Search Engine Optimisation
Monthly Review
Digital Marketing – What happened in May?
Google was due to launch ‘Page Experience’ in May but this has been delayed. Page experience is designed to score you against an optimal experience when visiting one of your site pages, and will be an SEO ranking factor. While the rollout is delayed, we are aware that its inevitable. It will look at 3 principle areas:
- Loading, in this context, measures perceived load speed. That’s the point in the page load timeline when the main content is likely to have loaded.
- Interactivity is the time from when a user first interacts with a page – a click or a tap, for example — to the time when the browser begins processing that interaction.
- Visual stability has to do with preventing annoying and unexpected movement of page content.
What does this mean for BJP Insurance?
Well, there’s a sense in which it is business as usual. The principle advice appears to be:
- Optimise for mobile
- Improve page speed where possible
- Ensure CTA’s are as prominent as possible
- Ensure all images have ALT texts
We do all of these tings as a matter of course when adding content, but will conduct a quick audit against these metrics and ‘fix’ anything that might be improvable.
What work has been carried out during May?
We have carried out the following work on May:
- Made keyword adjustments / optimisations on about 40 pages site wide, but principally construction pages.
- Conducted keyword research against circa 15 potential page requirements – most notably sports club insurance
- Created content for Start Up business insurance, as well as ‘green trades’ (Gardener, Landscaper and handyman)
Commentary
- Site traffic; 2176 users in May, accounting for 2406 sessions. Of these, 2137 were new users (92%)
- Site traffic; Up over 62% vs May 2020
- Organic traffic accounted for over 31% of all traffic in May
- Organic traffic accounted for 140 of total of 372 on site conversions
- Google organic conversion rate stood at 17.5%
3 Month SEO Plan
The outlined activity below, by month, is designed to support the overall SEO objectives. It is designed to be advisory and specific details may be amended, as appropriate, where a new challenge comes up, an opportunity is identified, or where a new product may be required to be marketed on the website. This plan is designed as ‘back bone’ activity, underpinning SEO performance.
Search Engine Optimisation
Annual Review
Annual Review Commentary
- Organic (SEO) traffic accounted for 6664 sessions in 2020, from just over 5400 users. This represented over 30% of all traffic to the site.
- Organic traffic accounted for 1531 conversions on site – just 2 leads less than previous year despite unusual trading conditions. All other metrics showed strong performance metrics compared with other channels:
- Lowest bounce rate of all channels
- Highest conversion rate of all channels
- longest session times
- most pages / visit
- Goal conversion % in the Google organic channel increased to 23.9%
Given the completely unique situation that the world found itself in during 2020, the digital channel for commercial insurance actually held up largely undisturbed. There was an increase in digital search activity pertaining to business insurance in March / April / early May, but this largely related to clients / consumers researching terms around business continuity. Stripping those away, the base line figures on digital search remained largely similar to previous years.
In terms of visitor volumes and sales leads, the organic channel appears to be largely static vs previous year, which is pretty remarkable given that the absence of PPC campaign will have impacted organic search via assisted conversions.
2020 Year end website
Attached here is a fully comprehensive audit of all aspects of the website as detected by SEMRush, that may impact on SEO performance.
As backstop activity, and as and when time on core / business priority activity allows, we will continue to monitor and remedy key issues as we see them requiring action and prioritisation vs budget and time available.
2021 business activity focus
Personal lines / HNW focus
Pay Per Click Advertising
Annual Review
Annual Review Commentary
- We managed the campaign for you up to w/c 23 March so the report above provides full year, managed period and unmanaged period views compared with corresponding 2019 performance data (roll mouse over foot of the report to access the page control in the bottom left hand side corner)
- Advertising spend came in at £28k in 2020 which was 45% less than the 2019 spend of £52k
- Impression and click volumes reduced in line with spend, but conversion rates and costs per click performance also declined driven in the main by a lack of campaign management.
- The unmanaged portion of the campaign added £5 to the total cost per lead. This was running at £17 in the first quarter and £22 for the remainder of the year.
Website Maintenance
Maintenance tasks completed this month
- Gravity Forms Event Tracking updated to 2.4.0
- Gravity PDF updated to 2.5.2
- Database cleaned
- Theme fix #418984 applied – Fixes PHP notice and request loop when custom icons package is missing
- Gravity PDF updated to 6.0.1
- Yoast SEO updated to 16.3
- Yoast SEO updated to 16.2
- Hosting cache cleared
- Gravity Forms updated to 2.5.1
- WordPress updated to 5.7.2
- Wordfence Security updated to 7.5.3
- WP-Optimize updated to 3.1.9
- Theme cache cleared
- Smush updated to 3.8.5
- Gravity Forms Event Tracking updated to 2.4.1
- Gravity Forms updated to 2.5.4
Maintenance history
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