Pearl Lemon - SEO Agency London

From Struggling to Thriving: How We Helped One Insurance Company Conquer SEO and Reputation Management

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Overview :

The client is an independent insurance brokerage based in Hong Kong. They worked with our team to improve their online presence, increase search engine rankings, and strengthen their brand reputation. This case study highlights the key achievements and results of our collaboration.


The primary goals for this client were to:

  • Improve their search engine rankings for relevant keywords.
  • Enhance their online reputation and brand dominance.
  • Strengthen the personal brand and reputation of the company’s founder.
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Full Website Analysis

Our team adopted a comprehensive approach to address the project’s objectives. We implemented an online reputation management program, provided personalised advice, and executed targeted SEO strategies.

Any efforts we make to achieve a more successful online presence for clients begin with a thorough understanding of the business’ primary website’s strengths and weaknesses.

We began our work on this project by conducting a full website analysis for our client’s website, paving the way for a targeted approach to improve its search engine rankings and strengthen its brand reputation.

Analysis Objective:

 The primary goals of the website analysis were to:

  • Identify areas of improvement in the website’s structure, design, and content.
  • Discover opportunities for search engine optimization (SEO) to increase organic traffic.
  • Evaluate the website’s current brand reputation and online presence.
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Website Optimization Process

Technical SEO Issues

 The primary goals of the website analysis were to:

  • Identify areas of improvement in the website’s structure, design, and content.
  • Discover opportunities for search engine optimization (SEO) to increase organic traffic.
  • Evaluate the website’s current brand reputation and online presence.

Addressing Slow Site Speed

One of the most significant issues we uncovered during our analysis was slow website speed, which was negatively impacting the website’s user experience and search engine rankings. Across all industries, slow site speed is an issue that lots of sites are harmed by what Google, and other search engines, continually state they find to be a real problem.

To address this issue, we implemented several key strategies to optimise the website’s speed and improve its overall performance. First, we optimised the website’s code and media assets, compressing images and reducing the file size of other media assets. This helped to reduce the website’s load time and improve its overall speed.

Site Wide Image Optimization

In addition, we implemented caching strategies to further improve the website’s speed. Caching stores website data in a user’s browser, making it load faster the next time the user visits the website. This helped to reduce load time and improve user experience, as well as search engine rankings.

Finally, we conducted regular website speed tests and made ongoing optimizations to ensure that the website was consistently performing at its best. This included monitoring server response times, optimising database queries, and minimising HTTP requests.

As a result of these efforts, the client’s website’s speed and performance have significantly improved. The website’s load time was reduced, and the user experience improved, resulting in higher engagement and longer visit times. Additionally, the website’s search engine rankings improved, resulting in increased organic traffic and better overall visibility.

Local SEO ROI and revenue

Implementing Better Sitemaps

We also discovered that the site was missing properly functioning XML sitemaps. To address this issue, we implemented several key solutions to create and submit an XML sitemap.

First, we conducted a thorough audit of the website to identify all pages that needed to be included in the sitemap. We then used specialised software to create an XML sitemap that accurately reflected the website’s structure.

Once the sitemap was created, we submitted it to search engines like Google and Bing to ensure that they had access to the roadmap of the website. This allowed search engines to more easily crawl and index the website’s pages, which improved the website’s visibility and ranking on SERPs.

The results of these efforts were significant. The client’s website began to rank higher on relevant search terms, resulting in increased organic traffic and better overall visibility. Additionally, the website’s pages were being crawled and indexed more efficiently, which improved the user experience and engagement.

If you are experiencing similar issues with missing XML sitemaps, you can follow this basic process to ensure that Google is crawling your site properly too.

Fixing Broken Links

Broken links can negatively impact search engine rankings, as they indicate that a website is outdated or poorly maintained. They are also extremely frustrating for users and can lead to significant bounce rate increases, which is never a good thing. If people click on a link, they expect it to lead to the right place!

To address this issue for the client in this instance, we implemented several key solutions to identify and address broken links.

First, we conducted a comprehensive audit of the website to identify all broken links. We manually checked each page to identify links that were leading to pages that no longer existed or had been removed. Once identified, we worked with the client to either remove or redirect these broken links to active pages on their website.

