Case Study 1: Organic sessions reveals a significant increase of 36.5% YoY

1. Full Technical Website Audit

We conducted a thorough technical audit of the website to identify and resolve critical issues such as broken links, crawl errors, slow page load times, and mobile responsiveness challenges. This ensured the website was fully optimized for search engine indexing and provided a seamless experience for users.

Internal linking

Implementing an effective internal linking strategy requires a structured and detailed approach. Here’s how we managed the process for our client :

1. Site Structure Analysis:

• We began by auditing the website to understand its current internal linking structure, including the relationship between service pages, location pages, and blog content.
• Identified orphan pages (pages with no incoming links) and pages with poor interconnectivity that needed optimization.

2. Mapping the Internal Links:

• Location Pages to Services: Created a mapping system where each location page was directly linked to its relevant service pages. Similarly, service pages linked back to their respective location pages.
• Subfolder Connections: Ensured that each URL had contextual internal links pointing to and from pages within its subfolder to distribute link equity effectively.

3. Placement Optimization:

• User Behavior Analysis: Used heatmaps and engagement metrics to identify high-impact areas for link placement, such as navigation menus, content body, and footers.
• Natural Integration: Incorporated links seamlessly within the content to ensure they aligned with user intent and enhanced readability.

2. Local SEO (Google My Business) Optimization

Our team enhanced local search rankings by optimizing the broker’s Google My Business (GMB) profile. This included updating business information, creating important citations, gathering positive reviews, and implementing strategies to improve the visibility of the brokerage in local searches, ensuring they stood out in their target regions.

3. Strategic Keyword Targeting

We performed in-depth keyword research to identify high-volume, relevant keywords with manageable competition. These keywords were strategically integrated across several insurance products to maximize search engine visibility, increase traffic, and drive qualified leads.

4. Content Development and Website Architecture Optimization

Engaging and informative content was created for practice area pages, addressing the unique needs of potential clients. We also refined the website’s architecture to improve navigation, ensuring users could quickly find the information they needed.

5. Full Website Rebuild with truWeb

The entire website was rebuilt using Trufla’s truWeb platform to upgrade to latest technology, with a focus on enhancing user experience. This included placing strategic calls-to-action (CTAs) to guide visitors toward key conversion points, such as requesting a quote or contacting the brokerage.

6. Dedicated Landing Pages and Blog Content

We developed dedicated core landing pages and created blog content tailored to establish topical authority. These efforts helped attract relevant traffic and positioned the broker as a trusted industry leader in a highly competitive market.

7. High-Authority Backlink Building

To increase the competitiveness of newly added services, we built high-quality backlinks from authoritative and relevant sources. This bolstered the domain authority of the website, improving rankings for competitive keywords.

8. Structured Data Optimization

Using Trufla’s Data Module, we implemented structured data best practices to improve visibility across search engine results page (SERP) features. This allowed the broker’s website to appear in rich snippets, maps, and other enhanced search results, further increasing visibility and click-through rates.

By combining these efforts, Trufla’s comprehensive SEO program not only improved the client’s organic search rankings but also enhanced the overall user experience. The implementation delivered measurable results, positioning the insurance broker as a leader in their market while driving sustainable growth in lead generation and customer acquisition.

Implementing an advanced schema markup strategy involved several well-defined steps to ensure accurate and effective deployment. Below is an overview of the process:

1. Initial Analysis and Planning:

• Schema Audit: Conducted a detailed review of the existing schema markup (if any) to identify gaps and inconsistencies.
• Content Mapping: Identified key pages (e.g., service pages, location pages, blogs) and their relationships to define the appropriate schema types and attributes to use.
• Advanced Attribute Selection: Decided on the use of attributes like OfferCatalog, ItemListElement, and related schema elements to interlink pages and enhance contextual relevance.

2. Schema Implementation:

Service Pages Schema:

Applied Service schema to each service page with attributes like:

• Name, Description, OfferCatalog, and URL to describe the services.
• Linked related location pages using schema properties to strengthen connections.

Location Pages Schema:

Used Place and PostalAddress schema to provide detailed information about each location, including:

• Name, address, and contact details.
• Linked relevant services using itemListElement for structured navigation.

3. Feature snippets

To improve our client’s feature snippet performance, the following strategies were implemented:

A. Keyword Research and Targeting:

• Identified long-tail keywords and question-based queries (e.g., “is tenant insurance mandatory in ontario”, “how much is motorcycle insurance in ontario”).
• Focused on keywords with low KD (Keyword Difficulty) and high search volume.
• Prioritized keywords already ranking in positions 1–3 for snippet optimization.

B. Content Optimization:

• Structured Data: Implemented FAQ schema and How-to schema on key pages.
• Clear and Concise Answers: Rewrote content to provide direct, actionable answers to common questions.
• List Format: Used bullet points and numbered lists to make content snippet-friendly.
• Localized Content: Created region-specific content (e.g., ” average home insurance cost edmonton “) to target geographic keywords.