BIBA Presentation - 17/05/2012

Copyright NetBooster 20111

Increase Insurance Business Online With Effective Google Marketing

Nigel Townend – Business Development Manager


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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

Who are NetBooster?


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

73%


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Search Engine landscape now


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Top Search Engine


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The Landscape

Organic / Algorithmic

(61%)Search Engine Optimisation

Adwords (39%) Pay Per Click Advertising


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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

http://www.google.com/support/webmasters/bin/answer.py?answer=66356&hl=fr


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Pay Per Click Advertising

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


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


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

Pay Per Click Advertising

The Broker can compete against the large Insurance Companies

Search Engine Marketing can deliver high ROI driven campaigns


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Thank youEmail: [email protected]

01209 722340

Please visit Netbooster on stand B30

mailto:[email protected]

Date post:	17-May-2015
Category:	Technology
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BIBA Presentation - 17/05/2012

Technology