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In addition to this manual approach, we also used specialised link checker tools to identify and address broken links. These tools saved us time and effort in identifying and addressing broken links on the website, allowing us to focus on other areas of the client’s SEO strategy.

The results of our efforts were significant. By addressing broken links on the client’s website, we were able to improve the website’s user experience and search engine rankings.

The client’s website now had no broken links, resulting in a more efficient and user-friendly website. We also ensured that their in-house team understood how to use the link checker tools to uncover and fix broken links in the future.

On-Page SEO Opportunities

Our analysis revealed that the client’s website was lacking proper on-page SEO optimization, specifically in the areas of keyword research and optimization, title tags and meta descriptions, and header tags.

To address these issues, we conducted thorough keyword research to identify relevant keywords that the client’s website could rank for. We then optimised the website’s content to incorporate these keywords in a natural and effective manner, improving the website’s search engine visibility and increasing its chances of ranking for relevant search terms.

In addition, we ensured that each page on the website had a unique and descriptive title tag and meta description. This helped to improve the website’s click-through rate on search engine results pages as well as its overall search engine rankings.

Finally, we optimised the website’s header tags (H1, H2, H3, etc.) to structure the content in a more accessible way for search engines. This not only improved the website’s search engine rankings but also made the content more readable and user-friendly for website visitors.

There are advantages for any business, yours included, in focusing on taking advantage of on-page SEO optimization opportunities, including all of the following:

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Improved Search Engine Rankings

One of the most significant benefits of on-site SEO optimization is its potential to boost a website’s search engine rankings. By optimising elements such as title tags, meta descriptions, headers, and keyword usage within the content, businesses can improve their website’s relevance and authority in the eyes of search engines. Higher search engine rankings translate to increased visibility, making it easier for potential customers to find your business online.

Enhanced User Experience

On-site SEO optimization not only benefits search engine rankings but also contributes to a better user experience. By ensuring that a website is easy to navigate, has a clear and logical structure, and loads quickly, businesses can create a more enjoyable experience for visitors. A positive user experience can result in lower bounce rates, longer dwell times, and increased user engagement, all of which can indirectly contribute to better search engine rankings.

Increased Organic Traffic

When a website is optimised for on-site SEO, it becomes more likely to appear in search results for relevant keywords. This increased visibility can lead to a higher volume of organic traffic, which is typically considered to be more valuable than paid traffic. Organic traffic often results from users actively searching for products or services related to your business, making them more likely to convert into customers.

Cost-Effective Marketing Strategy

One of the most appealing aspects of on-site SEO optimization is its cost-effectiveness. Unlike paid advertising campaigns, which require a continuous investment to maintain visibility, on-site SEO is a one-time investment with long-lasting results. By investing time and resources into optimising your website, you can enjoy the benefits of increased visibility and organic traffic without the ongoing expenses associated with many other marketing strategies.

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Higher Conversion Rates

A well-optimised website that ranks high in search results and provides an exceptional user experience is more likely to generate leads and drive conversions. Potential customers who find your website through organic search are typically further along in the buyer’s journey, making them more likely to make a purchase, sign up for your newsletter, or engage with your business in some other way.

Off Site Optimizations and Boosting Brand Reputation

The client had been working hard to establish itself as a leading insurance brokerage in Hong Kong. However, they recognized that their off-site presence and brand reputation needed improvement to stand out in a saturated market. This is when they reached out to our team of experts for guidance and support.

Our primary challenge here was to increase the brand’s off-site presence, focusing on search engine results and online visibility. Additionally, we aimed to enhance their brand reputation by showcasing their expertise and accomplishments, making them an attractive choice for potential clients.



We developed a comprehensive strategy to address the client’s goals. Our plan included the following key components:

Online Reputation Management (ORM): We implemented an ORM program to boost the visibility of positive content about the business and its founder. This involved promoting articles and interviews featuring the founder on reputable platforms, such as

Search Engine Optimization (SEO): We focused on improving the client’s search rankings for highly competitive keywords related to their services. This involved optimising their website, creating valuable content, and building high-quality backlinks.

