Assurland.com secures a winning content strategy with Semji

For more than 20 years, Assurland.com has offered an online insurance comparison service. The site’s goal is to help users find the insurance offers that best match their specific needs. Assurland.com has built a wide panel of partners to cover every type of request and profile. Its mission is to help as many people as possible easily find an insurance offer that fits.

The challenge

Assurland.com faces a sizeable challenge: two thirds of its traffic comes from SEO, making organic search essential to maintaining its rankings and visibility against growing competition from new insurtech entrants, established insurers, and other comparison sites. To capitalize as much as possible on the SEO lever, Assurland.com chose to work with Semji to plan the writers’ work, organize content into semantic cocoons, and build the writers’ SEO skills.

The objectives

• Gain rankings on business keywords
• Increase lead acquisition through SEO
• Diversify lead acquisition
• Invest in other growth marketing levers

Our actions

Defining SEO objectives

Identifying content with high SEO potential

Optimizing content for SEO

Strengthening internal linking

Analyzing overall gains (by semantic cocoon)

Supporting the teams on the Semji platform

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Results

+200 strategic keywords ranking in the top 3

Assurland.com adopted an effective content strategy to meet user needs. Particular attention went to creating new content and building semantic cocoons.

The stakes around semantic cocoons are many, including developing informational content on strategic topics, retaining visitors with rich, relevant content, and increasing the lead conversion rate. To address them, Assurland.com used Semji’s “Content Ideas” module. This module helps build semantic cocoons designed to push transactional pages, strengthen the company’s expertise in the eyes of Google and users, and gain rankings.

83% of optimized content captures SEO traffic

Thanks to optimization, 83% of Assurland.com’s content generates SEO traffic. To get there, the writers leaned on the Content Score, a score out of 100 that rates a piece of content’s SEO quality against SEO recommendations. Using a tool like Semji accelerated their skill development.

In addition, content production became better organized with an SEO editorial calendar set up in Semji, bringing more clarity and efficiency to task planning. Finally, KPI tracking made it possible to quickly visualize the gains achieved through this content optimization.

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