How Amica Increased Keywords Ranking in the Top 10 by 320%

About Amica Mutual Insurance

Headquarters

Lincoln, RI

Company Size

5,000

Industry

Financial Services

Amica is a mutual company offering auto, home, and life insurance, as well as renters, condo, and umbrella policies. Amica is based in Lincoln, Rhode Island, and as a mutual company, its policyholders are its owners. Amica’s mission is to build enduring relationships with its customers through its policies and develop content that meets audience needs and answers their questions.

The challenge

On the surface, Amica struggled with the same SEO issues many companies do. The brand was struggling to:

• Build an SEO strategy from scratch
• Unlock comprehensive insights on the organic performance of its website
• Understand the technical health of its website and content
• Identify the right keywords and topics that matter most to its target audience

In short, the Amica team needed a holistic view of their website and content performance, a unified digital strategy, and more SEO expertise.

Additionally, the team had multiple content management systems (CMS), one managed in-house and the other managed by its advertising agency. As a result, Tory Pachis, Senior Vice President of Marketing at Amica Insurance, and his team had limited visibility on website performance and were unable to make edits throughout the site. This greatly limited the impact of any SEO strategy they employed and led to keyword targeting and cannibalization issues.

Information silos like these didn’t just harm keyword strategy and collaboration. Tory and his team couldn’t see what content was struggling, outdated, or irrelevant.

So even though the Amica marketing team was creating helpful content relevant to their target audience, it was unlikely to increase traffic or improve rankings due to the technical issues holding the site back.

All of these issues led to poor SEO and a subpar user experience.

The solution

Tory and the team understood they couldn’t address these organic discoverability or cannibalization issues until they could access and analyze their site, content, and keyword performance. To get that holistic view, they needed a comprehensive enterprise SEO platform.

Conductor was the right solution for us because it gave us a collective view of our keyword rankings, as well as our technical SEO health.

Amica needed to audit its content under both content management systems and perform a website migration focused on prioritizing the most impactful optimizations to generate immediate results and outperform competitors. Conducting an SEO audit to identify content opportunities and gaps is a difficult and time-consuming project for even the most experienced SEOs. So for a team still starting its SEO journey, it reinforced Amica’s need for a platform and a partner who could help unify its strategy and help the brand reach its full SEO potential.

The partnership we have with Conductor has been imperative in helping with the optimization strategy we have for the site migration. We are able to optimize these pages to position ourselves in front of our competitors in a timely manner.

Using Conductor, Tory and the team now had visibility into each page's performance, metadata, and technical health under both content management systems, allowing them to prune or optimize content that wasn’t up to par and improve the overall performance of the Amica website.

Explorer and Content Guidance give us a holistic view to evaluate keyword volume and competition. This shows us opportunities and gaps in our content and helps us better prioritize.

During the audit, Amica also developed a content creation workflow to tackle its keyword cannibalization issues. Using our Explorer and Content Guidance features, Tory and the team could evaluate content performance and competition on SERPs. As it turned out, they were competing with themselves in many cases.

For example, the Amica homepage ranked higher than many auto insurance landing pages for auto-related keywords. Tory and the team saw this as an opportunity to improve user experience and SEO health. By collaborating with Conductor’s customer success team, Tory developed a plan to differentiate the search intent of each page to ensure they wouldn’t compete for the same queries.

Amica worked closely with Conductor’s Customer Success team during the migration and after the work was complete. Through ad hoc meetings and monthly strategy sessions, Conductor’s dedicated partnership helped Tory and the team:

• Uncover content opportunities to improve organically
• Develop strategies to boost technical site health
• Identify and measure SEO KPIs
• Target the right keywords

These efforts helped the Amica team save hours of work each month and convey the value of SEO across the organization and among key executive stakeholders.

Workspaces has helped us map out our pages according to organic value and potential to help us maximize our effort. In addition, it has helped us share the value of organic data and insights across teams.

Once the migration was complete and Amica’s content was unified in one central CMS, the team was able to meet and surpass their KPIs. Information silos that had existed under two content management systems disappeared, and collaboration improved by utilizing Conductor features like Workspaces.

The results

320% increase in top 10 keyword rankings

It’s been a little over two years since Amica started its partnership with Conductor, and in that time, the team has been able to improve its organic presence dramatically. The top 10 results on Google are key spaces to win in order to drive more traffic, clicks, and conversions, and Amica now ranks in the top 10 on SERPs for 320% more keywords than when they started with Conductor.

68% growth in SERP result-type ownership

Since the start of our partnership, Amica has focused on improving content to boost organic results, but it didn’t stop there. They also targeted different Google results types like images, answer boxes, and PAA boxes to maximize their presence on SERPs. The work has paid off, boosting SERP result-type ownership by 68% in just 18 months.

13% boost in average “auto insurance” keyword ranking

The site’s auto insurance section is where Amica had initially struggled with keyword cannibalization. Since completing the content audit and website migration, keyword cannibalization is now a thing of the past for Tory and the team, and the improved SEO strategy has had ripple effects on auto insurance keywords. Amica has seen a 13% increase in the average keyword ranking for queries around “auto insurance,” turning a pain point of the website into a key traffic driver.

As a customer-centric organization, Amica wanted to provide its audience with the best and most relevant content possible, but that wouldn’t be possible without a unified strategy and holistic view of content performance. With a little help from Conductor, Tory and the team created a cohesive, scalable SEO strategy aligned with core business objectives to provide Amica's customers with the best possible content.