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Case Study 3:

SEO Services

Ga4 McDougall

Overview

This insurance brokerage is the largest in Eastern Ontario, representing over 50 insurance companies. With this wide range of partnerships, they offer an excellent selection and competitive rates.

They specialize in both Personal and Commercial insurance lines, offering tailored solutions to meet the unique needs of individuals, families, and businesses. Their Personal Insurance products include home, auto, recreational vehicle, life, and travel insurance, ensuring comprehensive protection for everyday needs.

On the Commercial side, they provide a wide range of options, including coverage for small businesses, contractors, farms, transportation, and professional liability, among others. With access to over 50 insurance companies, This insurance broker ensures competitive rates and customized coverage for every client.

Objectives and Challenges

The primary objective was to enhance search visibility across key insurance product categories, including Home, Auto, and Commercial business lines. The client aimed to increase online traffic, attract high-intent customers, and improve lead generation by positioning themselves as a trusted provider in these competitive markets.

  • Highly Competitive Market: The insurance industry, particularly in Home, Auto, and Commercial lines, is saturated with both national and local competitors, making it challenging to rank prominently in search results.
  • Diverse Target Audience: Reaching individual consumers for personal insurance (Home and Auto) while also appealing to businesses for Commercial insurance required a tailored digital strategy to address varied search intent and needs.
  • Keyword Optimization: Identifying and targeting the right mix of short-tail and long-tail keywords to cover all stages of the customer journey while balancing competition for high-value keywords.
  • Localized SEO: Increasing visibility in specific geographic markets where the client operates required optimization for local search and leveraging tools like Google My Business.
  • Content Gaps: The existing content lacked depth and specificity to address customer queries comprehensively, limiting engagement and search engine relevance.

Our SEO Services

Explore the range of SEO solutions we provide to protect what matters most.

Technical Audits

Keyword Research

Google My Business

Backlink Creation

Content Development Strategy

CRO

Define Goals and Objectives

Research and Planning

Services Provided

Through these tailored SEO services, we successfully helped our clients strengthen their online presence, attract more qualified leads, and grow their businesses effectively in a competitive digital landscape.

Technical Audits

In-depth technical audits were performed to identify and resolve issues affecting website performance, including site speed, mobile-friendliness, crawlability, indexability, and overall user experience. Ensuring a technically sound website optimized for search engines laid the foundation for improved visibility and engagement.

Keyword Research

Extensive keyword research was carried out to uncover high-value, relevant search terms for Home, Auto, and Commercial insurance. This included identifying primary keywords, long-tail variations, and competitive terms to capture search intent at every stage of the customer journey, from discovery to conversion.

Local Google My Business (GMB) Optimization

Optimize the Google My Business profile with accurate business details, engaging photos, and regular updates. Implement our local SEO strategies to gather positive reviews and improve local search rankings, ensuring the Registry stands out in its service area.

Full SEO Tier 3 Custom Strategy

A tailored SEO strategy was developed, focusing on advanced optimization techniques. This included creating and implementing a robust on-page and off-page SEO plan, targeting high-priority keywords, and ensuring the site’s structure, metadata, and internal linking were fully optimized to boost search engine rankings.

 

Backlink Creation

A focused effort was made to build high-quality, authoritative backlinks to improve domain authority and search visibility. This involved creating relationships with reputable websites, engaging in outreach campaigns, and earning links from trusted sources within the insurance industry and beyond.

Content Development Strategy

A targeted content strategy was designed to address gaps in existing materials and align with the search behaviors of potential clients. This included creating informative, engaging, and SEO-optimized content tailored to Home, Auto, and Commercial insurance audiences. Blog posts, landing pages, and FAQs were developed to answer common queries, educate users, and drive organic traffic.

 

Implementation Process

Trufla’s comprehensive SEO program is designed to meet the unique needs of the Registry, focusing on impactful strategies for sustainable growth: The program focused on improving search engine visibility, enhancing user experience, and driving qualified leads across key products.

1.Strategic SWOT Analysis:

A comprehensive evaluation of strengths, weaknesses, opportunities, and threats (SWOT) was conducted to assess the client’s current online positioning. This analysis identified key areas for improvement, potential growth opportunities, and strategies to address market competition within the Home, Auto, and Commercial insurance lines.

2. Full Technical Website Audit:

A detailed technical website audit was conducted to evaluate and address critical factors affecting site performance and search visibility. This included analyzing website architecture, identifying and fixing broken links, ensuring proper URL structures, resolving duplicate content issues, and optimizing site speed and mobile responsiveness. The audit also included ensuring HTTPS security, optimizing XML sitemaps, and improving overall crawlability and indexability for search engines like Google.

