How Conductor Helped
As soon as Kristi and the marketing team started using Conductor, they knew they had unlocked a major opportunity to improve their organic marketing strategy at every level. Because Zurich makes sales through brokers rather than directly through their website, the marketing team’s SEO strategy is strongly focused on their product pages and content. These pages are extremely valuable because they help differentiate the business from competitors by showing key aspects of a product and what they do differently. It was, and still is, a top priority for the marketing team to ensure this content is highly visible to searchers.
With Conductor, the team was able to implement an effective data-driven approach to new content creation by conducting keyword research and creating content briefs based on their findings, all within the same platform. Now, many pages on Zurich’s website highlights information their audience is looking for, and it means they can win more Page 1 rankings on Google than ever before.
Thanks to Conductor, the Zurich team now completes tasks that used to take hours or even weeks when done manually in just a few minutes. Recurring tasks, like pulling website analytics, reviewing keyword groups, auditing their website, and ensuring the site follows Google best practices, have all been automated. Zurich’s organic traffic on certain product pages has increased as much as 800% since partnering with Conductor. Even pages on highly niche topics have gone from zero visits per month to 50+. Other product pages with more keyword targets and search volume have also seen significant increases since they were optimized.
These time-saving features have also made significant improvements to Zurich’s SEO reporting efforts. With Conductor, Kristi can review key sections and topics on her website on a regular cadence to see exactly which parts of her strategy are working and where there are opportunities to improve. In the past, Kristi had to pull every piece of data and create reports manually. Now, she can jump into the platform at any time and get a clear picture of her site’s performance with just a few clicks. By using Conductor’s Workspaces, Kristi has created many custom reports and can easily see which keywords have moved in rank, if Zurich’s market share has changed, and so much more by topic and/or business unit. Even better, she can easily share reports from the platform with other internal stakeholders at Zurich. Kristi is able to pull detailed reports to help inform her team on real-time results, while also providing a high-level view of performance data with executives. Conductor’s Workspaces make creating customizable reports a breeze, which means it’s easier than ever for Kristi to prove the value of SEO to each stakeholder at Zurich and get internal buy-in for each new project.