Our objectives for this client were to improve traffic volume from both commercial and information-based keywords and improve overall profitability through building trust, authority and audience.
Zurich Insurance Group is headquartered in Zurich, Switzerland, where it was founded in 1872. They are one of the world’s leading insurers, operating across multiple territories and providing a range of property, casualty and life insurance products.
In the UK, Zurich Insurance provides a suite of general insurance products covering business, casualty, motor, property and travel insurance. Their portfolio also includes life insurance and pensions products . Zurich’s customers include individuals, small businesses, and mid-sized and large companies, as well as multinational corporations. Zurich’s products are sold directly to customers and also via brokers and financial advisers.
Click Consult has been operating as a consultant to, and in partnership with, Zurich’s UK Customer Office to boost their performance in search, and help improve overall visibility for the historic brand.
Our ‘User Focused Content’ (UFC) strategy with Zurich has taken on a collaborative approach with the internal teams to generate ideas for new pages and agree on which existing pages should be optimised.
We then conduct long tail keyword research to identify key queries on relevant topics that hold decent search volume.
User focused content can then be written around these search terms to create targeted guides, articles and blogs that satisfy Google’s E-A-T algorithm. That is, content that builds Zurich’s reputation as a source that can provide expertise, authority and trustworthiness.
We have been supporting Zurich’s customer experience improvements, working closely with development and editorial teams to improve site speed.
Since 2021, the UFC has brought about a good deal of progress. By focusing on themes aligned to business priorities we have seen a significant boost in user focused ranking performance.
Over the past 2 years I have been working with Click to help support search improvements from content, technical and reporting insights.
The team have been helpful and responsive to understand and adapt to changing business requirements and challenges and help improve our websites search rankings for customers.