KingCompare
KingCompare, a well-established insurance agency, had been serving customers for over a decade. However, they faced a significant challenge in maintaining their position in a highly competitive market.
With newer and more aggressive competitors overtaking the search rankings, KingCompare found their organic traffic stagnating despite their wealth of industry knowledge.
The team recognized the shift towards online insurance research and purchasing, which led them to seek a comprehensive SEO solution to regain visibility and strengthen their presence in search engine results.
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 long-standing authority in the insurance space, KingCompare was struggling to keep up with competitors who had embraced new SEO trends and best practices.
Their website, though functional, was not optimized to meet current search engine algorithms and user expectations.
The lack of up-to-date content, weak on-page SEO, and technical issues such as slow site speed and poor site structure made it difficult for them to rank well.
KingCompare needed an expert SEO team to help refresh their SEO strategy, drive relevant organic traffic, and boost their competitive edge.
EcoSEO’s Approach
Initial Audit and SEO Evaluation
To better understand KingCompare’s challenges and opportunities, EcoSEO conducted a comprehensive SEO audit.
The audit uncovered several areas of improvement:
On-Page SEO: Meta titles, descriptions, and schema markup were not aligned with user intent, which hampered their ability to rank effectively on search engines.
Technical SEO: Site speed and structure needed to be improved to enhance usability and crawlability, addressing key technical flaws.
Content Gaps: Many pages lacked sufficient, targeted content to attract high-quality traffic and convert visitors into leads.
Action Plan
Using the audit insights, EcoSEO crafted a detailed action plan to optimize KingCompare’s website with a strong focus on foundational SEO improvements, before moving on to link-building efforts.
On-Page SEO Optimization | Phase 1
We started with the on-page SEO elements to improve visibility on the search engine results page (SERP):
- Meta Optimization: In-depth audience research was conducted to align keywords with real user intent. We updated the meta titles, descriptions, and schema to boost click-through rates.
- E.A.T. Enhancement: Considering the nature of the financial services industry, we prioritized Expertise, Authoritativeness, and Trustworthiness (E.A.T.). Key stakeholders and insurance experts were listed on the website, complete with detailed bios to build credibility and trust.
- Blog Strategy: To further establish KingCompare as an authority in the insurance space, we published insightful blog posts under the names of credible industry professionals. Each blog featured a robust author bio that highlighted their expertise.
- Internal Linking Optimization: We restructured the website’s internal linking using Screaming Frog SEO Spider to identify opportunities for connecting related content, such as linking product pages for curtains and wallpapers to relevant blog posts. This improved site navigation, increased time spent on the site, and distributed page authority, contributing to the 164% organic traffic increase.
- Image Alt Text Optimization: To enhance accessibility and Google Image Search visibility, we optimized all product images with descriptive, keyword-rich alt tags using Yoast SEO and compressed images with TinyPNG to improve site speed. This ensured Elevate Interiors’ high-quality visuals of décor products ranked well in image searches, driving additional traffic and supporting the 65% conversion rate.
Content Audit and Refresh | Phase 2
A detailed content audit revealed several gaps in service pages and blog posts. EcoSEO's team refreshed and created new content to enhance the site's relevance:
- Content Revamp: We updated existing service pages and blog posts with keyword-optimized, high-quality content to address users’ needs and improve engagement. Using Semrush Content Marketing Toolkit, we identified high-value, long-tail keywords. Grammarly ensured polished, user-focused copy, contributing to the 35% increase in time spent on the site.
- Strategic Page Optimization: We targeted “money” pages, such as key service pages for custom curtains and wallpapering, and landing pages, ensuring they met Google’s ranking criteria and resonated with user intent. Yoast SEO was used to optimize meta titles, descriptions, and content structure.
- Comprehensive Content Analysis: A thorough review of critical pages was conducted using Screaming Frog SEO Spider and Ahrefs Site Audit to identify barriers to high rankings, such as thin content or missing keywords. We ensured all pages were optimized for SEO and aligned with Elevate Interiors’ brand.
- Localized Content Development: To strengthen local relevance, we created new blog posts and service page content tailored to Cape Town’s home décor market, such as “How to Choose Luxury Wallpapers for Cape Town Homes.”
- Content Gap Analysis: Using Semrush Content Marketing Toolkit and Ahrefs, we analyzed competitors’ content to identify gaps in topics like sustainable décor trends and modern curtain designs. We filled these gaps with authoritative, SEO-optimized articles, positioning Elevate Interiors as a thought leader and increasing organic traffic by attracting high-intent visitors.
Building High-Quality Backlinks | Phase 3
Once on-page optimization and content updates were complete, EcoSEO focused on building a strong backlink profile to boost the site's authority and rankings:
- Strategic Link Building: Leveraging our network of over 50,000 niche-relevant domains, we targeted high-authority finance websites for backlink placements.
- Domain Authority Focus: We prioritized obtaining backlinks from domains with DA scores of 40+ and 50+, ensuring high-quality and impactful links.
- Guest Post Outreach: EcoSEO’s native writers crafted compelling, contextually relevant outreach content, which was reviewed by the client before being published on reputable websites, with backlinks directed to KingCompare’s key service and blog pages.
The Results
The results of our tailored SEO strategy were seen within the first month of implementation, with more significant improvements coming in the following months.
By the end of four months, the outcomes were remarkable:
- 3x Organic Growth: KingCompare’s organic traffic surged by 3x, surpassing their initial expectations. By November, the website had seen consistent, month-over-month growth in organic visits, reaching a much larger audience.
- Higher Search Rankings: The improvements in SEO led to KingCompare’s pages ranking highly for important keywords in the insurance industry.
- Increased Leads and Conversions: As organic traffic grew, KingCompare saw a corresponding increase in leads and customer inquiries through their website, ultimately boosting their sales and revenue.
Through a comprehensive, multi-phase SEO approach, EcoSEO helped KingCompare reclaim its visibility in a competitive insurance market. By focusing on technical SEO, content optimization, and strategic backlink building, KingCompare was able to achieve extraordinary results in a short period.
Their website not only regained its place in the rankings but also experienced a massive surge in organic traffic, proving that a well-executed SEO strategy can lead to outstanding growth even in a highly competitive sector.
At EcoSEO, we take pride in crafting customized strategies that bring measurable results for our clients. If you're looking to improve your website’s organic traffic, reach out to us to learn how we can help.
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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