United Kingdom
Nobody in the UK searches "insurance broker" for car or home cover; the comparison sites own that and always will. The searches a broker can win are the ones a comparison site cannot quote: "fleet insurance broker", "professional indemnity for architects", "landlord insurance broker [city]", "commercial property insurance broker", "insurance for scaffolders". Each is a business with a problem a form cannot price.
Compare the Market, MoneySuperMarket and the insurers themselves hold the consumer terms with budgets no broker matches. What they cannot do is explain what a scaffolding firm’s public liability has to cover on a council contract, or why a landlord with a mixed-use block keeps being declined, which is what the searcher reads before picking up the phone.
Everything stays inside the FCA’s rules on financial promotions: clear, fair, not misleading, and nothing that reads as advice a page cannot give. The work needs neither a claim nor a premium.
The shapes insurance agencies are found by in the UK. The words in brackets are whatever the searcher puts there: the town, the suburb, the matter, the treatment.
Fleet, professional indemnity, commercial property, landlord, contractors all risks, cyber, directors and officers. Then the trades inside each: PI for architects, for surveyors, for IT contractors; liability for scaffolders, for roofers, for event organisers. The trade page ranks for the search a comparison site cannot answer, and it answers it.
The most valuable page on a broker site explains why a risk gets declined or loaded: the flat roof, the previous claim, the mixed-use block, the trade the standard market avoids. It ranks for the question a business owner types at midnight, and it makes the enquiry.
The FCA register number and any BIBA membership belong on every page and in the profile, because commercial clients check. The Business Profile is filled in with the lines you write, and the reviews come from your clients, in their words.
The industry page, SEO for insurance agencies and brokers, has the problems and the questions in full; the country page, SEO services in the UK, has the search landscape in the UK for every trade.
For many trade and service terms the top results are aggregators. Two routes past them: the map pack, and pages specific enough that a directory listing cannot answer the question.
Buyers search by town. A page covering a whole county competes with pages written about each town in it, and loses to all of them.
Spelling, the word for the trade and the way an address is written all signal whether a page was written for this market or translated into it.
Each is written for the way that city searches and for the trades that search there most.
SEO happens in your accounts and on your website, so nobody needs to visit. We scope the work on a video call in your hours, send a written quote, and then work month by month with a call whenever you want one. The result is judged on the enquiries in your own records, never on a ranking report.
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.
+139,355% clicks against the previous period of the same length.
+2,059% clicks against the previous period of the same length.
No, and the plan does not try. Those are the comparison sites’ terms. The commercial and specialist lines are where the enquiries are, and where a broker’s knowledge is the product.
No. The FCA rules on promotions and the way commercial cover is actually placed both argue against it. The pages say what you cover, how a risk is placed, and what a client needs to have ready.
Profile changes show within weeks. Line and trade pages take a season. Watch the enquiries by line rather than a ranking.
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.
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