Case Study
📈 SEO Case Study: From Static to Strategic – Rebuilding & Ranking Step by Step Insurance
When I first connected with Step by Step Insurance, they had a static PHP website, zero content strategy, and no online visibility. My mission was clear: transform their online presence into a dynamic, lead-generating machine — and that's exactly what I did.
Client
Step by Step Insurance Agency (Kenya)
Industry
Insurance
Role
Full-stack SEO Specialist & Web Designer
Scope
Website redesign, SEO strategy, content creation, and tools integration
Timeline
August 2024 – July 2025
Website
stepbystepinsurance.co.ke
📋 Table of Contents
🚧 The Challenge
An outdated, static PHP website
No SEO setup or content strategy
No blog, sitemap, schema, or tools
Weak user experience and slow mobile speed
No lead magnets or interactive tools
They weren't showing up on Google, and their digital presence wasn't working for them — it was working against them.
🚀 Remarkable Traffic Growth
Organic Traffic
10,000+
Monthly Clicks
Country Rank
#7,540
According to Similar Web
Traffic Value
$300-$400
39K-52K Kshs
Estimated Monthly Value (Ahrefs)
Organic traffic is now the leading lead source for the company without any advertising costs. This is an impressive achievement considering the website was published less than a year ago!
🔍 My Process (Step-by-Step)
1
Complete Website Rebuild
I rebuilt their website using WordPress and Elementor, giving it:
- A clean, responsive design
- Mobile-first UX for better conversion
- SEO-friendly structure and page speed improvements
2
Technical SEO Setup
- Installed and configured RankMath SEO
- Set up clean URLs, 301 redirects, and structured data
- Connected Google Search Console and Microsoft Clarity
- Built a dynamic sitemap and submitted it to search engines
3
Content Strategy & Execution
I created and published over 500 blog posts targeting high-intent keywords like:
I focused on:
- Long-tail keywords with real search volume
- Internal linking between posts and service pages
- Meta descriptions, titles, and schema for every article
4
Tools & Performance Monitoring
To manage and optimize SEO performance, I used:
- Google Search Console for indexing and traffic
- KeywordTool.io for keyword discovery
- RankMath SEO for on-page and technical optimization
- Microsoft Clarity for heatmaps and session insights
5
UX Tools & Interactivity
I built:
- Insurance claim forms and calculator tools
- Interactive FAQs to boost engagement and rankings
- Conversion-focused CTAs across key pages and posts
Money Market Fund Calculator
Try the Tool📈 Results Achieved (Within 12 Months)
| Metric | Before | After |
|---|---|---|
| Monthly Clicks | ~50 | 10,000+ |
| Yearly Clicks | ~500 | Over 145,000 |
| Indexed Pages | 4 | 610+ |
| Page 1 Keywords | <10 | 100+ |
| Top Source | None | Google Search (95%) Discover (5%) |
📌 Some blog posts were even featured in Google AI Overviews, significantly boosting impressions and click-throughs.
💡 What I Learned
Local SEO Opportunities
- Local SEO in Kenya is still wide open
- Consistent publishing and optimization can help dominate your niche
SEO is a Long Game
- SEO results compound over time
- Best-performing blogs were often written 6+ months ago
Monitoring is Crucial
- Most businesses don't monitor or update their SEO
- Regular updates are where the biggest wins come from
🎯 Key Takeaways
The right content strategy attracts high-intent organic traffic — for free.
Technical SEO + high-quality blog content = long-term digital assets.
You don't need a massive budget — you just need the right process.
🛠️ Tools I Used
Google Search Console
KeywordTool.io
RankMath SEO
Microsoft Clarity
WordPress
Elementor
