Case Study:

Zurich Insurance UK

Making Onsite Copy Work Harder


Zurich Insurance Group is headquartered in Zurich, Switzerland, where it was founded in 1872. They are one of the world’s leading insurers, operating across multiple territories and providing a range of property, casualty and life insurance products.

In the UK, Zurich Insurance provides a suite of general insurance products covering business, casualty, motor, property and travel insurance. Their portfolio also includes life insurance and pensions products . Zurich’s customers include individuals, small businesses, and mid-sized and large companies, as well as multinational corporations. Zurich’s products are sold directly to customers and also via brokers and financial advisers.

The Brief

Zurich Insurance approached our team seeking assistance in enhancing visibility and keyword targeting for informational terms. The challenge we encountered was the presence of numerous pages targeting similar terms, causing confusion for search engines on which page to rank – this included a universal guide page, alongside more surgically targeted articles.

Additionally, there were a whole scope of keywords that weren’t being targeted on any existing page.

Our objective was to devise a strategy that would add substantial value and facilitate ranking improvements without risking duplication or cannibalization.

Our Strategy

We conducted comprehensive keyword and SERP analysis for pivotal terms and content. Our investigation did reveal the prevalence of comprehensive guides targeting a multitude of terms, but equally a decision was made to keep the article given evidence of performance. There was a weaker universal guide pre-existing, which we redirected into a new guide that targeted a wider range of generic terms. Prior to creating bespoke copy, we undertook a thorough competitor review to develop a detailed content brief.

The Screaming Frog content team provided excellent insights on the best search terms to target and created recommendations to refresh our content that increased visibility without cannibalizing our existing content.

Daniel Hall

Search Manager - Zurich Insurance UK


We managed to quadruple the visibility of the existing content, and rose impressions by 69% and clicks by 50% by increasing rankings across 11 highly competitive search terms:

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