location:

Toronto, Ontario, Canada

category:

Business Insurance

Foxquilt – Case Study

The Client: Foxquilt is an insurance technology company specializing in providing customized small business insurance solutions. Their platform leverages innovative technology to simplify the insurance purchasing process, allowing small business owners to obtain tailored coverage in just a few minutes.

Objective: Foxquilt aimed to enhance its organic search visibility, increase branded and non-branded keyword rankings, and drive more high-intent traffic to its website. The company also sought to strengthen its backlink profile, improve local SEO performance, and optimize its Google My Business (GMB) listing to capture more potential customers searching for business insurance solutions.

The Challenge

Limited Organic Visibility:

The website had low rankings for high-intent business insurance keywords, making it difficult for potential customers to discover Foxquilt through search engines.

The number of indexed pages and optimized content was insufficient to compete with established industry players.

Local SEO efforts were underdeveloped, with an inconsistent Google My Business profile and weak presence in local searches.

Weak Backlink Profile:

The site had a low number of referring domains, limiting its domain authority and trustworthiness in the eyes of search engines.

Competitors had a significantly stronger backlink profile, leading to better rankings and more traffic.

Low Brand Awareness in Search:

A high percentage of traffic was coming from non-branded searches, meaning Foxquilt was not yet a recognized name in the industry.

The company needed to establish itself as a trusted brand in the insurance sector.

Technical SEO Issues:

Problems with URL structures, including unnecessary redirects to a subdomain (legacy.foxquilt.com), were negatively impacting crawlability and indexing.

Broken internal links in the footer navigation prevented users and search engines from properly accessing key service pages.

Underutilized Google My Business (GMB) Listing:

The GMB profile lacked structured product/service information, missing an opportunity to capture high-intent local search traffic.

Limited engagement and incomplete business details reduced visibility in Google Maps searches.

What we did

SEO Optimization & Content Strategy:

Conducted extensive keyword research to identify high-value search terms relevant to small business insurance.

Created optimized landing pages for various professions and business categories, improving rankings for industry-specific insurance terms.

Developed educational blog content targeting "top-of-the-funnel" queries to attract and engage potential customers.

Link Building & Authority Growth:

Launched a strategic backlink acquisition campaign, securing placements on high-authority industry sites.

Analyzed competitor backlinks to identify new linking opportunities, ensuring natural and sustainable link growth.

Conducted guest blogging and PR outreach, reinforcing Foxquilt’s position as a thought leader in business insurance.

Brand Awareness & Local SEO Improvements:

Optimized the Google My Business listing, adding structured product/service categories and improving descriptions.

Strengthened brand recognition in search results, leading to a higher percentage of direct searches for Foxquilt.

Technical SEO Fixes:

Resolved legacy URL redirects, ensuring all traffic and search engines were directed to the primary domain.

Fixed broken navigation links, improving both user experience and Google’s ability to crawl and index important service pages.

Implemented canonical tags, meta descriptions, and structured data, optimizing site architecture for better rankings.

Our Results:

After implementing a comprehensive SEO and digital marketing strategy, Foxquilt achieved significant improvements across multiple key performance indicators. Below are the primary results of our campaign:

Organic Traffic Growth

We observed a steady and consistent increase in organic traffic, as shown in the graph below. The website's visibility improved significantly, leading to higher engagement and user acquisition.

Organic Keywords Expansion

The number of organic keywords ranking in search engines increased sharply, reflecting the improved content optimization and technical SEO efforts.

Branded vs. Non-Branded Traffic

Initially, the majority of Foxquilt’s search traffic came from non-branded keywords. However, after implementing brand awareness strategies, the share of branded traffic increased to 89.6%, demonstrating a stronger brand presence in search results.

Before:

After:

Referring Domains Growth

Through strategic link-building campaigns, the number of referring domains grew significantly, increasing the site’s authority and credibility in search engines.

Organic Keyword Rankings

Foxquilt achieved higher rankings for competitive industry keywords, leading to greater search engine visibility and inbound traffic. The table below highlights key ranking improvements:

Keyword	Google Position	Google Rank Change
professional assistant insurance	1	+33
business insurance for ecommerce	1	+33
ecommerce business insurance	1	+42
watersport insurance	1	+40
professional vs general liability insurance	1	+24
insurance forensic accounting	1	+26
nightclub business insurance	2	+34
parasail insurance	2	+16
business insurance services	2	+37
water ski school business insurance	2	+40
gardening insurance	2	+11
insurance for admin assistants	3	+53
tech company insurance	3	+47
insurance for art teachers	3	+44
insurance for ecommerce	3	+46
marketplace ecommerce insurance	3	+28

Google My Business Listing Optimization

The Google My Business (GMB) profile was optimized with structured product/service categories and detailed descriptions. This contributed to increased visibility in local search results and improved engagement.

Google Maps Traffic Increase

As a result of the GMB optimization, Google Maps views increased significantly, making it easier for local customers to discover Foxquilt’s services.

Conclusion

Through a combination of SEO optimization, content strategy, link building, technical fixes, and local SEO improvements, Foxquilt successfully enhanced its search visibility, brand recognition, and website authority. These results solidify its position as a leading InsurTech provider for small businesses.

The campaign demonstrated measurable success, helping Foxquilt grow its online presence and attract more qualified leads through organic search.

FoxQuilt