SEO & AI Search for Insurance.
Search and AI visibility for insurers, brokers, MGAs and insurtechs.
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The search landscape.
Insurance search is dominated by price comparison sites for personal lines, while commercial and specialist lines are won on expertise and local relevance. Brokers and insurers can still win a great deal of direct business, particularly where cover is complex or where comparison sites do not reach.
Insurance questions are well suited to AI answers: what does a policy cover, what is an excess, do I need this cover. Assistants will tend to quote clear, well-structured explainers, so brokers who publish good ones can become the source rather than just a name on a comparison list.
What your customers ask.
Examples of the kind of questions we map and build for.
- what does professional indemnity cover
- van insurance for sole traders
- landlord insurance explained
- do I need cyber insurance
What We Do.
Product and class-of-business pages
Pages for each class of cover, written for the buyer rather than the underwriter, with clear routes to quote or call.
Local and specialist visibility
Google Business Profile, office and area pages for brokers, and niche pages for specialist risks.
Claims and policy explainers
Helpful content on what is covered, how claims work and what to do next, which builds trust before purchase.
Quote journey tracking and conversion
Making sure quote forms, call tracking and landing pages measure real enquiries so reporting reflects business outcomes.
AI search for insurance.
Policy explainers are a natural fit for AI answers. We help you publish accurate, plainly written content with clear authorship, so assistants can use it and customers who click through find a credible adviser.
We run a fixed set of the questions your customers ask across the main assistants, record who is cited, and report how your visibility and accuracy change over time.
explore AI search.
Compliance & trust.
Insurance distribution rules and the Consumer Duty affect how products are described and how outcomes are presented. We write in plain English, avoid overstating cover, and keep policy summaries aligned with your approved documents.
We are a marketing agency and do not give legal or regulatory advice. Your compliance team or legal adviser decides what can be published.
Questions.
Can a broker win against comparison sites?
For many commercial and specialist lines, yes. Expertise, local relevance and strong explainers are advantages price sites cannot easily copy.
Do you work with insurtechs?
Yes. Technical and content needs differ, but the aim is the same: clear products, visible trust and a smooth route to quote.
How quickly can we expect leads?
It depends on competition and the state of your site. We will agree realistic milestones after an audit.
Other sectors.
Let’s talk.
Tell us about your site, your sector and what you want search to do for you. We will come back with an honest view of where the opportunity is.