How Vitality increased organic leads by 955% with technical SEO
Services
CHALLENGE
Vitality operates in an extremely competitive health insurance search market dominated by aggregators, publishers and major financial brands.
Following a Google core update, important product terms disappeared from page one and content cannibalisation weakened performance further. This increased Vitality's reliance on paid media at a time when organic search should have been contributing more efficiently to lead generation.
Brave Bison needed to rebuild Vitality's technical SEO and content foundations, recover lost rankings and translate organic visibility into measurable insurance leads.
SOLUTION
Brave Bison began with opportunity sizing to identify the technical and content changes most likely to drive commercial impact.
Our technical SEO team worked directly with Vitality's developers to improve site architecture, speed, structured data and other priority issues.
At the same time, we filled key informational content gaps and strengthened product pages around high-value search demand. Forecasting was used to connect SEO recommendations to potential lead volume, helping stakeholders prioritise the changes with the strongest commercial case.
The Organic Performance programme delivered a 955% increase in leads while rebuilding visibility across core health insurance topics.
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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