Digital Marketing Assistant

InsuranceClaim Help

SEO strategy and a full technical SEO audit for an AI-powered insurance claims platform, with a 30/60/90-day improvement roadmap.

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InsuranceClaim Help — SEO Audit & Roadmap

Context

InsuranceClaim Help is an AI-powered platform helping UK homeowners and businesses manage insurance claims — fire, flood, storm, subsidence, theft and commercial property.

My role

Role: Digital Marketing Assistant
Period: 2026 — Present
Category: Digital Marketing Assistant

Audit / diagnosis

Strong technical baseline: 100/94/100/100 desktop PageSpeed scores and a clean crawl — 0 errors across 108 URLs — with schema markup validating cleanly.
Metadata and heading gaps: 24 of 30 page titles ran over the recommended length; 9 pages were missing H2s and 12 had duplicate H2s.
Security headers missing: Grade F on SecurityHeaders.com — HSTS, CSP, X-Frame-Options and four further headers were absent.
Thin backlink authority: Ahrefs showed a Domain Rating of 1.5, with only 1% of backlinks dofollow.

Strategy

Provide SEO strategy and campaign support alongside the wider website/product team, anchored by a clear, evidence-based improvement roadmap.

Optimise titles, meta descriptions and heading structure
Expand low-content pages and resolve image ALT text / dimension gaps
Implement the missing security headers
Build E-E-A-T signals — author profiles, accreditations, case studies
Pursue relevant backlink opportunities against 20 target keywords

Implementation

Website optimisation support for the platform
Full technical, on-page and off-page SEO audit using Screaming Frog, PageSpeed Insights, SecurityHeaders.com, the Schema.org Validator and Ahrefs

SEO / marketing work

SEO strategy and campaign support alongside the wider website/product team

Tools used

Screaming Frog SEO Spider
Google PageSpeed Insights
SecurityHeaders.com
Schema.org Validator
Ahrefs

Skills demonstrated

Technical SEO auditing
Security-aware SEO
E-E-A-T strategy
Roadmap planning and prioritisation

Media / gallery

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InsuranceClaim Help — audit summary

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InsuranceClaim Help — roadmap overview

Outcome / work completed

Roadmap delivered

Delivered as a 30/60/90-day recommendations roadmap; rollout is ongoing as part of the role.

Lessons learned

A technically strong site (100/94/100/100 PageSpeed, clean crawl) can still fail on security and authority signals that don't show up in a speed test — the SecurityHeaders.com F grade was the clearest reminder that a technical audit needs more than one tool.
Duplicate and missing headings were common even on a well-built site, which reinforced treating heading-structure checks as a standard, non-optional part of every audit rather than something to spot-check.
A 1.5 Domain Rating with mostly nofollow backlinks meant prioritising E-E-A-T and authority-building work ahead of on-page tweaks in the roadmap, since on-page fixes alone wouldn't move the needle without it.

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Audit / diagnosis

Strong technical baseline: 100/94/100/100 desktop PageSpeed scores and a clean crawl — 0 errors across 108 URLs — with schema markup validating cleanly.
Metadata and heading gaps: 24 of 30 page titles ran over the recommended length; 9 pages were missing H2s and 12 had duplicate H2s.
Security headers missing: Grade F on SecurityHeaders.com — HSTS, CSP, X-Frame-Options and four further headers were absent.
Thin backlink authority: Ahrefs showed a Domain Rating of 1.5, with only 1% of backlinks dofollow.

Strategy

Provide SEO strategy and campaign support alongside the wider website/product team, anchored by a clear, evidence-based improvement roadmap.

Optimise titles, meta descriptions and heading structure
Expand low-content pages and resolve image ALT text / dimension gaps
Implement the missing security headers
Build E-E-A-T signals — author profiles, accreditations, case studies
Pursue relevant backlink opportunities against 20 target keywords

Lessons learned

A technically strong site (100/94/100/100 PageSpeed, clean crawl) can still fail on security and authority signals that don't show up in a speed test — the SecurityHeaders.com F grade was the clearest reminder that a technical audit needs more than one tool.
Duplicate and missing headings were common even on a well-built site, which reinforced treating heading-structure checks as a standard, non-optional part of every audit rather than something to spot-check.
A 1.5 Domain Rating with mostly nofollow backlinks meant prioritising E-E-A-T and authority-building work ahead of on-page tweaks in the roadmap, since on-page fixes alone wouldn't move the needle without it.