How We Ranked Novidea Top of Search for "Insurance Software" Across UK and US in 3 Months
Novidea had serious indexability issues that were keeping its B2B SaaS platform out of Google's index entirely. We led the site migration to fix the technical foundation, then within three months Novidea was ranking at the top of search for 'insurance software' — its primary commercial keyword — in both the UK and US markets.
Of search
UK + US
Post-migration
to ranking
"Insurance software"
primary commercial keyword
In any browser
real SERP
Companies we've worked with
The 60-second version
Novidea is a B2B SaaS business in the insurance software / insurtech space, serving brokers, MGAs and insurance carriers. Pre-engagement, the site had serious indexability issues — pages were being published but Google wasn't reliably crawling, rendering, or indexing them. We led the site migration to fix the technical foundation. Within three months of the migration completing, Novidea was ranking at the top of search for 'insurance software' — the brand's primary commercial keyword — across both the UK and US markets.
"Chris is a pleasure to work with. He has vast knowledge which he uses to get the best results. He continues to come up with new ways of succeeding and always has our goals top of mind."
— Kate Shopper, Marketing Director, Novidea
novidea.comWhere they were
Publishing content. Not earning rankings.
Novidea is a recognised player in the insurtech SaaS space. The marketing team was doing the work — content was being written, pages were being published, the brand had real authority in the category. But the technical foundation of the website was undermining everything they were trying to do. Pages weren't being indexed reliably. Search Console was throwing coverage errors, render issues, canonical mismatches.
The result: zero rankings on the commercial terms that mattered. 'Insurance software' — Novidea's primary commercial keyword in both markets — was completely out of reach. Not because the content wasn't good enough, but because Google couldn't reliably see it. The team could see the problem in their own data, but didn't have the technical SEO depth to architect the fix.
This is one of the most underdiagnosed failure modes in B2B SaaS SEO. You can write infinitely good content; if your technical foundation isn't letting Google index it, none of it ranks. The diagnostic is in Search Console. The fix is structural.
What we did
The indexability-first SEO programme
Five pillars, sequenced. Diagnose first, migrate to fix the foundation, then layer the international targeting, content depth, and link signal. Skipping the foundation work and going straight to content would have been wasted effort — pages still wouldn't have indexed.
Indexability audit and diagnosis
What was actually breaking. Why pages weren't being indexed. The difference between 'published' and 'indexable' — render path, status codes, canonicalisation, sitemap alignment, robots.txt directives, internal linking depth. The diagnostic informed the migration scope.
Site migration
Moved Novidea to a clean technical foundation. Crawl architecture, internal linking, canonicalisation discipline, render path, server response consistency, sitemap and robots.txt alignment. The migration was about removing the structural barriers, not redesigning the site.
International targeting (UK + US)
Hreflang implementation. Regional URL strategy. Ensuring both markets could rank independently without cannibalising each other. International SEO is where most B2B SaaS migrations break — getting it right here is what made the dual-market outcome possible.
Topical content cluster around "insurance software"
Content depth on the head term plus the long tail of broker, MGA, and carrier-specific queries that signal topical authority to Google. Not new content for the sake of new content — content built to support the commercial term we'd identified as the highest-leverage target.
Link signal alignment
Directed existing brand authority and any new external links toward the high-priority commercial pages, rather than dispersing it across blog content. PageRank flow follows internal linking; getting the internal architecture right concentrates authority where it matters.
The numbers
What changed
Of search
UK + US
Post-migration
to ranking
"Insurance software"
primary commercial keyword
In any browser
real SERP
FAQ
Common questions
Related services
Publishing content but not earning rankings?
If your site is publishing content but not earning rankings, the answer is almost always one of two things: the technical foundation isn't letting Google index what you're publishing, or what you're publishing isn't competitive. Novidea was the former. Book a 30-minute audit and we'll tell you which of the two is hitting your site.
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