SEO for Insurance Provider | Case Study

Focus Oxford Risk Management

Thanks to a perfectly coordinated new site launch, collaboration with the Focus internal team and outstanding strategy we progressed this leading insurance broker hugely despite coming on-board as the COVID-19 pandemic hit.

Focus ORM SEO Case Study


The client is long established as a leading insurance provider in the Oxford area, with specialities in the life science niche. Not only was the previous website lacking but also the previous SEO agency’s offering was blunt and without any specific direction, the online presence was very much playing catch up to a well developed offline business.

Within this sector some search volumes are relatively low when compared to the personal insurance markets. This meant competition was high while total traffic that could be achieved was reduced, meaning we needed to get the most out of every user. Coupling this with uncertainty because of COVID from Day 1 of this campaign meant that the strategy needed to be executed perfectly.


The ideal strategy for Focus was balancing outstanding on-site SEO, targeted link building and working on the conversion rate of our main pages. Their previous agency had only optimised at the most basic level from a Meta Data perspective, and our constantly evolving Page Titles and Meta Descriptions for key pages helped greatly throughout the 12 month span.

Once the site was at a suitable level of technical optimisation following launch, and a foundation of key pages optimised, we progressed to the next phase to accelerate growth. This meant building targeted links to our key landing pages, with high authority sites within the health and science niche the most valuable to us. Furthermore our use of increasing landing page relevance along with FAQ schema gave outstanding boosts towards the end of the 12 month data window.


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increase in
organic sessions

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increase organic leads

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increase in site conversion rate

delivered by

Jack Carey

Jack Carey

SEO Manager

Jack has over 6 years experience as a dedicated SEO specialist, and has worked at all levels from building links to running technical workshops and migrating websites.

At DNRG he has been responsible for larger scale SEO projects, but now manages the SEO team with the help of the Senior executive team who help produce the latest and greatest ideas for our market leading SEO proposition.

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