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Over time, incremental costs rose in its paid campaigns as competition within the your-money-or-your-life (YMYL) landscape grew.\u003C\u002Fp>\n\u003Cp>Following an SEO audit, we identified opportunities to reduce reliance on PPC campaigns whilst sustainably increasing traffic and high-quality leads from organic search.  Specifically, we were tasked to:\u003C\u002Fp>\n","2",[409,411,413,415],{"text":30,"title":410},"Increase organic conversions by 10%",{"text":30,"title":412},"Increase organic users by 30%",{"text":30,"title":414},"Increase the number of keywords ranking in positions #1-3 by 15",{"text":30,"title":416},"Increase the number of tracked keywords ranking on page one by 15",{"acf_fc_layout":418,"reduced":296,"top_overlap":402,"bottom_underlap":402,"disable_observer":-1,"style":-1,"layout":-1,"size":419,"container":420,"gutter":-1,"left_gutter":421,"position":30,"image":422,"image_width":65,"image_height":66,"alt":25},"banner","full","container","gutter","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FFlI4tvT0-Stanhope-SEO.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"acf_fc_layout":400,"reduced":296,"top_overlap":402,"bottom_underlap":402,"disable_observer":-1,"style":424,"layout":404,"heading":425,"intro":426,"cta_text":30,"cta_link":30,"columns":427,"show_steps":296,"grid_items":428},"blue_background","The Strategy","\u003Cp>Our strategy focused on three pillars: \u003C\u002Fp>\n","1",[429,432,435],{"text":430,"title":431},"\u003Cp>We conducted a competitor analysis utilising Ahrefs and ScreamingFrog to collect keyword data, intent of services pages and domain ranking and compared this with Stanhope’s current position.\u003C\u002Fp>\n\u003Cp>We optimised these core commercial pages, ensuring each page included appropriate headers and reworded the existing content to ensure it answered questions clearly and concisely, using Natural Language Processing to check the entity scores.\u003C\u002Fp>\n","Improving the quality of core service pages",{"text":433,"title":434},"\u003Cp>Using prior competitor analysis, we compared what types of content competitors ranked for which Stanhope did not. This led to a brainstorming session with Stanhope, identifying potential ideas to inform a content strategy.\u003C\u002Fp>\n\u003Cp>We prioritised based on search volume & business focuses. Stanhope wanted to focus on topics that related to its core commercial pages, so we structured our strategy to reflect this.\u003C\u002Fp>\n","Creating helpful content",{"text":436,"title":437},"\u003Cp>We completed a full technical audit and roadmap using Sitebulb. This allowed us to discover any technical issues with the website, alongside content fixes.\u003Cbr \u002F>\nOur technical recommendations report allowed us and Stanhope’s internal team to prioritise issues based on the level of impact the changes would have on site performance & how quickly it would take to implement them.\u003C\u002Fp>\n\u003Cp>To further enhance the indexing of the site, we introduced new internal link blocks that suggested content that was relevant to the service page.\u003C\u002Fp>\n","Technical SEO",{"acf_fc_layout":439,"reduced":296,"top_overlap":402,"bottom_underlap":401,"disable_observer":-1,"heading":440,"intro":441,"columns":442,"style":22,"layout":443,"grid_items":444},"linked_content_grid","The Results","\u003Cp>As of writing, Stanhope now ranks consistently in the top 5 alongside GoCompare, LV, John Lewis Finance, and Money Super Market\u003C\u002Fp>\n\u003Cp>Following a performance report, Stanhope has continued to invest in SEO as a priority based on the results that had been generated and told us that our SEO strategy has “changed their business”.\u003C\u002Fp>\n","4","left-margin",[445,447,449,451],{"title":390,"content":446,"link":30},"\u003Cp>Increase in organic conversions\u003C\u002Fp>\n",{"title":393,"content":448,"link":30},"\u003Cp>Increase in organic users\u003C\u002Fp>\n",{"title":396,"content":450,"link":30},"\u003Cp>Keywords in positions #1-3\u003C\u002Fp>\n",{"title":452,"content":453,"link":30},"25+","\u003Cp>Tracked keywords in positions #1-3\u003C\u002Fp>\n",{"acf_fc_layout":455,"reduced":296,"top_overlap":401,"bottom_underlap":402,"disable_observer":-1,"style":456,"layout":443,"testimonials":457},"testimonials","light",[458],{"quote":459,"logo":460,"logo_width":45,"logo_height":45,"author":461,"byline":462},"\u003Cp>Impression really cares about the work they do and they understand what makes us tick. The team is agile and able to implement reactive changes promptly which helps keep us ahead in the competitive insurance sector.