Improving SEO

Moving the Insurance carrier into the top 3

Work detailed here was completed in 2019, but is ongoing.

Auto insurance is a key product offering for Liberty Mutual, accounting for the biggest share of their business. However it is a highly competitive market with many large players vying for customers’ attention.

Liberty Mutual, for as big as they are, struggled to break through the field. They ranked 10th in SEO for search terms “auto insurance” and “car insurance” which would occasionally mean landing on the second page of Google search results.

The auto insurance landing page had not been updated in some time. The design was a mishmash of different styles and looks. Each piece was fine enough, but they did not connect to each other, nor did they match the style and aesthetic of the current Liberty Mutual brand.

There was a plethora of related pages within the auto insurance section, but they did not typically link back to each other. These pages were verbose, but the content was of poor quality. Copy had not been updated in a while and there was a general lack of order to the entire structure.

a focus on content

We began by rewriting all of the content. We simplified the messaging, cutting a lot of the language. We worked with the product owners of auto insurance to understand the key values to emphasize. We sat with marketing to understand how they were talking about auto insurance, ensuring we would align messaging.

We updated the meta copy related to these pages, an invaluable technique to improve our SEO.

Clean Design

We designed a new product landing template that decluttered the page and brought all of the components in line with the Liberty Mutual brand. The page now has clear focus, and the supporting components assisted the user on their journey to understand auto insurance.

We refreshed the related pages within the auto insurance section, eliminating extraneous pages. We also made more direct links to supporting content such as available discounts and coverage explanations. All copy was rewritten using natural language (no industry jargon). Importantly, these pages link back to the main landing page, a key indicator to Google about the value of the content.

Continual Improvement

A big part of our approach was to ensure that we were continually updating and improving the auto insurance section. Google rewards fresh content. We made sure to make updates and regular intervals. Tracking our SEO rank, we can see these updates corresponded with bumps in our rank.

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