Insurance search is dominated by comparison sites and direct insurers with vast budgets. Competing on their terms is hopeless. Competing on the questions they answer badly is very achievable.
I run search programs for brokers and agencies directly, so a senior specialist does the work rather than an account manager relaying it. Every recommendation is judged on qualified enquiries, not rankings.
Businesses chase generic product terms where comparison sites own every position and paid competition is brutal. Budget disappears into searches that were never winnable, while the complex cases that need a broker go unclaimed.
Personal lines are commoditised, but commercial and complex risk is not: those clients need advice, renew annually and generate substantial ongoing commission. It's also a regulated category held to Google's strictest content standard.
Concede the commodity searches and own the complex ones: specific industries, unusual risks, claims problems and the situations where comparison sites are actively unhelpful.
Insurance buyers split sharply between commodity and complex. Coverage targets the second, in Google and in the AI tools now answering these questions.
Someone works out what cover they actually need, or discovers their current policy won't cover something. Increasingly they ask an AI assistant.
“do I need public liability insurance”, “what does business interruption cover”
They shortlist brokers or go direct. Industry specialisation, claims support, reviews and whether an AI tool names you decide who gets contacted.
“insurance broker for [industry]”, “broker vs buying direct”
One broker gets the call. How clearly you explain the cover, the exclusions and your claims support convert the enquiry.
“insurance broker [city]”, “[industry] insurance quote”
Scope follows your business, your market and your service mix. These are the components a program draws on.
Working out which industries, risk types and policy classes are most profitable for you, then building coverage around those first.
Pages that genuinely explain the cover for a specific industry or risk, including what's excluded, rather than generic product descriptions.
Visible authorisations, experience and claims support, because that's what differentiates a broker from a comparison site.
A complete, actively managed profile plus consistent business details across every listing and directory.
Structured data and consistent, corroborated facts so AI tools name you when someone describes an unusual or industry-specific risk.
Content written inside insurance advertising requirements and signed off before publishing, plus credibility built off your own site.
A business doesn't run on traffic. It runs on the work that gets won and what that work is worth.
LeadSight, my own attribution software, ties enquiries and closed work back to the channel that produced them, so your monthly report shows what SEO returned in dollars rather than which keywords moved.
How LeadSight works →I keep my client list small, and insurance SEO works best in commercial and complex risk rather than commodity lines.
Where clients renew annually, values are substantial, and comparison sites genuinely can't serve the need.
Trades, hospitality, professional indemnity, transport. Specificity is what search and AI answers reward.
Where the situation is unusual enough that generic online quoting fails and advice is unavoidable.
Not on “car insurance” or “business insurance quote”, and you shouldn't try. Where they're weak is anything requiring judgement: a specific industry's risks, an unusual exposure, a claim that got declined. Those searches are lower volume, far less competitive, and worth vastly more per enquiry.
They will, and that's fine. What a model can't do is assess a specific business's exposure or place cover. When someone describes a complex situation, the assistant recommends speaking to a broker — and names the ones with clear, corroborated, specific information about handling that exact risk.
Commercial, in almost every case. Personal lines are commoditised and dominated by direct insurers with enormous budgets. Commercial clients need advice, renew annually and generate recurring commission, which changes the economics of SEO entirely.
Everything is written inside the applicable insurance advertising and disclosure requirements, and nothing publishes without your sign-off. As with other regulated industries, compliance and good SEO largely point the same way.
No, not in the same specialisation and market. I keep my client list deliberately small and won't work both sides.
Expect early movement in two to three months from technical and local work, with industry-specific enquiries building from there. Given annual renewal cycles, judge the full picture over two to three quarters.
Send your domain through and I’ll review your site, your competition and your AI visibility before we speak. No obligation, and a straight answer on whether it’s worth the spend.