\u003C\u002Fp>\n","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002FStanhope.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","Matthew Ashton","Director, Stanhope Insurance",{"acf_fc_layout":464,"reduced":296,"top_overlap":402,"bottom_underlap":402,"disable_observer":-1,"heading":465,"layout":466,"cta_text":467,"style":456,"featured_post":-1,"posts":468},"blogs_module","Related SEO Blogs","full-width","Read all articles",[469,482,493],{"title":470,"excerpt":471,"to":472,"postedAt":473,"readingTime":474,"image":475,"authors":476,"category":480},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. 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The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[489],{"name":478,"image":479},{"to":491,"name":492},"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F","Google Algorithm Updates",{"title":494,"excerpt":495,"to":496,"postedAt":497,"readingTime":498,"image":499,"authors":500,"category":507},"How information gain solves commodity SEO","\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another? The answer lies in information gain. By moving away from replication and toward the creation of unique value, you provide both Google and users with a compelling reason to prefer your brand over […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F","2026-07-20T11:37:53",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[501,504],{"name":502,"image":503},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":505,"image":506},"Milly Green","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":481,"name":123},{"acf_fc_layout":13,"reduced":296,"top_overlap":402,"bottom_underlap":401,"disable_observer":-1,"heading":509,"cta_text":510,"cta_link":511,"case_studies":512},"Related SEO case studies","See our work","\u002Four-work\u002F",[513,526,538],{"id":514,"title":515,"industries":516,"services":518,"clientName":519,"clientLogo":520,"clientLogoWidth":47,"clientLogoHeight":521,"colour":522,"fontColour":456,"image":523,"imageWidth":50,"imageHeight":524,"to":525},28686,"24% increase in organic conversions for management & automation platform",[517],"SaaS",[123],"Precursive","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002FPrecursive-Logo.svg",25,"#0c8585","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002FPrecursive.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",458,"\u002Four-work\u002Fprecursive\u002F",{"id":527,"title":528,"industries":529,"services":531,"clientName":532,"clientLogo":533,"clientLogoWidth":47,"clientLogoHeight":534,"colour":535,"fontColour":22,"image":536,"imageWidth":50,"imageHeight":524,"to":537},28939,"SaaS brand unlocks 32% traffic increase and award shortlist ",[517,530],"Technology",[123],"The Access Group","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Faccess-group.svg",46,"#e0e7ee","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002FThe-Access-Group.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Fthe-access-group\u002F",{"id":539,"title":540,"industries":541,"services":544,"clientName":545,"clientLogo":546,"clientLogoWidth":47,"clientLogoHeight":47,"colour":547,"fontColour":22,"image":548,"imageWidth":50,"imageHeight":524,"to":549},15676,"SEO strategy supports long term growth",[542,543],"Luxury & Beauty","Retail",[123],"Clarins","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002FzFAbqsVC-Clarins.svg","#f7e7e6","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F03\u002FClarins2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Fclarins\u002F",{"acf_fc_layout":551,"reduced":296,"top_overlap":401,"bottom_underlap":401,"disable_observer":-1,"heading":552,"title":553,"intro":554},"form_cta","Find out what we can do for your business","TALK TO AN EXPERT","\u003Cp>Fill out the form, give us a call or drop us an email. We look forward to hearing from you.\u003C\u002Fp>\n",{"ID":556,"id":556,"title":25,"filename":557,"filesize":558,"url":559,"link":560,"alt":30,"author":31,"description":30,"caption":30,"name":561,"status":33,"uploaded_to":34,"date":562,"modified":562,"menu_order":36,"mime_type":563,"type":38,"subtype":564,"icon":40,"width":565,"height":566,"sizes":567},29431,"Stanhope-SEO.png",428182,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FStanhope-SEO.png?auto=compress%2Cformat&q=90","\u002Four-work\u002Fstanhope-insurance-seo\u002Fstanhope-seo\u002F","stanhope-seo","2024-07-02 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