Direct Line

SEO

Challenge

To establish Direct Line on the first page of Google for key terms including car insurance, home insurance, life insurance, travel insurance, van insurance and pet insurance.

Approach

Natural search engine optimisation was selected because it offers a lower cost per acquisition (CPA) than paid search and is core to the online marketing strategy.

• There are over two million internet searches per month for insurance therefore a volume of enquiries is critical.
• Tamar advised Direct Line on the content for individual targeted landing pages (rather than just optimising the homepage) to ensure that the most relevant page was served on search engines for all core product keyterms so as to improve natural search rankings.
• The strategy had analytics at its core and factored in other elements of the campaign in a holistic approach, where transparency was key.
• The SEO team implemented natural onsite optimisation as well as offsite natural search engine optimisation (including a themed link strategy to increase the number of high quality incoming links).
• Press releases and articles were also optimised and submitted to carefully selected news sites, aggregators and bulletin boards to generate relevant incoming links.

Results

Direct Line is often listed in the top 5 for the term 'car insurance': 'travel insurance' on Google.co.uk. Rankings for car insurance moved from the third page of Google.co.uk in 2005 to page one in March 2006. Rankings are constant on the first page across their key terms.

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