We ranked poorly for insurance-related keywords and organic traffic was almost invisible in our digital reports. In a sector where building brand affinity and earning customer trust is important, I identified SEO as a potential channel for sustainable, long-term growth.
My Strategic Approach
I started with SEO audit using Google Search Console, Page Speed Insights, SEMRush, Similarweb to uncover major technical issues, weak on-page SEO, poor technical SEO, and spammy backlinks affecting the SEO performance.
I then worked a cross-functional team including creative, user experience, and web developers to execute an SEO overhaul. My strategy included:
- Optimised content on 8 high-impact landing pages to increase engagement time and reduce bounce time.
- Refreshed all meta titles, descriptions, and alt tags.
- Fixed technical issues and improved page load speed.
- Launched deployment of 20 monthly SEO-optimized content on the blog.
- Disavowed 72 harmful backlinks via our agency partners.
Tools & Technologies
- SEMRush and Google Search Console for SEO Analysis.
- Similarweb and Alexa for website ranking.
- Keyword planner for Keyword research.
- Google Tag Manager for pixel placement.
The Results
- 8% increase in monthly SERP clicks (from 39.3k to 44.7k)
- 60% growth in keyword impressions (from 945k to 1.52m)
- 35% increase in organic traffic.
- 40% reduction in bounce rate.
- Organic search became our second-largest revenue channel.
What I Learnt
In digital marketing, SEO is a growth lever that compounds as demonstrated by my SEO strategy at AXA. This project showed how SEO became one of the most cost-effective channels when paired landing page optimization, paid media marketing, and content strategy.