Technical SEO
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 Technical SEO project helped Unum improve website structure, search visibility, and long-term organic growth. The work focused on making the website easier for users and search engines to access.
Unum planned several major website changes. These included a redesign, a platform change, and moving the blog from a subdomain.
The project needed clear technical guidance to protect rankings and traffic during the website changes. A weak migration plan could make important pages harder to find.
We worked with the Unum team to create a Technical SEO strategy. The strategy improved site structure, content alignment, and search performance. It also helped support a smoother website migration.
SEO Content Strategy
B2B SEO
SEO Conversion
Our Strategy
During the onsite phase, we reviewed key search terms, URL structure, page hierarchy, metadata, and migration risks. We also gave guidance for the blog move from a subdomain to a subfolder setup.
Our team checked the new website structure and gave clear SEO recommendations before launch. This helped Unum reduce the risk of lost traffic after the migration.
Our creative team also worked with Unum’s in-house digital team. Together, we created useful content that supported search intent, user needs, and brand authority.
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 experts through articles, interviews, and media activity. This supported brand trust while the website moved into a clearer structure.
The team also created case studies and pitched them to relevant media. Many campaigns followed important awareness days, such as World Mental Health Day and Financial Capability Week.
The Technical SEO campaign helped Unum build a stronger base for search growth. It connected website structure, migration planning, useful content, and digital PR activity. With clearer technical direction, the website could protect valuable traffic and serve users better.
