Localized SEO | Ontario Auto Insurance Product Landing Page

Background:
Research shows that across industries, Organic and Local Search together are the best combination for driving website traffic and deliver the best ROI compared to other channels. The home and auto insurance industry is no exception. Insurance policies are localized products, with coverage and pricing that differs based not only by province, but also by city (and even postal code)! Combined with first-hand SEO keyword research and competitive audits, we confirmed that there is opportunity to develop localized insurance product landing pages to take advantage of this highly engaged traffic and ultimately increase conversion.

Solution:
With this research in mind, we evaluated our business priorities and target audiences to determine that provincially specific product landing pages would be the best approach. Our first was the Ontario Auto Insurance landing page, which would serve as a test to optimize our approach across other product and provinces.

Compared to the national product landing page, our localized content strategy included Ontario-specific copy references, insurance coverages, pricing, savings and reviews. In addition to incorporating Ontario keywords throughout the copy and meta-data, we also optimized featured frequently asked questions and related blogs articles based on localized search topics.

Results:
As of December 2023, Sonnet search results are ranking on average in position #12 for “car insurance ontario” and the year over year organic traffic to the Sonnet Auto Insurance Ontario landing page has increased by 444%. The conversion rate for this page is also higher than average.