The Customer
Our partner in this campaign is a leading dental insurance company in the United States, offering a range of plans for individuals, families, and businesses. With the nation’s largest network of dentists, plans covering preventative services, and a range of online tools for finding in-network care, estimating treatment costs, and managing benefits, this company focuses on making dental care accessible and affordable.
The Challenge
The company struggled with crawlability issues due to an unoptimized website, strict regulatory compliance delaying content approval, and high YMYL standards complicating search rankings.
The Solution
Our solution included a comprehensive, multifaceted SEO approach, including multiple keyword strategies to target different audience segments, optimized content for its various audiences, UX improvements, and conversion rate optimization for important landing pages.
The Results
Our strategy grew the insurance company’s top-3 keyword rankings, helping them secure #1 positions for high-impact terms. This led to a 28.5% increase in sessions and a 139% increase in conversions.
Tackling a Complex Landscape
Our client brings reliable, quality health benefits to individuals across the US. Their goal was to reach five distinct audiences — each requiring a tailored approach to maximize engagement and lead generation.
However, they faced a few hurdles:
- Unoptimized Website Architecture and Keyword Cannibalization: The site’s structure limited crawlability and created inefficient indexing and keyword overlaps.
- Regulatory Compliance Needs: Producing content compliant with strict insurance regulations meant lengthy review processes.
- YMYL Standards: To rank effectively as a “Your Money or Your Life” (YMYL) website, the client had to meet stringent content quality and trustworthiness requirements.
Drilling Down to Success With a Multi-Layered Approach
Victorious developed a comprehensive SEO strategy to overcome these challenges, focusing on both audience-specific initiatives and robust technical SEO improvements.
1. An Audience-Centric Strategy
To ensure engagement and lead generation, Victorious tailored unique strategies for each audience:
- Small Businesses: We conducted deep keyword research to find high-volume terms related to employee benefits and insurance plans, highlighting value for small business owners.
- AARP Members: We created content focusing on reliability, affordability, and comprehensive coverage suited for retirees.
- Direct Acquisition: We developed educational materials and interactive tools designed to attract and convert individuals actively searching for insurance.
- Federal Audience: We optimized content for federal employees, aligning with FEDVIP requirements to emphasize relevant benefits.
- Providers: We crafted content showcasing partnership benefits, such as smooth claims processing, network growth opportunities, and practice management support.
2. Comprehensive SEO Enhancements
We also implemented several SEO tactics to bolster the enterprise company’s online performance:
- Keyword Strategies: We developed six unique keyword plans covering each audience segment and the overall site, tracking 459 keywords with bi-annual updates.
- Content Creation and Optimization: We created 16 new location-specific pages, two new pages with helpful quizzes, and six optimized blogs. We also refreshed 20 pages of existing content across segments and provided content optimization recommendations for pages targeting important campaign keywords.
- Technical Audits and Site Sweeps: We identified and addressed crawling and indexing barriers through initial large-scale audits and continued support with monthly checks.
- Internal Link Improvements: We enhanced link equity distribution through strategic anchor text recommendations.
- Conversion Rate Optimization (CRO): We identified and removed barriers to conversion on key pages.
- Schema Review: We fixed structured data errors to enhance user experience and achieve rich search results.
- Link Building: We customized link-building strategies, securing quality backlinks to bolster critical campaign pages.
- YouTube Optimization: We boosted video rankings through targeted optimizations.
3. Educational Workshops and Compliance Support
To make sure our efforts were implemented efficiently, Victorious prioritized compliance and knowledge sharing by:
- Conducting specialized workshops to update our client’s team on SEO best practices, reinforcing their alignment with the campaign’s objectives.
- Ensuring all created content adhered to regulatory standards, supported by the insurance company’s internal QA reviews.
The Results
A 42% increase in page one keywords.
Top-3 keyword rankings grew from 5,425 to 6,404, while top-10 keyword rankings improved from 11,949 to 15,489. They even secured #1 positions for high-impact terms such as “dental ppo plans” and “best dental insurance for small business”.
A 28.5% increase in sessions.
With targeted content and an increase in ranking keywords, sessions rose from 3,472,148 to 4,462,572 between June and August of 2024.
A 139% increase in conversions.
As their search visibility and audience engagement grew, our client’s conversions soared, with key events increasing from 3,200,732 to 7,648,214.
From Visibility to Victory
The success of this campaign highlights the effectiveness of a targeted and adaptable SEO strategy, built on deep collaboration and expert insights. By meeting the needs of diverse audiences and addressing complex SEO challenges, Victorious demonstrated the potential of a customized approach in driving measurable and sustainable digital success. Our work with this enterprise insurance company went on to become a finalist for the Best SEO Campaign and Campaign Effectiveness Award at the 2024 US Agency Awards.
