Introduction
HoldCover is an online insurance affiliate platform based in Hong Kong. They approached us to target two sets of topics and drive leads to their car and travel insurance products.
We took on the engagement midway through the year with a clear goal: cluster blog keywords strategically and turn those articles into the platform's top traffic-driving pages.
The Challenge
When we audited HoldCover's content, we found they were missing the top-of-funnel (TOFU) keywords that matter most in the early search journey. These were the questions travellers ask while preparing for a trip: booking flights and hotels, applying for visas, and other pre-travel concerns.
Without that TOFU layer, HoldCover had no way to reach potential customers before they were ready to buy, and no natural path to guide them toward the car and travel insurance products.
Our Solution
Using insights from our topic research, we built a new SEO content strategy centred on two optimised pillar pages. The strategy set out to strengthen internal linking and raise awareness of the car and travel insurance products through blog content.
Matching real search intent
To make sure the new content matched what searchers actually wanted, we analysed the organic keywords our competitors ranked for, focusing on terms sitting in the top 10 positions. We then worked the strongest LSI (Latent Semantic Indexing) and semantic keywords into HoldCover's articles.
This kept every blog post comprehensive enough to satisfy search intent, rank on the first page, and naturally attract backlinks.
Results
The campaign moved HoldCover's priority car insurance terms up the rankings, often to the number one position:
- •Car insurance: position 3 to 1
- •Automobile insurance: position 11 to 5
- •Vehicle insurance: position 5 to 1
- •Car insurance quote: position 2 to 1
- •Instant car insurance quote: new to 1
- •Automobile insurance quote: position 3 to 1
- •Cheapest car insurance: position 9 to 6
Alongside the ranking gains, organic traffic grew 64%, page-one keywords rose 11%, and the top traffic-driving pages added $5,775.87 in traffic value. We also built 43 backlinks over the campaign.
