Fix keyword cannibalisation
Identified where blogs, insurance pages and trade-specific pages were competing against one another, leaving Google unclear about which pages should rank for important searches.
Tradesman Saver
Position #1 for “tradesman insurance”, alongside 200%+ organic traffic growth to priority pages
The brief
Find more tradespeople through search
Tradesman Saver provides specialist insurance for tradespeople. They already had a substantial library of useful content, but their most commercially important insurance pages were struggling to compete for the searches that mattered most.
Our goals were to reach page one for the highly competitive “public liability insurance”, reach position #1 for “tradesman insurance”, drive more relevant non-branded traffic and improve the number of visitors converting into customers.
#1for “tradesman insurance”
200%+growth to priority pages
120%+increase in conversions
“Working with Go Up has been a joy! Their excellent knowledge and diligent approach has resulted in some excellent improvements on our sites across all metrics. Thanks all for your hard work!”
Dean Laming, Managing Director
The work
How we did it
Rebuild site architecture
Restructured the website into clearer topic areas, connecting informational content more effectively with the commercially important pages it was intended to support.
Content pruning and optimisation
Reviewed the existing blog library, rewriting, consolidating and removing content where necessary to create stronger topic focus and eliminate duplication.
SEO-led UX
Redesigned page structures and wireframes around both search intent and conversion, making key journeys clearer for users while strengthening page hierarchy for search engines.
Ongoing SEO
Continued refining content, engagement and conversion performance as the campaign progressed.
Online PR & link building
Introduced PR outreach and strategic link building to strengthen Tradesman Saver’s wider authority and support its priority search pages.
The results
See the results
Position #1 for “tradesman insurance”, alongside 200%+ organic traffic growth to priority pages
Campaign performance
Search rankings
#1 for “tradesman insurance”
Tradesman Saver achieved position #1 for one of the campaign’s primary target searches.
Page one for “public liability insurance”
A term with extremely high search demand moved onto Google’s first page, with the corresponding page becoming the site’s highest organic traffic-driving non-blog page.
200%+ growth to priority pages
Organic traffic increased by more than 200% to pages attracting searches related to public liability insurance and tradesman insurance.
120%+ increase in conversions
Conversions increased by more than 120%, even while overall traffic remained broadly consistent on a like-for-like basis.
25% growth across non-blog pages
Organic traffic across the site’s non-blog pages increased by 25%.
Go Up is a leading SEO Agency in London. If you’d like to get a quote, please get in touch. We’d love to hear from you.
Testimonials
"Working with Go Up has been a joy! Their excellent knowledge and diligent approach has resulted in some excellent improvements on our sites across all metrics. Thanks all for your hard work!"
Managing Director
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