SEO Case Study: How an InsurTech Company Increased Policy Quotes by 310%
In May 2025, an InsurTech company based in Walnut Creek, California partnered with Goforaeo because their quote flow was not getting enough organic users who were ready to request a policy quote. They had a strong product and a smooth app experience, but search visibility was uneven and most growth still depended on paid campaigns. They needed a stable stream of people reaching the quote tool from Google, then completing the request.
This case study explains what we did from May 2025 to December 2025 in Walnut Creek. You will see monthly work, monthly numbers, and clear before vs after proof. Everything is written in simple words with real SEO steps, not generic advice.
Project snapshot: dates, timeframe, and location
The campaign kickoff was May 12, 2025 and the main rollout ran until December 22, 2025. The business served customers across California, but the brand and trust signals were tied to Walnut Creek, so we improved both local relevance and statewide keyword coverage. We tracked performance monthly and adjusted based on what actually drove completed quotes.
We treated this as a conversion SEO project, not a traffic project. That means we focused on queries that bring users who want pricing now, not users who only want to read insurance basics. We also improved the quote path so people could start and finish without confusion.
What we counted as a policy quote
We defined the conversion clearly in the first week, so results stayed honest. We counted only actions that showed real intent.
Policy quote conversions included:
- Completed quote request that reached the confirmation screen
- Quote tool completion that produced a quote result page view
- Call clicks from quote pages during business hours, when call tracking confirmed the lead source
- “Schedule a policy review” bookings that reached confirmation, when they came from organic landings
Baseline performance: what we saw in May 2025
In May 2025, the site ranked for a few broad topics, but it was missing high intent searches like online insurance quote California and policy quote near Walnut Creek. Several pages were competing with each other, which diluted ranking strength. The quote landing pages also lacked clear trust cues, which made some users hesitate before starting.
The analytics showed a common pattern: users landed on content pages, then left without moving to the quote tool. This told us the site had visibility gaps and conversion friction at the same time. We planned the work to fix both in a clean monthly order.
Baseline metrics: May 2025
- Policy quotes from organic: 50
- Organic sessions: 8,100
- Organic quote conversion rate: 0.62%
- Top 3 keyword count for quote intent terms: 6
- Google Business Profile actions: 320
Audit findings: the main reasons quotes were not growing
We started with an audit because InsurTech SEO usually fails for simple reasons. Many brands publish a lot, but the site structure and intent matching are not clear. We reviewed technical health, content quality, and quote funnel friction.
Tracking and attribution issues
Some quote actions were not tracked as clear conversions. A portion of quote completions looked like normal page views, and call clicks were not separated from other button clicks. We fixed tracking first so monthly results could be trusted.
Tracking fixes we implemented:
- Clean GA4 conversion events for quote completion and confirmation screens
- Google Tag Manager events for start quote, step completion, and final submit
- Call tracking events tied to quote pages and business hours
- Funnel visibility to see where users dropped off by step
Technical and indexing problems
The crawl showed duplicate titles, weak internal linking to quote pages, and index bloat from parameter pages. Google was spending attention on low value URLs while important quote pages were not getting enough internal authority. Mobile speed was also uneven, especially on pages with heavy scripts.
Technical problems we prioritized:
- Duplicate and weak meta titles on money pages
- Parameter URLs creating duplicates and confusing indexing
- Internal links not pushing users and Google toward quote pages
- Mobile speed issues on quote related landings
Content and intent gaps
The brand had education content, but high intent quote pages were limited. Also, some pages tried to rank for too many topics at once. We mapped content around the real journey: research, compare, quote, then buy.
Content gaps we identified:
- Not enough pages targeting quote intent terms and comparisons
- Weak Walnut Creek trust signals, even though the brand was based there
- Missing FAQ content that answers pricing, eligibility, and timeline questions
- Not enough location support pages for nearby searches around Walnut Creek
Conversion friction inside the quote path
Even when we got users onto the quote tool, some left before finishing. The most common reason was uncertainty, not lack of interest. Users needed quick reassurance about what happens next and how their data is handled.
