Overview

The client is a leading life insurance company in India, offering a wide range of protection and long-term savings products across term insurance, ULIPs, and investment-linked plans. With a strong digital presence across high-intent insurance categories, the brand had built significant content depth and scale. The objective was to strengthen organic search performance through structured technical SEO interventions.

Challenges

Despite strong content and search demand, technical limitations across the website were restricting organic performance. Unused JavaScript and commented code were increasing page load time and affecting interaction metrics. Missing image alt tags were limiting image indexing, while schema errors were preventing eligibility for rich results. Layout shifts were impacting Core Web Vitals, and incorrect sitemap date formats were creating crawl inefficiencies.

These issues were spread across the site and required a structured technical SEO approach to systematically improve visibility and ranking performance at scale.

Key Strategies Implemented

A structured technical SEO approach was implemented to address performance, crawlability, and ranking signals. The improvements in visibility and keyword growth were driven entirely through technical SEO interventions.

The focus was on fixing high-impact issues across the site and aligning them with Google’s ranking factors.

Code and Performance Optimisation

Removed unused JavaScript and commented code across the site to reduce JS execution time and improve interaction metrics. This helped improve page experience signals such as INP and overall site performance.

Image Optimisation and Indexing Improvements

Added image alt tags across 1,185 pages and optimised image formats by converting them to WebP. Image sizes were also corrected to improve load times and enable better indexing in image search.

Core Web Vitals and Layout Fixes

Resolved CLS issues across 100+ pages and fixed banner and review section layouts to reduce layout shifts. These changes directly improved Core Web Vitals and page experience signals.

Schema and SERP Visibility Enhancements

Fixed article schema errors across 300+ pages to enable eligibility for rich results such as ratings, breadcrumbs, and article details in search results.

Crawl Efficiency and Indexing Improvements

Corrected sitemap date formats across all pages to ensure proper crawl prioritisation by Googlebot, leading to faster indexing of updates.

Results

Feb ‘26 – Mar’ 26

Within just 1 month, and driven entirely by technical SEO fixes, the website saw significant gains in keyword rankings and search visibility.

• Top 10 Keywords Search Volume
  Increased by 119%
• Keywords Ranking in Top 10