SEO Team

SEO For Insurance Brokers

For insurance brokers, standing out online is more important than ever. With so many options out there, your goal is to be the first choice that pops up in search results. 

An effective insurance website SEO strategy can showcase what sets your insurance business apart. Our SEO agency will share the insurance SEO services we would do to get you to the top of the insurance industry.

Why does SEO for Insurance Brokers Matter?

SEO is all about making your insurance brokerage the first thing people see on Google. The higher you are in search results, the more clicks you get, leading to more enquiries and clients.

If your site’s not up there, potential homeowners and insurance clients might go with another broker. Standing out is key since insurance clients often stick with what works for them over time.

Keyword Research

Knowing what potential clients type into search engines when looking for insurance is the keyword research process. You want your site to become the ultimate resource on insurance matters. This will help you to win Google’s trust which can start to push you up the rankings. 

Pinpoint what’s unique about your services. These services will form your pillar pages which we will then build supporting articles to. Tools like Ahrefs are great for coming up with content ideas that relate to your services. 

For example, if you specialise in “Life Insurance,” you’ll need to create an article for every topic related to that such as

  • Life Insurance Basics
  • Choosing the Right Life Insurance Policy
  • Life Insurance Benefits

When you have this list of keywords you’re ready to plan the content and create a web of internal links.

Internal Linking

Strategically linking pages on your insurance brokerage website guides visitors and shows search engines the structure of your site. This makes it easier for you to build topical authority which can improve your ranking. 

Consider an internal linking structure like so: 

Homepage > Pillar Page > Articles

Homepage > Life Insurance > Navigating Life Insurance Choices

This setup is perfect for building out a comprehensive set of topic clusters. Begin by producing articles for each pillar page, ensuring your links create a clear path like this:

  • Each article links back to its pillar page
  • Articles within the same cluster link to at least one other article
  • Every pillar page links to the homepage

Avoid overusing exact match anchor text so you don’t over-optimise. For example, if you’re discussing “Policy Options,” try different anchor text. Intelligent internal linking can spread the link equity of your strong pages, boosting your entire site’s ranking.

Content Strategy

You should now have everything ready to build out your content marketing strategy. Consider the type of articles you’ll create about your insurance services, how frequently you’ll post and your starting point.

Your strategy should aim to showcase your insurance brokerage services in the best possible way. Identify which pages would drive the most business for you if they were to rank. This helps you figure out where to begin.

Design your content to highlight your experience. Google want to see original content so this is a good opportunity to use that and create better content than your competitors. 

Keep your blog updated with insurance tips, policy updates and industry news. These trending topics can be easier to rank for and bring in new traffic. 

As part of your content SEO strategy, be sure to include:

  • Structured data
  • Keyword-rich headings
  • Meta descriptions
  • FAQs

Remember, SEO strategies are more than keywords. It’s about producing content so engaging that people want to read, share and choose your insurance agency for their insurance needs.

Local SEO

Getting noticed in local searches can help your local branch to bring in even more customers. Make sure your Google Business Profile is kept up to date and has keywords that reflect your brokerage’s services. This will allow you to rank in Google Maps. 

Positive online feedback on your Google profile from clients can also improve your search ranking. This also acts as social proof which can be great for converting all this new traffic you’re receiving. 

To rank for local searches use search terms like “Insurance Brokers in Melbourne,” you want to create pages for each location. You’ll need to make sure that each page has unique content to avoid duplicate content issues.

Link Building

Earning quality backlinks from reputable sites related to insurance signals to search engines that your content is authoritative and deserves a higher ranking.

How we successfully build these links:

  • Digital PR
  • Guest posts
  • Informative infographics
  • Collaborations

Backlinks from insurance-related sites strengthen your site’s credibility. It also puts your brand in front of new audiences. 

Technical SEO

For insurance brokers with smaller websites, the complexity of technical SEO might be not be as necessary as other parts of this post. Even so, youll want to check your sites running smoothly for search engine crawlers. 

