Generating Organic Leads And Securing Top Insurance Rankings For Pacific Cross

About The Client

Pacific Cross is a leading insurance company across Asia, focusing on medical and travel coverage. Celebrated for its customer-centric service, Pacific Cross has been serving clients since 1971 with the goal of providing reliable and accessible solutions in Thailand.

As the winner of Health Insurer of the Year in 2025, our client is dedicated to understanding and acting on their clients’ needs, offering true peace of mind through highly tailored insurance solutions.

The Challenge

Our client approached us with the following challenges:

Low Organic Visibility
Despite decades of industry experience across Asia, customers weren’t finding them in search results. Their website lacked a structured content strategy in both English and Thai, making it difficult for their message to reach key target audiences.
Unsustainable Acquisition Costs
Pacific Cross relied heavily on paid media and direct traffic to generate leads. This created high, unsustainable customer acquisition costs with zero compounding long-term value.
Weak Domain Authority
At the start of our engagement, their site had an incredibly low Ahrefs Domain Rating (DR), making it nearly impossible to compete for high-intent terms like ‘health insurance Thailand’ and ‘expat insurance Thailand’.

Our Strategy

Our team built a four-pillar SEO programme to stand out in such a highly competitive niche.

Technical SEO Foundation
We conducted a full technical audit to strengthen site performance, usability, and search visibility, ensuring a seamless experience for users across multiple languages.
Bilingual Content Strategy
We carried out in-depth keyword research and published optimised, high-intent content in multiple languages on an ongoing basis.
Authority & Link Building
We focused on securing high-quality links from credible, relevant sites to strengthen the client’s domain authority and overall search presence.
Tracking & Iteration
We monitored keyword rankings across all target markets, delivering regular reporting and refining our approach as visibility grew.

The Results

Over our four-year partnership, our strategy delivered sustained, compounding growth across every core metric:

Organic Traffic Leader
Organic search became our client’s single largest channel, driving the majority of all website traffic.
High-Converting Leads
Organic search proved to be the top-performing channel for conversions, generating a strong volume of key lead events.
Dominating English Search
Keywords ranking in the top three positions nearly doubled, securing top rankings for high-volume, high-intent search terms.
Near-Perfect Thai Visibility
Nearly all tracked Thai-language keywords now rank in the top three positions, with full visibility on Page 1.
Stronger Domain Authority
Domain Rating saw substantial growth, backed by a significant increase in referring domains.
High-Quality Backlink Profile
Successfully placed a large volume of high-authority links across the campaign, raising the average authority of acquired links year over year.

Our Continuing Work

Pacific Cross remains an active retainer client, and our team at Move Ahead Media is still working alongside them every month. We’re continuing to capture new opportunities by:

Securing Higher-Authority Links
We’ve continued placing high-authority links in 2026, reaching our highest annual quality benchmark since the campaign started.
Expanding Into New Visa Clusters
We’ve broadened our link building and content creation to support new keywords.
Targeting New Monthly Searches
Our primary focus is now set on high-intent, untapped terms related to long-stay and retirement visas. Capturing these positions will extend Pacific Cross’s footprint into the long-stay expat market and drive our next wave of organic growth.

Do you need help unlocking untapped search volume in your industry? Contact us today to see how our data-driven strategies can drive long-term growth for your business.