How we helped increase organic visits for Petplan

‘If you build it, [they] will come’, might have worked for Kevin Costner after he mows a baseball diamond into his cornfield in the 1989 movie Field of Dreams. But this rather simplistic sentiment rarely works for content.

Anna RonayEditor

‘Give them what they want, when they want it’ is a far more persuasive mantra if your aim is to drive online traffic.

Petplan, the largest pet insurance provider in the UK, wanted to be more visible to people using search to look for information about potential pets and asked us to help them reach a wider acquisition audience. To increase web visits, generate brand awareness and welcome new visitors, we created content for different breed types that was useful, interactive and aspirational. Interested in a Springer Spaniel or Labrador? We created specific content that would make it easier for people to choose the right pet with useful and interactive information. And to help them find that information, we carefully curated keywords to make sure prospective owners were taken to the right content for them.

The results have been remarkable. There’s been a large growth in organic traffic across all the breed pages created for Petplan. Family-friendly dogs, including the Cockapoo and Cocker Spaniel, have had staggering increases in the number of sessions: Cockapoo page sessions have increased by 670 per cent, while Cocker Spaniel sessions increased by an incredible 924 per cent.

Using a heat map, we know that visitors spend more time on the site. And there’s been a significant rise in the number of new users. You could say, we knocked the ball out of the park on this one.

Click here to see more of our work for Petplan.