Post Office Limited
Financial Services / Insurance
193
Keywords Ranking
0
Starting Keywords
6 Months
Timeframe
0
Cannibalisation Events
The Challenge
Post Office's cruise insurance product page ranked for zero keywords. A new content initiative was needed — but without cannibalising the existing high-performing product page which drove direct conversions.
The Strategy
Built a structured content cluster using a top-middle-bottom funnel approach. Informational content at the top captured awareness-stage queries, middle-funnel pages addressed comparison intent, and the product page was preserved for transactional queries via careful internal linking and canonical strategy.
SEO Tactics Used
- 1Full keyword gap analysis vs. comparison sites (MoneySuperMarket, GoCompare)
- 2Funnel mapping: awareness → consideration → conversion queries
- 3Internal link architecture to pass authority without triggering cannibalisation
- 4E-E-A-T optimisation with expert author sections and trust signals
- 5Schema markup: FAQPage, BreadcrumbList, Article
- 6Google Search Console tracking with custom segmentation per cluster
Key Takeaways
- →Content clusters outperform standalone pages in competitive finance SERPs.
- →Canonical and internal link strategy is as important as the content itself.
- →Regular GSC monitoring is critical to catch cannibalisation early.
Ready to Grow Your Organic Presence?
Whether you need a full SEO strategy, a technical audit, or a Digital PR campaign — let's talk about what growth looks like for your brand.