For Store-Insure, ranking is everything and being on page one of Google is crucial to maintaining market position. Launching a business into an existing market against better established businesses meant that Store-Insure needed to hit the ground running when it came to their online presence. Initially, running a paid advertising campaign was an important part of the strategy to achieve instant visibility and start building market share. Due to the niche and specific nature of the product, keyword competition is high and there are a limited number of keywords which are appropriate. Over time, the paid advertising has been scaled back but this still forms an important part of Store-Insure’s acquisition strategy.
Alongside the paid advertising, content marketing is another extremely important element of the overall marketing strategy and has proved to be the key factor in maintaining Store-Insure’s position at the top of the organic search listings. Content pulled directly from the companies main landing page has consistently occupied Google’s ‘Featured Snippet’ box for the term with the highest number of searches and this undoubtedly drives high quality and highly relevant traffic to the site. Maintaining this position at the top of organic listings and in Featured Snippets requires the website content to be constantly updated, as well as the blog which we also maintain for the client.
Over the past 3 years, we have worked with Store-Insure on a monthly basis to help them consolidate their position as one of the leading companies in the market by constantly reviewing their website content and adding fresh content to the website every month. Store-Insure have seen a huge growth in sales from both new and repeat business over the last few years with sales increasing by more than 100% between 2017 and 2019.
Now that Store-Insure are established as one of the leading companies in the market, with great search engine ranking and great visibility in organic search, we have been able to spend some time focussing on conversion optimisation in tandem with the continued acquisition strategy. To this end we have been working on page content and have refined this following A/B testing different page formats on both the main landing pages and the quote pages. This has enabled us to improve the conversion rate for both new and repeat business.