Ingosstrakh
Ingosstrakh is a large Russian insurance company, the main member of the INGO insurance group. It is a universal insurer nationwide and one of the leaders of the domestic insurance services market.
The history of the company began in 1947, when it was only a modest administration of the USSR Ministry of Finance. In 1972, Ingosstrakh transformed into a joint-stock company, was privatized in 1992, and a transnational group was created in 1997. The company rapidly increased its capacity: it received licenses for insurance operations, increased its authorized capital, and built a network of branches.
Today the company has offices in all the regions of Russia, offers all types of insurance – car, real estate, health, life, etc.
The business reputation is confirmed by the Expert RA rating agency, which assigned the company the maximum ruAAA rating in 2017. The international agency A.M.Best assigned Ingosstrakh a financial stability rating of B+. Standard & Poor’s assigned a long-term counterparty credit rating and an international financial strength rating of BB+.
Russia
Project Goals
Growth in targeted keywords rankings in the TOP-10 of Yandex and Google
Difficulties
and Solutions
Improving Behavioral Metrics
Behavioral ranking factors include several users’ behavior patterns. The most important ones are:
- the percentage of visitors leaving the site after viewing one page only, returning from the website to the search results;
- the time users spend on a website;
- the number of pages viewed by visitors in one visit;
- users’ actions when viewing a website page;
- sources of website traffic.
We conducted a behavioral audit on all the main service pages. According to Yandex Metrica and Google Analytics, we identified pages with low rates and developed optimization recommendations. In addition, we suggested how to refine the CASCO calculator.
Updating the Functionality of the Search for Sales Offices
The number of offline offices is an important parameter that affects regional and local ranking. Users often look for the office close to their house or the metro station.
Together with the client’s team, we developed requirements on how to update the office search functionality. It was essential to make the module more convenient, to add new features, to speed up search, to optimize pages for mobile devices.
Module optimization requirements included:
- several Costumer Journey Maps with different scenarios,
- structure of office pages – with filters by types of insurance, geographic filters, displaying maps, addresses and contact details of the office.
Website Redesign
In 2015, the client was going to redesign the website to meet all the requirements of search engines and to improve users’ experience. For internal reasons, we did not participate in the developing the design and received a ready-made version on the test domain for analysis. The technical audit revealed the following issues:
- 35% of URLs were invalid so they didn’t meet the requirements of search engines.
- Pagination pages worked incorrectly.
- There were many internal duplicates.
We developed recommendations how to fix the identified issues. Titles and descriptions for all the landing pages were also prepared, as well as recommendations for semantic markup and the “site search” functionality.
Results Achieved
Over 2 years of cooperation, the average share of keywords in the Yandex TOP-10 increased to 79%, in the Google TOP-10 – to 90%. The number of visits in 2016 compared to 2015 increased by 15%. From a business perspective, this growth in traffic means greater reach, more brand awareness, and more potential customers, which in turn transforms into increased sales and financial performance.
It was possible to achieve high results thanks to the well-coordinated work of the Ingosstrakh and iSEO teams. We were happy to apply all our experience and expertise to the development of such a significant project and are ready to continue cooperation in the future.
79%
of targeted keywords in Yandex TOP-10
90%
of targeted keywords in Google TOP-10
Client Testimonal
SPAO Ingosstrakh thanks iSEO LLC. Thanks to the use of effective tools, the traffic has increased, and so has the number of leads and online payments through the organic search channel.
During the collaboration, the iSEO team has demonstrated a high level of expertise not only in the field of search optimization, but also in web analytics.
We express our gratitude for the excellent work and recommend iSEO as a responsible and competent partner.
SPAO Ingosstrakh
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