Insurably

The brief: outmanoeuvring the giants

Insurably entered the UK insurance market—a landscape dominated by "dinosaur" firms with bottomless SEO budgets. We did not try to outspend them on broad, generic terms. Instead, we built a strategy to identify and dominate high-intent niche searches where the big players were too slow to react.

What we built: technical precision

We swapped legacy bloat for a hardened Next.js architecture. While the competition relied on slow, plugin-heavy WordPress sites, we shipped a type-safe engine that Google's crawlers could index with zero friction.

• Semantic targeting — dedicated logic for long-tail, niche queries the big players ignored.
• Edge performance — natively fast load times (sub-500ms) gave us the "speed perk" Google rewards in competitive rankings.

The results: 100k monthly impressions

By focusing on surgical precision rather than brute force, the results were undeniable:

• Organic dominance — secured #1 rankings for key niche searches within four months, capturing high-quality leads that the "Big Three" firms were missing.
• 100,000+ monthly impressions — reached after four months, all with £0 ad spend.
• Agile iteration — telemetry showed a high impression count but a low initial CTR. We did not wait for a monthly report; we used PostHog to iterate metadata in real time, refining the hook until the clicks matched the traffic.