Personal Branding: To further enhance the business’ reputation, we also worked on the founder’s personal branding. This included optimising his LinkedIn profile, creating a strong social media presence, and increasing the visibility of his achievements and expertise.


Our strategic efforts yielded impressive results for our client  in a short period of time. Some highlights include:

Dominance in Search Results

The client’s website now ranks on the first page of search results for their target keywords, including “public liability insurance,” “professional indemnity insurance,” and “cyber insurance Hong Kong.” Their average search ranking improved by 57.5 positions, from 67.5 to 20.9, in just six months.

We were also able to secure the company numerous spots in Google’s “more to ask” search sections, something that can be both an additional traffic driver and a great way to enhance brand reputation.

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Enhanced Brand Reputation

With our ORM program, the founder’s interviews and features on reputable platforms have become more visible in search results. This increased exposure has elevated the client brand’s credibility and authority in the insurance industry.

Improved Personal Branding

The founder’s personal branding efforts have resulted in a significant portion of the first page of search results for his name being dedicated to his achievements, social media profiles, and website.

The importance of online reputation for any business cannot be overstated. Today, a company’s online presence serves as the first point of contact for potential customers, making it a crucial aspect of their overall success. In this article, we’ll explore the significance of online reputation for any business and why it should be a top priority.

First and foremost, a solid online reputation helps build trust and credibility among customers. In a world where online reviews and testimonials are easily accessible, consumers often turn to these sources to gauge the reliability and quality of a business. 

Positive reviews and a strong online presence can be the deciding factors that convince a potential customer to choose your business over your competitors. On the other hand, negative reviews or a lack of online presence can lead to scepticism, causing potential customers to question the legitimacy of your business.

Secondly, online reputation plays a critical role in search engine optimization (SEO). A well-managed online presence can improve your website’s search engine rankings, making it easier for customers to find you online. This increased visibility can lead to higher website traffic, more leads, and ultimately, increased sales. Conversely, a poor online reputation or a lack of online presence can hinder your SEO efforts, making it difficult for potential customers to find your business in the vast digital landscape.

Lastly, a strong online reputation can help businesses establish themselves as industry leaders. By consistently sharing valuable content, engaging with customers on social media, and maintaining a positive online presence, businesses can demonstrate their expertise and thought leadership in their field. This credibility not only attracts more customers but also helps businesses attract top talent, form strategic partnerships, and secure investment opportunities.

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This case study showcases the remarkable success that can be achieved through a strategic partnership with Pearl Lemon. With our comprehensive approach to SEO, online reputation management, and personal branding, the client business experienced significant improvements in keyword rankings, search engine visibility, and overall brand dominance. These results demonstrate our commitment to helping clients thrive in today’s competitive online landscape.

If you are inspired by this success and looking to elevate your own brand’s online presence, now is the time to embark on a similar journey with Pearl Lemon. Our team of experts is dedicated to delivering customised, results-driven solutions that cater to your unique business needs.

Don’t wait to unlock your brand’s full potential. Reach out to Pearl Lemon today and let us help you achieve the same impressive results that this client has experienced. Together, we will pave the way for your brand’s growth and ongoing success in the digital world.

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Talk is cheap, so we don’t just say what we can do – we can show you! Our SEO campaigns have a track record of not just ranking our client’s sites on page 1 of Google but much more besides. You can expect an improved user experience, more traffic, better conversion rates, increased brand awareness and more.


What Our Clients have said about our SEO Agency.

Here at Pearl Lemon, we can help your company grow.

Click-through rates and impressions have increased rapidly due to Pearl Lemon’s responsive approach. They’re detail-oriented and hardworking. Their dedication to clients is also noteworthy. Customers can expect a proactive team working with Pearl Lemon.
Sam Watson
CEO, Dr. Watson CBD
The engagement has led to an increase in inquiries through multiple channels. Pearl Lemon works closely with the internal team to ensure an effective collaboration. The team is open and transparent, providing a high level of customized service.
Lucy Russell
Director, Winova Properties
The engagement has led to an increase in search ranking and website traffic. Pearl Lemon is organized and accurate, providing detailed analysis to ensure the best results for their client. Their team is understanding, communicative, and responsive.
Alessandra Cosimato
Marketing Director, ET2C International

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