SafeAuto Insurance

[highlight background=”#DDFF99″ color=”#000000″]Multi-Million Dollar Positive Bottom Line Impact By Lifting Google Penalty [/highlight]

[divider top=”yes” text=”Go to top” anchor=”#” style=”default” divider_color=”#999999″ link_color=”#999999″ size=”3″ margin=”15″]


[divider top=”yes” text=”Go to top” anchor=”#” style=”default” divider_color=”#999999″ link_color=”#999999″ size=”3″ margin=”15″]

The Brand

SafeAuto Insurance offers affordable state minimum car insurance coverage in 28 states throughout the United States. They rely heavily on Google Search and SEO to drive new customers to their site.

[divider top=”yes” text=”Go to top” anchor=”#” style=”default” divider_color=”#999999″ link_color=”#999999″ size=”3″ margin=”15″]

The Challenge

SafeAuto used to outsource their SEO efforts. Because of this hands-off approach, there were low quality links built to their site in mass quantities. While this resulted in short term success, The Media Captain’s team of SEO experts knew this had major negative ramifications based on Google’s algorithm penalizing sites who built links unnaturally. 

Several months after The Media Captain identified the issue, SafeAuto’s rankings tanked due to the Penguin algorithm update. Coveted search terms that ranked well like “Cheap Car Insurance” dropped out of the top 100 results on Google.

“This was a high pressured job based on the impact this had to our bottom line, said Tom Boys, Former VP of Marketing at SafeAuto. “The Media Captain was the perfect partner to help guide us through this.”

[divider top=”yes” text=”Go to top” anchor=”#” style=”default” divider_color=”#999999″ link_color=”#999999″ size=”3″ margin=”15″]

The Solution

The Media Captain had to scour through 2 million low quality links, identify “bad neighbor” websites and work on disavowing all of the backlinks. 

Coveted keywords like, “Cheap Car Insurance,” were nowhere to be found on Google. This was costing SafeAuto millions of dollars in lost revenue per week, making this an extremely high priority company initiative.

While disavowing the links and cleaning up the website, The Media Captain was also tasked with bringing SEO efforts in-house for SafeAuto, allowing for more oversight and transparency into the overall strategy for people within the organization.

[divider top=”yes” text=”Go to top” anchor=”#” style=”default” divider_color=”#999999″ link_color=”#999999″ size=”3″ margin=”15″]

The Results

After 7-months of extensive work on disavowing backlinks and showcasing goodwill efforts to Google, the Penalty was lifted for SafeAuto, which resulted in an instant increase in rankings back to their original positioning. 

Unlike eCommerce marketing, there is not an exact dollar amount that can attribute to this Google Penalty lift. It is known that fixing this SEO issue had a multi-million dollar impact on SafeAuto’s bottom line while allowing for future revenue growth from Google. 

[divider top=”yes” text=”Go to top” anchor=”#” style=”default” divider_color=”#999999″ link_color=”#999999″ size=”3″ margin=”15″]

[quote style=”default”]Without The Media Captain’s oversight, strategy and persistence, we would not have solved this major SEO issue as quickly as we did. This was a high pressured job based on the impact this had to our bottom line and The Media Captain was the perfect partner. Not only did past bad practices get cleaned up, a great strategy was devised moving forward for future success.
– Tom Boyd, Former VP of Marketing at SafeAuto[/quote]