From strong brand recall to dominating non-branded lending queries and AI-driven conversations.
800
Pages ranking for non-branded queries
800
Pages ranking for non-branded queries
The problem we started with
The life insurance brand had a large content base, but it was fragmented, outdated, and not built for how people search or how AI models pick answers. Key pages were weak on non-branded queries, with inconsistent structure and little AI optimisation. The opportunity was to refresh, expand, and structure the content for both rankings and AI visibility.
What we did
01 Audit: Reviewed existing content, found gaps across high-intent insurance queries, and mapped underperforming pages.
02 Strategy: Built a roadmap for content refresh and new creation, aligned to search intent and AI-friendly structure.
03 Execution: Refreshed existing pages and produced 1,200 content assets, optimised for clarity, internal linking, and AI extraction.
04 Measurement: Tracked keyword movement, page performance, and AI citations, and kept optimising the top pages across the engagement.
Results what happened next.
800
Pages ranking for non-branded queries
3.6x
Increase in AI and LLM mentions
1,200
Content assets refreshed and created
Related case studies
Growth starts with visibility.
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