21% increase in organic conversions for high-value insurance provider

The Challenge

Stanhope has partnered with Impression since 2020, relying predominantly on PPC campaigns to drive high-value leads to its website. Over time, incremental costs rose in its paid campaigns as competition within the your-money-or-your-life (YMYL) landscape grew.

Following an SEO audit, we identified opportunities to reduce reliance on PPC campaigns whilst sustainably increasing traffic and high-quality leads from organic search. Specifically, we were tasked to:

1

Increase organic conversions by 10%

2

Increase organic users by 30%

3

Increase the number of keywords ranking in positions #1-3 by 15

4

Increase the number of tracked keywords ranking on page one by 15

The Strategy

Our strategy focused on three pillars:

1

Improving the quality of core service pages

We conducted a competitor analysis utilising Ahrefs and ScreamingFrog to collect keyword data, intent of services pages and domain ranking and compared this with Stanhope’s current position.

We optimised these core commercial pages, ensuring each page included appropriate headers and reworded the existing content to ensure it answered questions clearly and concisely, using Natural Language Processing to check the entity scores.

2

Creating helpful content

Using prior competitor analysis, we compared what types of content competitors ranked for which Stanhope did not. This led to a brainstorming session with Stanhope, identifying potential ideas to inform a content strategy.

We prioritised based on search volume & business focuses. Stanhope wanted to focus on topics that related to its core commercial pages, so we structured our strategy to reflect this.

3

Technical SEO

We completed a full technical audit and roadmap using Sitebulb. This allowed us to discover any technical issues with the website, alongside content fixes.
Our technical recommendations report allowed us and Stanhope’s internal team to prioritise issues based on the level of impact the changes would have on site performance & how quickly it would take to implement them.

To further enhance the indexing of the site, we introduced new internal link blocks that suggested content that was relevant to the service page.

The Results

As of writing, Stanhope now ranks consistently in the top 5 alongside GoCompare, LV, John Lewis Finance, and Money Super Market

Following a performance report, Stanhope has continued to invest in SEO as a priority based on the results that had been generated and told us that our SEO strategy has “changed their business”.

21%

Increase in organic conversions

230%

Increase in organic users

35+

Keywords in positions #1-3

25+

Tracked keywords in positions #1-3

Impression really cares about the work they do and they understand what makes us tick. The team is agile and able to implement reactive changes promptly which helps keep us ahead in the competitive insurance sector.

Matthew Ashton Director, Stanhope Insurance