Founded in 1995, PT Prudential Life Assurance (Prudential Indonesia) is a part of Prudential plc, a leading financial services group in the United Kingdom. Prudential is the largest life insurer in Indonesia with over two million customers, an industry-leading agency force of over 250,000 agents and more than 400 offices across the country.
In an increasingly competitive digital landscape, a lack of inbound lead generation from unpaid, organic traffic was an imminent threat to overall market share for Prudential Indonesia. An over-reliance on brand name, or known, search traffic was no longer yielding desired results from website visitors and those already familiar with the Prudential Indonesia brand name. Prudential Indonesia needed to improve their organic search engine presence to attract and generate new inbound leads from specific product pages on their website.
To address the challenges, The Campaign Sherpa team performed a comprehensive SEO Audit of the Prudential Indonesia website, identifying numerous issues and consulting on SEO solutions. Next, by combining the identification and selection of high-value non-branded key phrases with re-written and optimized SEO meta tags, the Campaign Sherpa Team effectively implemented an SEO strategy aimed at driving targeted website traffic and conversions. The solution addressed the need to optimize product pages to begin driving targeted product inquiries.
Three months post-SEO implementation, Prudential Indonesia had experienced consistent Organic website traffic growth. More importantly, product inquires from Organic Search visitors, a primary KPI, increased by 57% compared to the benchmark month. Additionally, inbound leads generated from unpaid Search Engine traffic accounted for 83% of total inquiries.
YoY traffic to the website from Organic Search traffic increased by 235%, proving invaluable to generating new inbound leads due to a higher and more effective search engine presence.
The SEO implementation and engagement for Prudential Indonesia proved to be extremely effective in both driving additional visitors to the website from unpaid Search Engine results pages, and generating additional leads due to the increase in targeted website traffic. The overall On Site Optimization strategy coupled with Campaign Sherpa’s measurement and monitoring support has laid the foundation for Prudential Indonesia’s continued success well into the future.