SEO for Insurance Brokers
Car insurance carries a difficulty score of 79 and belongs to the comparison sites. Contractors all risks sits at 17 and belongs to whoever claims it. We help you claim it.
We mapped ten thousand insurance search terms. The picture is unambiguous. Mass market personal lines are owned outright by comparison sites and direct insurers, at difficulty levels no broker can realistically attack. Specialist and commercial lines are wide open, at a fraction of the competition, plus they are where brokers actually make money.
Concede the head terms. Take everything else.
Most broker SEO fails at the strategy stage rather than the execution stage, by aiming at terms that were lost before anybody started. Here is the difficulty picture, measured across the whole market. Difficulty runs from 0 to 100.
- Car insurance · difficulty 79
- Travel insurance · difficulty 77
- Car insurance quotes · difficulty 78
- Insurance quotes · difficulty 81
- Held by platforms outspending the entire broking sector
- Engineering and plant · difficulty 16
- Contractors all risks · difficulty 17
- Shop and retail · difficulty 22
- Professional indemnity · difficulty 29
- Served badly by platforms because they need a conversation
This is not defeatism, it is arithmetic. A broker competing for car insurance is spending against Compare the Market. A broker competing for contractors all risks is competing against almost nobody. The full argument is in outranking national comparison sites, which the cluster treats as the core broker value proposition.
A page for every line you actually place
Clients do not search for a broker. They search for the cover they need. Every one of these is a different buyer with a different problem, so a single commercial insurance page cannot rank for any of them.
Commercial insurance
The heart of most broker books and the broadest of the commercial lines. Where the platforms are weakest, because commercial risks rarely fit a form.
See the guide → High volumeSME business insurance
Substantial search volume from owners who know they need cover but not which cover. A genuine advice need that a comparison form cannot meet.
See the guide → Low competitionProfessional indemnity
Frequently mandatory for professional bodies and contracts, which makes the search urgent and specific. Considerably less contested than personal lines.
See the guide → Compulsory coverEmployers liability
A legal requirement for most employers, which means the searcher is not browsing. They have staff and they need the cover.
See the guide → SpecialistFleet insurance
Complex, high value and completely unsuited to a comparison form. One of the clearest examples of where broker expertise genuinely wins.
See the guide → Volume nicheTradesman insurance
Steady demand from a large population of sole traders and small firms who need combined cover rather than a single policy.
See the guide → GrowingLandlord insurance
Strong and steady volume, with portfolio landlords in particular needing arrangements that no comparison site handles well.
See the guide → Premium personalHigh value home
The exception to the personal lines rule. High net worth cover is a specialist product that mainstream comparison journeys cannot accommodate.
See the guide → Enthusiast nicheClassic car insurance
Another personal line the platforms serve poorly, with owners who value specialist understanding over a price comparison.
See the guide → Recurring revenueRenewal content
The one moment each year when an existing arrangement is genuinely up for grabs. Very few broker sites say anything at all about it.
See the guide → Trust momentClaims support
What a broker is genuinely for. Content about how claims are handled reaches people at the point where the difference between broker and platform becomes obvious.
See the guide → Start hereThe complete guide
The whole picture in one place. What it costs, how long it takes, why most broker sites are invisible and how to work out the return.
Read the guide →Monthly search demand by insurance line
Insurance is a national market rather than a local one, so this table shows demand by line rather than by town. These are rounded monthly UK search volumes across the specialist and commercial lines a broker can realistically compete for.
Figures exclude comparison site and insurer brand searches, so they show open demand rather than somebody else's brand recognition. Volume is only half the picture: the lower down this table you go, the thinner the competition tends to get, which is why the smaller lines are often the better opportunity. Want your own lines analysed? We will do it free.
Do not chase insurance broker near me
Brokers instinctively want to rank for what they call themselves. The data says that is the worst use of a budget available in this sector, on both measures at once.
Monthly searches
For insurance broker near me. A rounding error next to the commercial lines.
