The Benefit Guys
The Situation:
The Benefit Guys is a scratch-built insurance agency that was started in September 2008. The first web site was launched in November and no SEO work was done until early summer 2009. Specialising in life insurance products, travel insurance and group insurance, The Benefit Guys wanted to pursue business leads and branding thru the use of the internet, rather than through traditional methods. Initially, cold calling, print media and referrals were implemented to acquire new business.
The Challenge:
The Benefit Guys website was new. Major Canadian insurance companies had websites active for over 10 years and had multimillion dollar annual budgets. Canadian banks had also become very active in the insurance business, had well established websites and apparently unlimited budgets. A number of Independent Brokers were also very active in SEO work. Key word analysis indicated that “life insurance”, “travel insurance” and terms around “group insurance” were the holy grail words of the life insurance business. The Benefit Guys decided to pursue those terms.
Results:
After consulting with Brad Gosse a strategy was implemented. A page 1 or page 2 ranking on the decided terms was achieved within 3 months. Traffic increased. However, a tactical mistake was made and The Benefit Guys were “sandboxed” and lost all ranking for just over 3 months. Implementing the original strategy, page 1 and page 2 ranking returned with the key words that had been pursued.
The Benefit Guys are still using traditional marketing methods, but that approach to the business is reducing in activity. The search engine position ranking has increased product inquiries and business has followed. Over 80% of website traffic is “new”. As a result of website ranking The Benefit Guys are now handling benefit packages for US companies with subsidiaries in Ontario.
The work continues.
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