MiWay Insurance Case Study

Industry: Insurance
Product/Services: Affordable Home Insurance, Business & Car Insurance

Company's background

MiWay Insurance is the first South African-based direct insurance company to offer the purchase and administration of short-term insurance policies online. MiWay was launched in 2008 as an initiative between Santam, Sanlam and PSG.

The problem that the company has to overcome: Miway needed a bigger online presence beyond its website.  Search terms like budget insurance and user-based insurance ranked between the 5th and last page of the Google search results. The website needed optimising for SEO best practices.

Achievements: Key search terms like Budget insurance and User-based insurance ranked in 1st position on the first page of the search results. The website is optimised for SEO best practice. Increased brand visibility, Miway now dominates keyword rankings with a visibility score of 23.81%-2020-2022(The highest of its competitors). In 2019, Miway had 689,844 overall users visiting their website; in 2022, they had an incredible 1,507,091  users. This was a 209.65% increase.


MiWay Insurance is a pioneering South African-based direct insurance company that revolutionised the industry by offering customers the convenience of purchasing and administering short-term insurance policies online. Established in 2008 through a collaborative effort between Santam, Sanlam, and PSG, MiWay Insurance has quickly become a leading provider of affordable home, business, and car insurance.

The Challenge:

Despite being at the forefront of digital insurance solutions, MiWay faced a crucial hurdle in expanding its online presence beyond its website. Key search terms like “budget insurance” and “user-based insurance” were ranking between the 5th and last page of Google search results. To capitalise on the potential customer base and enhance brand visibility, MiWay recognized the need to optimise its website for search engine optimization (SEO) best practices.

Overcoming the Challenge:

MiWay Insurance partnered with NP Digital to implement a comprehensive SEO strategy and overhaul its online presence. Through a thorough analysis of MiWay’s website, NP Digital identified areas for improvement and developed a tailored plan to boost organic rankings and drive increased traffic.

Website Optimisation:

The first step in the optimization process involved refining MiWay’s website structure and content. NP Digital conducted keyword research to identify the high-volume, relevant search terms related to MiWay’s insurance offerings. By strategically integrating these keywords into the website’s meta tags, headings, and content, NP Digital was able to improve MiWay’s visibility in search engine results.

Content Marketing:

To establish MiWay as an authoritative resource in the insurance industry, NP Digital developed a content marketing strategy. High-quality blog posts, articles, and informative guides were created to address common insurance-related queries and concerns. By consistently publishing valuable content, NP Digital positioned MiWay as a trusted source of information for potential customers, while also improving its search engine rankings through increased website traffic and backlink acquisition.

Link Building:

Another key aspect of the SEO strategy was link building. NP Digital identified relevant industry publications, online directories, and authoritative websites to secure backlinks to MiWay’s website. These backlinks not only drove direct traffic but also improved MiWay’s domain authority, signalling to search engines that the website is a trusted source of information. This approach resulted in higher organic rankings and increased visibility in search results.

Technical Optimization:

In addition to content and link building, NP Digital addressed technical aspects of MiWay’s website that could impact its SEO performance. The website’s load speed was optimised, ensuring a seamless user experience. Mobile responsiveness was enhanced to cater to the growing number of users accessing the internet through mobile devices. Moreover, NP Digital implemented structured data markup to help search engines understand and display MiWay’s content more effectively in search results.


The partnership with NP Digital yielded remarkable results for MiWay Insurance. Key search terms like “budget insurance” and “user-based insurance” achieved first-page rankings, significantly improving MiWay’s visibility to potential customers. The website’s optimisation for SEO best practices propelled MiWay to dominate keyword rankings, with a visibility score of 23.82% among its competitors.

Furthermore, the increased brand visibility translated into tangible growth. In 2019, MiWay witnessed 689,844 overall users visiting their website. By 2022, this number skyrocketed to an impressive 1,507,091 users, representing a remarkable 209.65% increase. The enhanced online presence and improved organic rankings attracted a larger customer base, ultimately driving business growth for MiWay Insurance.


MiWay Insurance’s collaboration with NP Digital revolutionised its online presence and propelled the company to new heights in the competitive insurance industry. Through website optimisation, content marketing, link building, and technical enhancements, MiWay achieved first-page rankings for key search terms, dominated keyword rankings, and experienced significant growth in website traffic.

As MiWay Insurance continues to evolve and innovate, its success story stands as a testament to the power of strategic digital marketing in transforming the fortunes of businesses in the modern era.