3. Local SEO (Google My Business) Optimization:

To enhance local search presence, a comprehensive Local SEO strategy was implemented. This included optimizing the client’s Google My Business (GMB) profiles for all operating locations to improve visibility in local searches and map results. Key updates involved adding accurate business details, uploading high-quality images, ensuring consistent NAP (Name, Address, Phone) information, and encouraging customer reviews. The strategy also included targeting location-specific keywords to attract clients searching for insurance services in specific regions.

4. Strategic Keyword Targeting:

A data-driven approach to keyword targeting was applied, focusing on terms relevant to Home, Auto, and Commercial insurance products. Strategic efforts were made to identify high-intent and location-specific keywords, balancing competitive and long-tail terms. This ensured that the content and campaigns addressed all stages of the buyer’s journey, from informational queries to transactional searches, increasing the chances of converting visitors into leads.

5.High-Authority Backlink Building:

A focused backlink acquisition strategy was developed to improve domain authority and organic search rankings. This involved building relationships with reputable websites, leveraging industry connections, and publishing guest content on authoritative platforms. By acquiring high-quality backlinks from relevant and trusted sources, the client’s website was positioned as a credible resource for insurance products, improving visibility in competitive markets.

6.Content Development for Geo Pages:

To capture local search traffic, targeted content was created for geographic landing pages. These pages were designed to highlight the client’s services in specific regions, including details about their Home, Auto, and Commercial insurance offerings in each location. The content was optimized with local keywords, customer testimonials, and information about nearby communities, helping to improve local relevance and drive traffic from location-based searches.

7.Structured Data Optimization:

Structured data markup (schema) was implemented across the client’s website to enhance how information was displayed in search engine results. This included optimizing schema for key elements such as business locations, reviews, insurance products, and frequently asked questions. By adding rich snippets to search results, the client’s listings became more visually engaging and informative, increasing click-through rates and improving user experience.

Results and Outcomes

semrush McDougall

In 2024, the client’s website achieved an all-time high in overall organic traffic, showcasing the success of our SEO strategy.

 

( Source: SEMRush )

semrush McDougall

Organic Keywords Growth The number of organic keywords the client’s website ranks for on Google reached its peak in 2024, highlighting strong visibility gains.

 

( Source: SEMRush )

GA4 MCdougall

YoY Traffic Growth Organic traffic improved by over 40% year-over-year, demonstrating substantial growth and increased reach.

 

(Source: Google Analytics)

Ga4 McDougall

Primary Traffic Source Organic traffic remains the primary source of website visits for the client, driving the majority of engagement and conversions.

 

(Source: Google Analytics)

GA4 MCdougall

User Engagement Growth User engagement on the client’s website increased by over 25% year-over-year, reflecting better interaction and value for visitors.

 

( Source: Google Analytics. )

GA4 McDougall

Form Submissions (Leads) Increase Year-over-year, form submissions (leads) grew by 25%, translating to more direct inquiries and potential sales.

 

(Source: Google Analytics 4)

GA4 Mcdougall

Call Engagement Growth Engagement through website call buttons improved by 17% year-over-year, driving more direct communication with potential customers. 

 

(Source: Google Analytics) 

GA4 Mcdougall

Clicks to emails another important KPI improved to around 14%

 

 

(Source: Google Analytics) 

SEO Services: FAQs

SEO helps companies improve their online visibility, attract qualified leads, and rank higher in search engine results. A well-optimized site increases organic traffic, enhances credibility, and drives conversions.

Key strategies include:

  • Keyword Research: Targeting industry-specific and location-based keywords.
  • On-Page SEO: Optimizing title tags, meta descriptions, headers, and content.
  • Technical SEO: Improving site speed, mobile-friendliness, and crawlability.
  • Local SEO: Optimizing Google My Business and local citations.
  • Content Marketing: Creating blogs, FAQs, and guides.
  • Link Building: Earning authoritative backlinks to boost credibility.

Keywords help search engines understand your services. Using the right mix of high-volume and long-tail keywords ensures your website appears for relevant searches, increasing the chances of attracting potential customers.

The time it takes to see SEO results for new website depends on several factors, including the site’s current authority, competition, and the effectiveness of the SEO strategy. Generally, noticeable improvements can take 8 to 10 months, while significant traffic and ranking boosts may take 14 to 20 months or longer.

Try our SEO Services!

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