisation issues were resolved where multiple pages were competing to rank for the same terms and negatively impacting the performance of the main product page. We created a custom schema markup for the page using financial product schema. And finally, we executed an internal linking review to optimise anchor text signals pointing to the public liability page from the home page and other related pages.
We also looked at site-wide changes to improve the overall quality and trust signals.
Backlink optimisation was carried out to redirect home page links to more relevant internal pages in order to redistribute link value. We also utilised other Direct Line Group websites and content to increase signals to core product pages on the Direct Line for Business website.
We audited the supporting content for product pages and blogs to improve, consolidate, and delete content where applicable. By doing this, we improved the overall quality threshold of content for the site and ensured all product pages were optimised for the key terms users search for.
We also reviewed the site against the quality raters guidelines to identify key trust signals that could be improved. Finally, we optimised each product for featured snippets, adding content and reformatting existing answers on the page to acquire the answer boxes.
“Simply the best agency I came across – I’ve worked for some and with many others. A very experienced and professional team going above and beyond and focusing on the right things. Highly recommended for anyone who struggles with their SEO.”
Martyna Sroka, Direct Line for Business
Combined, the optimisations we made increased Direct Line’s organic ranking performance for public liability insurance.
This was driven by achieving ranking improvements for the term “public liability insurance”, which moved up from 10th position (second page) to 4th place, as well as ranking improvements for key related terms.
As a result, organic traffic grew by 50%, quotations increased by 399% and policy sales rose by an impressive 491%.
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