Case of success of the Blog Allianz
Allianz
Case Success Blog Allianz
Case of success of the Blog Allianz
The
challenges
Our
approach
Process
- Comprehensive study of keywords in the INSURANCE sector.
- Definition strategy project:
- Phases
- Schedule
- Publications
- Creation of the Structure from the Blog:
- Categories
- Subcategories
- Tags
- Generate Content Plan with new opportunities for traffic.
- Drafting articles and proposals Anchors Text and meta tags.
- Monitoring constant of organic traffic and the study of keywords ranked.
- Update best posts and creation of similar content.
- Keyword research continuous and appointment trends search.
- Proposals and identification of clusters of contents.
Results
The Blog https://www.allianz.es/blog it was activated on 1 march 2018.
About to turn 3 years since its opening, the organic traffic from the BLOG represents more of the 25% of Total Users coming to the website of Allianz.is
The key metrics of the last year are very positive, and more taking into account the problems that occurred after the migration in may, which resulted in the desindexación of all the URLs of the blog. But the rise of clicks and impressions from the last few months they have a tendency spectacularsince it is constant and does not stop growing. As we can see in the bottom image of the data in Search Console:
Therefore, the current work of recovery after the migration, they are working perfectly, in addition to continuing with the SEO strategy and content plan worked weekly.
The relationship between Allianz and Elabs Consulting begins in march of 2017with the main aim to curb the negative trend in terms of organic traffic, improve the visibility and get up positions in searches competitive on the different Insurance products for the management of Claims. Both for individuals and for companies.
Until then, there was nothing like a Blog theme, but also a space reserved for News where were interspersed, press releases, internal news, product enhancements, etc....
After analyzing this section, was born on the proposal of the creation of a dedicated Blog to give visibility to the different products of the insurer, and separate the content and publications of the internal type of the publications aimed at attracting future customers in searches more widespread.
This would also help to generate traffic again led to similar themes and, therefore, to increase the number of leads of the site. Thanks to the strategy Content of the Blog (Inbound Marketing) to get increase the visibility and objectives.
The launch of the Blog Allianz occurs in February 2018 and it has not stopped growing since then.
In the framework of the collaboration that we mentioned above, we conducted a comprehensive Audit whose goal was to reverse a negative trend that was impacting the traffic, getting this remontase organically at a steady pace.
Later, once reversed the situation on the organic level, ELABS raised to ALLIANZ and the need to conduct an SEO strategy CONTENT (Inbound Marketing).
In this sense, ELABS design a strategy for ALLIANZ, which consisted to develop a conceptualization and modeling of the new BLOG of ALLIANZ, generating content based on the keywords identified and previously worked in the SEO strategy global.
For the design of the categories of the BLOG, a detailed analysis was made of the Buyer Person of Allianz to ensure that the defined categories were relevant to each of the phases of the Customer Journey.
First, we construct the BUYER PERSON, gave them a personality of its own and analyzed based on their behavior on the website and the heat maps, who they are and what they care about. And the summary were these two profiles:
- Person 1, a professional who works outside the home, performing their searches in 44.6% through the mobile phone from 5 in the afternoon. Concerned about how to keep your home perfectly isolated from the humidity, the care of the animals and how many people you can drive the suv family.
- Person 2lives and works in the city, and search in a 50.9 per cent through the computer, from 12:00 to.m. Concerned about issues such as the savings on your new insurance, to have the maximum coverage on all products for hire and always be the last in models of hybrid cars, motorcycles, 3-wheel or automatic cars.
The result of this analysis behavioral, create the following six sections, which aim to attract relevant traffic based on keywords:
- Savings
- Companies
- Coverages
- Tips
- FAQS
- Engine
- Leisure
- Home
The study of keywords for each section is comprehensive and ongoing. That is to say, in addition to identifying the terms generalist most commonly used, is extended to the study of key words “long tail” keywords and highly influenced by the seasonality.
The content performed for each of the sections created is working and optimized so that the landing pages, forms and CTA's are aligned with the strategies of achieving leads, which feed the channels of conversion and get close sales. Ensuring the satisfaction of customers “buyer-a person” of Allianz.
Results of the implementation of the Strategy of SEO Content Funnel:
