Case Study 4:

SEO Services

Overview

Our client is a Calgary-based digital insurance provider specializing in professional liability solutions for Canadian professionals and small businesses. Operating through a fully online platform, the company offers a streamlined process that allows clients to obtain quotes, purchase policies, and receive documentation within minutes, eliminating the need for traditional broker interactions.

The firm provides a range of insurance products, including Professional Liability Insurance (also known as Errors & Omissions), Commercial General Liability, Cyber Liability, and Directors & Officers Liability coverage. These offerings cater to a diverse clientele across various sectors such as IT, engineering, consulting, photography, social services, and legal professions.

With its headquarters situated in Calgary, the company serves clients nationwide, maintaining a strong presence in major urban centers including Toronto, Vancouver, Edmonton, and Ottawa.

The client’s value proposition centers on providing accessible, affordable, and comprehensive liability coverage tailored to the unique needs of professionals. This approach has positioned them as a preferred choice for individuals and businesses seeking efficient and reliable insurance solutions.

Objectives and Challenges

Despite offering a highly valuable digital insurance service, the client faced significant SEO-related hurdles that limited their online visibility and organic traffic growth. The primary challenges were as follows:

1. A Highly Competitive Online Landscape
The digital insurance market in Canada is saturated with well-established players and aggregators with strong domain authority, extensive content portfolios, and aggressive paid advertising strategies. Competing against national insurers and lead-generation platforms for high-converting keywords required a sophisticated and strategic SEO approach. The client’s relatively niche focus—liability insurance for professionals—added complexity, as even those long-tail keywords were targeted by competitors with larger budgets and teams.

2. Limited Opportunities for Local SEO Traffic
As an online-only service headquartered in Calgary but serving all of Canada, the client faced a unique challenge: they could not fully capitalize on local SEO tactics. Traditional local optimization strategies like Google Business Profile listings or localized landing pages had limited value, as the service didn’t depend on foot traffic or physical office visits. This restricted their ability to rank in local map packs or benefit from proximity-based search queries, especially when competing with brick-and-mortar insurance agencies.

3. High Keyword Difficulty in the Industry
The insurance sector is notorious for its keyword difficulty, with terms like “professional liability insurance,” “errors and omissions insurance,” and “cyber liability coverage” commanding high competition and CPC rates. Ranking for these terms organically required both substantial on-site optimization and a sustained effort in content creation and link acquisition. The client’s challenge was to establish topical authority in a space dominated by older, more authoritative domains.

These challenges shaped a focused set of SEO objectives: to improve organic visibility for high-intent keyword clusters, increase relevant traffic across Canada (with an emphasis on key provinces), and strengthen the site’s overall domain authority to better compete in organic search results.

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

To address the client’s SEO challenges and capitalize on growth opportunities, a comprehensive, multi-tiered SEO strategy was deployed. This involved a blend of SEO technical optimization, strategic content planning, and authority-building through backlinks. Key services included:

Custom Tier 3 SEO Strategy

A fully tailored SEO strategy was developed to align with the client’s business model, competitive landscape, and long-term growth goals. This Tier 3 approach encompassed advanced on-site and off-site tactics, prioritizing sustainable visibility for high-converting, niche-specific search terms across Canada.

Comprehensive Technical Audits

In-depth technical audits were performed to identify and resolve crawlability, indexing, and performance issues. This included optimizing site architecture, improving page load speed, ensuring mobile responsiveness, addressing structured data errors, and eliminating duplicate or thin content to enhance the site’s overall health and search engine compatibility.

Advanced Keyword Research and Opportunity Mapping

Extensive keyword research was conducted to uncover high-value opportunities across both core and long-tail search terms. Special attention was given to industry-specific niches such as cyber insurance, IT professionals insurance, and errors and omissions coverage. The research identified underserved keyword clusters with strong commercial intent, allowing the client to target queries relevant to its most profitable customer segments.

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.

Authority-Driven Backlink Creation

A strategic link-building campaign was implemented to increase the domain’s authority and trust signals. This involved outreach to high-quality, contextually relevant websites for guest posts and mentions—focusing on insurance, finance, and Canadian small business ecosystems to ensure relevance and authority in the eyes of search engines.

Keyword Gap & Competitive Analysis

Using competitor benchmarking tools, a thorough keyword gap analysis revealed valuable search terms that competitors were ranking for but the client was not. These insights helped inform both content development and on-page optimization, closing visibility gaps and expanding reach within high-intent search verticals.

Content Development and Blog Strategy

A structured content plan was developed with a strong emphasis on blogging to establish topical authority. Articles were crafted to answer user queries, address common pain points, and capture informational search intent. This included thought leadership posts, “how-to” guides, and explainer pieces tailored to various professional industries such as technology, healthcare, and consulting. The blog also served as a tool for internal linking and supporting the main service pages through content clustering.

Implementation Process

The SEO strategy for the client was executed in clearly defined phases, each targeting a specific layer of search visibility and performance optimization. The following initiatives formed the backbone of the implementation process:

1.Strategic SWOT Analysis:

The project began with a detailed SWOT analysis to evaluate the client’s current SEO standing. Strengths such as a clean website design and strong niche targeting were acknowledged, while weaknesses—like limited content depth and domain authority—were identified. Opportunities, including underutilized industry-specific keywords and underserved markets were highlighted alongside threats posed by large insurance aggregators. This analysis informed prioritization and resource allocation for all future SEO work.

2. Full Technical Website Audit:

A comprehensive audit of the website’s technical structure was conducted to uncover and fix issues impeding search engine accessibility. Key improvements included enhancing mobile performance, optimizing crawl depth, fixing broken internal links, reducing page load times, and implementing canonical tags to manage duplicate content. XML sitemaps and robots.txt files were also reviewed and refined to guide search engine crawlers more effectively.

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:

Based on initial research and keyword gap analysis, a keyword map was built targeting both high-volume and niche-specific queries. This included terms like “IT consultant liability insurance,” “cyber insurance for freelancers,”etc.. Keywords were strategically assigned across service pages, blog articles, and metadata to ensure maximum coverage and semantic relevance, with a focus on transactional and informational intent.

5.High-Authority Backlink Building:

To increase the client’s domain authority and competitiveness in a saturated market, a white-hat backlink acquisition campaign was launched. This included guest posting, business citations, and niche-specific outreach to relevant Canadian business publications, insurance forums, and industry directories. The focus was on earning links from domains with high trust flow and topical relevance to improve organic rankings and referral traffic.

6.Content Development for Geo Pages:

A content strategy was rolled out to support the site’s authority and keyword rankings. New landing pages were created for verticals such as technology professionals, engineers, and healthcare providers—each targeting tailored queries. Simultaneously, a blog calendar was implemented featuring SEO-optimized articles that addressed common industry questions, regulatory changes, and risk mitigation strategies. Each piece was crafted to support internal linking and user engagement while reinforcing topical relevance.

7.Structured Data Optimization:

To improve visibility in search results and enable enhanced SERP features (like rich snippets), structured data (schema markup) was implemented across key pages. This included defining organization, product, article, and FAQ schemas where applicable. These enhancements provided search engines with clearer context about the site’s content and contributed to improved click-through rates from organic listings.

Results and Outcomes

Steady Growth in Organic Keyword Visibility
A snapshot from SEMrush shows a consistent increase in the number of organic keywords the client ranks for on Google over an 8+ year period—highlighting long-term SEO success.

( Source: SEMRush )

Year-over-Year Growth in Organic Traffic & Engagement
Google Analytics 4 data reveals strong YoY growth across both organic sessions and engaged user activity, demonstrating improved traffic quality and user retention.