AXA Business Insurance
We’re pretty experienced in the finance and insurance sector, so we were already hitting good figures for an SEO campaign. Our integrated SEO and Outreach approach was giving us high levels of qualified traffic thanks to a strong presence in the SERPs.
But ‘adequate’ isn’t really good enough for us. Sure, it’s nice when things are going well, but we’d much rather they were going brilliantly.
So we set out to try something different, to boost those figures even further.
Understanding content inside and out
Even the best link builders can’t build links to mediocre content. So instead of wasting valuable time and money, we thought: “what would happen if the Outreach Team got in on content planning and creation on the ground floor?”
We decided to change tack, and work with the Search Team to create and publish fantastic, data-led on-site content, rather than just promoting it.
Working smarter, not harder
Alongside our Search team, we helped conduct the research that would inform content planning and steer the content creation itself.
Doing this meant that the Outreach Team could understand the content better and spot the highlights and takeaways immediately.
After all, Google rewards content that provides true value to the user. What better way to really recognise content’s value than by helping to create and shape it?
From good to great to awesome
From that point on, we understood the content that we were promoting far better. So we were able to create better connections through it. We were able to place the content on publications and websites that were perfect for AXA BI – and so Google increased the trust placed on them.
The big numbers speak for themselves:
- Average Domain Authority (DA) of links gained improved 16% year-on-year
- Premium links (DA65+) increased 68%
- Improved key organic search rankings:
- ‘public and product liability insurance’ jumped from position 28 to 10
- ‘liability insurance cost’ jumped from 11 to 2
- ‘business contents insurance’ jumped from 11 to 3