Difficulty score
Harder than professional indemnity, fleet, landlord or public liability.
Public liability
Monthly searches at difficulty 30. Half the difficulty, one hundred and eighty times the volume.
Contractors all risks
Difficulty score. The kind of niche where a broker can genuinely own the search outright.
Clients do not search for what you are. They search for what they are buying.
Financial promotion rules shape the work
You are FCA authorised. What appears on your website is a financial promotion and it has to be clear, fair and not misleading. An agency that treats your site like a plumbing site will write copy that creates a compliance problem. It will be your permissions on the line rather than theirs.
We describe, we do not advise
Content explains what a type of cover is and what your firm arranges. It does not tell a reader what they need, which is a regulated activity and yours rather than ours.
No premium or savings claims
No language about cheapest, best value or how much somebody might save, because those are exactly the claims that attract scrutiny and are rarely substantiable.
Authorisation stated properly
Your FCA authorisation and firm reference presented clearly rather than buried, because it is both a regulatory requirement and one of your strongest trust signals.
Compliance sign-off built in
Anything touching regulated matters goes to your compliance function before it publishes. We build that into the process rather than treating it as an obstacle.
Set out in how SEO works for FCA regulated businesses and FCA authorisation and insurance SEO.
What is included
You do not need to buy SEO, a website person and a social person separately. It is all one job to us, on one monthly fee. Tap through to see what each part does for a broker.
Insurance line pages
The core of it. A page for each line you genuinely place, targeting what clients search rather than what brokers call themselves. Written for the buyer and structured so Google can tell them apart.
Compliance
Everything written to financial promotion standards from the first draft, with your FCA authorisation presented properly and anything regulated routed to your compliance function before it goes live.
Renewal content
The moment each year when business genuinely moves. Content aimed at people whose premium has jumped and who are actively looking, which almost no broker site addresses.
Claims support content
What a broker is actually for. Explaining how you handle a claim is the clearest demonstration of the difference between a broker and a comparison form, plus it reaches people at the moment they care most.
Website management
Your site looked after rather than left alone. New line pages built as your book changes, contact routes made obvious and enquiry forms that ask the right questions for commercial risks.
AI optimisation
Business owners now ask AI assistants what cover they need and who arranges it. We structure your content and authorisation details so those tools can read your firm and surface it accurately.
LinkedIn and social
Two posts a week. Commercial insurance is a business-to-business sale and LinkedIn is where the buyers are, which makes it a better fit here than in most sectors we work in.
Four steps, then we keep going
We map your book against the data
Which lines you place, which you want more of and which of those are realistically winnable. Some will be, some will not. We will tell you which.
We agree the compliance process
Who reviews, what needs sign-off and how quickly. Agreed before anything is written rather than discovered halfway through.
We build the line pages
A page per line, written for the buyer, with your authorisation properly presented and renewal and claims content alongside.
We keep at it
An update every three weeks and a full audit every quarter, adding lines as your book develops.
What would it take to cover the fee
Drag the sliders using your own commission figures. Commercial policies renew, so a client won once tends to keep contributing. This is a rough illustration to think with, not a promise of results.
Illustration only. Real results depend on your lines, your competition and your conversion. We do not guarantee figures, enquiries or placements.
One clear monthly fee
No setup fee and nothing billed separately, including when you take on a new line and need a page building.
- One office or specialism
- A page per insurance line
- FCA compliant content throughout
- Renewal and claims content
- Website management and AI optimisation
- Quarterly audits and monthly reporting
- Everything in Local SEO
- Multiple lines or offices
- More competitive commercial terms
- Wider content programme
- For brokers expanding their book
- Everything in Growth
- National reach
- Full specialist line targeting
- For brokers competing nationally
- Priority support
Worth comparing against what local SEO typically costs before you decide.
Win the lines they cannot serve.
We build a page for every line you genuinely place, written for the buyer and kept inside financial promotion rules from the first draft. One plan. One fee. No cost per lead.
Everything included in your plan:
One clear retainer. No setup fee.
