A U.S. based life insurance provider partnered with NovaCare Marketing to increase its organic visibility in a space dominated by aggregators and top-tier publishers. The goal: to attract qualified leads through organic search and establish category authority.
About the Client
The client operates in the life insurance and financial protection space, competing with direct insurers, comparison platforms, and financial publishers. With a strong service offering but modest search presence, the brand needed an organic growth strategy to reach consumers in-market for term, whole, and hybrid life insurance policies.
The Challenge
Despite industry relevance and clear offerings, the brand struggled with:
Limited keyword rankings across core insurance categories
Low visibility for commercial-intent queries related to policies, pricing, and coverage
A fragmented content structure that lacked authority signals
Underdeveloped performance at the top of the SERP (positions 1–3)
The Strategy
1. High-Intent Keyword Mapping
Focused on commercial queries (e.g. “best term life insurance”, “affordable coverage by age”) to target in-market users.
2. Content Deepening & Expansion
Rebuilt thin service pages with richer, trust-building content and expanded blog coverage to answer financial and eligibility questions.
3. Topical Clustering by Policy Type
Grouped pages around specific policy types (term, whole, no-medical-exam) to build semantic relevance and topical authority.
4. Internal SEO Audit
Improved page speed, structured data, and metadata. Implemented link flow strategies from high-performing informational pages to core CTAs.
The Results
- From 10.3K to 16.9K keywords - +6.6K net new keywords, a 64% increase.
- Top-3 keywords grew from 629 to 1,429 - a 127% improvement.
- Positions 4–10 jumped from 1,236 to 2,858 - 131% growth.
- Traffic rose from 42.1K to 78.3K monthly sessions — an 86% increase.
- Traffic cost jumped from $479K to $709K, adding $230K+ in value.
- Expanded visibility across informational, comparison, and transactional queries.
