Every content recommendation we make starts with demand data. Semrush is where we test whether an idea has an audience.
Platform expertise
The research layer under our search, content, and competitive work.
Content strategy fails most often for a boring reason: nobody checked whether anyone was looking for the topic. Semrush is how we check, at the keyword level, the page level, and the competitor level.
We use it to size demand, judge difficulty honestly, and find the gaps where a competitor ranks and a client does not. That turns a content calendar into a prioritized list with a rationale attached.
It also keeps us accountable. Position tracking and visibility trends show whether the work moved anything, on a timeline nobody can renegotiate later.
Volume is the least interesting number in a keyword report. Intent and difficulty decide whether the page is worth building.
02 / Scope
Topic sizing, intent classification, and difficulty assessment before a single brief is written.
The terms competitors own and you do not, ranked by realistic opportunity rather than raw volume.
Crawl issues, indexation problems, and internal link structure reviewed against what search engines can actually reach.
Ranking and visibility trends reported over time, including the losses.
Visibility
Organic search built as a durable asset, not a monthly deliverable.
Visibility
An editorial plan tied to demand, expertise, and the questions buyers actually ask.
Visibility
Crawlability, rendering, speed, and structure, fixed at the platform level.
Analytics
Measurement designed around business questions, so marketing performance can be explained rather than guessed.
A selection of the specialists who lead and shape this work, supported by a broader multidisciplinary team.
Insurance is one of the most competitive categories in paid search, and HUB International served industries whose needs had almost nothing in common. A business researching employee benefits needed a different message than one evaluating cyber liability, and the budget had to stay clear of claims, careers, and consumer traffic.
Professional services | Advertising
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Campaign themes structured by insurance need
Professional services
Advertising
HUB International
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