The Challenge
The Australian insurance market is one of the most competitive verticals in organic search. High-intent keywords like "car insurance," "home insurance," and "compare insurance" attract enormous paid search spend from every major insurer, making organic visibility both difficult and disproportionately valuable when achieved.
Suncorp's organic channel was generating solid volume but the traffic quality was inconsistent — high bounce rates on key product pages and a conversion rate that sat well below the industry benchmark. The brief was clear: attract more of the right users and convert a higher proportion of them into online policy holders.
The Approach
The engagement began with a comprehensive audit of Suncorp's existing keyword portfolio, identifying the delta between high-traffic terms and high-intent terms. The two are not always the same. Broad informational queries were generating volume but little commercial intent, while the product-specific pages that drove actual policy conversions were underperforming in search.
The strategy was restructured around three core pillars:
- Intent Mapping: Every target keyword was classified by user intent — informational, navigational, or transactional — and matched to the appropriate page type. Product pages were optimised exclusively for transactional intent, with supporting content pages handling the informational queries and funnelling users downstream.
- On-Page Optimisation: Title tags, meta descriptions, H1 structures, and page copy were rewritten across all primary product landing pages. Schema markup (InsuranceAgency, Product, FAQPage) was implemented to improve SERP appearance and click-through rates.
- Conversion Rate Optimisation: Working alongside the Suncorp digital team, A/B tests were run on CTA placement, form length, trust signals, and page layout. The data consistently pointed to reducing friction in the quote initiation flow as the highest-leverage intervention.
The Results
Over the 12-month engagement, organic sessions grew from approximately 48,200 per month to 112,600 — a 134% increase. More importantly, the quality of that traffic improved substantially. The online conversion rate climbed from 1.8% at the start of the engagement to 3.9% by month twelve, representing a 2.1× improvement.
The combination of higher volume and higher conversion rate produced a compounding effect on online policy sales that significantly exceeded the initial targets set at the outset of the engagement.
