From Content Chaos to Structured Success: NN Insurance's SEO Journey

Executive Summary

NN Insurance faced challenges with their website’s structure, which made it difficult for search engines to crawl and index high-valuable content. By optimizing keywords, refining content, and implementing a clear strategy, they improved visibility and performance. This led to a significant increase in website traffic and engagement.
 

Results

The strategic initiatives led to a marked improvement in the performance of NN Insurance's content. Key outcomes included:

• Year-Over-Year Improvement: The overall content performance showed significant improvement, particularly in blogs that were rewritten, merged, or newly created.
• Increased Website Traffic: Following a dip in traffic around summer 2023, the revamped content strategy resulted in a sharp increase in website traffic, demonstrating enhanced visibility and engagement with users.
   

Our Approach

We gave NN Insurance's website a makeover, tidying up the clutter and ensuring search engines could finally find the good stuff. By organizing content and clearing up the confusion, we made sure the best articles took center stage.
 

The Big Idea

Streamline NN Insurance's website structure to eliminate content cannibalization and make their valuable content be seen.
 

The Strategy

By optimizing the site’s architecture, organizing blog posts more clearly, and prioritizing high-value content, we ensured search engines could easily crawl and index the most relevant articles, improving both visibility and user experience.
 

The Process

1. Keyword Research: Conducted thorough keyword research to identify search volumes, seasonal trends, and content gaps. This analysis revealed opportunities for new content creation and highlighted areas for improvement within the existing blog.
2. Content Optimization Action Plan: Developed a comprehensive action plan aimed at optimizing existing content while removing overlapping or duplicate pieces. This included merging similar blog posts to create more authoritative and valuable resources.
3. Pillar and Cluster Strategy: Implemented a pillar and cluster content strategy to provide greater structure to the blog. This approach organized content into related themes, making it easier for search engines and users to navigate.
4. Regular Monitoring and Optimization: Established a routine for monitoring both new and adapted content. Regular content optimizations were put in place to address content decay and ensure that all articles remained relevant and up-to-date.