Pet Insurance


Animal Friends are a pet insurance provider that specialise in dog, cat, and horse insurance. They’re dedicated to providing outstanding pet insurance services and have won the trophy for Best Pet Insurance two years in a row at the Personal Finance Awards. They also commit to supporting charities around the world to help combat animal abuse and improve the lives of animals.

Animal Friends Website

The Problem

When Animal Friends came to us, they were keen to improve their market prominence by catching up with the online presence that some of their main competitors were benefitting from. With insurance being such a competitive industry, Animal Friends felt they needed an edge over their peers.

Our Solution

We put together a full SEO campaign for Animal Friends that involved the creation and distribution of content marketing pieces. This exercise had two main aims; firstly, to improve Animal Friends’ brand awareness in the UK through exposure on national and regional press websites and secondly to generate backlinks from industry publications to help build the authority of the Animal Friends site.

As Christmas was approaching, we decided to use the festive excitement as a tool to improve reach and came up with the idea of highlighting potential hazards to dogs in the Christmas period. We carried out research into the prevalence of chocolate poisoning in dogs over the year and found that there was a spike in December.

Using this as the central basis of the piece, we created an infographic that covered the stats as well as exploring the other hazards to dogs in the festive period. This infographic was accompanied by an article explaining the statistics and offering advice.

Infographic Animal Friends

The Results

Backlinks gained
Increase in organic traffic YoY

+157 Backlinks Gained

The piece received over 150 backlinks, including coverage from national publications such as Unilad, Yahoo, and The Mirror.

Not only did the piece increase the number of links pointing to the site, but it also helped Animal Friends to climb from position 4 to position 2 for one of their most commercially important keywords ‘pet insurance’, which contributed to an increase in organic traffic of 59% YOY. The piece was also shortlisted for the ‘Best use of Content Marketing’ award at The UK Search Awards.

Shortlisted UK Search Awards

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