Transforming SBI General Insurance’s Organic Performance through Scalable SEO and UX Strategy

Objective

Despite strong brand equity, SBI General faced key challenges in its organic growth journey — low search visibility for critical product queries, suboptimal lead volumes, and an under-leveraged digital experience.

The engagement with 1702 Digital was anchored around four strategic objectives:

• Improve first-page rankings for high-volume, high-intent insurance keywords
  
• Drive qualified organic traffic to priority product pages
  
• Enhance user experience to support deeper engagement and higher conversions
  
• Strengthen technical SEO infrastructure for sustainable search performance

Strategy

To address these challenges, 1702 Digital designed a phased, high-impact digital strategy that integrated content optimisation, user experience enhancements, and technical SEO interventions. Execution was structured around four core pillars:

1. Content Optimisation & EEAT Alignment

• Rewrote and optimised product and sub-product pages in line with Google’s EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines
  
• Developed topical clusters to improve thematic relevance and internal authority

2. UI/UX Transformation

• Revamped site navigation and layout to streamline user journeys
• Improved readability, content hierarchy, and mobile responsiveness
• Enhanced site speed and Core Web Vitals for better search performance and user satisfaction

3. Technical SEO & Authority Building

• Implemented structured data (Schema Markup) on major product pages to enable rich SERP results
• Strengthened internal link architecture for better crawlability and equity distribution

Results

• +150.6% growth in total keywords ranking in the top 10
• Organic sessions grew by +32.65%
• Non-branded clicks surged by +206.84%