Compare Club is an aggregator — an Australian comparison platform where people weigh up health insurance, finance and other decisions that shape their household budget and their access to care. We were given a tight brief: help improve a particular page's rankings for health insurance comparison.
That page sits squarely in what Google calls a YMYL topic — Your Money or Your Life. In these categories, Google holds both content and links to its highest standard, because a bad result costs a real person real money or real health cover. Aggregators feel this more sharply than most: they compete with insurers, brokers and government resources, all of whom carry inherent authority the aggregator has to build from scratch.
Which rules out the shortcuts entirely. In a YMYL space, cheap or manufactured links are not merely ineffective — they are a liability. Authority here has to be genuinely earned, or it does not count.
We worked with the client on particular types of link building rather than a single blunt tactic, tailoring the mix to what the health insurance comparison space would actually reward:
Competitor analysis. We examined who was already ranking for the target keywords and what was holding them there — which publishers linked to them, what kind of content earned those links, and where the gaps in their profiles left an opening.
Manual outreach to specific websites. Rather than mass mailing a list, we identified the individual sites whose audiences and editorial standing made a link genuinely meaningful in this category, and approached them one at a time.
Guest post blogging at enterprise scale. With targets identified, we built a sustained programme of editorially placed guest content, applying the quantity the enterprise brief called for — without lowering the bar on where those links landed.
SEO consultancy alongside it. Links only pay off when the page behind them deserves the ranking. Ongoing consultancy kept the target page and the wider strategy aligned with what the campaign was pointing authority at.
The stated goal of the engagement was to improve rankings for specific keywords in the health insurance comparison space, and the programme was built and run against exactly that objective.
Compare Club's performance data is theirs, not ours to publish, and we won't dress this page up with figures we can't stand behind. What we will say is what the work was: a genuinely earned, manually built link profile in a category where Google gives credit for nothing less — and a client relationship that ran on that basis rather than on a chart.
If you want to know what enterprise link building can do for a YMYL brand, the honest answer is a conversation, not a percentage. We're happy to have it.
