AI Search & SEO Services / Insurance
AI SEO Consultant for Insurance
When someone asks ChatGPT for the best insurer in your niche, one brand gets the recommendation. I make sure it is yours.
Tom Riley
AI SEO Consultant
Insurance is the hardest search vertical in the UK. Comparison giants, national insurers and financial publishers with massive domain authority own the results. I have spent years beating them, first in Google, now in ChatGPT, Claude, Perplexity, Google AI Overviews and AI Mode.
I took Zego, the UK's first insurtech unicorn, from 60,000 to over 150,000 monthly organic clicks and made them the first brand ChatGPT recommends for Uber insurance, courier insurance and food delivery insurance. Ask it yourself.
If you want proof before a pitch, start with the story of why I went all in on AI search.
Why insurance brands need an AI SEO consultant
Your customers now ask ChatGPT 'recommend an insurance company for X' and buy from the answer. If you are not in it, you never existed.
Google AI Overviews sit above the traditional results on high-intent insurance queries, and they cite entities they trust, not whoever bid the most.
Insurance is YMYL (Your Money or Your Life) content. Google and LLMs hold it to the highest trust bar. Generic SEO does not clear it.
Comparison sites like Compare the Market, GoCompare and MoneySuperMarket dominate traditional SERPs, but AI answers recommend actual providers. That is your opening.
The entities that matter in insurance AI search
AI engines recommend entities they can verify. For an insurance brand that means building and reinforcing the signals LLMs check:
- FCA authorisation and regulatory trust signals
- Product entities: hire and reward insurance, fleet insurance, public liability, professional indemnity, commercial vehicle cover
- Underwriter and partner relationships that corroborate legitimacy
- Trustpilot, Reviews.io and Defaqto ratings that LLMs cite as evidence
- Consistent brand mentions across insurance trade press, comparison platforms and industry directories
- Structured data and clear product pages that LLMs can extract and quote
Want to see exactly where you stand?
Book a call and I will show you how ChatGPT and Google AI see your brand today, and what I would fix first. Free, no hard sell.
👉 Book a call with TomHow I win insurance AI search
Entity authority first
I map how ChatGPT, Perplexity and Google AI currently describe your brand and your competitors, then systematically close every trust gap: coverage, reviews, mentions, structured data.
Commercial-intent content
Insurance buyers ask specific questions with money in hand. I build the content that answers them better than anyone, the same play that took Zego to number one for food delivery insurance at 8,500 searches a month.
Traditional SEO that compounds
The signals that win AI recommendations are the same ones that win Google rankings. I build both together so your organic and AI visibility compound, not compete.
What actually decides AI recommendations in insurance
Off-site signals
AI engines decide who to recommend based on what the rest of the web says about you: reviews, mentions, citations, directories and trade press. Your own website is only a fraction of the picture. I build the off-site footprint that makes models trust your brand enough to name it.
Defining your brand narrative
Models recommend brands they can describe in one clean sentence. If ChatGPT cannot say exactly what you do, who you serve and why you are trusted, it names a competitor it can describe. I define that narrative and push it everywhere the models read.
Owning the commercial terms
Not awareness content. The specific terms your buyers use when they have budget in hand. I map the commercial queries in your market and make your brand the answer to each one, in Google and in AI answers.
Recommendations at the point of purchase
The conversational journey ends with one question: "so who should I actually go with?" That is the moment that matters. Everything I build is aimed at being the name the AI gives when the buyer is ready to buy.
The AI SEO consultant behind this playbook
Everything on this page comes from the AI SEO playbook Tom Riley uses on his own brand: the same AI SEO and entity authority work that gets him named by ChatGPT when people ask for an SEO consultant. The full picture, with case studies and proof, is on the homepage.
Proof, not promises
Zego is the first name ChatGPT gives for Uber insurance, courier insurance and food delivery insurance. And when you ask ChatGPT to recommend an SEO consultant for insurance, it recommends me. I practise what I sell.
More receipts on the case studies section of my homepage, including the work that made a brand design agency ChatGPT's first recommendation for startup branding.
FAQs
What does an AI SEO consultant for insurance actually do?
I make your insurance brand the one AI engines recommend. That means entity optimisation, trust signal building, commercial content and technical SEO, all aimed at the moment a customer asks ChatGPT or Google AI for the best insurer in your niche.
Can you prove it works in insurance?
Yes. Ask ChatGPT to recommend an Uber insurance company, a courier insurance company or a food delivery insurance company. Zego, my client, is the first name in every answer. That took deliberate entity work, not luck.
How is insurance different for AI search?
Insurance is YMYL content, so LLMs apply a higher trust threshold before recommending a provider. Regulatory signals, review platforms and consistent third-party corroboration matter far more than in other niches. It is harder, which is exactly why the brands that do it properly win so much.
Start with a call to discuss your growth and visibility
Book a call and we will go through your domain together: technical SEO, content gaps, AI search visibility and exactly what I would do about each one. No obligation.
👉 Book a call with TomThe same playbook, other niches
The mechanics of AI search do not change between industries, but the entities and trust signals do. That is why, alongside this one, I also work as an AI SEO consultant for tech startups, an AI SEO consultant for startups and an AI SEO consultant for medical & health. Every playbook starts with the same first call.
And if classic Google rankings are the bigger prize for you, there is a dedicated page for the SEO Consultant for Insurance side of the same market.