Overview
As a PPC & SEM specialist, Olu Emmanuel partnered with a client in the expatriate insurance sector to improve their website visibility in an extremely competitive niche. The objective was to attract more qualified traffic by leveraging precise keyword targeting, optimized landing pages, and technical SEO enhancements.
Initial Situation
Between June 2 and August 1, 2024, the site generated 7.75K clicks and 401K impressions, with a CTR of 2.0% and an average search position of 26.2. While performance was steady, broad keyword targeting and under-optimized landing pages limited growth.
Key Actions
Keyword Strategy – Researched and implemented niche, high-intent long-tail terms such as “temporary expat insurance” and “health insurance for expats in [country].”
Landing Page Optimization – Improved meta tags, headers, and content while integrating clearer CTAs to boost conversions.
On-Page Enhancements – Strengthened internal linking between related insurance products to aid both user navigation and search visibility.
Technical SEO Fixes – Accelerated page load speeds, optimized mobile experience, and removed broken links to improve usability and rankings.
Results (Aug 2 – Oct 16, 2024)
12.6K clicks and 887K impressions
63% increase in traffic
CTR: 1.5% (slight dip, but expected given visibility growth)
Average position: 27.8 — broader reach across high-value queries
Conclusion
Through focused SEM and technical execution, Olu helped the client achieve sustained visibility growth in a highly competitive market. By combining precise keyword targeting, optimized landing pages, and a technically sound website, Olu demonstrated how strategic SEM can transform moderate-performing websites into lead-generating assets.
Takeaway: Even in saturated niches like expatriate insurance, growth comes from targeting intent-driven keywords, optimizing user experience, and maintaining agile execution.