SEO for insurance companies
Get ahead of the competition with an award-winning insurance SEO agency
If you’re in the insurance industry – whether a firm, broker or agent, you already know how hard it is to rank in search. Whether you specialise in car, home or life insurance, it’s a battle to rank and be seen where you want to be. And, in this industry, it isn’t just competition that’s a blocker.
The UK general insurance market is forecast to grow to around £117B by 2029, according to GlobalData, meaning that this market will only become more competitive, and standing out will become even more crucial.
SEO for insurance companies combines technical website optimisation with high-quality content creation, keyword targeting and authority building, to build sustainable growth in the highly regulated online insurance marketplace.
When it comes to anything financial online – trust and expertise is integral to search engines like Google and users alike. MRS Digital will help you to demonstrate that you’re an expert in your field and can be trusted. All you need to do is sit back and watch the magic happen.
MRS Digital won three awards at the prestigious UK Search Awards 2023, including ‘Best Use of Search’ – Automotive: Large, for specialist car insurance broker, Keith Michaels.
Our Award-Winning SEO Work with Keith Michaels car insurance broker
+29%
average YOY increase in organic sessions for the past 9 years
24K+
Organic ranking keywords in the UK
+92%
increase in organic conversions in 2023 YoY
“We were highly impressed by the holistic approach that seamlessly merged organic search with offsite strategies, all firmly rooted in data-driven decision-making. They possess a deep understanding of their specialist audience and how to effectively engage with them, including through user-generated content. Their approach was well-rounded and well-documented, with clear objectives, the strategies employed to achieve them, and a transparent discussion of the challenges faced. We extend our congratulations on the outstanding results.”
Why you need specialist insurance SEO
Our approach to SEO is bespoke for every business, and insurance is no exception. We look at your current performance trends, your competitors’ performance, and your specific search landscape to formulate an impactful strategy that gets you results.
But why does an insurance firm like yours need specialist SEO from the experts? There are several key unique challenges that insurance firms face in the SERPs:
Competitive search landscape
The insurance industry is hugely competitive in search – but you know that. Whether informative or transactional search, every topic is a challenge to break into within the SERPs.
To rank well in Google for any kind of insurance keywords requires you to have the strategic know-how and ability to write compelling, engaging and unique content that truly helps users.
Specialist subject area
Whether your team is made up of brokers, administrators, underwriters or loss adjusters, you’ll know that they’re experts in their field.
However, getting that incredible bank of information and translating it into content that readers can understand and engage with is another aspect altogether. That’s where a good SEO team comes in. They’ll be able to take the expert information and create search-focused content that performs.
Lack of trust
Trust is everything in insurance, and many sites still fall short. Confusing layouts, dated design and a lack of trust signals can deter new users from the moment they land on your site. Poor user experience (UX) hurts rankings – sites that are transparent, professional and authoritative will have the edge over others that aren’t, and earning a user’s trust is critical to success.
Changing demographics
Like others, the insurance sector is feeling the impact of shifting demographics and economic pressure. Younger audiences are less likely to prioritise traditional insurance products due to financial constraints or a lack of perceived value. Reaching these users requires a careful and nuanced approach, and search is the perfect way to educate, build trust and show value.
Your Money or Your Life (YMYL)
Your Money or Your Life or YMYL is a concept derived from Google’s Search Quality Rater Guidelines. It centres on topics that could significantly impact readers’ health, financial stability, safety, or wellbeing. In essence, it’s incredibly important to Google that YMYL content is written by proven experts and trusted sources.
Therefore, insurance firms need to have a strong grasp of YMYL and what they need to do to demonstrate E-E-A-T (Experience, Expertise, Authoritativeness and Trust) to Google and users.
Interested in a specific area of SEO?
Local SEO
Do you offer insurance services in specific towns, cities or regions? Make sure your customers can find you online with a bespoke SEO strategy that focuses on geographic targeting, local intent keywords and Google Business Profile optimisation.
International SEO
Do you offer insurance policies across different countries? You’ll need a robust international SEO strategy that includes multilingual optimisation, country-specific targeting and regional compliance to reach the right audience, wherever they are.
eCommerce SEO Service
Do you sell insurance products like car, home or travel insurance online? Our eCommerce SEO service is tailored to insurance providers, helping your policies to appear where customers are searching – whether comparing quotes or researching providers.
Integrated Search Marketing
Double the service, double the impact. An integrated search approach covers the whole funnel, no matter where someone is on their purchasing journey. Our approach aligns SEO with paid search to generate quality traffic and leads.
Need something else?
Get in touch with one of the team at MRS Digital today and see how we can help maximise your ROI and get the results you deserve.
What’s included in our insurance SEO service?
