Context

ConTe.it is part of the Admiral Group, the leading UK online insurance in the Car and Motorcycle Insurance market, with over 5 million customers and offices in Great Britain, USA, France, Spain, and Italy.

In the preliminary analysis phase, Pro Web has already highlighted a criticality linked to hacking against ConTe.it. The site was initially penalized by Google, on which our SEO dedicated team focused the first efforts.

Objectives

Among the primary objectives of the project:

• recovery of visibility lost as a result of stilted links penalization suffered in the past;
• increase in the domain trust;
• improvement of average positioning and ranking of the main keywords;

benchmark mapping and monitoring to supervise the market of reference.

Strategy/The Project

The SEO strategy for ConTe.it has been mostly focused on three fundamental elements:

• Activities aimed at guaranteeing an efficient recovery from an actual penalization, which had caused a significant decrease in visibility and traffic for the site. Thanks to the optimization of the backlink profile, traffic and visibility have improved.
• Proper management of trust-building actions has contributed to strengthening the site’s authority, exceeding the level before penalization and favoring the placement of new keywords.
• A careful content strategy allowed the creation of quality content, highly informative for the user, and correctly optimized for search engines.

These targeted interventions have been preceded by a necessary on-site analysis of the site, from which emerged several improvement opportunities.

Results

The SEO strategy has brought excellent results, including:

• + 45% of YoY sessions and 35% of visibility increase on search engines.
• 1,050 keywords have improved their rankings, and over 1,000 keywords have been positioned ex-novo, mainly thanks to the content strategy. Additionally, 116 new keywords have entered into the TOP 10.
• The average position of the most relevant 80 keywords went from 14 to 9, with 8 keywords starting from> 50.