+50% Impressions & 42% AI Visibility in 5 Months
HAYAH Insurance — Protection & savings insurance, UAE
UAE market · 5 months (November 2025 – March 2026)
+6 positions
Search position
12.5 → 6.5
+50%
Daily impressions
4,067 → 6,100
42%
AI visibility
From 0% (not tracked)
+72%
Homepage clicks
5,961 → 10,250
The challenge
HAYAH Insurance is a UAE-based protection and savings insurer with a 67-article Knowledge Centre that was generating almost no organic traffic. Despite strong brand recognition, the site had no non-branded organic visibility.
- Nearly all traffic came from people already searching for "hayah insurance" — zero non-branded organic visibility
- AI platforms (ChatGPT, Perplexity, Google AI Overviews) mentioned competitors like Zurich, MetLife, and PolicyBazaar while ignoring HAYAH entirely
- Articles lacked internal linking, schema markup, and conversion paths — no content structure
- 17 low-value PR/brand articles were diluting topical authority across the Knowledge Centre
The Knowledge Centre existed but wasn't working. For anyone not already searching for HAYAH by name, the brand was invisible — in both traditional search and AI.
What we did
Phase 1
Content Audit & Strategy
Audited all 67 Knowledge Centre articles and built a prioritized action plan.
- Classified all articles into action tiers: optimize, create, consolidate, or remove
- Identified 17 articles for removal and 5 consolidation targets with redirect mapping
- Mapped high-value non-branded queries HAYAH should own in the UAE insurance market
- Designed conversion paths linking Knowledge Centre articles to product pages
Phase 2
Content Optimization & Creation
Optimized existing articles and published new content targeting high-value queries.
- Optimized 7 high-priority articles with Quick Answer sections, structured headers, and strategic CTAs
- Published 6 new articles targeting non-branded queries like "best savings plans UAE" and "group health insurance UAE"
- Built a 4-article group health insurance topic cluster with full cross-linking
- Created 23+ internal links and placed 15+ conversion CTAs linking to product pages
- Generated JSON-LD schema markup (Article, FAQPage, Organization) for all optimized articles
Phase 3
AI Visibility Infrastructure
Built AI monitoring from scratch and established weekly tracking across all major platforms.
- Built AI monitoring from scratch — 30 prompts expanded to 100 covering UAE insurance queries
- Established weekly tracking across ChatGPT, Perplexity, and Google AI Overviews
- Set up competitor benchmarking against top UAE insurers (Zurich, MetLife, PolicyBazaar, Oman Insurance, GIG Gulf)
- Tracked AI extraction rates across 5 phases: Proof & Trust, Extractability, Attribute Recall, Competitive Selection, Category Formation
Results
Search Visibility
+6 Positions, +50% Impressions
| Metric | Before | After | Change |
|---|---|---|---|
| Average position | 12.5 | 6.5 | +6 positions |
| Daily impressions | ~4,067 | ~6,100 | +50% |
| Peak daily impressions | -- | 7,213 | New high (Mar 17) |
| 90-day total clicks | -- | 15,609 | -- |
| 90-day total impressions | -- | 443,160 | -- |
In 5 months, HAYAH moved from an average position of 12.5 (bottom of page 1 / top of page 2) to 6.5 (top half of page 1). This shift compounds over time as higher positions earn disproportionately more clicks.
Product Page Traffic
Every Major Page Grew
| Metric | Before | After | Change |
|---|---|---|---|
| Homepage | 5,961 clicks | 10,250 clicks | +72% |
| Contact Us | 553 clicks | 878 clicks | +59% |
| Health Protect | 310 clicks | 543 clicks | +75% |
| Simple Saver | 252 clicks | 368 clicks | +46% |
| Term Life Protect | 146 clicks | 243 clicks | +66% |
| Smart Saver | 226 clicks | 282 clicks | +25% |
| Insurance hub | 219 clicks | 341 clicks | +56% |
These are the pages that drive conversions. More people are landing directly on product and contact pages from search.
Knowledge Centre: From Invisible to Ranking
- "Best Individual Savings Plans UAE" — 46,506 monthly impressions at position 5.3, now the highest-impression page on hayah.com
- "Group Health Insurance UAE" — 10,754 monthly impressions at position 6.1, page 1 ranking from scratch
- "Insurance Company vs Broker" — +161% click growth with +3 position gain
- "Navigating Health Insurance for Expats" — 3,118 monthly impressions ranking for competitive expat queries
- "What the Law Says About Insurance" — ranking top 5 at position 5.5
- "Pension Insurance UAE" — +1,700% click growth
Non-Branded Queries
New Territory Conquered
- "term insurance" — 1,169 impressions at position 2.1 (top 3)
- "life insurance uae" — 559 impressions at position 7.5 (page 1)
- "best monthly investment plan in uae" — 382 impressions at position 4.8 (top 5)
- "best life insurance uae" — 160 impressions at position 6.1 (page 1)
- "critical illness insurance" — 264 impressions at position 10.3 (near page 1)
- These queries represent thousands of monthly impressions from people who don't know HAYAH yet — the beginning of a non-branded organic acquisition channel
AI Visibility
From 0% to 42%
- 42 out of 100 prompts now mention HAYAH — more than any individual competitor
- 42 prompts score a perfect 100/100, meaning HAYAH is the top answer
- Average sentiment across all AI mentions: 79.5/100 — consistently positive, zero negative
- AI platforms now direct users to HAYAH's pension, tax benefits, term vs whole life, and VUL guides
| #1 | HAYAH Insurance | 42% extraction rate |
| #2 | Zurich (zurich.ae) | 14 citations · 13.1% share |
| #3 | MetLife (metlife.ae) | 10 citations · 9.3% share |
| #4 | PolicyBazaar | 6 citations · 5.6% share |
| #5 | Oman Insurance | 6 citations · 5.6% share |
| #6 | GIG Gulf | 5 citations · 4.7% share |
Despite making the measurement 3.3x harder (expanding from 30 to 100 prompts), HAYAH's extraction rate climbed from 31.3% to 42.0% in just three weeks.
What it shows
Content pruning unlocks authority
Identifying 17 low-value articles for removal and 5 consolidation targets cleaned crawl budget and strengthened topical authority. Sometimes less content means more visibility.
Structure converts traffic into leads
23+ internal links and 15+ conversion CTAs turned the Knowledge Centre from an isolated content island into an integrated acquisition funnel driving visitors to Health Protect, Term Life Protect, and Contact pages.
Non-branded queries build new audience
Before our engagement, HAYAH ranked for almost no non-branded insurance queries. Now the site appears on page 1 for "term insurance," "life insurance uae," and "best investment plan in uae" — reaching people who don't know HAYAH yet.
AI visibility is a new competitive moat
Building AI monitoring from scratch and optimizing content for extraction gave HAYAH a 42% AI visibility rate — higher than any competitor including Zurich and MetLife. In AI search, being the go-to source beats being one of many.
Impact
+6 positions
Search position
12.5 → 6.5
+50%
Daily impressions
4,067 → 6,100
+72%
Homepage clicks
5,961 → 10,250
+75%
Health Protect clicks
310 → 543
13 total
Articles optimized
7 optimized + 6 new
23+ links
Internal links
New architecture
42%
AI extraction rate
Across 100 prompts
42 prompts
AI perfect scores
Score of 100/100
79.5/100
AI sentiment
Positive authority
+68%
Branded search growth
2,790 → 4,692 Q1
- Content strategy
- Semantic SEO
- AI visibility optimization
- Schema markup
- Internal linking