Case Study

Priority Insurance Brokers

Priority Insurance Brokers was primarily visible around Townsville, despite supporting businesses across Australia. Ranknv restructured the website around its specialist insurance services and expanded its visibility nationally across mining, engineering, dry hire, trades and other high-value industries.
GOOGLE ADS
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The Opportunity

Overview

Priority Insurance Brokers had strong industry knowledge and clients across complex business sectors, but its search visibility did not reflect the scale of the business.

The website was mainly being found around Townsville. Businesses searching nationally for specialist insurance support were more likely to find larger institutions and competing brokers first.

The opportunity was to position Priority Insurance Brokers as one of Australia’s most visible specialist brokers across its main industries.

The Challenge

Problem

Priority Insurance Brokers had already worked with several SEO providers over five years without achieving consistent results. Some campaigns made little progress, while others caused visibility to decline.The website also grouped specialist services too broadly. Mining, engineering, dry hire, trades and other industries needed dedicated pages that clearly matched how businesses searched for insurance.

The problems included:

  • Visibility concentrated around Townsville
  • Larger brokers dominating important searches
  • Specialist industries grouped under broad pages
  • Inconsistent results from previous SEO providers
+36%
Google Ads Conv Rate
The business was largely being found around Townsville rather than across Australia.
The Solution

Approach

We reorganised the website around Priority Insurance Brokers’ specialist industries and the searches most likely to generate valuable enquiries.Dedicated service pages were created for mining, engineering, dry hire, trades, demolition, roofing and broader business insurance. Each page was structured around clear search intent, relevant expertise and a direct path to enquiry.We also reviewed Google Ads targeting and connected paid searches with more relevant service pages.

The solution included:

  • Dedicated pages insurance markets
  • Stronger service structure and internal linking
  • Search-focused copy aligned with business intent
The Impact

Outcome

Priority Insurance Brokers moved from being mainly visible in Townsville to becoming one of the most visible specialist insurance brokers across Australia.The business now competes nationally across its core industries, with strong rankings for mining, business insurance, engineering, dry hire, trades and other specialist services.The new structure also gives the business a clear way to expand into additional industries without starting again each time.

The results were immediate and measurable:

#1 nationally
For “mining insurance broker”
Page one nationally
For “business insurance broker”

“We have used multiple SEO agencies over the last five years and spent big, spent small and everything in between. No one was able to show consistent results, and some even went backwards. Josh has managed our SEO for the last six months and is making great improvements in possibly the hardest industry to work with, insurance.”

Daniel Ufer
Priority Insurance Brokers
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