Increasing Brand Authority for Leading Car Insurance Dealer, Confused.com

Working with Confused.com

Confused.com is a leading comparison website designed to help consumers find the best deals on insurance and other finance-related services. The brand specifically sought our support with the car insurance division of the business, wanting to increase their organic sessions to core service pages, improve rankings and increase conversions and quote requests.

The Challenge

Confused.com approached us seeking to face a 26% YoY decline in organic traffic across high-intent car insurance pages head on. With increasing competition and Google’s AI-driven SERP changes, maintaining visibility for car insurance became increasingly difficult. 

With that in mind, our goal was to:

1. Quickly recover and grow organic sessions to the brand’s core service pages
2. Increase rankings for high-intent, transactional insurance terms
3. Boost organic conversions and quote requests
4. Strengthen Confused.com’s authority through PR-driven backlinks

Our Strategy

Hitting the ground running, we analysed Confused.com’s existing backlink profile and competitor landscape to identify gaps. This allowed us to target high-quality, authoritative link building opportunities while optimising onsite content for maximum ranking impact. 

The strategy consisted of 5 core elements: digital PR, product PR, reactive PR, content and technical SEO:

Digital PR 

The objective of our digital PR campaign was to build backlinks to high- value insurance pages to improve Confused.com’s authority. This included “Safest Cars in 2025”, “An EV sold every 2.83 seconds in 2024”, and “The £1k car mistake this winter” mailers, which were quickly snapped up by the press.

Product PR 

Further to this, we developed a comprehensive product PR strategy to position the brand in key finance and automotive publications, such as Tech Digest, motor.es, Express, Teslarati, Motorbiscuit, and Insurance Edge, to position them directly in front of their target audience.

Reactive PR 

Our digital PR efforts didn’t stop there. We adopted a strategic reactive PR strategy to support us in securing links from leading finance journalists establishing Confused.com as the go-to brand expert. 

Content & Tech SEO

From an SEO perspective, we implemented SEO-driven content optimisations across the site to enhance search intent and internal linking. As a result, we saw a 0.25% increase in non-brand keywords MoM and a 6% increase in the number of total keywords YoY.

Considering technical SEO, we then carried out a number of improvements to increase page load speed and indexing and better organise the site architecture.

Results

Our combined Digital PR efforts supported Confused.com reclaim market share, increase brand visibility and drive record-breaking conversions. We also secured ranking improvements across the car insurance head term and long-tail terms including ‘car insurance calculator’ (now P1), ‘check car insurance group’ and more. 

Key campaign headlines included “Electric Vehicles Lead the Charge: Safest Car Brands Revealed for 2025” and “De-icing mistakes that could cost drivers £1,350”.