Website Optimization – Case Study 1
Health Insurance Website Optimization
Our customer had a website offering free quotes for individual, family, employer or Medicare health insurance plans. As the online health insurance market is run by multimillion dollar companies, his website did not show among the first 100 search results on Google.
After detailed research, we decided to separate his insurance website into 4 separate, more targeted websites: one to present his company, one for individual and family health insurance, one for employer health insurance, and one for Medicare plans.
We created the new Medicare website in summer 2009. Together with our client, we defined ‘search terms’ that are profitable for his business, and decided that we want to establish free Google ranking without paying for online advertising by using our ‘off-site’ search engine optimization strategy.
We created a dynamic PHP ‘content management system‘ website with optimized coding, set up the structure and wrote content copy around the ‘search terms’.
We also started to promote the website online by creating links from other websites to it. We submitted it to directories and social bookmarking websites, commented on relevant blogs linking back to the site, and wrote and submitted 7 articles to eZine Articles.
Within two months we were able to get the client’s Medicare website on Google’s front page for over 20 search terms with a combined search volume of about 10,000 monthly searches.
While competitors pay Google for the highly competitive search phrase ‘Medicare Advantage” $2.91 per click, our client’s website shows now for free on Google’s front page for this term that is over 100,000 times per month searched for online. His website also shows for over 20 other related search terms at Google’s top ten positions.
Not only does his website now rank for free on Google’s front page for combined about 10,000 searches per month – by selecting ‘targeted niche keywords’ we were also able to drive more qualified traffic to the site. Undoubtedly, if somebody is looking specifically for a ‘Humana Medicare advantage’ plan, he know already what he wants to buy.
Our articles on eZine Articles are well received by people looking for information about Medicare and drive additional traffic to the website.
We keep monitoring the website’s traffic and conversion rate, and will be adjusting our strategy furthermore as well as continue to submit the website to more free online sources and furthermore improve its ranking.
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