SEO Case Study: How Allianz Ayudhya Turbocharged Organic Traffic Post-Merger

“Achieving 570.6% Organic Traffic Growth and 80% Focus Keyword Rankings on Page 1 in 12 Months”

SEO success case showing Allianz Ayudhya ranking #1 for 'ประกันสุขภาพ' on Google SERPs and an upward trend in organic traffic, backlink profile growth, and keyword rankings over time.

The Beginning: A Strategic Mission Post-Merger

In 2023, Allianz Ayudhya embarked on a transformative journey following a significant merger with Aetna, a global health insurance provider. This strategic collaboration brought together the expertise of both organizations under the Allianz brand in Thailand, but it also posed a unique challenge: merging digital assets and reclaiming organic traffic lost during the transition.

During the merger, the combined website and digital platforms faced substantial hurdles, including disruptions in search engine visibility, keyword cannibalization, and a decline in organic traffic. Allianz Ayudhya entrusted us with a critical mission:

  1. Recover all lost organic traffic within 6 months.
  2. Build a stronger, unified online presence for the newly merged corporation.
  3. Turbocharge organic growth beyond the pre-merger baseline.

We are deeply honored to have played a pivotal role in helping Allianz Ayudhya navigate this critical period and achieve exceptional digital success.

Objectives: Building a Unified SEO Foundation

To meet Allianz Ayudhya’s goals, our strategy focused on the following:

  1. Recovering organic traffic lost during the merger by resolving technical issues and consolidating online assets.
  2. Rebuilding search engine visibility with advanced SEO techniques and targeted keyword strategies.
  3. Scaling organic growth to position Allianz Ayudhya as the top choice for health insurance in Thailand.

On-Page SEO Techniques Applied to the Merger Context

Comprehensive SEO Audit and Technical Optimization

  • Conducted a thorough audit to identify technical issues caused by the merger, such as duplicate content, crawl errors, and broken redirects.
  • Consolidated the legacy Aetna and Allianz websites under one domain using 301 redirects to preserve link equity and improve indexing.
  • Implemented structured data (schema markup) to optimize rich results and ensure alignment with Google’s updated SERP algorithms.

Keyword Realignment and Content Integration

  • Mapped keywords from both Aetna and Allianz platforms to create a unified keyword strategy, avoiding cannibalization and redundancy.
  • Developed pillar pages and topic clusters to strengthen Allianz Ayudhya’s authority in the health insurance space.
  • Optimized high-performing legacy content from Aetna to align with Allianz Thailand’s brand voice and targeted audience.

Metadata Overhaul

  • Updated all meta titles and descriptions to reflect the unified brand while integrating primary keywords such as:
    • “ประกันสุขภาพ,” “Thailand health insurance,” and “private health coverage.”
  • Example meta title:
    • “Health Insurance in Thailand | Allianz Ayudhya – Affordable Plans”

Scaling Traffic Beyond Pre-Merger Levels

Backlink Development for Domain Authority

  • Focused on building high-quality backlinks to the unified domain, resulting in a 49 Domain Rating (DR) and over 89.1K backlinks.
  • Earned backlinks through thought leadership content and collaborations with trusted health and financial platforms.

Enhanced Internal Linking Structure

  • Redesigned internal links to connect users to high-value content, improving navigation and reducing bounce rates.

Content Creation for User Intent

  • Published targeted blog posts and resources such as:
    • “How to Choose the Right Health Insurance Plan in Thailand”
    • “5 Benefits of Private Health Insurance for Families”
  • Integrated FAQs and evergreen content to address specific user queries, increasing engagement and visibility.

Results: Outstanding Growth Post-Merger

Our collaborative efforts delivered exceptional results for Allianz Ayudhya:

  • 🚀 570.6% Growth in Organic Traffic in 12 months.
  • 🔑 30K Keywords Ranked on Google, securing top rankings for competitive health insurance terms.
  • ⭐ 80% of Focus Keywords Ranked on Page 1, establishing Allianz Ayudhya as the market leader in Thailand.
  • 📈 531.2% Increase in Pageviews, driving more visitors to essential product and landing pages.
  • 👥 518% Growth in New Users, bringing thousands of new leads directly from organic search.

Business Impact: From Recovery to Leadership

The successful merger of Aetna and Allianz Thailand’s digital presence not only restored lost traffic but propelled Allianz Ayudhya to new heights of online dominance. Key outcomes include:

  • Recovered 100% of pre-merger organic traffic within 6 months.
  • Exceeded pre-merger performance benchmarks, achieving record-breaking traffic and visibility.
  • Strengthened brand authority in the competitive health insurance market through unified messaging and strategic content.

This project exemplifies the power of advanced SEO strategies in navigating complex digital transformations while delivering measurable, long-term results.

Why This Matters for Your Business

Whether your business is undergoing a merger, rebranding, or simply looking to dominate your industry’s online presence, our advanced SEO strategies are tailored to meet your needs.

We specialize in:

  • Recovering lost organic traffic during transitions.
  • Turbocharging organic growth to exceed benchmarks.
  • Positioning brands as leaders in competitive digital markets.

Let’s Achieve These Results for You

Ready to grow your business with a proven SEO strategy? Let’s create a tailored solution for your business challenges.