SEO Services for Insurance Companies

The insurance sector is highly regulated and extremely competitive. Moreover, Google considers insurance to be a YMYL (Your Money, Your Life) sector, which means there is a low tolerance for low-quality content or misinformation.

SEO for the insurance sector, therefore requires a greater emphasis on experience, expertise, authoritativeness, trustworthiness (E-E-A-T) and a unique skillset and understanding of working in a compliant manner.

As previously mentioned, the competition and regulation in the insurance sector give rise to a number of challenges. These get compounded when you layer in the complexity of operating across regulatory jurisdictions in multiple languages.

The main challenges facing insurance SEO include:

1. Extremely competitive and saturated keywords
2. YMYL requirements and greater E-E-A-T scrutiny
3. Regulatory and compliance restrictions for all content
4. Difficult topic for “entertaining” PR and link building
5. Local SEO complexity for multi-branch brokers / agencies
6. AI search changing the insurance buying journey

FCA and US states’ Department of Insurance (DOI) compliance has a direct and far-reaching impact on insurance SEO because it governs not only what they can / cannot say, but also how insurers can communicate online.

• Communication must be “fair, clear, and not misleading”, which means marketing teams have to be careful what they say.
• Content production often involves compliance checks, which slows things down.
• Paid links, advertorials, and influencer agreements are all subject to regulation that requires any payment for mentions to be declared, which eliminates the possibility of legal attempts at sneaky link building for black-hat SEOs.

The highly competitive and regulated nature of the insurance and insurtech industry makes it more time consuming to see results from SEO. Established businesses can expect to see significant ranking improvements in six to twelve months, while insurtech start-ups should expect to take longer.

Factors that can speed up insurance SEO include:

• Authors on the site also being cited and published in high-authority websites
• More organic press mentions in reputable publications
• Sustained high levels of mainstream media coverage
• Consistent positive chatter about the brand on social media and forums

Local SEO is the process of optimising Google Business Profile (aka Google My Business) listings and location pages on websites to rank higher on local search queries on Google and Google Maps.

Insurance agents and brokers who operate within a local area and rely on visitors to their location can improve their visibility in the Google location pack and on Google Maps results for “near me” searches or searches that specify a region, city or locality.

Learn how to improve local SEO for insurance agents.

Yes!

SEO can help you reach customers throughout their journey, from initial search to planning and purchase, without having to pay high costs per click.

Organic search success in this sector is driven by the fact that people are actively searching for an insurance product or solution. Trust plays a big factor in financial decisions, and people inherently trust businesses that are organically ranked at the top of Google search results. Leads from SEO are thus likely to convert faster than those from other channels.

An established brand can expect to see 50% of their leads coming from organic search and AI search channels.