Industry: Insurance

Location: United States

Our Services: Search Engine Optimisation

Client Goals and Ambitions

  • Client lost 60% of their organic web traffic during October 2023
  • The goal was to establish root cause of traffic decline and provide a proposal for recovery
  • Then implement recovery plan to win back lost organic traffic and make the website more robust to future Google Updates
Insurance SEO Case Study #1
60% traffic drop after Google October Core Update


Over 5 months


Increase in organic traffic


High DR Backlinks


Keywords Position # 1


Pages Update Content

Our Strategy

Background: The first thing we had to establish was the root cause of the decline. We already knew Google had just rolled out an algorithm update (Core Update), so naturally it was the first consideration that came to mind.

Core Updates are complex, they’re a roll-up of all aspects of Google’s Core ranking criteria, so identifying an isolated root cause tends to be more difficult compared to Google updating specific systems such as a Spam Brain, or Helpful Content.

Traffic Channels: The first action was to check Google Analytics to make sure the drop is indeed organic, and not another source such as paid traffic or referrals. Confirmed.

Technical Audit: Then we began auditing the website’s technical set-up, checking for any crawlability, or indexing issues which can also cause a sharp and sudden dop in traffic. We also check for Manual Action (Penalties). All fine. So, we knew the problem was caused by the algorithm update.

Traffic Analysis: Next, we audited the traffic at page level to look for patterns. We were looking for notable declines across any similar types of content. If we can find one or two groups of similar content effected, this can help us identify a common weakness across the group of pages, that we can isolate and fix.

Unfortunately, in this case the drop was site-wide, so we needed to perform a complete content audit.

Content Audit: This is where things got interesting. Overall the content was reasonably good. It was written to a fair standard, and it was technically accurate. However, there was a common weakness showing across a large proportion of the content. It was written with the customer’s requirement as the primary focus, and failed to demonstrate how the Insurance provider resolved them. This is a clear omission in demonstrating Expertise and Experience, two key factors of Google’s E-E-A-T guidelines.

This also carried through to other areas of the site.

Accreditation: E-E-A-T stands for Experience-Expertise- Authoritativeness-Trust. Given our client was operating within the Insurance industry, there was a clear shortage of demonstrable E-E-A-T contained on-site. No accreditation, no awards, not enough material around their achievements and practical competency as a company or as individuals. So, this needed to be addressed, as an obvious weakness.  

Content Re-Write: Based on the audit exposing a lack of E-E-A-T, we decided to start by dealing with the obvious omissions.

We re-wrote 27 pages of content to incorporate a first-person pronoun wherever we could. We incorporated as much ‘experiential’ and ‘demonstrative’ based content as possible, while keeping the writing natural and on topic. The goal was to demonstrate that our client knows how to do certain tasks related to their industry. You cannot just say “we do it”, instead it’s important to demonstrated insight and knowledge of the working practices and processes.

We also included all of the available professional accreditation, employee and company awards, along with key industry experience. We build these into the About Us page and employee Bio’s.

Off-Site Reputation: Search Engines look across the web to build up an understanding of an entity’s (website) reputation. Business records, customer reviews, key employee mentions, even company social profiles play an important part with online reputation.

We ‘Claimed’ the client’s Google Business Profile and optimised it. We reached out to industry publications to submit digital PR based around industry statistics and Thought Leadership content, resulting in 37 high authority backlinks or mentions. We harmonized all company Name, Address and Phone contact details indexed across all major Industry directories. We contacted the customer database to ask them to leave a constructive Google Review.

Campaign Results

Organic Traffic: Daily Clicks increased from 200 to 920 per day, a +450% increase in organic traffic from the point that we started working on the project. +65% from their previous peak, prior to the October 2023 Google Update.
Link Building: 37 new high authority backlinks, from major online publications.
Keyword Ranking: 432 keywords ranked in position #1 on Google
E-E-A-T: Overall improvement of E-E-A-T across the site making it more robust to future Google Updates.
Insurance case study chart

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