We help insurance brokers and direct insurers rank for competitive policy keywords, optimise quote landing pages, and reduce dependence on expensive aggregators.
Specialist SEO strategies for insurance businesses — built to generate qualified policy enquiries and systematically reduce your aggregator dependency.
We position insurance brokers as trusted, authoritative alternatives to direct insurers and comparison sites. Through local SEO (for regional brokers), authority content demonstrating specialist expertise, and optimised service pages targeting specific policy types, we attract buyers who specifically seek independent advice — the highest-quality, highest-converting segment of insurance searches.
Your quote page is your most important conversion asset — but also one of the hardest to rank. We implement a dual-layer strategy: a conversion-focused quote page with InsuranceAgency schema markup, plus information-rich supporting pages covering policy details, coverage explanations, and FAQs that capture the broader keyword ecosystem and funnel users directly into the quote journey.
We identify the complete keyword universe for your insurance product lines — from head terms to highly specific long-tail queries about coverage inclusions, exclusions, excesses, and eligibility. We map every keyword to the right page type (product page, guide, FAQ, comparison) and create a systematic content programme that captures buyers at every stage from awareness to quote submission.
Rather than simply trying to beat aggregators, we create superior comparison content that ranks alongside them. "Best commercial insurance for [industry]", "[Policy type] vs [Policy type]", "what does [insurance type] cover?" — these informational searches represent millions of monthly queries where expert content can rank ahead of generic aggregator pages, capturing buyers who want guidance, not just the lowest price.
Insurance content falls squarely within Google's YMYL category. We ensure every piece of content meets Google's quality standards: verifiable author credentials, accurate product information, appropriate disclaimers, regulatory references, and editorial review processes. This YMYL compliance is non-negotiable for ranking competitive insurance keywords and avoiding manual action penalties.
Our aggregator-reduction programme systematically identifies every insurance search category where aggregators are weak: specialist commercial lines, niche personal lines, geographic searches, complex risk profiles, and advisory-intent queries. We build authority in these gaps, capturing the high-value leads that aggregators cannot serve effectively — and helping you progressively reduce your spend on comparison platforms.
We map every insurance keyword category in your target market and identify where aggregators rank poorly — finding every opportunity to capture high-intent searches through direct organic visibility.
Full audit of your E-E-A-T signals, content quality, and regulatory compliance — identifying gaps that prevent Google from ranking your insurance pages for high-value policy keywords.
We optimise your quote pages with schema, build your informational content programme targeting coverage and policy queries, and implement technical SEO to ensure every page performs at its maximum potential.
Monthly reporting on organic quote requests, aggregator spend trends, keyword ranking movements, and cost-per-lead comparisons — showing the direct financial value of your SEO investment.
A specialist commercial insurance broker in Vancouver, Canada was spending heavily on GoCompare/Confused.com lead generation and Google Ads, with minimal direct organic presence. Their website had no structured data, no coverage-specific content, and zero rankings for commercial insurance keywords.
After implementing our insurance SEO programme — including YMYL-compliant commercial insurance guides, quote page schema, coverage keyword pages for each of their commercial lines, and a specialist broker authority programme — the broker achieved #1 rankings for 23 commercial cover keywords, saw a +310% increase in organic quote requests, and reduced their annual GoCompare/Confused.com spend by £40,000.
Read Full Case Study →We understand exactly how GoCompare, MoneySuperMarket, and Confused.com achieve their rankings — and we know precisely where their content is weak. We exploit every gap systematically.
We've built a YMYL compliance methodology specifically for insurance content — meeting Google's quality standards while satisfying FCA and regulatory requirements simultaneously.
We track your aggregator spend reduction as a core KPI, giving you a clear picture of SEO ROI beyond just traffic — showing the direct margin improvement from reduced comparison platform dependency.
We'll map your aggregator dependency, identify the keyword categories you can win directly, and build a roadmap to reduce your comparison platform spend while growing organic quote volume.