Solving Long Tail Keyword Search Queries

Background

In 2023, Ageas were looking to transition from offering both commercial and personal lines insurance to exclusively focusing on personal lines.

They wanted to grow their market share, and engaged Trunk to increase brand awareness, support product growth, increase traffic to their site, and policy revenue. Key to this was using supportive Solved Hub content to educate and provide value to users and policy holders, help users to self-serve, and reduce insurance claims.

Approach

Ageas offer car, home, travel, and van insurance, targeting an audience aged 35-55 and 55+. Our consultative approach allowed us to set a strategy focused on Ageas’ more popular policies, car and home insurance, advising policyholders about matters relating to their home and car, and assisting them to self-service. Our organic strategy covered 4 key areas.

Technical SEO Enhancement

Although the core of the campaign focused on content, a robust technical foundation was essential for optimal performance on the Solved Hub, ensuring content discoverability by users and search engines.

It started with a thorough technical SEO audit, assessing 70 elements using the ICE (Impact, Complexity, Ease) scoring matrix. From this audit, we prioritised improvements to internal linking and anchor text, to facilitate interconnected topic clusters on the site.

Long-tail keyword research

To align with the campaign objectives of user education and support, Trunk approached keyword research differently than other campaigns. Instead of focusing on broad, high-volume keywords, the emphasis was on topical, long-tail keywords and queries, addressing specific issues.

This approach included the consideration of low and zero-search volume keywords, which offer clear intent despite lower demand.

Our SERP analysis embraced creative strategies, accounting for additional search features, including “People Also Ask,” “Featured Snippets,” and AI-generated overviews, rather than purely organic results.

Content auditing

Following keyword research, we analysed topic clusters for search intent, E-E-A-T signals, and competitor rankings. Each keyword sub-category led to a landing page, forming a content plan for evergreen and seasonal articles to capture question-based search queries.

Hub content creation & optimisation

Detailed comprehensive briefs for new and existing content were produced, allowing our copywriters to craft articles aligned with search insights, with ongoing performance monitoring of updated content. Topics included insurance claim support, home & car maintenance advice and seasonal advice

Connecting activity

Key to success was the need to connect all parties together – both internal and external. This included working with the Compliance team to review and approve content as well other partners responsible for the website infrastructure.

The results

The activity has had a significant impact on organic performance driving both increased revenue and also improved operational efficiencies by reducing calls to their contact centre. Our strategy has been so successful, we were asked to replicate the approach across other brands within the Group.