Hiscox and Kinesso won the SEO for B2B category at The Drum Awards for Search. Here's the award-winning case study.
Reprise began working with Hiscox in February 2020 just as they were beginning to see the impacts of COVID-19. Fast forward to 2022, and the business insurance market size had dwindled due to the after-effects of the pandemic. Coupled with weakening brand awareness caused by reduced marketing activities, Hiscox’s organic performance was waning.
Objectives:
Minimize the impact on commercial performance including organic traffic and conversion numbers (Start Quotes, Quotes, and Sales), the algorithm update and other external market factors.
Identify why Hiscox was so heavily impacted and discover which of its competitors were facing a similar situation.
Recover rankings of commercial head terms “public liability insurance” and “business insurance” from lower page 1 (position 6-9) to upper page 1 (position 1-5).
Learn how to avoid or minimize impacts from future Google algorithm updates.
Strategy: Hiscox categorizes its customers into three segments according to their professions and business priorities:
Segment 1 covers the technology and management sector, including software engineers and management consultants.
Segment 2 includes professions from multiple industries like finance, healthcare, media, and charities.
Segment 3 made up primarily of tradesmen and retailers.
To overcome these challenges, we created a content-diversified strategy. We focused on...
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