What was going wrong
- One page was trying to rank for every service in the whole catchment, so it matched no specific search well.
- Claims queries mixed into new-business enquiries
- Nothing recorded which service and which area each enquiry came from, so local demand could not be told apart from brand demand.
Our approach
- A page for each service and locality genuinely covered, with copy written for that search instead of a swapped location name.
- Product-line intake that routes to the right adviser
- Claims and new-business enquiries separated at first contact
- Search reporting wired per page, so the pages earning impressions can be told apart from the pages earning visits.
The difference it makes
- Every service and area genuinely covered has a page of its own that can match a specific search.
- Business name, address, phone and hours agree everywhere they are listed.
- You can see which pages earn impressions, so effort follows demand instead of assumption.
What was delivered
A page set for each service and locality, consistent business listings, and per-page search reporting.
- Search intent mapping
- Location pages
- Business listings
- Search reporting
Results
This study describes the engagement and the system it produced. Client names are withheld because we do not have permission to publish them, and no performance figures are shown because none have been approved for publication. When a client approves a figure, it belongs here.