Hosting Company Rank
Which? Mortgage Advisers offer independent, impartial and expert advice to help consumers get the right mortgage deal. Which? Experts help by searching the market across thousands of different products from every available vendor and manage the application process for customers from start to finish. Which? advisers get paid salaries, not commission, so customers know that their recommendations are the right deal for them.
The core objectives of the campaign were to increase organic traffic and leads via the website in a particularly competitive insurance industry. Additionally, num wanted to improve visibility around the right content and sections, to help drive downloads and sign-ups for content marketing lead generation campaigns. Our focus was to establish num as the leading voice in employee benefits.
Client:
WebGeniusLabDate:
December 15, 2018Website:
yoursite.comCategory:
Digital
The Brief
This Hosting Company Rank project helped Unum improve website visibility, content performance, and long-term search growth. It also supported a clearer SEO strategy, stronger content structure, and better digital PR activity.
We aimed to make Unum a leading voice in employee benefits and employee wellbeing. The campaign also helped protect and grow Unum’s presence in the group income protection sector. Unum planned several website changes. These included a redesign, a platform change, and moving the blog from a subdomain.
We worked with the num team to develop an SEO strategy The strategy improved the relevance and structure of the website. We also created a content and digital PR strategy that gave more value to the target audience.
SEO Content Strategy
B2B SEO
SEO Conversion
Our Strategy
During the onsite phase, we identified key search terms. We also reviewed the new website and gave guidance for the migration. This included moving the blog from a subdomain to a subfolder setup.
Our creative team worked with Unum’s in-house digital team. Together, we created useful and engaging content for the website and external channels. This helped position Unum as a thought leader in employee benefits.
There are no secrets to success. It is the result of preparation,
hard work, and learning from failure.
– Paul Tournier
Our team helped Unum promote internal spokespeople to journalists. We supported this through bylined articles, expert comments, and interviews with the national press.
The team also created case studies and pitched them to key media. These campaigns often followed popular events and awareness days, such as World Mental Health Day and Financial Capability Week. The client supported these events heavily.
The Hosting Company Rank campaign helped Unum build a stronger base for search performance and digital growth. It connected SEO, content strategy, and digital PR activity to support better website visibility. With clearer direction, the website could attract more relevant visitors and provide more useful information.
