How we used data-led content to help boost Google rankings for competitive keywords

young driver
About the Company

Veygo by Admiral offers flexible, short-term car insurance, particularly for learner drivers and those needing temporary cover.

The Challenge

Veygo, part of the Admiral group, asked us to run a campaign to promote their new learner driver insurance product.

Research found that competitor content around learner drivers was repetitive and uninspiring. We wanted to inspire young drivers and catch the attention and interest of their parents.

Our Approach

We analysed 10 years of driving test data to create the Learner Driver Calculator. This interactive asset calculated the cost involved in learning to drive and the pass rate, depending on variables such as age, gender and location.

We ran a press campaign that used the same data, cross-referenced with census data for interesting news angles. Stories included:

  • City Drivers are Much Less Likely to Pass Their Test
  • Female Drivers are 7% Less Likely to Pass Their Driving Test
  • Belvedere in London is the UK’s Toughest Driving Test Centre
  • Younger Drivers Fare Better Than Older People in Their Driving Test

These data-led stories attracted relevant traffic and links to the website to gain attention, build authority within the competitive marketplace and, ultimately, drive sales of learner driver car insurance.

As head-term rankings were the primary goal, we were thrilled when the landing page jumped from page 2 of Google to the top half of page 1 for ”learner driver insurance”.

We are impressed by their concepts and creativity.

From the first meeting to the end of the project, they provided great support and good advice.

They were always patient and accommodating our requests and their integration of content, social and PR was excellent.

On top of that, they are a lovely bunch to work with!

Head of PR

The Results



Target keywords on Google page 1



Average Domain Authority

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