Project Overview
Prospirance, a provider of personalized insurance solutions across life, home, auto, business, and more, sought to expand its digital footprint, attract qualified leads, and strengthen perceived authority in a saturated insurance vertical. Our engagement encompassed a full-funnel SEO and content initiative: technical audits, keyword research tailored to insurance products and local markets, content development (guides, blogs, FAQs), on-page optimization across service pages, and improved internal linking structures. The campaign’s aim: to increase organic visibility, outpace competition in non-branded insurance searches, and drive more high-intent quote requests.
Challenges
- Extremely competitive niche — insurance and financial verticals often have high keyword competition and strong incumbents.
- Fragmented keyword targeting — service pages lacked consistent keyword alignment (e.g. “home insurance quotes,” “small business liability insurance”) and many were too generic.
- Technical & structural gaps — slow page speeds, missing schema markup (for policies, reviews), weak internal linking across service types.
- Content insufficiency — limited long-form educational content to capture users early in their research journey (e.g. "how much life insurance do I need", "differences between condo vs home insurance").
- Conversion gaps — even when pages ranked, many visitors would bounce without requesting quotes, indicating UX, trust, or content gaps.
Solutions
- In-Depth Keyword & Competitor Mapping
- Mapped out keywords across service verticals (auto, home, business, renters, etc.), including long tails and question formats.
- Benchmarked competitor content, service page structure, and keyword usage.
- On-Page & Metadata Optimization
- Standardized title tags, meta descriptions, H1/H2 structures across service pages, embedding semantic and secondary keywords.
- Added schema (Review, InsurancePolicy, FAQ) for service pages and blog posts to enhance SERP appearance.
- Technical SEO & Performance Improvements
- Improved page load speeds (image optimization, lazy loading, caching strategies).
- Ensured mobile responsiveness and improved Core Web Vitals.
- Fixed crawl errors, consolidated duplicate content, and optimized XML sitemaps / robots.txt.
- Content & Editorial Strategy
- Launched a content hub with insurance guides, “how-to” articles, and FAQs targeting early-stage and decision-stage searchers.
- Internal content linking from articles to relevant service pages (e.g. “What’s the difference between renters vs condo insurance?” linking into the condo & renters pages).
- Evergreen content updates to maintain relevance and support topical authority.
- Conversion Optimization & Trust Enhancements
- Added trust signals (customer reviews, ratings, “why choose us” callouts) on service pages.
- Clearer calls to action (“Get a Quote,” “Compare Plans”) with minimal friction.
- A/B testing of form placements and microcopy to reduce dropoffs.