Direct Line Group: SEO & Content

We work across the Direct Line Group on brands including Direct Line, Churchill, GreenFlag, Privilege, NatWest Business, Direct Line for Business and Churchill Commercial.


Direct Line Group wanted to improve rankings for pages targeting specific head terms related to their products. Increasing overall traffic to pages was also an important KPI.


The first stage of this on-going project was to carry out a in-depth review of the Direct Line Group websites. We then drew up a comprehensive analysis and recommendations document.

Because of the scale of the project an Organic SEO executive has been seconded at Direct Line Group full time to implement the technical and content recommendations and work closely with the in-house team. This has been supported with additional support from our strategy, SEO and creative teams.

In addition to the technical work we have supported Direct Line Group with their ‘business as usual’ campaign work, generating creative concepts and executing content, infographics, web apps and integrated campaigns.

Quarterly training workshops have also been delivered to improve client skills across marketing, social and PR.


This is an on-going project that began in 2015, so results are currently being assessed for the first 12-month phase.

"Working with Direct Line Group and their array of brands at a creative and strategic level has allowed us to truly integrate SEO into the wider marketing mix"
Sarah Znideric

Sarah Znideric

Joint Managing Director, Organic

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