Insurer Boosts AI Visibility and Conversions in Evolving Search Era
Overview
As AI tools like Google’s AI Mode and ChatGPT alter the search landscape, consumers are often engaging with AI instead of articles, devaluing informational content and impacting traffic and visibility.
For insurance seekers, AI is a great comparison tool and guide to this complicated topic, and insurance brands must be present to engage with consumers or be passed over.
We guided a growing insurance provider through this challenge, pivoting to transaction-focused content as Google was beginning its AI rollout. This led to high visibility in AI search, reputational control, more qualified traffic, all-time-high conversion rates, and an additional 20,000 conversions.
Results
By analyzing AI results and activating our program KPIs, we achieved:
0
insurance quote startsIncreased new insurance quotes from ChatGPT referral traffic.
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monthly AIO mentionsIncreased average monthly brand mentions in AI Overviews by 152% in 6 months.
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K+ conversionsIncreased conversions by 31% over 12 months with quality, AI-ready content.
The Challenge
The brand was a newer entrant in the insurance space and at a disadvantage from a content, narrative, and technical perspective. AI and other factors were decreasing informational traffic and the brand lacked transactional content resources.
The Solution
By revealing the biggest growth opportunities and predicting the AI search disruption, Terakeet offered a way forward to increase visibility, control, efficient acquisition, and long-term ROI across search and generative AI.
Our Approach
Optimizing Through Evolving Challenges
Our trendspotting in search and AI, as well as our future-facing strategy, helped the brand focus on the transactional, lower-funnel content they needed. By the time the AI-led customer journey devalued top-of-funnel content, the brand was prepared to adapt with refined audience targeting and better engagement, even as AI was driving traffic and CTR down.
Our strategy optimized content for organic search and AI platforms. As AI Overviews and other tools were rolled out, our brand-authored content was ready for inclusion as sources and citations in AI-generated answers. This visibility boost in two highly popular AI platforms increased qualified clicks, presence, perception, and conversions.
Owning the Narrative Unlocks Brand Growth
Brands that achieve AI attention share and narrative control, brand name mentions, and increased AI citations while offering solutions consumers want, don’t just win in the AI space — they solidify their reputation and actually experience economic growth.
Growing ChatGPT-based referral traffic, achieving all-time-high conversion rates while clicks decline across the industry, and boosting sales by 31% showed what winning in the AI era looks like.
3.9
%conversion rate
ChatGPT converts at a +200% (or 3x) higher rate than traditional organic traffic.
Strength in Partnership
In a truly collaborative and close-knit partnership, Terakeet fully integrated with the brand’s relevant teams and stakeholders. Our work wasn’t limited to a specific lane — we worked across departments and channels. Our results also supported the brand’s quarterly and annual reporting. This level of partnership is the ideal setup for achieving maximum impact.
A Brand Prepared for the AI Future
Through partnership with Terakeet, the insurance provider became an early adopter of AI search optimization, gaining major visibility and narrative control in AI platforms, even turning one into a referral channel.
The strategic move to prioritize transactional content by recognizing the new, AI-driven customer journey was a key moment. This win was enabled by acting on the insights Terakeet provided, and building the brand infrastructure needed to influence organic and AI search.
Not only is the brand highly visible in search and AI, in control of its narrative, and protecting its reputation, it’s also closing more conversions. The brand is ready for today’s dawning reality: AI visibility is an imperative regardless of industry.
