Case Study: a health insurer achieves 298% non-branded traffic growth with iCrossing SEO strategy

Health Insurer boosts non-branded traffic 298% with iCrossing

The health insurer faced the challenge of consolidating 28 fragmented state-specific websites, a major migration that risked significant ranking loss and diluted domain authority. The brand also lacked visibility for non-branded search queries, missing key opportunities to reach new audiences. iCrossing was engaged to provide a comprehensive SEO strategy to stabilize the migration and drive growth.

iCrossing executed a three-phase solution: first stabilizing the technical SEO of the migration, then launching a centralized Content Hub with AI-ready content, and finally expanding visibility for non-branded keywords. This strategy resulted in a 216% year-over-year increase in keyword visibility and a 298% surge in non-branded organic traffic. The new Content Hub also drove 11.8K incremental clicks within six months.