Blue Array Case Study - Driving organic traffic using serendipitous organic search

An industry reliant on paid search

See the full case study below.

Paid search is heavily utilised within the insurance industry, as companies are constantly competing to harvest as many as clicks from relevant keyword searches as possible via Google’s auction model. However, this reliance on paid search has also meant that the insurance industry is notoriously expensive for paid search acquisition. For example, the business to business phrase “public liability insurance” shows a suggested bid of over £17 per click, leading to an uneven playing field whereby the most successful insurance firm would be the one willing to commit the most spend.

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