Tu Póliza de Salud

The challenge: a serious brokerage with a website held hostage by its old vendor

Zemma Brokers SL is an independent insurance brokerage registered with Spain's DGSFP (code J3368), specialized in health insurance for individuals, freelancers, companies and civil servants. They work with Adeslas, Sanitas, DKV, Mapfre, Asisa, AXA, Aegon and 20+ insurers. The brand Tu Póliza de Salud is their online comparator — the digital asset where most qualified leads come in.

When I came on board, the situation was tough:

• Site hosted on a server with no access. Total dependency on the previous vendor — no SSH, no DB. Every change was a negotiation.
• 1,600+ blog posts written over years, with real content value but SEO under-exploited: generic meta descriptions, no tag strategy, weak interlinking, no schema.
• No real backoffice. Editing a product, a landing or a meta title meant external tickets.
• Scattered lead capture: multiple forms, no single destination, no UTM tracking, inconsistent notifications to the sales team.
• Outdated visual identity versus the brand's actual market positioning.

What I built

1. Site rescue and migration to plain PHP

• Content extraction from the old environment (scrapers + JSONL dump) and rebuild on a new architecture: minimal PHP router, templates in templates/, data in MySQL.
• Plain PHP, no heavy framework. Deliberate call: full control, trivial deployment, real performance, zero dependencies that rot.
• Migrated 301 redirects and 410s to preserve accumulated SEO across the stack switch.

2. AI-driven SEO rewrite of 1,600+ posts

• Batch pipeline using OpenAI (improve_blogs.php, review_blogs_openai.php, optimize_meta_descriptions.php) that rewrites titles, meta descriptions and improves the body while keeping the original voice.
• SEO tag system with 15 real categories (Health, Nutrition, Diseases, Psychology, Prevention, Wellness, Health Insurance…), auto-assigned via assign_seo_tags.php.
• Automated interlinking between related posts (blog_interlink.php) to distribute internal authority.
• Featured images sourced and converted to WebP in batches via APIs (add_featured_images.php, convert_to_webp.php, repair_broken_images.php).
• Multi-file sitemaps (pages, blog, products), RSS, search-engine pinging and indexing requests via Google Indexing API.

3. Programmatic pages to scale long-tail

• Per-insurer product pages (Adeslas, Sanitas, DKV, Caser, Asisa, AXA…) with coverage/copay/waiting-period tabs rendered from JSON fields.
• "Other insurance" categories: Life, Dental, Travel, Funeral, Civil Servants, SMEs, Self-employed, Home — each with its own catalog and template.
• VS pages (/adeslas-vs-sanitas/ and similar) generated programmatically, with auto-redirect of the inverted slug to avoid duplicates.
• Province landings and programmatic hubs to capture local searches.

4. Custom backoffice

• /admin/ panel with auth, CSRF, flash messages and custom middleware.
• Block-based blog editor (HTML + images) using TinyMCE, tag management and scheduled publishing.
• Centralized lead management: every form on the site lands in a single table, with UTMs, timestamp, source and status. Email notifications to the sales team.
• Product and category editor with structured JSON fields (coverage, copays, waiting periods, PDFs).
• Key/value config in DB so the client can change emails, legal text and options without touching code.

5. Rebrand and performance

• Updated visual identity aligned with the brokerage's real market positioning.
• Stylesheet rewritten from scratch, custom component system, Core Web Vitals tuned.
• Comparator integrated with the product logic to act as the main capture point.

The result

Tu Póliza de Salud went from a hostage site to an owned digital asset: a stack the team understands, an SEO-optimized blog at scale, programmatic pages covering long-tail by insurer, product, comparison and province, and a backoffice the Zemma team uses every day without technical middlemen. Lead capture is centralized and tracked — the sales team knows where each contact came from.

This is the kind of project where "all-in-one" isn't marketing — it's literal: frontend, backend, SEO, editorial AI, capture, panel and operations under the same technical roof.

Some screenshots

Stack

Client website: tupolizadesalud.com — a Zemma Brokers SL brand (DGSFP J3368).