Our SEO work is fully tailored to your insurance business, whether you’re a local broker, national insurer or specialist provider. We understand that each business has different products, audiences and regulatory considerations, so we don’t provide ‘one-size-fits-all’ fixed packages. Instead, we will build you a bespoke strategy perfectly aligned with your goals and positioning.
Depending on your needs, your insurance SEO strategy will include some or all of the following:
Discover Session
Before we dive into audits or strategy creation, we start by getting to know your business inside out. In this collaborative session, we’ll ask the right questions to understand your goals, audience, services, challenges and how SEO fits into your wider business objectives. Whether you’re targeting building brand authority, looking to increase enquiries or expanding into new markets, we make sure we’re fully aligned.
SEO Audit
We then audit your website to understand how all pillars of SEO are performing – from content to technical. We’ll see how you stack up against the competition and identify your strengths, weaknesses, and challenges. No decision is worth making without the data to back it up, so we get the data we need before we starting work on your strategy.
Onsite Content Strategy
We know you’ve got target keyword goals, and quality, in-depth and intent-matched content is going to help you achieve them. Whether we’re writing about Wankel rotary engines or the best paint colour for your car, our content will help to deliver you new leads and more traffic. We tailor content from the top-of-the-funnel to the bottom.
Outreach and Digital PR
While great onsite content is one element of SEO, getting your content seen by new audiences and demonstrating expertise in relevant offsite publications is another part. You need the authoritativeness to rank those higher positions in the search results – and there’s no better way to build that than by having established websites link to you. Our PR experts will get you placements in leading industry publications.
Technical SEO
Are you certain your site is fully accessible to Google’s search crawlers? Do you know if your site has broken links or slow loading pages? If you don’t have the foundations of technical SEO in place, even Pulitzer winning content won’t be able to reach the top of the search results. A good site is more than just one that works – it’s also about ensuring the user has a great experience on site and Google can easily access it.
In-depth Reporting
At the end of every month, your account manager will send you a comprehensive report with all the statistics and analysis you need to know about your SEO performance so that we’re held accountable for your success.
Why should MRS be your next insurance SEO agency?
We’re a data-driven, creative-thinking, multi-disciplinary team that knows SEO and the insurance industry like the back of our hand. We utilise our years of experience to craft a bespoke SEO approach that works for you.
+ Key industry knowledge
Our team is well-versed in everything insurance – from car, home and pet to life insurance. We work with a variety of insurance brands already, from household names to niche insurers. Read our insurance case studies for more.
+ We’re an award-winning integrated search agency
In a sector where trust and visibility is everything, we deliver. In 2023, we won ‘Integrated Search Agency of the Year’ at the European Agency Awards, and ‘Best Use of Search – Automotive (Large)’ at the European Search Awards in 2024.
+ We stay at the forefront of SEO
We’re prepared for the ever-changing landscape of search and the rise of AI. We’ve weathered every Google algorithm storm before and know how to adapt and thrive.
Specialist SEO platforms we use for insurance companies
Ahrefs
Allows us to explore competitors as well as research keywords and backlinks.
Advanced Web Ranking
Up-to-date keyword ranking and visibility data across devices and specific locations
Google Search Console
Helping us measure and report on site health, site search traffic, and performance.
Moz Pro
Powered by industry-leading metrics and with 20 years of heritage, Moz Pro gives us vast sets of data to validate our decisions.
Lumar
Maps in accessibility and intelligence to give us a broader picture of what your website is doing.
Google Analytics 4
Gives us insight in a more customisable way and from a variety of platforms.
Did you know we make our own industry-leading SEO tools? Check out our Meta Length Checker and LLMs.txt Checker & Validator.
Need something else?
Get in touch with one of the team at MRS Digital today and see how we can help maximise your ROI and get the results you deserve.
Insurance SEO service FAQs
Still have questions about our insurance SEO services? Take a look at some of our frequently asked questions:
The insurance industry is highly competitive in the search engine results, and so you need proven experts who can help you to identify the specific steps you need to take to break into those top positions. Effective SEO helps your business appear when potential customers are actively searching for policies, comparisons or advice, and drives high-quality traffic to your site.
Yes, when done effectively SEO can significantly improve search visibility for high-intent, bottom of the funnel searches where users are ready to convert into customers.
SEO isn’t an immediate reward – it takes time to get results as you begin to make changes. That’s why here at MRS, we focus on creating strategies that drive results and ensure future visibility, returning your business tangible value.
Ready to knock organic competitors off their top-spots?
Fill out the form and a specialist will get back to you within the next working hour.
You’re going to love our SEO if….
- You’re sick of seeing your competitors on top
- You love the sound of speaking to a human and not an SEO robot
- You can handle the results we’ll deliver
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