Our client, the international insurance division of large financial services group offering health and medical insurance to expats, is a natural partner for Oban International. Both companies understand the value of local knowledge in our respective fields.
Initially we were briefed to create content, but to deliver bigger increases in traffic and conversion we recommended refocusing content work to strengthen the existing onsite copy, while addressing some crucial technical SEO improvements.
A key challenge for a site with an expatriate audience is understanding how well that site is working around the world. Using our LIME (Local In-Market Expert) network, we made site speed recommendations designed to give potential customers a great experience wherever they are. An audit of Hreflang tags ensured search engines recognised the intended audience of key pages.
LIME insight was also essential on a wide range of content strategy tasks. LIMEs helped drive layout changes to key pages, localise country-specific pages and provided understanding of foreign healthcare systems. We also supported our client with content marketing workshops, ideas generation sessions and reviews of new pages.
To strengthen their site further, we carried out a full technical SEO audit, leading to keyword research, mapping and on-page optimisation in English and French. We also provided migration support and training, ensuring our technical know-how informs ongoing work and future site builds.
Search engines now view the site just as favourably as visitors – the site has been lifted onto the first page for high volume keywords in French and English. Our work is paying off, driving a marked year on year increase in page views, visitors and goal completions.
Key technical changes and content initiatives resulted in improvements in overall site visibility and site engagement. Key achievements included: