The challenge
For insurance businesses, prospects search by policy type and by situation, comparing coverage and price across providers. Mapping that demand against the pages that already existed turned the gap into a list of missing answers rather than a generic keyword export, with published assets and keyword targets set as the measures the work would be judged on.
What we did
Planning concentrated on policy-type pages, coverage comparisons, and claim-process content that answers what people worry about. Because published assets was the headline measure, briefs prioritised the pages closest to that outcome first, and every item moved through the same review and publishing path so what shipped stayed traceable to the demand that justified it.
The results
Supporting work covered consistent broker and location data, transparent disclosure, and internal links between policy families. Against that baseline this account recorded 80 published assets and 30 keyword targets. Those figures belong to this one engagement: a record of what happened here, not a projection for other insurance businesses.
These figures are this business’s own record, not a projection for others.
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