Friction points we improved:
- Too many form fields early in the flow
- Not enough reassurance near the “start quote” button
- Confusing wording on a few steps that increased drop offs
- Limited trust cues like reviews, licensing, and support availability
Strategy overview: how we increased policy quotes with SEO
We followed a simple strategy built around intent, trust, and smooth conversion. First, we made tracking and technical health clean so results could grow without hidden blockers. Next, we built strong quote focused landing pages and supporting content clusters. Then we strengthened authority and improved conversions so traffic turned into completed quote requests.
The plan was executed monthly so each step built on the last one. This helped the growth feel stable instead of random. We also used monthly data to decide what to update next, especially for pages ranking on page one but not in the top spots.
Tools used during the campaign
We used tools that directly supported decisions and monthly reporting. Nothing was added just for fancy dashboards. Each tool helped with tracking, audits, content planning, or conversion improvement.
Tools we used:
- Google Analytics 4: quote conversions, landing page performance, funnel analysis
- Google Tag Manager: event tracking for quote steps and button clicks
- Google Search Console: query growth, indexing, CTR, page performance
- Screaming Frog SEO Spider: crawl issues, duplicates, internal linking checks
- Ahrefs: keyword research, competitor gaps, backlink monitoring
- PageSpeed Insights: mobile performance priorities on key pages
- Looker Studio: monthly reporting for leadership review
- Hotjar: scroll maps, click maps, form drop off insights
- Google Business Profile: local actions and trust signals tied to Walnut Creek
Month by month execution and results: May 2025 to December 2025
We followed a steady rollout so changes were easy to measure. Each month below includes what we did and the numbers we recorded. The primary metric is policy quotes from organic search, supported by sessions and keyword movement.
May 2025: baseline, tracking cleanup, and quick technical fixes
May was the foundation month. We fixed tracking so quote actions were counted correctly and reviewed the full quote funnel. We also made quick technical changes that remove friction for Google and users.
May work completed:
- Fixed GA4 and GTM events for quote steps and completion
- Full crawl to identify duplicates, index bloat, and internal link gaps
- Cleaned top page titles and descriptions for quote pages
- Built a keyword map focused on quote intent and Walnut Creek trust
May 2025 results:
- Policy quotes from organic: 50
- Organic sessions: 8,100
- Top 3 keyword count: 6
- Google Business Profile actions: 320
June 2025: mobile speed and clearer quote landing pages
June focused on mobile performance and page clarity. We improved load time on quote entry pages and simplified how the quote value is explained. This helped users start the quote flow more confidently.
June work completed:
- Reduced page weight and improved mobile load on quote pages
- Improved above the fold messaging on quote entry pages
- Added simple trust cues near CTAs: licensing, support, privacy note
- Fixed redirect chains and broken links from older site edits
June 2025 results:
- Policy quotes from organic: 72
- Organic sessions: 9,200
- Top 3 keyword count: 8
- Google Business Profile actions: 380
July 2025: Walnut Creek local trust plus statewide quote intent coverage
July was about stronger geographic signals. Even if users buy online, they still search with location words and want to see a real company behind the product. We strengthened Walnut Creek signals and improved local discovery points.
July work completed:
- Improved Google Business Profile categories, services, and photos
- Built a Walnut Creek trust page with simple company details and support info
- Added local schema and consistent NAP across the site and listings
- Created content sections that connect Walnut Creek presence with statewide service
July 2025 results:
- Policy quotes from organic: 95
- Organic sessions: 10,400
- Top 3 keyword count: 12
- Google Business Profile actions: 460
August 2025: quote intent content clusters and comparison pages
August was the content growth month. We published and improved pages that match high intent searches like compare plans and online quote now. Each page was built to guide users to the quote tool, not to trap them in reading.
August work completed:
- Built 5 quote intent landing pages focused on policy type and comparison intent
- Added FAQs pulled from Search Console query patterns
- Improved internal linking from blog content to quote pages
- Updated titles and descriptions to improve click through rate
August 2025 results:
- Policy quotes from organic: 118
- Organic sessions: 11,900
- Top 3 keyword count: 15
- Google Business Profile actions: 520
September 2025: authority building and stronger E E A T signals
September focused on trust and authority, which matters a lot in insurance. We improved credibility signals, strengthened expert content presentation, and earned relevant mentions. This helped rankings hold and improved user confidence before starting a quote.
