Case Study: How I Grew Step By Step Insurance from 100 Clicks to 114K Clicks
Step By Step Insurance is a Kenya-based insurance platform providing expert insights, comparisons, and guidance on insurance policies. The goal was to establish their online presence, increase organic traffic, and position them as an industry leader.
By implementing a data-driven SEO strategy, we scaled their website traffic from just 100 clicks to 114,000 clicks while achieving 7.66 million impressions in Google Search.
Key Takeaways
- ✅ SEO is a long-term investment – Consistent optimizations & content updates lead to sustainable traffic growth.
- ✅ Content strategy is everything – Valuable, well-optimized content drives traffic & engagement.
- ✅ Technical SEO matters – Speed, mobile-friendliness, and structured data directly impact rankings.
- ✅ Backlinks fuel authority – High-quality links improve trust and boost rankings in competitive industries.
Table of Contents
Overview
Step By Step Insurance is a Kenya-based insurance platform providing expert insights, comparisons, and guidance on insurance policies. The goal was to establish their online presence, increase organic traffic, and position them as an industry leader.
By implementing a data-driven SEO strategy, we scaled their website traffic from just 100 clicks to 114,000 clicks while achieving 7.66 million impressions in Google Search.
Traffic Growth Analytics Dashboard
Challenges Faced
Low Organic Visibility
Initially, Step By Step Insurance had minimal search engine presence, ranking for very few keywords with low traffic.
Lack of SEO-Optimized Content
The site had limited content and was missing strategic keywords, making it difficult to rank for high-traffic search queries.
Slow Website Performance
The website had slow load times, negatively impacting rankings and user experience.
Weak Backlink Profile
With few authoritative backlinks, the website struggled to build credibility in Google’s eyes.
The SEO Strategy That Delivered 114K Clicks
1️⃣ Keyword Research & Content Strategy
We conducted in-depth keyword research to identify high-value, low-competition keywords related to insurance in Kenya. Our focus was on:
- ✅ High-intent, transactional keywords (e.g., “best car insurance in Kenya”)
- ✅ Informational long-tail keywords (e.g., “how insurance claims work in Kenya”)
- ✅ Competitive analysis to identify keyword gaps
Implementation:
- Developed SEO-optimized blog content targeting key insurance-related questions.
- Optimized existing pages with better keyword placements, headings, and metadata.
- Implemented an internal linking strategy to improve content discoverability.
📈 Results:
Increased keyword rankings in Google SERPs
Improved organic traffic by 400% in the first 3 months
2️⃣ Technical SEO & Website Optimization
To improve the site’s overall performance, we optimized its technical structure:
- ✅ Faster Load Speed – Minimized image sizes, enabled caching, and improved server response times.
- ✅ Mobile-Friendliness – Ensured the website was fully responsive across devices.
- ✅ Schema Markup – Implemented structured data to enhance rich snippets in search results.
- ✅ Internal Linking – Created a solid linking structure to pass link equity across important pages.
📈 Results:
Page speed improved by 40%, reducing bounce rate.
Better indexing of pages by Google, leading to higher rankings.
Performance Metrics Dashboard
3️⃣ High-Quality Backlink Building
A strong backlink profile was critical to improving authority. We executed a white-hat link-building strategy, which included:
- ✅ Guest posting on Kenyan finance & business blogs
- ✅ Outreach to insurance industry influencers for mentions
- ✅ Earning natural links through valuable, data-driven content
📈 Results:
Increased website authority → higher keyword rankings.
Boosted referral traffic from high-authority sources.
4️⃣ On-Page SEO & Click-Through Rate (CTR) Optimization
We fine-tuned meta titles, descriptions, and URL structures to maximize click-through rates:
- ✅ Used powerful, engaging meta titles to increase search visibility.
- ✅ Crafted compelling meta descriptions with strong CTAs.
- ✅ Improved URL structures to be more user-friendly & keyword-rich.
📈 Results:
Average CTR increased to 1.5% (from below 1%).
Improved ranking positions across competitive keywords.
Final Results 🚀
- 🔹 114K Clicks → A massive leap from the initial 100 clicks.
- 🔹 7.66M Impressions → Step By Step Insurance now dominates Kenyan insurance search results.
- 🔹 Average Position: 7 → Ranking on Google’s first page for multiple high-intent queries.
Key Takeaways & Lessons
- ✅ SEO is a long-term investment – Consistent optimizations & content updates lead to sustainable traffic growth.
- ✅ Content strategy is everything – Valuable, well-optimized content drives traffic & engagement.
- ✅ Technical SEO matters – Speed, mobile-friendliness, and structured data directly impact rankings.
- ✅ Backlinks fuel authority – High-quality links improve trust and boost rankings in competitive industries.
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