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Builtvisible: Award winning results for specialist travel insurer

By The Drum Recommends | Analyst



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February 12, 2018 | 2 min read

50% increase in organic revenue and global top tier coverage for over 50s favourite Staysure

The Challenge

Buying medical insurance can be a stressful experience for anyone with a pre-existing medical condition. Staysure, a specialist travel insurance provider for the over 50s, have dedicated an area of their site to helping customers with this specific issue, yet it was gaining less attention than the quality of its content deserved.

Staysure needed a strategic approach combining technical SEO, on-site content optimisation and link building to drive up organic traffic and most importantly revenue across this key product area.

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The Solution

Alongside technical quick wins, new landing pages and architectural improvements we also undertook a widespread content campaign around the topic of Travelling with a Mental Illness. Builtvisible’s project team interviewed people with a range of conditions to understand how they experience and cope with travel, offering tips and support to others. These experiences were then brought to life in a series of illustrations by Loren Conner, an artist with first-hand experience of mental health issues.

The Results

The content campaign resonated with a huge audience, resulting in worldwide coverage across TV, radio, print and digital publications. Being featured in publications, such as: BBC, HuffPost and Taxi amongst others.

By focusing on this lucrative but underperforming section of the website we saw the number of transactions from medical-related content increased by 21%, driving up organic revenue by 50%. A surge of 75% in organic visibility for medical insurance associated keywords was the key driver behind this significant growth.

These fantastic results gained industry recognition when Builtvisible won gold at the Digital Impact Awards for ‘Best Use of SEO for Corporate Communications’. The content campaign was also highly commended at The Drum Network Awards for ‘Financial Services Campaign/Strategy of the Year.’

For more information about Builtvisible, visit their RAR Profile.

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