Conduct an annual check-up using tools like Screaming Frog or Google’s Page Insights. At a minimum you should focus on:

  1. Quick loading times
  2. Mobile device compatibility
  3. HTTPS for security
  4. Short, clear, and keyword-rich URLs
  5. Easy crawling for search engines
  6. Structured data 
  7. Duplicate content
  8. Website security
  9. Implementing hreflang tags if necessary

Understanding the Market Dynamics

Insurance brokers should keep up to date with the things that are shaping consumer behaviour. Policy changes and economic trends can all affect what information consumers want. Market forces don’t just shape your approaches, they can also influence pricing, the competitive environment and the demand for various insurance offerings. 

Adapting to these forces involves offering the right type of services and content. Maintaining flexibility and a quick response is key to preserving your competitive advantage.

SEO Challenges

Your insurance brokerage is just one of many trying to secure a prominent position on the search engine results page. It’s also up against some huge companies with dedicated SEO teams or agencies so you really need to have your insurance SEO on point. 

Plus, the internet’s flooded with insurance information making it hard to get noticed. Insurance terms can be complex, making your content hard to understand. 

Keeping up to date with the constantly changing algorithms requires ongoing effort. The kind of effort that requires a specialist SEO team. 

What are the Benefits of SEO?

Good SEO strategies can get your site in front of the right eyes. When people search for insurance help, your business can be at the top of those search results. This means more visitors to your site and more clients. SEO can also help you build trust with potential customers by providing them with helpful, easy-to-understand information.

Search engine optimisation can be one of the most cost-effective marketing strategies when done right. The investment needed remains stable or even lessens over time. In comparison to paid advertising which requires you to fight with competitors for a cost per click. This can rise substantially around popular times of the year when brands are competing for sales. SEO avoids this problem and allows you to maintain rankings in a much more cost-effective manner. 

How Long Does SEO Take?

For any industry, SEO success doesn’t happen overnight. it might take a few months to a year to see substantial progress. This is why you want to get your SEO right as early as possible. It sets your insurance company up for success and allows you to get results quicker. 

Established sites might see results quicker than newer sites but the timeline really depends on:

  • Your websites history
  • How competitive the niche is
  • Your defined objectives

SEO isn’t a quick fix. However, with SEO experience it can be easier to where efforts should be concentrated to get the best results. This is why it pays to work with experienced SEO professionals. 

Need Help With Your SEO?

Ready to make your insurance brokerage stand out online? Our SEO agency is filled with SEOs who’ve been in the industry for over a decade. We’ve got the case studies to prove it so if you’re interested in learning more, let’s start a conversation. 

We’ll start with learning about your goals and discuss how we can tailor our strategy to suit your needs. Our agency focuses solely on SEO, meaning we’re all about getting you to the top organically. We work closely with you, keeping everything in-house and cutting out account managers. Reach out to see what we can do for you. 

Frequently Asked Questions

What Is SEO in Insurance?

SEO in the insurance business is about being the number one insurance company on the search engine results pages. It involves optimising all areas of your website such as keywords, speed, architecture and off-page. This will draw in more consumers organically and expand your client base.

Do I need to hire an SEO expert?

Hiring SEO help can be good because it takes experience and time to get results. If you’re not seeing the results you want then hiring an agency can be a good move for you. It’s important to do your research on who you hire and make sure they have the relevant experience.

Can SEO guarantee I’ll be the top search result?

Nobody can guarantee that SEO will make you the top search result. Many ranking factors go into a search engine algorithm so be cautious of any over-the-top guarantees. 

Is SEO worth the investment?

Yes SEO is worth the investment when done right. It’s a cost-effective way to attract visitors and clients to your site.


Matthew Barby, Senior Director of Acquisition at HubSpot

"Whenever I have companies ask me if there are any great agencies in Australia, I always point them to Prosperity Media. James and team are always pushing out incredibly impactful work, and their depth of knowledge around SEO and content marketing is up there with the best in the world."


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102 pieces of online coverage

+19,500 Increase in Organic Traffic

+900% Return on SEO Investment

+9530% ROI Based on Total Revenue from Organic Search Traffic

+100% Return on SEO Investment

271% Growth in organic traffic for Open Agent.

356% Growth in organic traffic over a 3 year period.

268% Increase in Organic Traffic

255% Growth in organic traffic.

44.8% Increase in organic traffic.

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