Recovery of visibility lost due to the penalty

Increase sessions and duration average session


Improvement in main KWD rankings


YoY Sessions +45%

Users +39% 

Conversions +35% 


ConTe.it is part of the Admiral Group, the leading UK online insurance in the Car and Motorcycle Insurance market, with over 5 million customers and offices in Great Britain, USA, France, Spain, and Italy.

In the preliminary analysis phase, Pro Web has already highlighted a criticality linked to hacking against ConTe.it. The site was initially penalized by Google, on which our SEO dedicated team focused the first efforts.


Among the primary objectives of the project:

  • recovery of visibility lost as a result of stilted links penalization suffered in the past;
  • increase in the domain trust;
  • improvement of average positioning and ranking of the main keywords;

benchmark mapping and monitoring to supervise the market of reference.

Strategy/The Project

The SEO strategy for ConTe.it has been mostly focused on three fundamental elements:

  • Activities aimed at guaranteeing an efficient recovery from an actual penalization, which had caused a significant decrease in visibility and traffic for the site. Thanks to the optimization of the backlink profile, traffic and visibility have improved.
  • Proper management of trust-building actions has contributed to strengthening the site’s authority, exceeding the level before penalization and favoring the placement of new keywords.
  • A careful content strategy allowed the creation of quality content, highly informative for the user, and correctly optimized for search engines.

These targeted interventions have been preceded by a necessary on-site analysis of the site, from which emerged several improvement opportunities.


The SEO strategy has brought excellent results, including:

  • + 45% of YoY sessions and 35% of visibility increase on search engines.
  • 1,050 keywords have improved their rankings, and over 1,000 keywords have been positioned ex-novo, mainly thanks to the content strategy. Additionally, 116 new keywords have entered into the TOP 10.
  • The average position of the most relevant 80 keywords went from 14 to 9, with 8 keywords starting from> 50.


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