SEO for Automotive Insurance Provider | Case Study

Advance Insurance

Advance Insurance are insurance brokers with over 90 years of experience providing impartial insurance advice across the UK. Specialising in, but not limited to automotive insurance, they have access to various insurers, to provide customers with the right policy to suit their needs and requirements.

Advance Insurance SEO Case Study


Advance Insurance’s challenges included a lack of online traffic, insurance policies taken out on the website and lower-than-desired brand visibility, impacting the business.

Throughout the second and third quarters of 2022, Advance Insurance was seeing:

  • On average, 2314 organic sessions a month,
  • 48s average engagement time per session,
  • 339 conversions,
  • 4.54% conversion rate.

Together, we decided our main goal would be to drive an increase in rankings for core keywords, and therefore, a growth in organic traffic, to further drive the number of insurance policies bought and build a strong level of topical authority. We were facing a competitive industry, so aimed to achieve core outcomes that would lead to sustainable business growth within the Japanese Import Car Insurance industry.

  • Increase the number of organic website visitors,
  • Improve organic visibility and gain a greater market presence within the industry,
  • Grow and develop lasting ranking improvements for key ‘Japanese Import Car Insurance’ related terms.

With a wide opportunity of top-level semantic keyword rankings and the logical need to implement and follow a correct search intent, it was clear that increasing traffic was a priority, alongside following a strategy that would cover a relatively competitive search term without spreading ourselves too thin.


  • We went back to basics, researching category terms to shape our content strategy and other on-site and off-site optimisations. Core opportunity found in ‘Japanese Import Car Insurance’.
  • We used this to assess where we need to work on the website and provide us with good ideas as to how we should work to make impactful changes. This created the foundations of an effective SEO strategy.
  • This was a core task to carry out as we were working in a fairly competitive field, where we needed to make impactful changes and take careful steps to create the biggest ripples in the water.
  • Our work included using semantic and long-tail keywords to optimise content, page titles, metas and internal links. We also worked on core, helpful FAQ content and blog content to make sure that we were targeting all stages of the customer journey and providing the most helpful page for the customer, with Experience, Expertise, Authority and Trust. This work also included implementing schema to create an enhanced description of the page and better help crawlers understand the content and its context.
  • Our strategy also focused on building core, high-quality external links within the Japanese Import Car Insurance niche, back to the new landing page. With great care, we built natural outreach foundations, creating relationships with bloggers with relevant niches.
Site Live URL

This then started building natural, organic links:

Site Live URL
  • This encouraged a steady growth in referring domains. We increased and improved on various offsite signals, without seeming disingenuous.



Year-on-year increase from 6,944 sessions to 9,754

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Increase in organic average engagement time per session

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Increase in organic conversions from 339 to 3955,

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Increase in organic session conversion rate.


  • Rank one positioning for a variety of core and semantic terms.


  • Average Cost Per Lead of £1.15 in Q2 of 2023.

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