How to Integrate an SEO Program

The Situation

We were engaged by a large and well-known insurance company with a track record of success due to its highly effective marketing. As recently as a few years ago, the company began to realize that they were behind in the realm of digital marketing. It was apparent to all that the company had to adapt to new challenges in the digital space, and one area they were struggling with was Google organic search. The company reached out to Convertiv for help establishing an SEO program amidst a site-wide redesign.

Our Approach

One of the most important things we do when establishing an SEO program is educate. Empowering our clients with knowledge of SEO, its importance, and how it can be influenced is essential. Companies that lack an SEO program have often operated in this mode for a long time. It takes time to gather support and integrate SEO strategy into the overall marketing program.

Our Recommendation

Integrating SEO into your marketing program is most effective when creating a new website or during the early stages of a redesign. Most people think of SEO as something you add on as a last step before content is released, but it is much more than that. It doesn’t matter how great your content is if your site is not technically sound or well-structured. To establish an SEO program successfully, we must first remove all technical barriers and allow sites to access your data easily.

Results

In the case of this insurance firm, it was imperative to build the foundation to support an SEO program. We checked off as many best practices as possible before the site relaunched, including removing many technical barriers that were holding content down. We were then free to focus on creating content that reaches a wider audience. Just four months after the relaunch, organic traffic to the company’s website reached new highs. In fact, organic traffic to the site increased by almost 100% from February 2020 to August 2020. Pages load 30% faster, and new content indexes quickly and ranks highly in only a matter of two weeks.