SEO for insurance agencies and brokers
Insurance search is dominated by the national carriers and the comparison sites, and most agencies conclude from that they cannot compete. They are looking at the wrong searches. The head terms are gone, and the searches that produce an actual quote request are not: a named cover, a named business type, a named town, and frequently a question the comparison sites do not answer.
Peak Endurance, a sports clinic, Sep 2023 to May 2024, from 482,378 impressions. Their Search Console.
The other thing that decides this market is trust, and it is measurable. An agency with a named agent on the page, a real address, reviews and an explanation of what is not covered converts better than one with a stock photograph and a quote form.
Searches we build for, with the place name your customers use:
- business insurance [city]
- contractor insurance quote
- commercial auto insurance near me
- do i need professional liability insurance
What stops insurance agencies getting enquiries
Three problems we find on nearly every insurance agencie website we audit, and what we do about each.
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Competing for the carrier terms
You will not out-rank the national brands on the name of the cover alone. Cover plus business type plus place is where an independent agency wins, and there are hundreds of those.
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A quote form and nothing else
A page that only asks is a page that ranks for nothing. The explanation of the cover, what it excludes and what changes the price is what earns the position and it is also what earns the trust.
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No agent on the page
Insurance is bought from a person. A named agent with a photograph, a direct line and a line about what they specialise in outperforms a general enquiry form on the same page.
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Licensing not stated
Buyers and search engines both want to know which states or regions you can actually write in. Saying it plainly removes a doubt and makes the area pages honest.
What you get each month
- A page for each cover you actually write, explaining it and what it excludes
- Cover plus business-type pages for the trades you specialise in
- Area pages for the places you are licensed in, and only those
- Named agents with photographs, direct contact and their specialism
- Google Business Profile: services, hours, reviews replied to
- Monthly Search Console report by cover type
How pricing works
What sets the size of the month is how many covers you write and how many regions you are licensed in. A single-office agency with three covers is a smaller month than a multi-state brokerage. We scope the work on a call and send a written quote before anything starts. The SEO services page explains what a month covers and who does it.
Results from real clients
Every number below is from the client’s own Google Search Console, for the period shown. Impressions are how often the site appeared; clicks are people who arrived. What each visit is worth is your sales process, not ours, so these are the visits we can prove rather than a conversion figure we cannot.
- 52,993clicksUp and Running Physical TherapyPhysical therapy · 1 Mar 2023 to 14 Mar 2024
- Impressions
- 2,238,155
- CTR
- 2.4%
- Avg. position
- 13.49
+139,355% clicks against the previous period of the same length.
- 12,285clicksBackcountry Physical TherapyPhysical therapy · 6 Jul 2023 to 31 May 2024
- Impressions
- 601,822
- CTR
- 2.0%
- Avg. position
- 19.3
+2,059% clicks against the previous period of the same length.
Questions insurance agencies ask us
Can an independent agency out-rank the national carriers?
Not on the head terms, and that is not where the quote requests come from. Cover plus business type plus place is winnable and there are far more of those searches than there are head terms.
Do we need a page for every cover?
For every cover you actually want more of. A page for something you write twice a year is a page that earns nothing.
Should we publish premiums?
Usually not, because they depend on too much. What works is explaining what moves the price, which answers the same question without committing you to a number.
What about compliance?
Everything written goes to you before it is published. Nothing goes live that your compliance people have not seen.
Book a call with us
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.