September work completed:
- Improved author and company credibility sections with clear details
- Added support and claims guidance pages to reduce hesitation
- Earned a small set of relevant backlinks from niche and local sources
- Expanded FAQs on money pages to answer common pricing doubts
September 2025 results:
- Policy quotes from organic: 140
- Organic sessions: 13,600
- Top 3 keyword count: 19
- Google Business Profile actions: 600
October 2025: conversion improvements inside the quote flow
October was focused on turning more visits into completed quotes. By now, traffic was higher, so conversion fixes had a bigger impact. We reduced friction and improved reassurance at the moment users decide.
October work completed:
- Simplified the first step of the quote flow by reducing early fields
- Added “what happens next” text and privacy reassurance near start quote
- Improved step labels and microcopy where drop offs happened
- Added a fallback option: schedule a quick call for complex cases
October 2025 results:
- Policy quotes from organic: 165
- Organic sessions: 15,200
- Top 3 keyword count: 23
- Google Business Profile actions: 680
November 2025: pushing near top rankings into top 3 positions
November was about moving strong rankings into top positions. We targeted pages sitting just below the top results, improved content clarity, and strengthened internal linking. This helped unlock more high intent clicks without needing many new pages.
November work completed:
- Refreshed near page one pages with clearer sections and stronger FAQs
- Improved internal linking from high authority pages to quote landings
- Updated meta titles and descriptions to lift CTR on key queries
- Continued steady authority outreach for relevant mentions
November 2025 results:
- Policy quotes from organic: 188
- Organic sessions: 16,900
- Top 3 keyword count: 28
- Google Business Profile actions: 760
December 2025: consolidation, stability, and consistent growth
December was focused on stability. We merged or cleaned overlapping pages that competed with each other and improved the best performers. We also refined the quote path to keep completion rates strong.
December work completed:
- Consolidated overlapping content to reduce keyword confusion
- Strengthened CTAs and trust blocks on top converting pages
- Cleaned internal links to keep clusters organized
- Final funnel review to confirm drop off reduction stayed stable
December 2025 results:
- Policy quotes from organic: 205
- Organic sessions: 18,400
- Top 3 keyword count: 31
- Google Business Profile actions: 820
Before vs after proof: 310% increase in policy quotes
The clearest proof is the change between the first and last month in the same tracking setup. In May 2025, organic policy quotes were 50. In December 2025, organic policy quotes were 205. That is 155 more quotes per month compared to the baseline.
The percentage increase is calculated from the baseline:
- Increase: 205 minus 50 equals 155
- Percentage increase: 155 divided by 50 equals 3.10
- Result: 310% increase in policy quotes through SEO
Why this worked: the simple explanation
This worked because we improved the whole journey, not only rankings. Google needed clearer page structure and fewer duplicate URLs, so we fixed technical issues and built clean content clusters. Users needed trust and clear next steps, so we improved messaging, credibility, and the quote funnel.
The monthly plan made the growth stable. Each month built on the last month, and we used real data to decide what to do next. When rankings improved, conversion improvements multiplied the results, which is why policy quotes climbed consistently.
Key changes that drove the biggest gains
Some changes were more powerful than others, especially for an InsurTech brand. The biggest wins came from high intent pages and quote funnel clarity. When the right people landed on the right page, they moved into the quote tool faster.
Highest impact improvements:
- Quote intent landing pages built for real searches, not generic topics
- Strong internal linking that pushed users toward the quote flow
- Trust cues near CTAs: licensing, support clarity, privacy reassurance
- Reduced friction in the first steps of the quote flow
Takeaways you can apply to your InsurTech SEO
If you want more policy quotes from SEO, focus on intent and trust first. Build pages that match quote ready searches and guide users into the quote tool quickly. Then reduce friction in the first steps so more people finish.
Practical checklist:
- Track quote starts and completions properly before scaling content
- Fix duplicate URLs and weak internal linking so key pages rank stronger
- Build comparison and quote landing pages for high intent searches
- Add simple trust cues near the start quote button
- Improve conversion rate after traffic grows, because small changes scale fast