Client: TR Insurance Agency
Objective: Improve the SEO health score from F to C within one month by addressing technical issues and optimizing on-page SEO elements to enhance search engine rankings and drive more organic traffic.
Initial State: We conducted an SEO audit for TR Insurance Agency’s website. At the start, the website had an 85% health score, indicating a good foundation but with several areas needing improvement. The audit revealed issues such as mixed content, duplicate title tags, an error page, and a broken internal link. The goal was to address these issues and enhance the website’s overall SEO performance.
Challenges:
- Mixed content (HTTP and HTTPS)
- Duplicate title tags
- 404 errors and broken internal links
- Lack of HTTPS implementation
- Missing or incorrect Alt tags on images
- Need for relevant keywords in title tags, H2/H3 tags, and meta descriptions
- Duplicate H1 title tags
- Unoptimized content with relevant keywords
Strategies and Solutions:
Technical SEO Fixes:
- Backing Up Website Code: Ensured the website’s code was backed up to prevent data loss during optimizations.
- Fixing 404 Errors: Created 301 redirects to resolve 404 errors and guide users to the correct pages.
- Implementing HTTPS: Used 301 redirects to change from HTTP to HTTPS, ensuring a more secure website.
- Adding Security Headers: Added STS (Strict Transport Security) and other headers to enhance website security.
- Addressing Mixed Content: Ensured all pages loaded securely with HTTPS to avoid mixed content warnings.
On-Page SEO Optimization:
- Adding Alt Tags to Images: Added descriptive alt tags to all images to improve accessibility and SEO.
- Keyword Optimization:
- Added relevant keywords to title tags, H2/H3 tags, and alt tags.
- Ensured each page’s slug, meta description, and title tag included relevant keywords.
- Balanced content with relevant keywords to maintain natural readability and SEO effectiveness.
- Internal Linking: Added internal links to key pages, such as the Trucking Insurance page, to improve site navigation and SEO.
- Removing Duplicate H1 Tags: Removed duplicate H1 tags to ensure each page had a unique and relevant H1 tag.
- Optimizing Meta Descriptions: Matched relevant keywords with the slug, meta description, and title tag of each page to improve search engine rankings.
Content Optimization:
- Creating Informative Content: Developed and optimized content to ensure it was balanced with relevant keywords, providing value to users and improving SEO.
- Removing Duplicate Content: Identified and removed any duplicate content to enhance the website’s credibility and SEO performance.
Results:
- Improved SEO Health Score: The SEO health score improved significantly from F to C within one month.
- Resolved Technical Issues: Fixed mixed content issues, 404 errors, and duplicate title tags, enhancing the website’s performance and user experience.
- Enhanced Security: Implemented HTTPS and added security headers, improving the website’s security.
- Optimized On-Page SEO: Added alt tags, relevant keywords, and internal links, optimizing the website’s on-page SEO elements.
- Increased Engagement: The improvements led to higher user engagement and better navigation across the site.
- User Growth: Over the course of 7 months, users increased by 102.8%, event count by 139.2%, and new users by 103.2%.
- Session Growth by Channel:
- Direct Sessions: 75.5% increase.
- Referral Sessions: 2011.9% increase.
- Organic Search Sessions: 1.5% increase.
- Organic Social Sessions: 104.3% increase.
- Unassigned Sessions: 25.0% increase.
Conclusion:
Through a comprehensive approach that included addressing technical issues, optimizing on-page SEO, and enhancing content, TR Insurance Agency saw a substantial improvement in their SEO health score. The collaboration resulted in a more secure, user-friendly, and SEO-optimized website, positioning TR Insurance Agency for better search engine rankings and increased online visibility.
Note: While these improvements significantly enhanced SEO, they were part of a broader strategy implemented through a Fractional CMO approach. For a detailed understanding of all changes and strategies used, you can read more about this comprehensive case study in our Fractional CMO overview.
Key Takeaways:
- Addressing technical SEO issues is crucial for improving overall website health and performance.
- Optimizing on-page elements like alt tags, title tags, and internal links can significantly enhance SEO.
- Ensuring secure and accessible content through HTTPS and appropriate headers improves user trust and engagement.
- A balanced approach to keyword optimization and content creation leads to sustainable SEO success.
Benefits for Similar Businesses:
This case study demonstrates that businesses with existing websites but lacking SEO optimization can significantly improve their search engine rankings and drive more organic traffic by:
- Addressing technical SEO issues.
- Optimizing on-page SEO elements.
- Creating and balancing content with relevant keywords.
- Ensuring secure, user-friendly website experiences.
Next Steps:
To continue building on this success, TR Insurance Agency plans to:
- Regularly update and audit the website to maintain high SEO standards.
- Expand content creation efforts to cover more relevant topics and keywords.
- Monitor SEO performance and make data-driven adjustments to strategies.
- Engage in continuous learning and implementation of best SEO practices to stay ahead in search engine rankings.
