Foxquilt – Case Study

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.