Work / Bollington Insurance

Putting the aggregators back in their place

Bollington Insurance

  • Search
  • Content
  • Web Development
  • UX

The challenge

Bollington Insurance, a leading insurance broker in the UK were under increasing pressure in the market place and their incumbent agency were struggling to evolve their search strategy. They needed a fresh set of ideas.

Key results

  • No.1

    For Motor Trade Insurance

  • +20%

    Growth in organic search traffic

  • +40%

    Increase in policy conversions

The approach

A comprehensive site-optimisation project coupled with over 32 pages of additional product content helped to improve long-tail keyword visibility. We combined this with an extensive 3-month crawl-rate-optimisation and web improvement project to deliver record levels of performance.


We beat the aggregators and achieved the #1 spot for “Motor Trade Insurance”, increased organic search traffic by 20% year-on-year and grew keyword positions by more than 1,400 over a 6-month-period; this activity lead to a 40% increase in insurance policy conversions between Jan – March.