Select Page

Semji helps MACIF to build and deploy a high-performance Content Factory


non-branded SEO traffic within 12 months


optimized and created content

3,5 M€

traffic value

Digital transformation is disrupting the insurance industry. One of the major challenges is the risk of losing contact and links between the insurer and its customers. In a very competitive and changing sector, La MACIF wishes to meet the new expectations of its targets by adopting a customer-driven approach.


La Macif


Pauline Amanda Girard, SEO Manager
Antoine Wintrebert, Digital Marketing Manager



Increase website traffic through content
Gain in productivity
Measure performance

HP Image 500x500 Decathlon

The challenge

Faced with new purchasing behaviors, the dematerialization of customer relationships, increased competition and a growing risk of uberization, La MACIF wanted to develop articles focused on the needs of its customers. It called upon Semji to set up a solid and high-performing Content Factory.

The Objectives

  • Optimize SEO and user intent oriented content
  • Position on high volume traffic queries
  • Generate engagement with qualified leads
  • Democratize access to offers
  • Industrialize the production process
  • Consolidate the inbound marketing strategy

The actions we led

Organization of editorial committees

Setting an efficiency content production strategy

Content performance monitoring

Production of SEO briefs

SEO and editorial advice

CSM support

Do you also want to boost your SEO strategy and outperform your competitors?


+89% increase in non-branded traffic

Thanks to the creation of these new contents centered around users’ needs, La MACIF has quickly positioned itself in the TOP 20 insurance companies in terms of SEO.

3.5 million euros of investment in traffic value

3.5 million is the value of this new organic traffic, based on the cost if La MACIF had chosen to run paid search campaigns. That’s the amount of savings made by the insurance company.

TOP 3 on strategic keywords

Thanks to the new content created by the Content Factory, La MACIF website is now positioned in the TOP 3 on strategic keywords such as “scooter insurance”, “home insurance quote” or “complementary health”.

Semji’s experts helped us to implement SEO practices that we would never have imagined: La MACIF is at the top of the top 20 French insurers in SEO.

Digital Marketing Manager

Groupama Gan Vie Logo

You’re one click away from boosting your content performance