In November 2019, a global insurance company launched a new digital product.
Initially, marketing efforts focused on paid campaigns, but by 2020 the need arose to diversify acquisition and build sustainable organic traffic. The goals were:

Boost SEO visibility by publishing relevant content.

Build trust and authority through an expert blog.

Reduce CPA by 20% by lowering dependency on paid media.

Opportunity
I identified the potential to launch a strategic blog to:

Position the brand as a leader in digital insurance.

Attract qualified organic traffic with informational and transactional intent.

Educate prospects and reduce friction in the buying journey.

My Role & Key Actions

SEO Research & Content Architecture

Conducted in-depth keyword research aligned with audience intent.

Defined thematic pillars and topic clusters.

Benchmarked top-performing insurance and fintech blogs.

SEO-Driven Editorial Strategy

Built a publication calendar based on search volume, seasonality, and funnel stages.

Created editorial guidelines aligned with brand tone of voice.

Technical Optimization & Collaboration

Worked with UX, dev, and brand teams to ensure performance, mobile responsiveness, and visual consistency.

Integrated Google Analytics, Search Console, and SEO tools from day one.

Content Promotion & Cross-Channel Synergy

Promoted content via newsletters, social media, and digital assets.

Secured backlinks from industry publications.

Results (First 6 Months)

+3000% organic traffic growth in one year.

Top 3 Google rankings for 25 strategic keywords.

5.8% average CTR on optimized informational content.

25% CPA reduction from qualified organic leads.

The blog became a content model for other EMEA digital units.

In November 2019, a global insurance corporation launched its new digital insurance product.

All digital marketing efforts were initially focused on paid campaigns. By the following year, a growing need emerged to diversify the acquisition strategy and establish a sustainable source of organic traffic. The goals were clear:

Improve SEO visibility: Publishing relevant content helps the site rank for key insurance-related queries and attracts organic traffic without increasing ad spend.

Build trust and authority: A blog showcasing expertise would enhance credibility and strengthen the brand’s position in a competitive market.

Reduce customer acquisition costs: The aim was to decrease paid media dependency and cut CPA by 20% by generating leads through organic channels.

Opportunity
I identified a clear opportunity to launch a strategic blog to drive organic growth. This initiative would:

Position the brand as a leader in digital insurance solutions.

Attract high-quality organic traffic through informational and transactional search intent.

Educate potential customers and reduce friction in the buyer journey.

My Role & Key Actions
I led the end-to-end creation of the blog and developed the SEO strategy from the ground up. Key actions included:

SEO Research & Content Architecture
Conducted deep keyword research aligned with audience intent.

Defined thematic content pillars and topic clusters for optimal structure.

Benchmarked top-performing blogs in insurance and fintech sectors.

SEO-Driven Editorial Strategy
Built a publication calendar based on search volume, seasonality, and conversion funnel stages.

Developed editorial guidelines aligned with the master brand’s tone of voice.

Technical Optimization & Cross-Team Collaboration
Worked closely with UX, development, and brand teams to ensure performance, mobile responsiveness, and visual consistency.

Integrated tools like Google Analytics, Search Console, and SEO platforms from day one to monitor performance.

Content Promotion & Cross-Channel Synergy
Promoted content via newsletters, social media, and internal digital assets.

Secured backlinks from industry publications through high-value content.

Results (First 6 Months)
+3000% increase in organic traffic within the first year to the sub-brand’s website.

Top 3 Google rankings for over 25 strategic industry keywords within a year.

5.8% average CTR on optimized informational content.

25% reduction in CPA, thanks to qualified organic traffic.

The blog was adopted as a content model for other digital units across EMEA.

In August 2017, I joined a multinational insurance company marketing team to optimize their blog strategy.

The goal was clear: increase organic traffic and align the blog with real user needs and the business conversion funnel.

The blog lacked a coherent structure, and content efforts were not informed by user behavior or SEO best practices. I led the transformation from scattered publishing to a strategic, data-driven content engine.

Background and Challenge
At the beginning of the project, the blog had low visibility and no structured content plan.

There was no buyer persona defined, and the user journey within the funnel was unclear.

The content was mostly generic and didn’t align with specific search intents or business objectives.

Strengths:
Strong SEO and content strategy skills applied across full-funnel (ToFu, MoFu, BoFu) stages.

Ability to interpret user behavior and identify high-interest content themes.

Experienced in building scalable content frameworks for long-term growth.

Skilled in editorial planning, content curation, and performance tracking.

Opportunities:
Develop a user-centric editorial calendar segmented by funnel stage.

Create actionable, SEO-friendly content focused on bureaucratic procedures and how-to guides—topics identified as high-performing through early analysis.

Use behavioral data to continually refine content direction.

Optimize legacy content to boost performance and relevance.

Actions:
Conducted a comprehensive blog audit and keyword research.

Defined buyer personas and mapped content to the conversion funnel.

Designed and implemented a strategic content calendar focused on user intent.

Produced content in a variety of formats (guides, FAQs, tutorials) targeting different funnel stages.

Regularly analyzed performance metrics to iterate and improve.

Results:
In just six months, organic traffic increased by 81%, growing from 64,000 to 116,000 monthly visits.

Identified content types with the best performance, especially bureaucratic and guide-focused topics, which informed future content strategy.

Boosted blog authority and visibility within a competitive industry.

Established a replicable SEO content model that continued to drive sustained growth beyond the initial phase.