Growing Organic Leads for a Georgia Insurance Broker
How 20North built BIS Benefits' organic search presence with a mix of content, video, and local SEO, growing page 1 keywords 4,073% and closed revenue 85% year over year.
Client
BIS Benefits
Services
SEO, Creative
Industry
Insurance, Professional Services
Platforms
Google, YouTube, LinkedIn
Page 1 Keyword Growth
4,073%
Closed Revenue Growth (YoY)
85%
Project Overview
BIS Benefits is a Georgia insurance broker handling group health benefits and commercial insurance for small businesses. They came to 20North to grow the leads coming through their website organically, so more of the right business owners could find them in search rather than through paid channels alone.
The plan paired top-of-funnel content with high-intent page work, then expanded across Georgia as the results came in.
Key opportunities included:
- Growing organic leads from business owners searching for group health and commercial insurance
- Building topical authority and EEAT in a field where trust drives the decision
- Winning high-intent searches for the services BIS sells
- Owning local search across the Georgia markets BIS serves
- Supporting the written content with video that performs on YouTube and LinkedIn
Project Execution
20North ran an SEO program that led with content and local page work, backed by video production, and scaled it across Georgia as rankings and leads grew.
Informational Content and EEAT
- Produced blog content targeting the questions business owners ask before choosing a broker
- Built topical authority around group health benefits and commercial insurance to prove experience, expertise, authoritativeness, and trustworthiness
- Tied each topic closely to the services on the BIS site so the content supported real business goals
Video Content for YouTube and LinkedIn
- Planned, shot, and produced videos to pair with the blog strategy
- Published the videos on YouTube and LinkedIn to widen reach and reinforce the written content
- Gave BIS a content library that supports both search and social
High-Intent Page Optimization
- Optimized existing high-intent pages around the terms prospects use when they are ready to talk to a broker
- Sharpened the pages tied most closely to the services that drive revenue
Local SEO Across Georgia
- Built new location pages for the Georgia markets BIS serves
- Started by owning the greater Atlanta area, which became an early win
- Expanded across the rest of Georgia as the Atlanta results proved the approach
The Atlanta success gave BIS the confidence to double their SEO engagement with 20North to reach results across the state faster.
Project Results
The program grew organic visibility across the board and, more importantly, moved the numbers that matter to the business.
Keyword Visibility (Year over Year, Year to Date)
- Total ranked keywords up 417%
- Page 1 keywords up 4,073%
Organic Traffic (Year over Year, Year to Date)
- Organic traffic up 46%
Business Impact (Year over Year, Year to Date)
- Closed revenue up 85%
Search Foundation
- Built topical authority and EEAT through blog content tied to the services BIS sells
- Paired the written content with video produced for YouTube and LinkedIn
- Optimized high-intent pages and built new location pages across Georgia
- Started by owning greater Atlanta, then expanded statewide as results came in
The keyword and traffic gains show the search visibility BIS built, and the closed revenue growth shows that visibility turning into business.
