Travel Insurance Case Study: +149% in Top 3 Search Queries and a 4.2-fold Increase in AI Visibility

About the Project

The owner of an international online travel insurance service approached us. The website operates in more than 10 languages, including English, French, Spanish, Italian, Portuguese, and Arabic. Dedicated regional page versions have been created for different countries and travel destinations.

The project was in an active growth phase, so one of the key objectives for our team was to strengthen the relatively young domain through systematic backlink profile development. We focused on priority commercial pages, improving search rankings and expanding the website’s presence in AI-generated answers.

Objectives

• build the backlink profile of a young international domain;
• strengthen priority commercial pages;
• increase the number of keywords ranking in the Top 3 and Top 10;
• grow organic traffic from non-branded and commercial queries;
• develop a safe anchor text strategy for different language versions;
• increase the project’s citation visibility in Google AI Overviews and other AI platforms.

Our Approach

Our team structured the work processes around monthly link-building plans. First, we identified the commercial pages that required additional authority, including annual insurance plans, policies for long-term trips and senior travelers, pages targeting Schengen visa insurance, and coverage for specific sports.

The campaign combined several link-building formats:

• 40-92 crowd links per month;
• 5-6 outreach placements per month;
• 116-164 submissions and directory placements per month;
• targeted use of Web 2.0, mini-PBNs, and additional link tiers.

Particular attention went to the anchor text strategy. URLs and branded anchors formed its foundation. Commercial anchor text was used selectively and adapted to the language of each target region. This approach helped our experts strengthen the relevance of target pages while keeping the growth rate of the young domain’s backlink profile under control.

Throughout the entire period we monitored search performance, including organic traffic, keyword ranking distribution, changes in non-branded and commercial search demand, and the project’s presence in AI-generated answers.

Results

Over three months, organic traffic increased from  1,678 to  2,932 visits, which indicates a 75% growth. The most significant acceleration occurred in the second half of July, when the cumulative effect of the link-building campaign coincided with improved rankings for priority pages.

Most of the growth came from search demand directly related to the service:

• non-branded traffic increased from 1,447 to 2,658 (+84%);
• commercial traffic increased from 1,230 to 1,597;
• transactional traffic increased from 575 to 839 (+46%).

The project began attracting more visitors searching specifically for travel insurance through relevant non-branded queries.

Keyword ranking distribution also improved significantly. The number of keywords in the Top 3 rose from 54 to 151 (+180%), while keywords in the Top 10 grew from 302 to 322.

During the period, the website gained rankings for 423 new keywords, 364 of which entered the Top 10. Domain Rating increased from 46 to 48.

AI visibility showed another area of strong growth. The number of Google AI Overviews citing the website as a source rose from 56 to 234, a 4.2 times increase. The number of source pages grew from 52 to 195.

There is still additional growth potential. For queries that trigger an AI Overview, the project already ranks in the Top 10 for 293 keywords and in the Top 3 for 151. Our team keeps these pages as a priority for further optimization and strengthening.

Conclusion

Over three months, the international travel insurance service increased organic traffic by 75%, the number of keywords ranking in the Top 3 by 180%, and the number of referring domains by 164%.

The project shows how consistent work across multiple link-building formats, localized GEO pages, and a carefully managed anchor text strategy can accelerate the growth of a young multilingual domain.