SUCCESS STORIES

InsureandGo: A Passport to Page One

InsureandGo Australia sells travel insurance in one of search's most guarded categories, high-intent terms held by financial institutions, aggregators, comparison sites and OTAs, in a "your-money-or-your-life" purchase where people only buy from a brand they trust. When "travel insurance" sat at position 19, the brand's own reach into non-branded search barely existed.

The goal wasn't a quick jump up the rankings. A new website was meant to carry that weight, then it was delayed, then shelved. The brief stayed the same regardless: rank Top 3 for the hardest term in the category, and get there on the existing site, with AI share of voice becoming just as important a target as the ranking itself.

Build Search Growth That Sticks

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89%

Improvement in ranking position for "travel insurance"

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+1072%

Growth in clicks to the homepage money page

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AI share of voice in its competitor set

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InsureandGo Australia is a travel insurance provider competing in one of the most contested corners of search, a category held by financial institutions, comparison sites, aggregators and OTAs, all fighting for the same high-intent terms. With "travel insurance" sitting at position 19 and a planned website rebuild delayed, then shelved, the brief stayed fixed regardless.

The Need

With one of the most contested categories in search working against them and a shelved website removing the plan meant to fix it, the real challenge wasn't finding opportunity, it was proving the existing site could still win. Getting there meant working around:

A category where trust is the ranking factor. Travel insurance is a "your-money-or-your-life" purchase, competing against financial institutions, aggregators, comparison sites and OTAs for the same high-intent terms, where Google and searchers alike demand real evidence of expertise and reliability before a click converts.
A ranking fix planned around a new website, not this one. A rebuild was meant to carry the weight of ranking "travel insurance" into the Top 3. With that on hold, the target stayed fixed regardless, the existing site had to get there on its own.
A name shared with an unrelated overseas company. Search results tangled InsureandGo Australia together with an unrelated business overseas, diluting brand search and confusing both users and search engines about which entity was which.
Content that had to satisfy two audiences at once. Every page needed to read naturally for travellers while staying compliant with insurance industry regulations, a stricter bar than most content categories allow for.
Delivery entirely through the client's own team. With every recommendation implemented by InsureandGo's own writers and developers, specifications had to be precise enough to execute without StudioHawk building anything directly.

The Plan

Rather than chase raw volume, the strategy made InsureandGo the most trustworthy result in the SERP, a phased roadmap built around an E-E-A-T audit, focused on the homepage as the "travel insurance" money page and the supporting pages around it.

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A Homepage Rebuilt Around Trust

Who We Cover, How It Works, three cover tiers, clear CTAs and commercial-page links, alongside award badges, a trust banner and third-party reviews, all rebuilt to prove reliability, not just describe the product.

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Schema for Entity Recognition

Organisation schema on the homepage and FinancialProduct schema on commercial pages, built so both search engines and AI systems could parse exactly who InsureandGo is and what it sells.

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Internal Links Fixed at the Root

Roughly 100 mis-pointed internal links corrected so every "travel insurance" anchor across the site resolved to the actual money page, rather than leaking authority elsewhere.

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An About Us Page Built on Four E-E-A-T Pillars

Track record (since 2012, 2 million-plus trips), awards in plain text rather than only imagery, the underwriting and financial-strength story, AFCA and Code of Practice standing, and explicit "separate from Insure&Go UK" positioning, all rebuilt into one page.

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Trust Signals Rebuilt as Plain Text

Award badges, 4.7-star reviews and testimonials rebuilt in crawlable plain text and schema rather than only imagery, with a rebuilt trust banner linking through to the Awards and Reviews pages directly. A named product expert, Yael Whitford-Gaffney, Head of Product, was introduced through "Our Expert Says" commentary, "Reviewed by our product expert" bylines and fact-checked stamps across product and content pages.

