CASE STUDY · AI SEARCH / GEO
900+ Keywords in AI Overviews for a General Insurer
A leading Indian general insurer reached 900+ keywords appearing in Google AI Overviews, with 6.4K clicks from AI Overviews tracked through a custom event and 450+ sessions from LLM platforms. The work restructured top-of-funnel content, fixed schema site-wide and set up tracking for AI-driven traffic.
- Client
- A leading general insurer in India
- Industry
- Insurance (general)
- Market
- India
- Project
- AI search / GEO
- My role
- Led the SEO strategy; delivered with my team at the time
OUTCOMES
The results
Direct commercial and organic search impact delivered during the engagement.
900+
Keywords appearing in Google AI Overviews (Semrush).
6.4K
Clicks from AI Overviews, tracked with a custom Google Tag Manager event.
450+
Sessions from LLM platforms (GA4).
BACKGROUND
The challenge
I led this engagement in a previous agency leadership role. The insurer wanted visibility in Google AI Overviews and traffic from LLM platforms, starting with top-of-funnel informational content.
Standard analytics doesn't separate AI Overview clicks from ordinary organic clicks, so measurement had to be built alongside the optimisation.
Client and agency not named for confidentiality. I led the strategy; the work was delivered with my team at the time.
EXECUTION
What we did
Competitor topic analysis
Analysed the top-of-funnel informational topics competitors were covering.
Answer-first structure
Restructured articles into clear, easy-to-follow sections, using tables to present information.
Knowledge centre
Moved the blog into a knowledge centre with proper categorisation.
Site-wide schema fix
Fixed a BlogPosting schema error across the whole website with a dynamic template fix.
AI traffic tracking
Set up a Google Tag Manager event to track clicks from AI Overviews, and tracked LLM-referred sessions in GA4.
STRATEGIC LESSON
The takeaway
AI Overviews favour content that is easy to extract — clear sections, tables and valid schema — and you can only prove the impact if you build tracking for it.
RELATED READING
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0 → 150
US keywords appearing in Google AI Overviews, from none before the work began (Semrush).
US keywords in Google AI Overviews
From Zero to 150 US Keywords in Google AI Overviews
80%
Of monthly organic traffic retained in the first month after the domain change.
Keeping 80% of Traffic Through a Rebrand and Domain Change
93%
Of organic traffic recovered within two weeks of the migration.
Core Web Vitals score
Recovering 93% of Traffic Two Weeks After a Redesign
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