BJP Insurance

Marketing Dashboard

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)


  • 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%


Download your monthly report

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.

BJP Insurance engaged with Quotall Marketing to manage a range of their digital marketing assets and activity. Notably, Quotall built the current BJP Insurance website and now manages the SEO program.

  1. To drive sales enquiries / leads
  2. To inform clients and would be clients about BJP insurance specialism in business insurance, and specifically the construction and security sector insurance marketplace
  3. To educate customers about their likely business insurance needs
  4. To generate up to 50% of leads coming into the business.


We are awaiting information / draft information pertaining to a number of construction pages which will need to be updated / rewritten. Principally, this is around construction landing pages.

We have a number of green trade and start up business pages awaiting approval and we will publish these.

We have the sports club ‘hero’ content awaiting approval

We are conducting audit against ‘Google Page Experience’ update and will adjust / amend pages accordingly.

Virtual meeting appointment booking

This is being arranged for a select number of pages on the site where content is consultative rather than a direct call to buy. Similarly, we are looking to add a non compulsory ‘renewal date’ capture on enquiry forms.

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

2020 year end audit

Overview of tech review

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

  • Redirection updated to 5.1.1
  • Smush updated to 3.8.4
  • Yoast SEO updated to 16.1.1
  • Gravity Forms updated to 2.4.24
  • Gravity PDF updated to 6.0.0
  • Popup Maker updated to
  • SMNTCS Google Webmaster Tools updated to 2.7
  • Yoast SEO updated to 16.2
  • Theme updated to 7.3.1
  • Fusion Core updated to 5.3.1
  • Fusion Builder updated to 3.3.1
  • Database cleaned
  • Fusion Caches cleared
  • Website Cache flushed
  • Wordfence Security updated to 7.5.2
  • Gravity Forms Event Tracking updated to 2.3.12
  • Gravity Forms PDF updated to 5.3.4
  • Yoast SEO updated to 15.9.1
  • WP-Optimize updated to 3.1.8
  • Akismet updated to 4.1.9
  • Facebook for WordPress updated to 3.0.5
  • Yoast SEO updated to 15.9.2
  • Gravity Forms updated to 2.4.23
  • Yoast SEO updated to 16.0.2
  • Theme Patch #418777 applied – Fixes form submission loading spinner in latest Contact Form 7 version
  • Theme updated to 7.2.1
  • Fusion Core updated to 5.1.1
  • Fusion Builder updated to 3.1.1
  • Hosting caches cleared
  • Database cleaned
  • Website Translations updated
  • Theme patch #418553 applied – Fixes intermittent CSS loading when using both File & Asynchronous modes together.
  • Theme patch #418556 applied – Fixes JavaScript error which occurs after Fusion Form is successfully submitted via Ajax.
  • Redirection updated to 5.0.1
  • Yoast SEO updated to 15.7
  • Yoast SEO updated to 15.8
  • Facebook for WordPress updated to 3.0.2
  • Nextscripts updated to 4.3.20
  • Smush updated to 3.8.3
  • WP-Optimise updated to 3.1.7
  • Yoast SEO updated to 15.9
  • Facebook for WordPress updated to 3.0.4
  • Popup Maker updated to
  • WordPress updated to 5.6.2
  • Website Translations updated
  • Akismet Antispam updated to 4.1.8
  • WP Optimise updated to 3.1.6
  • Gravity Forms updated to 2.4.22
  • Website Translations updated
  • Database cleaned
  • Facebook Pixel updated to 3.0.0
  • Yoast SEO updated to 15.6.2
  • Database cleaned
  • Fusion Cache Reset
  • Gravity PDF updated to 5.3.3
  • Wordfence Security updated to 7.4.14
