Insurance SEO Case Study

Ireland Insurance SEO Case Study

Founded in 1910 AA Ireland Ltd  is an automotive services company providing rescue services, personal insurance, and travel, technical and information services.

Although part of AA Plc ( for a while, the company became an independent business again in 2016, with an ambitious strategy to grow its business across the automotive and insurance sectors.

The Challenge

Although AA Ireland offer a breadth of services to meet the needs of motorists, and some additional services designed to appeal to the same demographic, there was one area of the business where they had identified opportunities for significant business growth as part of a strategy to position AA Ireland as a leading insurance provider.

Having carried out research using SERPS the business has identified that the search results their travel insurance pages were performing very poorly, ranking only 18th, which meant that most competitors were achieving better search page positions. Relevant keywords needed to achieve much better page rankings.

Travel Insurance 2018 Ranking

Our client knew that to achieve these improvements would require some specialist advice, and our link building expertise sets us apart from others in our sector. AA Ireland were impressed with Traffic Kite guest posting services which consistently delivered great results for highly competitive keywords in similar sectors.

They also liked our business model, with no long-term contractual commitments and dedicated client support.

The Results

Link building takes time to deliver results, but after just a few months we were seeing significant improvements in SERPS results. After 12 months both the car insurance page and travel insurance pages were achieving 2nd position search results.

We achieved impressive levels of organic growth which has also enhanced The AA’s brand authority as an insurance provider.

SERPS Ranking Improvement

AA Insurance ranking 2020


Travel Insurance Traffic Results

Car Insurance Traffic Results

car insurance traffic

Our Approach

To develop an effective link building strategy, we started with an analysis of competitors and their back links.  Understanding high ranking competitors gives us some insight into what they were doing well.

It also provides an opportunity to gather ideas for places where we can build relevant backlinks. We choose a selection of these and add in other targets form our own research.

We then look at opportunities for content outreach, which is something very few of our competitors offer but it gives us a great opportunity to develop new content to create additional opportunities to develop links. It’s really important that our clients have exceptional content to work with.

Using this research and planning we were able to build a strategy to deliver 20 guest post links each month from relevant, high-quality blogs with unique content.

To ensure this approach was effective we targeted high-quality UK and Ireland blogs and with monthly traffic of more than 1,000. These scores would help assure good results, while the focus on travel pages would help deliver relevant leads.