Case Study: SEO for DIRECT Pojišťovna, a.s.

With search engine optimisation we increased the web traffic by tens of percents and conversion nearly three times

Ataxo Czech, s.r.o. has been cooperating with DIRECT Pojišťovna, a.s. since August 2009 when this client ordered search engine optimisation and PPC campaign.

Course of the cooperation

During the first phase of search engine optimisation we carried out several initial analyses based on which we then proposed an optimum link-building strategy. Due to the high competitiveness of insurance industry in the search engines it was necessary to choose more sophisticated methods of link-building and especially the link-baiting.

Based on the keywords analyses results we recommended to the client an amendment of the website to achieve the required result. Google Analytics was the fundamental instrument for the result monitoring.

Campaign results

During the 6-month optimisation period we accomplished increase in the web traffic from search engines by more than half compare to the same period of the previous year. 

No. of visits from non-branded keywords     No. of non-branded keywords

Number of conversions represents another key indicator. In this case the conversion means that insurance contract was successfully concluded. We managed to increase the number of conversions from organic search results almost by three times. 

Number of conversions of accident insurance from non-branded keywords

Number of conversions of third-party liability from non-branded keywords

Statistics Bounce Rate in Google Analytics represents the evaluative criterion for the relevance of newly acquired visitors. We succeed in decreasing the Bounce Rate by 15% in the year-to-year perspective.

Further cooperation

Following the first successful optimisation phase we further cooperate with the client. At the moment, our key objective is to keep increasing the web traffic from search engines, yet with greater emphasis on the conversion potential. Therefore we regularly analyse conversion ratios of individual phrases and we try to modify their content in such a way that we would navigate the users, as simply as possible, to the desired target.