Systemized SEO Boosted an Insurance Giant’s Conversions by 139% — Use Their Strategy

In the insurance industry, a weak online presence means being invisible to potential customers.

The lower a page appears in search engine results pages (SERPs), the fewer organic site visitors it’s likely to receive. That’s because the top result gets 27.6% of click-throughs, according to Backlinko.

The top three results receive 54.4%.

 

 

 

 

 

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Facing stiff competition, a leading insurance provider tapped Victorious to help them improve their search visibility among specific target audiences and increase their conversions.

The SEO agency’s comprehensive strategy resulted in improved keyword rankings, a 139% surge in conversions, and a 28.5% increase in website sessions.

Crafting a Multi-Audience SEO Approach

To grow and surpass the competition, the insurance company wanted to improve visibility and engagement with five distinct audiences. To get there, though, they needed to overcome some common hurdles.

Before partnering with Victorious, the multistate insurance company's website experienced duplicate content and keyword cannibalization issues that hindered search engine indexability.

Their internal marketing team faced publication delays because of stringent regulatory compliance requirements, making it hard to regularly publish quality content. Because of their industry, the company’s site is considered “Your Money or Your Life” (YMYL), which makes trustworthy, high-quality content critical for ranking well and building brand awareness.

To help the company scale and address its SEO challenges, Victorious ran a competitive analysis to inform its keyword research. With the goal of reaching five distinct audience segments, they created six keyword strategies — one for each target segment their client wanted to reach and one for the website at large. The latter strategy includes keywords for location pages to help them rank higher in local searches.

As part of the plan, the enterprise SEO agency created 16 new location-specific pages, two new quiz pages, and several optimized blog posts. They also refreshed 20 existing pages and provided content optimization recommendations to improve search visibility.

“We’ve found that finetuning keyword research to focus on audience pain points allows us to create highly engaging content that drives more conversions than generic content aimed at broader, high-volume keywords,” shared Victorious.

Other notable SEO fixes the agency implemented include:

• Technical Audits: Resolved crawling and indexing issues through large-scale audits and monthly checks.
• Internal Linking: Optimized anchor text and link equity for better site structure.
• CRO Enhancements: Removed conversion barriers and improved user experience.
• Schema Fixes: Corrected structured data errors for richer search results.
• Link Building: Secured high-quality backlinks to boost key pages.
• YouTube SEO: Optimized videos for better rankings and visibility.

Success Lies In the Strategy

Victorious’ thorough and extensive strategy paid off.

Their SEO and content efforts led to a 42% increase in page-one keyword rankings, with top-three keyword positions growing from 5,425 to 6,404.

Notably, the company secured the #1 spot for industry-specific high-impact keywords that tend to have higher conversion rates.

This enhanced visibility led to a 28.5% rise in website sessions, from 3,472,148 to 4,462,572. It also increased conversions by a remarkable 139%, with key events climbing from 3,200,732 to 7,648,214. ​

“This campaign highlights the effectiveness of custom, flexible strategies structured within our search-first framework,” Victorious wrote in a statement.

Establishing Long-Term Digital Authority

Victorious’ comprehensive approach to SEO helped take an insurance giant from the overlooked middle of search results to the top, highlighting the importance of having an adaptable strategy in the insurance sector.

By addressing technical challenges, aligning content with compliance standards and audience needs, and expanding its local SEO visibility with distinct location pages, the company not only improved its search engine performance but also reinforced its position as a trusted insurance resource.