Background
Our client, an insurance service provider in Kenya, approached us with a goal of generating leads through their website. This was their first attempt at SEO, as they previously did not track any website data or generate online leads. Their site lacked Google Analytics 4 (GA4) and Google Search Console, making it essential to establish a foundation for data tracking and analysis.
Challenges
No Existing Data Infrastructure:
The client had no GA4 or Search Console setup, so there was no historical data to analyze.Limited Organic Presence:
The site had little to no organic traffic or visibility in search engine results pages (SERPs).Low Engagement with Key Forms:
Their critical forms (request quote and contact forms) were not optimized and had minimal user interactions.
Our Approach
Setup Data tracking
Installed and configured GA4 to enable event-based tracking. Integrated Google Search Console to monitor performance and indexation.
Keyword Research and Content Optimization
- Conducted in-depth keyword research focused on insurance-related terms relevant to Kenyan users.
- Optimized website meta titles, descriptions, and on-page content to target high-intent keywords.
Technical SEO Enhancements
- Fixed critical technical issues, including slow page load times and non-mobile-friendly elements.
- Improved website structure and internal linking to enhance crawlability and user navigation.
Engagement Optimization
Enhanced the visibility of the request quote and contact forms by redesigning their call-to-action buttons and placements.
Content Marketing
Published services content targeting frequently searched questions in the insurance industry to drive organic traffic.
Results (September 2023 – May 2024)
Organic Performance Growth:
- Total Clicks: 155
- Total Impressions: 7,100
- Average Click-Through Rate (CTR): 2.2%
- Average Position: 44.4
The steady upward trend in clicks and impressions reflects a significant improvement in organic visibility and user engagement over time.
Engagement Data (GA4):
- Total Page Views: 2,926
- Total Users: 503
- Form Interactions:
- Request Quote Form: 5 submissions
- Contact Form: 4 submissions
Although form interactions were limited, these results provide a foundation for further optimization to improve conversion rates.
Key Takeaways
Data-Driven Strategies Work:
Establishing data infrastructure (GA4 and Search Console) was critical in tracking progress and refining strategies.Incremental Wins Build Momentum:
While starting from zero, consistent improvements in organic traffic, impressions, and CTR illustrate the power of well-executed SEO campaigns.Engagement Optimization is a Priority:
The minimal form submissions highlight an opportunity to improve user journeys and make forms more intuitive.
Next Steps
- Continue optimizing high-performing pages to maintain and grow organic traffic.
- Develop targeted campaigns to drive more form submissions.
- Implement A/B testing on form designs to improve engagement and conversions further.
This project demonstrates how a strategic and tailored SEO campaign can transform a website with no prior digital presence into a lead-generating asset.
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