Case Study


SEO, Content Marketing & Digital PR


Unum is the leading employee benefits provider, offering financial protection for the workplace, including income protection, life insurance, critical illness and dental cover.

Unum is committed to workplace wellbeing for employees and employers, protecting almost 1.4 million people in the UK, and 39 of the top FTSE 100 companies (as of August 2017).

The Brief

The core objectives of the campaign were to increase organic traffic and leads via the website in a particularly competitive insurance industry.

Additionally, Unum 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 Unum as the leading voice in employee benefits and employee wellbeing. Protecting and growing Unum’s presence in the group income protection vertical was critical to the success of the campaign.

Unum was also planning a number of changes to its website, including a re-design, change of platform, and move of the blog which was hosted on a subdomain.

Our Strategy

We worked with the Unum team to develop an SEO strategy that helped improve relevancy and alignment of the website, while also developing a content & digital PR strategy to bring value to its target audiences, rather than just talking about products and services like much of the competition.

In the onsite phase of the project, we helped identify key target search terms, performed technical auditing of the new website and provided guidance for the migration to the new website and the blog from a subdomain to subfolder set-up.

Our creative team then developed an integrated strategy with Unum’s own in-house digital team, to create useful, engaging content on the website and externally, positioning Unum as a thought leader within the field of employee benefits.

The Screaming Frog PR team worked with Unum to promote internal spokespeople to journalists through by-lined articles and interviews with the national press. The team also developed and outreached case studies to key target media.

These campaigns were often built around popular events and awareness days, such as World Mental Health Day and Financial Capability Week, which the client supported heavily.


Unum has experienced a significant increase in organic visibility, which has resulted in tripling organic traffic over three years.

Unum has also achieved and maintained extremely competitive rankings for its absolute core search terms over this period, despite the competition.
The PR team secured 21 by-lines and interview opportunities for World Mental Health Day and Financial Capability Week across business trade, national and women’s consumer press.
Highlights included coverage in Metro, The Evening Standard, The Guardian and Stylist magazine. Digital PR stories reached nearly 400 million readers, achieving an average DA of 62 for all coverage.

Articles were shared nearly 2,000 times across social media and key terms such as ‘stress at work’ also significantly increased in rankings, rising over 79 positions into the top 10 in Google during the campaigns.

“These guys know what they’re talking about! We’ve seen some excellent uplifts in organic search since working with them. They’re refreshingly open and are always happy to share their knowledge. Huge thumbs up from us.”

Digital Communications Specialist - Unum

Sara Davies

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