Midway through the year, I had the opportunity to work with a prominent online insurance affiliate platform based in Hong Kong. They approached me to help target two sets of topics and drive leads to their car and travel insurance products.

Upon auditing their content, I discovered they were lacking in top-of-funnel (TOFU) keywords crucial to the search journey. These keywords related to common issues travelers face when preparing for trips, such as booking flights and hotels, applying for visas, and other pre-travel concerns.

Leveraging insights from this topic research, I developed a new SEO content strategy centered around two optimized pillar pages. The strategy aimed to:

Strengthen internal linking

Raise awareness of car and travel insurance products through blog content

To ensure the newly created SEO content met user search intent, I employed a strategic tactic. This involved incorporating LSI (Latent Semantic Indexing) and semantic keywords that were ranking well in competitors' content. I analyzed the organic keywords ranked in competitors' content, focusing specifically on keywords ranking in the top 10 positions.

This approach ensured that the topics and subtopics covered in our blog posts were comprehensive enough to satisfy search intent, rank on the first page of search results, and naturally attract backlinks.

As of October 2024, the SEO campaign is still ongoing. Here are the results delivered so far:

Car insurance 3 ⇒ 1

Automobile insurance 11 ⇒ 5

Vehicle insurance 5 ⇒ 1

Car insurance quote 2 ⇒ 1

Instant car insurance quote new ⇒ 1

Automobile insurance quote 3 ⇒ 1

Cheapest car insurance 9 ⇒ 6