CIA Landlords

A solid SEO strategy has been vital in lowering the overall CPL (cost per lead) at a blended level, with PPC auctions rising over time (at industry level). 

We identified and targeted high-intent keywords surrounding landlord insurance, as well as synonyms of the main terms to capture all demand. 

The SEO campaign has been driven by creating high-quality landing pages that satisfy Google’s focus on E.E.A.T (Expertise, Experience, Authoritativeness & Trust), building our advice centre of content for landlords and of course a linking strategy that allows us to compete with main players from a DA (domain authority) perspective. This not only improves our rankings with Google but also gives value and facilitates lead generation with customers. 

Creating landing pages that capture secondary services such as HMOs, holiday lets, AirBnB insurance and much more allows us to achieve full market coverage.

Our long-standing partnership gives us large quantities of data to drive strategic decisions. This includes targeting keywords we’ve identified via PPC campaigns, using GSC (Google search console) and through competitor analysis; alongside branded terms ensuring we appear in position 1 for ‘CIA’ related terms.

It’s vital to understand the landlord target audience so that we engage the high-intent people who are seeking insurance coverage. 

Our approach was precise – to profile individuals actively searching for landlord insurance products, ensuring we reached users who are in the market for what CIA Landlords offer.

It’s all about ‘intent’ and PPC is perfect. 

Let’s be honest, Landlord insurance is transactional so capturing people searching in Google for providers fits. CIA won’t be beaten on price; once we have them on the site our conversion rate click to lead is nearly 50%; with our efforts to maintain traffic and lead quality, the subsequent lead to sale is 25%, alongside CIA’s first-class customer service. 

The core of our strategy lies in the innovative use of Google Ads search campaigns that are exclusively tailored for the landlord insurance sector. But we didn’t stop there. 

Campaign experiments put our tactics through rigorous tests. Bidding strategies, including target CPA, manual CPC, and maximise conversions, have been scrutinised and fine-tuned.

This strategic diversification allows us to cast a wider net to reach potential landlord customers. Exact and phrase match campaigns have been optimised to maximise efficiency and search impression share, effectively bolstering conversions while controlling CPA. Broad match campaigns have been instrumental in expanding our reach and capturing the attention of the landlord prospects.

Landlord insurance is a large sector, with lots of topics to dive into. Our content strategy includes creating newsworthy pieces that are rich with data and information relevant to CIA Ladlord’s audience. This means that we reach the right audience in Google Search results, and provide them with valuable content. This includes:

Advice Centrepieces 

A hub of information for CIA’s audience where their questions are answered. Content pieces provide insight into all of the commonly asked questions by landlords and people within the industry. These in-depth content pieces showcase CIA’s expertise and knowledge of the landlord insurance industry; giving value to the customer and reinforcing Google’s EEAT. 

Area Guides 

CIA Landlords has reach across the UK, we create area guides that focus on specific towns or cities around the UK, providing detailed content that covers everything landlords need to know about the area. Covering economic growth, cultural and lifestyle appeal, education, transport, rental yield, property value, tourist attractions, and how valuable/profitable each location is for landlords to invest in. 

Trending news articles 

Trending pieces for CIA Landlords are newsworthy pieces covering any new changes within the industry, legal news, and types of property to invest in. These work well across social media platforms, the website and for digital PR purposes.

We secure 5 high-quality links per month on property and investment sites with Domain Authority (DA) ratings of 40+. Content for these links is written in an informational style, engaging landlords who are already in the industry, people thinking of getting into the industry, investors and business people alike.

Our work directs readers to relevant pages on the CIA website, increasing traffic for CIA, promoting their services and most importantly increasing the amount of inbound links to the site. This boosts the site’s DA. The site’s DA has improved from 32 to 46, in a competitive industry, in 4 years (as of April 2024).