Our work

Standard Life and Phoenix Group

Increasing visibility in a crowded market.

Services provided
  • Data and AI

The ask

Phoenix Group acquired the Standard Life brand in 2021 and have have since worked with us on a full digital marketing retainer. Alongside our partners at Clean Digital, we support SEO, PPC (pay-per-click advertising) and analytics.

Our core aim is to improve Standard Life's search performance compared to key competitors like Aviva and Legal & General.


Year on year increase in clicks to Standard Life's site from non-branded searches


Change in visibility for Standard Life for target keywords since September 2022


Year on year increase in traffic from Google

What we did

We conducted several activities including strategy development, content optimisation, link reclamation and training for Standard Life's in-house content team. Whilst there are challenges with implementing change in a huge machine like Standard Life, we've seen successes.

'Visibility' measures the penetration of a website into search results. It's influenced by typical position in search results, and by relative search volumes, for set keywords. From May 2022 to May 2023, Standard Life’s visibility score improved from fifth to first place for their target keyword group. In that time, some competitor sites used techniques that we advise against using, that have negatively affected their visibility.

This increase in visibility resulted in a significant increase of organic traffic to the Standard Life website.

Graph showing desktop visibility
Graph showing mobile visibility


Google prioritises search rankings by experience, expertise, authoritativeness and trustworthiness (E-E-A-T). As a result of our SEO campaign, Standard Life's E-E-A-T credentials have been significantly boosted, with selected articles increasing their appearance on Google Discover.

As a result of our relationship and performance with Standard Life, we've won work with Key Group supporting the Standard Life Equity Release PPC project. We're also working with Phoenix Group on their own SEO service.

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