Markel: how to achieve a privileged position

Markel Insurance SE is a specialist insurance company that is part of the Markel Corporation Insurance Group. It is headquartered in Madrid and also has a branch in Barcelona, being a specialist company in four lines of business: CR, Environmental Liability, Accident and Surety.

Challenge Positioning Markel's three main businesses in search engines

To get a company to occupy one of the privileged position when a user performs a search on the Internet is a complicated task.

NATEEVO's challenge was to position Markel, an insurance company specializing in three main areas business: Civil Liability, Personal Insurance and Surety.

At the beginning of the project, we started from a disadvantageous situation, as there were business and organic competitors that have been carrying out SEO positioning with some efficiency.

Project Implement an SEO strategy that prioritizes the optimization of onsite factors considered critical and the positioning of priority terms.

In order to know the current situation in terms of SEO optimization of the website, we proceeded to perform a SEO audit in which more than 60 factors were analyzed in order to detect the current pain points in terms of SEO optimization based on the best practices recommended by search engines.

In turn, in order to determine the current situation in search engines, we proceeded to carry out a visibility analysis and organic competitors, in which opportunities and points for improvement were identified in terms of positioning of the company's products and services. KeyWords business and information related to Markel's activity.

Once these two analyses had been carried out, we proceeded to define an SEO strategy that prioritized first the optimization of the Onsite factors considered critical and that presented errors and the positioning of priority business terms.

The following actions were applied for the positioning of priority or relevant business terms:

• Content strategy based on the semantic optimization of those sections of the website that were working KeyWords core, but did not have Top-10 visibility.
• Define new sections that would allow working on priority terms that were not being worked on.
• Create a content plan for the blog to work on business-related informational terms considered relevant because of their relation to the business and search interest.

Web Redesign

After having been working for a year on the project and having a positive trend of results, Markel decided to carry out a website redesign to improve the site in terms of design and technology in order to adapt it to current market needs.

For this, NATEEVO was again the supplier, involving the UX, Front, Back and SEO areas for this project.

From the SEO area, we provided support for the development of a SEO friendly architecture to cover Markel's information needs, technical optimization of the website: WPO, Indexing, Interlinking and definition of redirection rules that would allow search engines to reindex the new website so that the impact of the migration would be as small as possible.

Once the migration was completed and successfully executed, the company continued to provide Evolutionary SEO for Markel's website, which are still being carried out today.

Results Clicks and impressions increased over the previous year by +101% and 78% respectively.

In the second year (2021), compared to the previous year, clicks improved by 51.4% and impressions by 11%. In terms of visibility, the total keywords positioned in the Top-100 at the beginning of the project (January 1, 2020) were 886 words, of which only 81 were in the top-10.

On December 31, 2022, the number of terms positioned in Top-100 was 3,946 and in Top-10 554 words.