The client is one of the best Health Insurance Company in India that offers Health Insurance, Medical Insurance and Travel Insurance Plans online in India. Founded on 8 August 2007, it is a joint venture between one of the biggest Hospital networks group in India and one of the world's leading reinsurers.


The client was facing search engine discoverability issue of its portal. In addition to this, several category keywords resulted in competitor’s website being displayed above the client's website URL. The search results of certain specific keywords fluctuated between page 1 and 2 of google results, as well. As a result, the company wanted to improve its search engine ranking (page wise) and overall visibility of the website.


"Xerago conducted a comprehensive portal audit of the insurer's online portal to identify the reasons that impacted the portal’s search rankings and visibility. In order to improve the search engine rank of the portal, Xerago devised a strategy to use the combination of both on page and off page optimization techniques. Xerago deployed a structured on-page optimization process to improve accessibility of the on-page elements such as text, titles, and tags. Xerago also ensured that the portal had high keyword density. Further, Xerago devised a link building strategy to drive links back to the website. Xerago started with optimizing the keywords on content and headings. Additionally Xerago worked closely with the technical guidelines on the implementation of a rating snippet which was essential to increase the click through rate of the website in search engine and organic traffic to the website. Simultaneously, Xerago recommended organization schema Markup to improve search visibility of the brand. Xerago also made sure to increase referral and direct traffic through constant engagement with other website through blog commenting and forum discussion. Efficient link building helped in gaining more back links pointing to client’s domain. Finally, Xerago implemented search bar schema to help the client get the Google site links search bar feature. The search box provides a quick way for users to search the site immediately on the search results page. The search box implements real-time suggestions to the users query which improved the click-through rate to the website. The above activities helped the company improve the search engine rankings and eventually a significant increase in organic traffic. "


Results Below are the final results of Xerago’s intervention… 92% increase in organic traffic to the website from 26287 to 50602 within a span of 3 months.
  • Domain authority improved from 41 to 45.
  • Page authority improved from 49 to 54.
  • Increase in number of keywords ranked from 2540 as of October 2016 to 5240 as of January 2017 constituting to an increase of 106% in organic keyword ranking.
  • Website visibility improved from 18.4% to 30.78%.
  • Ranked first position for highest search volume keyword (Health Insurance)

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