+955% surge in leads for health insurance provider
Services
CHALLENGE
Vitality, a UK health insurance market leader, sought to dominate organic visibility and lead generation within an intensely competitive search landscape dominated by aggregators and media publishers.
After experiencing a notable drop in rankings due to a Google core algorithm update in 2020, critical product terms disappeared from the first page, leading to issues with content cannibalisation. Faced with an increasing reliance on paid media, Vitality engaged us to revitalise their organic search presence, reclaim lost visibility, and ultimately drive a significant boost in leads through a strategic SEO and content approach.
SOLUTION
We conducted a thorough Opportunity Sizing analysis that pinpointed critical areas for improvement, revealing significant gaps in technical performance and content strategy. Our strategy centred on executing robust technical SEO enhancements, collaborating directly with Vitality’s development teams to implement fixes across site architecture, site speed, structured data, and more.
Additionally, we created high-impact content that filled essential informational gaps and optimised product pages for key terms. By aligning with various internal stakeholders and accurately forecasting the effects of our changes on lead volumes, we prioritised and implemented high-impact strategies that improved rankings and delivered remarkable growth in lead generation.
results
+955% increase in leads for health insurance
+774% increase in share of search, adding 5.3k monthly non-brand organic visits
+149% increase in ranking volume for health insurance keywords
From 1% to 10% market share in organic health insurance queries
+544% increase in page 1 rankings
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