Starting Point: Finns search for insurance in Spain in Finnish

When moving to Spain becomes relevant, insurance quickly becomes the most important practical matter. Finns generally seek information in Finnish and want to see immediately what the insurance covers, how the request process works, and whether they can get help in their own language.

Expat Insurances had a strong service and a clear target audience, but the discoverability of Finnish content and the path to the request needed a structure that aligns with the applicant's intent.

The goals set were:

• better organic visibility for Finnish searches, such as
• insurance in Spain
• car insurance Spain
• health insurance Spain
• home insurance Spain
• travel insurance Spain

• one clear overview page that brings together the insurances and serves as a hub for internal linking
• a clear and quick way to request a quote or submit a contact request
• trust-building content that makes the decision easier

Solution: a Finnish insurance package, with the overview page as the focal point

VSCY built a Finnish package that guides the applicant from one place to the right insurance. The core is an overview page that presents insurance options and links the user directly to more detailed content.

Overview Page: all insurances in one place

The purpose of the overview page is to collect broad search demand and guide the user forward. The page presents the most common insurances, such as car insurance, home insurance, and health insurance, as well as a wider selection for situations where the need is more specific.

The overview page does two things at the same time:

• helps the user choose the right insurance
• tells the search engine that this is the main page for Finnish insurance content

Product Pages: a dedicated Finnish page for each insurance

In addition to the overview page, the package was constructed from product pages that precisely answer the question. When an applicant searches, for example, for car insurance, they do not want to read general insurance jargon. They want a page that specifically discusses car insurance in Spain and leads quickly to a quote.

This structure also helps to be visible in more specific searches and brings traffic from multiple entry points to the same package.

Content: the applicant's questions first, decision afterward

The principle of Finnish content was simple:

• explain what the insurance is and who it is suitable for
• clarify the process so that the user understands what happens next
• make contact easy and visible

When the content is clear, the user stays on the page, understands the options, and reaches out.

Internal Linking: visibility increases when pages support each other

The overview page serves as the hub for linking. It links to product pages, and product pages can link back to the overview page and to each other when the user's need relates to multiple insurances.

This way, the whole Finnish package is strengthened and the most important page gets the most weight.

What VSCY Implemented

• Finnish page structure based on search demand and intent
• overview page for insurances and a clear path to requesting a quote
• product page contents that accurately meet the needs
• internal linking that directs both the user and the search engine to the right place
• texts that focus on trust and understandability

Result: a Finnish package that drives leads

The result was a Finnish insurance package, with the most important page being the overview page. It brings the insurances together, increases discoverability for Finnish searches, and quickly guides the user to request a quote.