Aviva: SEO Strategy Audit & Social Search Workshop

May 11, 2026

Aviva's in-house SEO team needed a partner who could go beyond a traditional audit and help them rethink how their customers search, not just on Google, but across YouTube, TikTok and AI platforms. I delivered a full SEO strategy audit across their highest-priority product lines, followed by an in-person social search workshop for their team.

Client:

Aviva, one of the UK's largest insurance and financial services providers.

The Challenge:

Aviva's SEO team identified performance challenges across several key product lines including Life Insurance, Car Insurance and Over 50s. Their existing SEO approach needed a fresh perspective, one that went beyond traditional auditing and accounted for how customers actually search in 2025, across Google, YouTube, TikTok and AI platforms.

They also recognised a knowledge gap within the wider marketing team around optimising video content for social search platforms. With YouTube videos being embedded into article content on Aviva.co.uk, there was a significant opportunity to drive additional visibility through platform-native optimisation, but the team needed upskilling to execute.

Project 1: SEO Strategy Audit

I conducted a comprehensive SEO audit spanning Aviva's core product verticals, delivered as prioritised deep dives across Life Insurance, Car Insurance and Over 50s.

The audit covered:

  • Full-site technical and content analysis, including core algorithm and Helpful Content Update (HCU) readiness

  • Keyword research and competitor landscape mapping across each product line

  • Deep dive audits for each priority vertical, delivered one per week over three weeks

  • Wider opportunity analysis across remaining product categories

  • Non-traditional search strategy recommendations covering platforms beyond Google

  • Prioritised action plan delivered as a presentation deck and Google Sheet with specific, actionable recommendations

This was not a standard SEO audit. I focused on the customer journey across every platform they use as a search engine, and how that behaviour is evolving. The deliverables were structured so Aviva's go-to-market teams could act on recommendations immediately, not wait for a 90-day roadmap.

Project 2: Search for Social Workshop

Following the success of the audit, Aviva's team came back with a second brief: upskill the SEO and Social teams on optimising video content for YouTube and TikTok.

I delivered a 2-hour in-person workshop at Aviva's Hoxton Square office in London to a cross-functional audience of 20 to 30 people from the SEO team, Social team and wider Digital Marketing function, with additional colleagues dialling in from Norwich and Bristol.

The workshop covered:

  • Keyword research and trend discovery using tools like Keywordtool.io and Google Trends

  • Native keyword discovery through Creator Insights and Instagram's engagement analysis tools

  • Platform-specific optimisation for YouTube and TikTok, including titles, descriptions, captions and in-video text

  • Hook development and early engagement strategies

  • Live critique of Aviva's existing long-form video content with actionable feedback

Every attendee received a printed worksheet and follow-up best practice one-pagers for each platform, giving the team a practical reference to use immediately after the session.

The Outcome:

The audit gave Aviva's SEO team a prioritised roadmap they could take straight to business stakeholders, structured in a way that non-technical decision-makers could understand and act on. The workshop received universally positive feedback from the team and equipped a cross-functional group of marketers with practical skills they could apply the same week.

The strongest signal? Aviva came back. The audit led directly to the workshop brief, and the relationship has continued to grow from there.

Testimonial:

"We engaged Jess to help us with our 2025 SEO strategy, and I couldn't have been more impressed. Jess is incredibly knowledgeable and provided invaluable insights that were significantly different from your usual SEO audit, really focussing on the customer and the platforms they use as search engines, and how this is evolving in 2025."

Lovedeep Jassad, SEO Lead, Aviva

Services Delivered:

SEO Strategy Audit | Competitor Analysis | Non-Traditional Search Strategy | In-Person Workshop & Team Training | Video SEO & Social Search Optimisation

Industry:

Insurance & Financial Services