  • Yoast SEO updated to 15.4
  • Facebook Pixel updated to 2.2.2
  • Popup Maker updated to
  • Smush updated to 3.8.2
  • Wordfence Security updated to 7.4.14
  • Yoast updated to 15.5
  • WordPress database updated
  • Translations updated
  • Facebook Pixel updated to 2.2.1
  • Redirection updated to 4.9.2
  • Yoast SEO updated to15.2.1
  • Website Translations updated
  • Smush updated to 3.7.2
  • Yoast updated to 15.3
  • Smush updated to 3.7.3
  • Database cleaned
  • Form distribution group amendments
  • Yoast SEO updated to 15.1.1
  • Gravity Forms Stripe Add-on updated to 3.8
  • Wordfence Security updated to 7.4.12
  • Gravity Forms updated to 2.4.21
  • Akismet Anti-Spam updated to 4.1.7
  • NextScripts: Social Networks Auto-Poster updated to 4.3.19
  • Theme updated to 7.1.1
  • Avada Core updated to 5.1.1
  • Avada Builder updated to 3.1.1
  • Database cleaned
  • Fusion cache cleared
  • Redirection updated to 4.9.1
  • Yoast SEO updated to 15.2
  • Wordfence Security updated to 7.4.11
  • Yoast SEO updated to 14.96
  • Website Translations updated
  • Smush updated to 3.7.0
  • Nextscripts updated to 4.3.18
  • WP Optimize updated to 3.1.4
  • Smush updated to 3.7.1
  • Yoast SEO updated to 15.0
  • WP-Optimise updated to 3.1.4
  • Popup Maker updated to
  • Gravity Forms Stripe Add-on updated to 3.8
  • Gravity Forms updated to 2.4.20
  • Wordfence Security updated to 7.4.10
  • Yoast SEO updated to 14.8.1
  • Campaign Tracker For WordPress updated to 2.6
  • Gravity PDF updated to 5.3.2
  • Nextscripts updated to 4.3.17
  • Official Facebook Pixel updated to 2.2.0
  • Theme updated to 7.0.2
  • Theme patch #418102 applied – Updates the cart template for WooCommerce 4.4.
  • Theme patch #418109 applied – Fixes the arrow placement on the popover element.
  • Theme patch #418111 applied – Fixes error when custom My Account menu item is used and WooCommerce is not active.
  • Fusion Builder updated to 3.0.2
  • Fusion Core updated to 5.0.2
  • Database cleaned
  • Gravity PDF Updated to 5.3.1
  • Yoast SEO updated to 14.4.1
  • Facebook Pixel updated to 2.1.0
  • Wordfence Security updated to 7.4.9
  • Yoast SEO updated to 14.5
  • Popup Maker updated to
  • Nextscripts updated to 4.3.16
  • Gravity Forms updated to 2.4.19
  • Yoast SEO updated to 14.6.1
  • Gravity Forms Stripe Add-on updated to 3.7
  • Theme patch #417809 applied – Fixes the self hosted video import for the videographer demo.
  • Akismet Anti-Spam updated to 4.1.6
  • WP Optimise updated to 3.1.2
  • Yoast SEO updated to 14.3
  • Hubspot updated to 7.33.3
  • Popup Maker updated to 1.10.2
  • Youtuibe Embed updated to 5.2
  • Translations (UK) updated
  • Theme patch #417809 applied – Fixes the self hosted video import for the videographer demo.
  • Theme patch #417830 – Fixes fatal error on demo import/export when the LayerSlider version is greater than 6.11.0.
  • Hubspot updated to 7.34.4
  • Wordfence Security updated to 7.4.8
  • Theme patch #417759 applied – Fixes global layout section assignment issue on demo import.
  • Theme updated to 6.2.3
  • Fusion Core updated to 4.2.3
  • Fusion Builder bupdated to 2.2.3
  • Akismet Anti-Spam updated to 4.1.5
  • Yoast SEO updated to 14.0.4
  • WordPress updated to 5.4.1
  • Gravity Forms updated to 2.4.18
  • Nextscripts updated to 4.3.15
  • Redirection updated to 4.7.2
  • Theme updated to 6.2.3
  • Fusion Core updated to 4.2.3
  • Fusion Builder updated to 2.2.3
  • Website Translations updated
  • Database optimised
  • Smush updated to 3.6.3
  • Yoast SEO updated to 14.1
  • Gravity Forms Stripe Add-on updated to 3.5
  • Redirection updated to 4.8
  • Yoast SEO updated to 14.2

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