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Schema Delivered Around a Platform Limit

InsureandGo's Drupal site couldn't deploy schema on-page. Rather than wait on a development backlog, Organization and FinancialProduct schema were injected through Google Tag Manager instead, a machine-readable brand identity with zero core-site development required.

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AI Visibility Tracked and Closed, Gap by Gap

InsureandGo and its competitors were tracked across ChatGPT, Google AI Overviews and AI Mode against 40 prompts using Peec.ai. Wherever a competitor was cited and InsureandGo wasn't, commercial and top-of-funnel content was briefed in an AEO format specifically to be retrieved and cited, then re-measured to confirm the visibility had actually been won back.

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Competitor Gaps Mapped Before Writing Began

A Figma-based competitor analysis pinpointed exactly where content and trust-signal gaps sat against the category's strongest results, so writing began against a specific target rather than a general brief.

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Compliance held the front door shut, so the campaign found the side entrance.

Insurance copy has to clear strict compliance sign-off, which meant real delays getting new content live. Rather than wait, the campaign re-strategised around what could move without sign-off: internal linking, backlinks, trust signals, schema via GTM, top-of-funnel content and the About Us page. Once InsureandGo brought on a dedicated insurance copywriter, new content for the commercial product pages followed and pushed results further still.

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A namesake on the other side of the world.

An unrelated UK company, also called InsureandGo, ranked alongside the Australian brand for branded and informational searches alike. The fix was direct disambiguation: explicit "separate from InsureandGo UK" positioning on the About Us page, "Australia/AU" added to page titles site-wide, and "tailored for Australians" messaging throughout, until search engines reliably attributed branded and category searches to the right entity.

The Results

"Travel insurance" reached the Top 3, the target it was built around: position moved from 19 to 2, a 17-place jump on the single hardest term in the category, with real volatility along the way before the trust and authority foundations paid off.

Clicks to the money page grew far past what was set as the target: the objective was 179 to 500-plus clicks; the campaign delivered 2,098, growing 1072% and clearing its own goal more than four times over.

89%

Improvement in ranking position for "travel insurance"

Climbing from position 19 to 2 on the single hardest term in the category.

1072%

Growth in clicks to the homepage money page

Clicks grew from 179 to 2,098, more than four times past the original target.

95%

Growth in non-branded clicks

Clicks rose from 2,735 to 5,344, well past the 40% growth objective.

AI share of voice in its competitor set

Share of voice reached 56%, up from 32% when tracking began in March 2026.

The Conclusion

InsureandGo's SEO campaign shows what's possible when a client and an agency choose to reset rather than walk away. When the planned website rebuild collapsed, the target didn't move, "travel insurance" still had to reach the Top 3, on the site already live, in one of search's most contested categories, against financial institutions, aggregators, comparison sites and OTAs all fighting for the same terms.

The path wasn't linear. Rankings went backwards more than once, and compliance blocked the obvious levers more than once too. But that's the real story here: a long-term investment that held its course through setbacks most campaigns don't have to survive, built on a relationship where the client backed the vision through every one of them.

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931%

Increase in AI referral traffic YoY

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High-Authority Backlinks

The campaign for Simply Nootropics enhanced the brand’s organic visibility, increased its domain authority, and secured valuable backlinks from high-quality media outlets, establishing it as a trusted leader in the wellness industry.

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Full technical SEO audit

Uncover the issues holding your site back and find opportunities your competitors haven't spotted yet

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Keyword and competitor analysis

See exactly where you're losing ground and which search terms are worth going after

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Custom SEO roadmap

A clear plan built around your goals, your industry and where you want to be in 12 months

Client success:

89%

Improvement in ranking position for "travel insurance"

+1072%

Growth in clicks to the homepage money page

AI share of voice in its competitor set

“A shelved website rebuild didn't stop the hardest keyword in the category from reaching page one, and winning the AI conversation too.”

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InsureandGo: A Passport to Page One

The Need

The Plan

The Execution

The Challenges Overcome

The Results

The Conclusion

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