BIBA Presentation - 17/05/2012

Increase Insurance Business
Online With Effective Google
Marketing
Nigel Townend – Business Development Manager

1
Copyright NetBooster 2011

Who are NetBooster?
 Over 13 years market leading search experience
 Specialist Search Marketing Agency
 Global capacity
 45 dedicated PPC specialists
 40 dedicated SEO specialists
 Experience in most major analytics platforms
 Google Analytics Premium & Certified Partners
 Recently won the 2012 Econsultancy award for innovation in Search
Engine Optimisation

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Experience with the following insurance brands;

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Building a website and putting it
online probably isn’t going to get you
any business or help the businesses
you may one day work for.

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Your website potentially?

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73%
New website visitors which come from a search engine.
(Forrester)

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Search Engine landscape now

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Top Search Engine

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The Landscape

Adwords (39%)
Pay Per Click Advertising

Organic / Algorithmic
(61%)
Search Engine
Optimisation
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Natural Search or Organic listings

Natural Search or
Organic listings

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Primary objectives from SEO

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Annual SEO budgets

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Annual SEO budget change since 2011

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Search engine optimisation is not considered bad by Google…

…but some search engine optimisation techniques are.

http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291

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Panda update in 2011

 Google launched it‟s „high quality
sites‟ algorithm

 Google is looking for quality
unique content relevant to the user

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Venice update in 2012

 Google‟s Venice update has had a
large impact on how local search
results are displayed in Google‟s
results

 Generic terms that often have
local relevancy such as “Insurance
broker” now seeing more local
listings appearing in the place of
more traditional landing pages

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Penguin update in 2012

 Google to penalise more sites
using bad SEO methodologies

 Algorithm change targeted at
webspam

 The change will decrease rankings
for sites that are violating Google‟s
existing quality guidelines

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A Search Engine Optimisation campaign

 How a website is constructed
 What content is published
 Offsite references – Links
 Brand mentions
 Consistent messaging across all channels
 Integration with PPC, analytics and other channels

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Website construction

 Navigation to support the content plan
 Good page speed
 URL naming conventions
 Coding standards
 Internal Tagging (nofollows, canonicals, robots exclusions)

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Navigation

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Content
 Onsite
Product & Category Pages
Sub-product pages
Provider pages
Long-Tail Targeting options
Reviews
FAQ‟s
Buyers Guides

 Offsite
Bespoke content to target specific keyphrases
Used as link bait to generate high quality links

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Offsite references / Link building

 It‟s all about quality and not quantity!

 Relevant, valuable high quality links give most SEO benefit

 Look for a mix from related sites and different types of links

 Creating a natural looking profile is the corner stone to any link building strategy

“Your site's ranking in Google search results is partly based on
analysis of those sites that link to you. The quantity, quality, and
relevance of links count towards your rating.”

Source : Google Webmaster Central

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PPC or
Sponsored links

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Primary objectives from PPC

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Annual PPC budgets

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Annual PPC budget change since 2011

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Pay per click advertising

 Online Pay per click advertising is how Google makes its money

 Auctioning advert placements in relation to searches

 It pays for the services provided by Google for free that we may sometimes take
for granted

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Pay per click advertising

 Tactical form of advertising
 Easy to measure results
 Conversion rates will vary between 3% and 1.0%
 Average CPC will vary on the keyphrases targeted
 “Car insurance” is about £12.50 per click
 “Expat insurance” is about £6.32 per click
 “Ford car insurance” is about £0.32 per click
 Brand terms range from about £0.10 to £0.15

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Social Media

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Social Media and the insurance sector

Source: GroupM Search 2011

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Case studies

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Link building case study

 SEO client since September 2008
 PPC client since September 2011
 Briefed to increase the visibility of their “travel insurance” product in the
natural listings

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What is it worth being in position 1

 The day before The Post Office moved to #1 for the target term “travel
insurance”, PO were in position #8, below the fold

 The day The Post Office reached #1, they had more traffic for the term “travel
insurance” than they had in the previous 10 days combined for that term

 Overall The Post Office had an increase in traffic of 15 fold by being position 1
for the term “travel insurance”

 The Post Office also saw an uplift in traffic for other related “travel insurance”
terms as well

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How did we achieve it

 Dedicated link building technology platform, to slash timescales and increase
efficiencies
 One of the UKs biggest and most experienced link building teams
 Full transparency with client approval process
 Strategic planning around seasonal trends
 Well rounded linking strategy, leveraging competitions and bespoke content

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Atlantic Shopping

 SEO client since September 2010
 One of the largest suppliers of bar stools online
 Briefed to increase the visibility for all “bar stool” related keyphrases in the
natural listings

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What did it achieve

 Achieved top 3 positions for over 20 keyphrases

 149% uplift in non brand traffic over a 12 month period

 Non brand traffic increased revenue by 139%

 “bar stools" organic traffic increased 256% over the same period and revenue
increased by more than 149%

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 Onsite optimisation to target the longtail
keyphrases i.e. “red bar stool”

 Ongoing support from Netbooster

 Ongoing content generation strategy implemented
by Atlantic Shopping

 Well rounded linking strategy

 Utilising bespoke interesting content written by
Atlantic Shoppings internal experts and distrubited
via social bookmarking sites

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Skates.co.uk

 SEO client since July 2011

 One of the largest suppliers of scooters and roller skates online

 Support and work with the web developer to create a new website that meets
best practice standards and has the end user in mind
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What did it achieve

 440% uplift in organic traffic over a 12 month period

 544% uplift in non brand traffic over the same 12 month period

 "roller skates" organic traffic increased 2726% over this period

 Achieved top 3 positions for over 15 non ranking keyphrases within 6 weeks of
the new site going live

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 Deployment of our proprietary performance testing
platform at strategic points in the website build

 Keyword research , utilising PPC conversion data

 Optimal website structure to support the content
plan

 Knowledgle transfer to Skates.co.uk internal team

 Well rounded linking strategy

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The David and Goliath approach

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Longtail strategy

 Target large numbers of low volume or non competitive keyphrases
.i.e.

Diabetic travel insurance
Over 65 car insurance
Thatched house insurance
Life insurance without medical

 This strategy requires large quantities of content

 Easy to prioritise the rollout of the strategy based on core product
offering, policy margin or monthly searches

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Targeted niche websites

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Strategy based on revenue and risk

 Targeting individual keyphrases based on policy value

 Require accurate analytics data

 Need to review the strategy every 3 months
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Summary

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Summary
 73% of new website visitors start with a Search Engine

 The 2 primary forms of Search Engine Marketing are;
Search Engine Optimisation

 The Broker can compete against the large Insurance Companies

 Search Engine Marketing can deliver high ROI driven campaigns

46

Thank you
Email: nigel.townend@netbooster.com
01209 722340

Please visit Netbooster on stand B30

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BIBA Presentation - 17/05/2012

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BIBA Presentation - 17/05/2012