Post on 17-May-2015
description
Copyright NetBooster 20111
Increase Insurance Business Online With Effective Google Marketing
Nigel Townend – Business Development Manager
Copyright NetBooster 2011
2
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?
Copyright NetBooster 2011
3
Experience with the following insurance brands;
Copyright NetBooster 2011
4
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.
Copyright NetBooster 2011
5
Your website potentially?
Copyright NetBooster 2011
6
New website visitors which come from a search engine.(Forrester)
73%
Copyright NetBooster 2011
7
Search Engine landscape now
Copyright NetBooster 2011
8
Top Search Engine
Copyright NetBooster 2011
9
The Landscape
Organic / Algorithmic
(61%)Search Engine Optimisation
Adwords (39%) Pay Per Click Advertising
Copyright NetBooster 2011
10
Natural Search or Organic listings
Natural Search or
Organic listings
Copyright NetBooster 2011
11
Primary objectives from SEO
Copyright NetBooster 2011
12
Annual SEO budgets
Copyright NetBooster 2011
13
Annual SEO budget change since 2011
Copyright NetBooster 2011
14
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
Copyright NetBooster 2011
15
Panda update in 2011
Google launched it’s ‘high quality sites’ algorithm
Google is looking for quality unique content relevant to the user
Copyright NetBooster 2011
16
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
Copyright NetBooster 2011
17
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
Copyright NetBooster 2011
18
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
Copyright NetBooster 2011
19
Website construction
Navigation to support the content plan
Good page speed
URL naming conventions
Coding standards
Internal Tagging (nofollows, canonicals, robots exclusions)
Copyright NetBooster 2011
20
Navigation
Copyright NetBooster 2011
21
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
Copyright NetBooster 2011
22
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
Copyright NetBooster 2011
23
Pay Per Click Advertising
PPC or
Sponsored links
Copyright NetBooster 2011
24
Primary objectives from PPC
Copyright NetBooster 2011
25
Annual PPC budgets
Copyright NetBooster 2011
26
Annual PPC budget change since 2011
Copyright NetBooster 2011
27
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
Copyright NetBooster 2011
28
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
Copyright NetBooster 2011
29
Social Media
Copyright NetBooster 2011
30
Social Media and the insurance sector
Source: GroupM Search 2011
Copyright NetBooster 201131
Case studies
Copyright NetBooster 2011
32
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
Copyright NetBooster 2011
33
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
Copyright NetBooster 2011
34
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
Copyright NetBooster 2011
35
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
Copyright NetBooster 2011
36
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%
Copyright NetBooster 2011
37
How did we achieve it
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
Copyright NetBooster 2011
38
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
Copyright NetBooster 2011
39
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
Copyright NetBooster 2011
40
How did we achieve it
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
Copyright NetBooster 2011
41
The David and Goliath approach
Copyright NetBooster 2011
42
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
Copyright NetBooster 2011
43
Targeted niche websites
Copyright NetBooster 2011
44
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
Copyright NetBooster 201145
Summary
Copyright NetBooster 2011
46
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
Copyright NetBooster 2011
47
Thank youEmail: nigel.townend@netbooster.com
01209 722340
Please visit Netbooster on stand B30