KingCompare
KingCompare had been in the insurance game for over a decade. Trusted. Reliable. But the digital space? That was shifting fast.
Newer, faster-moving competitors were outranking them. Organic traffic had flatlined. Organic traffic had flatlined, even with years of industry know-how, they were becoming invisible online.
The team saw the writing on the wall. More people were researching and buying insurance online. They needed to show up when and where it mattered – search results. So they called in EcoSEO.
Lead Time: 6 - 9 Months
Sector: Insurance
Target Type: B2C and B2B customers seeking insurance services
Demographic: Men and Women (20s to mid-60s)
Website Goal: Increase Organic Traffic, Enhance Search Engine Visibility and Drive Qualified Leads and Conversions
Services: SEO strategy, On-Page SEO, Technical SEO, Content Optimization, and Link Building
Technologies: SEO tools (Ahrefs, SEMrush), Google Analytics, and CMS
Location: South Africa
3x Growth
Organic visits For Insurance Site
The Challenge
Despite their online credibility, KingCompare’s website was not ticking all the right SEO boxes. They were not making the best choices.
Problems:
- Technical SEO Issues
- The on-page elements were outdated.
- Some of the content was thin and didn’t match what users were actually searching for.
- Page load times dragged on.
- The site structure confused both users and search engines.
- Low Domain Authority
They weren’t just missing rankings — they were missing leads.
EcoSEO’s Approach
First, a full SEO audit was conducted.
We started with a deep “SEO” dive. Our audit flagged all the core issues:
- OnSite SEO - The meta titles and schema weren’t aligned with search intent.
- Technical SEO issues - The website audit showed that it had slow loading speeds and a weak technical foundation, which in turn were hurting the website's UX and its crawlability.
- Content Problems - Some key pages lacked content depth, especially around high-converting keyword pages.
We built a step-by-step roadmap to bring their SEO up to date.
Using audit insights we were able to plan out an SEO action plan to fully optimise the whole KingCompare website.
We wanted to focus on foundation SEO first before we start building backlinks to the website home page and services pages.
On-Page SEO Optimization | Phase 1
First Phase consists of fixing on-page SEO elements to improve visibility on the search engine results page (SERP):
- On-page overhaul: We rewrote meta data, fixed heading structures, and added schema markup to all important pages to improve visibility on the search engines.
- Technical tune-up: We cleaned up all the crawl errors, made the site faster, and reworked and restructured the sitemap for better indexing by the Google bot.
- Content strategy: We created a few high-value landing pages and started targeting buyer intent keywords on all services pages.
- E-E-A-T enhancements: We built a new About Us page, we added to the contact information on all important pages. We also created a few Bio pages for staff to improve SEO trust.
- Internal linking: We created clearer content pathways to improve navigation and keyword distribution.
- Local SEO improvements: We enhanced the customer's GMP profile to help the website show up in Cape Town Google searches.
- Building powerful back-links: Only after the SEO foundation was strong did we started building links – the right ones. Relevant, high-authority, and earned, not bought.
Turning Optimisation into Authority | Phase 2
By the time EcoSEO finished on-page tweaks and content updates, it was time to shift gears from polishing the shopfront to building the roads that lead to it.
That meant one thing: a powerhouse backlink profile that Google couldn’t ignore.
Here’s how we did it.
- We didn’t just build links. We built the right links. - We decided that instead of chasing any old backlink, we were going to tap into our network of 50,000+ niche-relevant domains. That meant that were going to be zeroing in on high-authority finance sites that actually move the ranking needle. We at EcoSEO called this sniper-precision targeting.
- Authority first, always. - For us, when it comes to Domain Authority, 40+ and 50+ aren’t just number. They’re the difference between a whisper in Google’s ear and a front-row seat in the search results. Every link we pursued came from sites in that upper tier, making each one worth far more than a dozen low-quality mentions.
- Content with a mission. - As a rule - we only make use of Native English Writers. Our writers created/develop articles that weren’t just “SEO-friendly” — they were context-rich, engaging and tailored to fit naturally on reputable finance websites. The client signed off before publishing, ensuring every post carried both their voice and a backlink straight to KingCompare’s key service and blog pages.
- Closing the gaps competitors didn’t want us to find. - We ran a competitor link gap analysis and found high-value backlinks our competitors had — but KingCompare didn’t. Those became priority targets for outreach, one by one, until we started turning their SEO wins into ours.
- Anchor text that works with the algorithm, not against it. - We mixed branded, exact-match and partial-match anchor text so the backlink profile looked as natural as it was strategic.
The result? Rankings strengthened for our top keywords without tripping any over-optimisation alarms.
Scaling the Backlink Engine | Phase 3
With on-page optimisation dialled in and the first wave of content live, EcoSEO didn’t just hit “pause.” We doubled down.
Phase 3 was about taking the backlink strategy from strong to unstoppable — stacking high-authority links until KingCompare’s domain authority became a competitive wall.
- Strategic link building, levelled up. - We went back to our 50,000+ niche-relevant domain network, but this time we cranked the filter. Only finance websites with the credibility to impress both readers and search engines made the cut. The goal? Quality so high, quantity took care of itself.
- DA 40+ and 50+ — the non-negotiables. - In this phase, anything below 40 DA didn’t even make the shortlist. We targeted the gold standard: domains that already had Google’s trust. Every new link was another vote of confidence from sites that matter.
- Guest posts that pull their weight - Our native writers kept delivering top-shelf, context-driven articles — the kind you’d actually want to read even if you weren’t hunting for a mortgage calculator. Another rule - when it comes to link building we ask the client to approve every guest post before it goes live. We also make sure that the post are on reputable sites, each one delivering targeted backlinks to KingCompare’s service and blog pages.
- Finding and flipping competitor wins - We expanded our link gap analysis and unearthed even more competitor backlinks that weren’t in KingCompare’s profile. Each gap was another opportunity to turn their SEO advantage into ours. The result? A steady transfer of authority from competitors to KingCompare.
- Anchor text that stays under the radar but overperforms - By continuing our blend of branded, exact-match, and partial-match anchor text, we kept the profile both natural-looking and laser-targeted.
The payoff? Target keyword rankings kept climbing without risking over-optimisation penalties.
The Results
After the initial edit we notice that KingCompare’s bespoke SEO strategy paid off fast. We notice positive early results. (in the first month), with big gains over the next four.
- 3x Organic Growth: We noticed organic traffic tripled, way beyond our own expectations. By November, month on month growth was consistent and to a much wider audience.
- Higher Search Rankings: A total shift in rankings. Targeted insurance keywords in the top positions, KingCompare was more visible.
- More Leads & Conversions: We saw a major jump with our CTA's. The traffic surge brought more customer inquiries and sales, more revenue.
Through technical fixes, content and quality backlinks KingCompare got its competitive edge back. Their site didn’t just get back in the rankings, it dominated them. EcoSEO helps brands achieve measurable long term growth. Ready to scale your organic
traffic? Start here.
Technical Tools:
Screaming Frog SEO Spider, Yoast SEO, Ahrefs Site Audit, Google Search Console, TinyPNG, Semrush Site Audit, Google PageSpeed Insights, Figma, Contentsquare, Hotjar, Semrush Content Marketing Toolkit, Grammarly, Google Data Studio, SEMrush Position Tracking
SEO Services
Technical SEO, Conversion Optimisation, Press Release, Link Building, Conversation Rate Optimisation, Mobile Optimisation, Website Speed Optimisation
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