Next Insurance

A Marketing Story by Angora Media about Next Insurance

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Next Insurance

Increase Sales

Challenge

The story started in May 2017 when we first met Evyatar Sagie – the head of acquisition at Next Insurance, an ambitious and promising startup company on a mission to change the world of small business insurance. Being a fully online insurance provider, Next Insurance aims to offer US-based small business owners a simple, fast, and affordable insurance solution tailored to their specific needs. They made an incredible start with raising $29 million to continue building their product, followed by a few more fundraising rounds in Summer 2017 and 2018. Outstanding efforts and exceptional dedication of the Next Insurance team paid off, however, this was only the start of the journey to success. As bright and exciting as it seems, startup reality is also outrageously demanding. Therefore, as we started and continued working with Next Insurance, we came across significant SEO challenges: Extremely high organic and business competition High goals and expectations within limited timeframes Pressure for fast SEO results Diverse target audience of small business owners and independent contractors from across numerous industries Rapid website growth as the client started expanding their offering at the beginning of 2018 All of the above is hardly compatible with the long-term nature of SEO strategy. Additionally, we also had to face the other side of “startup reality” in that NextInsurance.com was a new and relatively small website at the point when we started working together.

Solution

The challenges outlined above required detailed planning and execution that allowed us to stay on top of frequent, upcoming changes and lay a stable foundation for any additional site sections or pages that were scheduled to go live. We have been working closely with the Next Insurance team to ensure clear priorities and in-depth time planning of each task that could have any impact on the overall SEO performance. In addition to ensuring optimal technical website performance, we focused on in-depth content planning to leverage our semantic search potential and keyword coverage in an attempt to maximize reach of our target audience. While working on improving website authority, our main goal was to bring as much purchase intent-oriented traffic along with rankings for as many relevant target terms as we possibly could. This was achieved through a number of stages and various content types depending on user awareness. While working on optimization, we aimed to deliver specific targeting for each page while utilizing our time and resources in the most efficient manner. Aside from detailed targeting for each product page, our focused content operation worked as a tool for keyword expansion and overall website growth and authority. Our goal was to capture as many supporting keywords, keyword variations, and target term alternatives as possible to increase organic traffic and establish strong internal linking, strengthening our core product pages. This required in-depth research and planning so that we could set the correct priorities depending on the difficulty of each recommended topic in relation to the target page it was designed to support.

Search Engine Optimization (SEO)