AllClear’s mission is to help anyone to get the insurance they want and need. Specialising in catering for customers with pre-existing medical conditions AllClear cover people who have a range of over 1,300 different conditions and have helped cover over 2.5 million people since 2000. They are passionate about offering value to customers of any age, with any condition.

CHALLENGE: OUTRANK THE CORE COMPETITION

AllClear approached Found looking to ramp up their organic presence. Historically they had been heavily reliant on PPC to drive conversions and traffic. They needed a focused strategy and some dedicated SEO assistance if they were to get a foothold in a fiercely competitive space.

• Travel insurance is a very competitive search landscape where the competition has big budgets
• Historically AllClear had very little focus on SEO and were heavily reliant on PPC to drive results
• Lots of very similar content cannibalising one another
• Lack of internal linking across important core pages

STRATEGY: INSIGHTS, VISIBILITY, ACCESSIBILITY

AllClear have a distinct audience, with their services targeted at an older demographic and those with pre-existing medical conditions, however there is always value in thorough audience analysis.

An in-depth report using GA and GWI turned up many clichés about our target audience, many of which helped to reinforce our suppositions, but it also turned up some hidden gems that helped us tailor our strategy.

In order to understand the space, we then researched and categorised over 4,500 relevant keywords to give us a good understanding of where AllClear were currently ranking. Using this information, we benchmarked AllClear against their top competition using an industry SERP click through rate model to estimate their organic traffic from the target keyword set.

‘THE KEY OUTCOME HERE WAS UNDERSTANDING NOT JUST WHAT THE COMPETITION WERE RANKING FOR, BUT WHY THEY WERE RANKING’

We audited the site for any technical inhibitors, putting together a list of issues that should be fixed, with a priority order to ensure the most important elements were addressed first. This was crucial if we were to meet our time-based objectives.

We then moved on to accessibility and completely reworked the navigation of the site, including a completely new approach for mobile to ensure that both users and search engines alike could efficiently reach the content they looking for.

We also fixed dozens of high value broken backlinks before moving on to the important on-site content. Metadata was enhanced and focused per-page based on what we’d learnt from the audience and competitor analysis, we also merged pages to reduce content cannibalisation and increase page value.

We put together a road-map for the blog and commenced a targeted link acquisition for their commercial pages.

Finally we looked at ‘answer box’ opportunities for AllClear to appear for in question related search queries and successfully attained 26 of these. 

RESULTS.

INCREASED VISIBILITY ON NON-BRANDED TERMS BY 292%

Also achieved a 24% increase in Organic Sessions YoY

50% INCREASE IN ORGANIC TRANSACTIONS YOY

Plus a 44% Increase in Organic Revenue YoY

21% INCREASE IN ECOMMERCE CONVERSION RATE 

Including 456 target keywords moved onto page 1!