Insurance SEO

Insurance SEO is the work of getting an insurance company, broker or agency to show up when people search for coverage, quotes or a local agent. It covers quote pages for each product line and market, plus local office pages and your Google Business Profile. It also covers plain-language explainers, reviews, technical fixes and showing up in AI tools like ChatGPT. The goal is more quote requests and calls, so that's what we measure.

An agent or a small agency mostly wins on local search. That means a strong Google Business Profile, steady reviews, a page for each office and good pages for the lines you write most. A carrier competes on product searches across many states or provinces, usually against comparison sites and other national brands. So the work is more about site structure and large sets of product and market pages. It also includes technical fixes to quote flows.

On the biggest national searches, usually not at first, and we'll tell you that up front. Aggregators have huge sites and a lot of links behind them. Searches that name a town, a specific product or a local question are much easier to win. We go after those first and work up to the bigger terms from there.

Most agencies should expect about six months before quote requests pick up steadily. Local results like the map pack can move sooner once your Google Business Profile is complete and new reviews are coming in. Competitive product searches across a whole state or country take longer, often a year or more.

Google treats pages that can affect someone's money or safety as Your Money or Your Life topics. Insurance falls into that group. Its quality guidelines look for experience, expertise, authority and trust on those pages. That means named authors with real credentials, and facts that are accurate and current. It also means clear contact details and a business that other trusted sites mention. We work on all of it, on your site and off it.

Our in-house writers draft every page, from quote pages to plain-language explainers on coverage, deductibles and claims. An editor then checks each one for clarity and accuracy. None of it is written by AI.

No, your team owns compliance. We aren't licensed to sell insurance and we don't give legal or insurance advice. If your compliance or legal team reviews pages before they go live, we put that step in the publishing schedule and make the changes they ask for. A licensed person on your team can also be named as reviewer, which helps with E-E-A-T.

Only for the places where you're licensed and where you have something useful to say about the local market. Near-identical pages that only swap out the place name are what Google calls doorway pages. They go against its spam policies and can hurt your rankings. A good state or province page covers what's different there, like required coverage, common local risks and who to call. If you can't fill a page with real local detail, it's better to wait.

Reviews are one of the main things that decide who shows up in the map pack when someone nearby searches for an insurance agent. They also feed what AI tools say about local brokers. We set up a steady way to ask happy clients for reviews on Google and the other sites they use. We also help you reply to the ones that come in.

Yes. AI tools form their view of a company from across the web. So we run an awareness campaign that gets you mentioned on independent sites, industry publications and directories these tools read. We also work on how AI describes and compares you. On your own pages, we add structured data and clear answers so they're easy to cite. We keep checking how the main AI tools talk about you. If one starts getting your coverage or markets wrong, we raise it and work on the fix.

Ask who will work on your account, how content gets written and checked, and how they'll tie the work to quote requests instead of traffic alone. Be careful with anyone who promises first-page rankings or wants to publish dozens of AI-written pages a month. On an insurance site, that kind of content rarely ranks for long.

A senior specialist owns your account, with in-house writers and an editor on the content. We keep our client list small on purpose. The person you meet on the discovery call is the one doing the work, and they stay with you. If quote requests from one of your markets start to slip, they'll raise it before you have to ask. We work inside your tools, like Slack, Teams, Jira or Asana, so your team can reach us easily.