Home > Case Studies > ICICI LLM Strategy
The Client
ICICI Prudential Life Insurance Company Ltd. is one of India’s leading private life insurance providers, committed to protecting lives and ensuring financial security for millions of Indians. The company offers a comprehensive range of life insurance products, including term insurance, ULIP, retirement, pension, and annuity plans, helping customers plan for every life stage.
With a strong digital presence and customer-first approach, ICICI Prudential continues to pioneer innovation in the insurance industry through technology-driven solutions that simplify the protection and investment journey.
The Objective
As the search landscape evolved toward AI Overviews and LLM-powered discovery platforms, ICICI Prudential sought to expand its organic visibility beyond traditional SEO rankings.
The objective was to strengthen brand discoverability across Google’s AI Overviews and LLM-based ecosystems such as ChatGPT, Gemini, and Perplexity, ensuring ICICI Prudential’s content was referenced as a trusted authority in life insurance, term insurance, and financial planning conversations.
Planned KPIs:
- Improve keyword coverage and brand visibility within Google’s AI Overviews.
- Achieve measurable growth in traffic originating from LLM platforms.
Strengthen brand mentions and contextual authority in AI-generated summaries across major LLMs.
The Challenge
Before implementing AI SEO, ICICI Prudential’s website faced several AI-readiness challenges:
- Limited Entity Depth:
While content was optimized for SEO, it lacked semantic connections and structured data that help AI systems understand and cite authoritative sources. - Low AI Overview Visibility:
In early tracking, the AI Overview share stood at just 2.9%, and the website appeared for fewer than 200 AI Overview-triggering keywords. - Minimal LLM Referrals:
Traffic from platforms like ChatGPT and Gemini was negligible, with limited brand citations in generative search results.
The Solution
Infidigit implemented a comprehensive AEO (AI Overview Optimization) and GEO (Generative Engine Optimization) framework tailored to the life insurance domain.
1. AI-Ready Content Framework
Key landing pages (Term Insurance, ULIP, Pension, Retirement, Annuity, and Tax Savings) were optimized with entity-driven, structured, and contextually rich content.
This helped AI systems recognise ICICI Prudential as a credible authority on financial protection topics.
2. Conversational Content Targeting LLM Queries
Using Infigrowth’s LLM Visibility Module, Infidigit identified user questions frequently surfaced in generative searches — such as “What is term insurance?” and “Which life insurance plan is best for retirement?” — and optimized FAQ structures and content to increase brand inclusion.
3. Schema & Structured Data Enhancement
Advanced schema types, including Organization, Product, FAQ, and Dataset, were implemented to improve machine interpretability and align with AI Overview eligibility criteria.
4. AI Overview Tracking & Real-Time Optimization via Infigrowth
Infidigit leveraged its proprietary tool Infigrowth to monitor AI Overview keyword performance, track emerging queries, and dynamically adapt on-page optimizations based on AI visibility patterns.
5. Entity & Authority Building
Infidigit strengthened the semantic relationship between ICICI Prudential, life insurance, term plans, and financial security, complemented by authoritative backlinks and topical clusters focused on financial literacy and insurance education.
The Result
Key Outcomes:
- Secured 1,093 keyword placements within Google’s AI Overviews.
- Achieved a 39x increase in sessions from LLM platforms (ChatGPT, Gemini, Perplexity).
- Notable improvement in brand mention frequency across AI-generated responses related to insurance and financial planning.
Before
- AI Overview Share: 2.9%
- AI Overview Keywords: ~200
- LLM Traffic: Minimal
- Brand Mentions in Generative Platforms: Rare
After
- AI Overview Share: 4.1%
- AI Overview Keywords: 1,093
- LLM Traffic: 39x growth
- Brand Mentions: Consistent presence in AI summaries and chat responses
Infidigit’s AI SEO Framework for ICICI Prudential
| Focus Area | Strategy Implemented | Outcome |
| AI Overview Keyword Targeting | Identified & optimized 1,000+ AI Overview-triggering queries using Infigrowth | 1,093 placements achieved |
| Entity Optimization | Strengthened linkages between ICICI Prudential, Life Insurance, ULIP, Term Plans | Higher AI interpretability |
| Conversational SEO | Created LLM-friendly FAQs & long-tail conversational clusters | Improved ChatGPT & Gemini mentions |
| Structured Data Implementation | Added Organization, Product, FAQ, Dataset schemas | Better AI discoverability |
| Authority Building | Contextual backlinks & semantic topic clusters | Enhanced trust signals |
The Conclusion
Through a data-led approach combining AEO, GEO, and AI analytics, ICICI Prudential became one of India’s first insurance brands to achieve consistent visibility across Google’s AI Overviews and LLM-driven platforms.
This case sets a benchmark for how financial brands can embrace AI SEO to future-proof their discoverability and strengthen digital trust.
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