linking after 12 months
for competitive insurance terms
in organic search visibility
Links earned from 587 unique referring domains.
333% growth in organic search visibility.
Top 3 positions gained across competitive car insurance search terms.
Winning campaign at European Content Awards, Northern Digital Awards, Northern Marketing Awards & UK Agency Awards.
Veygo by Admiral is the UK’s favourite provider of the best insurance options for ‘drivers with no cars’. From those just learning to drive to those who have passed their test but don’t own a car of their own, Veygo’s goal is to help drivers get behind the wheel whenever they want to, knowing they’re fully covered.
Launching in late 2017, Veygo’s in-house marketing team had identified a substantial link gap between their own site and that of those ranking in prominent positions on the SERPS for search terms relating to learner driver insurance, temporary car insurance and car share insurance.
To rank for competitive search terms in the motor insurance space, Veygo needed to build authority to the site through a strategic link acquisition campaign which would see the insurer earn links from both topically relevant and top-tier sites.
Competing against established insurers and price comparison websites, there was a distinct requirement to deliver a strategy that earned editorial links at scale to gain a competitive advantage and close the link gap against others ranking for target search terms.
To earn editorial links at scale; you need to turn to digital PR.
Across an 18 month period, a series of 6 data-driven campaigns were launched; each with their own unique story to pitch out to the automotive press.
The World’s Most Desired Motors shared an insight into the most searched car manufacturer in every country around the world, quickly followed by The World’s Most Desired Supercars, which took a proven concept and spun the focus towards supercar models.
The Global Fuel Index visualised the difference in the number of miles which could be driven on £50 worth of petrol in different countries in a Ford Fiesta (at one end, you could drive 2357 miles in Iran, whereas you’d get just 307 miles in Hong Kong; a shocking difference of 2050 miles) and The World’s Most Instagrammed Cars confirmed that the Ford Mustang is, in fact, the most hashtagged motor on the social platform.
Veygo’s 2019 Learner Driver Report then took a look at learners in the UK, revealing the locations where it’s easiest for drivers to pass their practical test, the most common reason for test failures and that British parents spend £120 million each year on getting their kids behind the wheel.
Most recently, The British Train Station Car Park Index highlighted just how much it costs to park at train stations across the UK and where comes out as the cheapest and most expensive.
Over an 18 month campaign period, editorial links were earned from 587 unique referring domains, including many of the world’s top automotive publications such as Motor1, Top Gear, Jalopnik & more
Passing significant authority and topical relevance, this 18-month campaign has contributed towards a growth in organic search visibility of 333% and has secured the brand in prominent ranking positions for highly competitive and lucrative search terms including:
#1 Learner Driver Insurance (27,100 monthly searches)
#1 Learner Insurance (12,100 monthly searches)
#1 Provisional Driver Insurance (3,600 monthly searches)
#2 Temporary Car Insurance (60,500 monthly searches)
#2 Car Share Insurance (590 monthly searches)
#3 Short Term Car Insurance 22,200 monthly searches)
As of April 2020, the site ranks in the top 3 positions on Google for 213 keywords, up from 40 in October 2018; an increase of 433%.
This campaign has proudly won a number of awards since launch:
Best ROI Campaign: European Content Awards 2020
Best SEO Campaign: Northern Digital Awards 2020
Best Search Marketing Campaign: Northern Marketing Awards 2019
Best PR Campaign: UK Agency Awards 2019
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