AI Search & SEO Services / Insurance
SEO Consultant for Insurance
Insurance is the toughest vertical in UK search. I have spent years beating the comparison giants and national insurers to the top of Google.
Tom Riley
SEO Consultant
Insurance is where SEO is hardest and most valuable. Compare the Market, GoCompare, MoneySuperMarket and the national insurers sit on enormous domain authority, and every commercial keyword is a fight. I win those fights. At Zego, the UK's first insurtech unicorn, I grew organic search from 60,000 to over 150,000 monthly clicks and put them at number one for terms like food delivery insurance at 8,500 searches a month.
My focus is rankings, organic traffic and revenue from commercial-intent keywords: the queries buyers type when they are ready to get a quote. I build the technical foundations, the content and the authority that move an insurance brand up the results and keep it there. And because the same trust signals now feed Google AI Overviews and ChatGPT, that work increasingly earns you AI visibility too.
Why insurance brands need an SEO consultant
Comparison sites and national insurers own the first page for your most valuable keywords, and generic SEO never dislodges them.
Insurance is YMYL (Your Money or Your Life) content, so Google holds it to the highest E-E-A-T and trust bar before it will rank you.
FCA-regulated products, complex cover types and thin product pages make technical SEO and content quality decisive in this vertical.
Paid search on insurance keywords is brutally expensive, so a strong organic channel is the only way to bring blended acquisition cost down.
What I focus on for insurance SEO
Ranking an insurance brand means getting the fundamentals right and building trust Google can verify:
- Commercial-intent keyword strategy: hire and reward insurance, fleet insurance, public liability, professional indemnity, commercial vehicle cover
- Technical SEO: crawlability, site architecture, page speed and structured data across large quote-driven sites
- FCA authorisation and regulatory trust signals that satisfy Google's YMYL requirements
- Content that answers real buyer questions better than the comparison sites do
- Digital PR and links from insurance trade press and financial publishers to build domain authority
- Reviews on Trustpilot, Reviews.io and Defaqto ratings that reinforce trust
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 do insurance SEO
Technical and structural foundations
Insurance sites are large and quote-driven. I fix crawl issues, site architecture, internal linking and structured data so Google can index and rank every commercial page properly.
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.
Authority and digital PR
Insurance is a trust vertical. I earn the links and third-party mentions from financial and trade press that Google, and increasingly AI search, treat as proof you deserve to rank.
The SEO consultant behind this playbook
Everything on this page comes from the SEO playbook Tom Riley uses on his own brand: the same 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
At Zego I grew organic search from 60,000 to over 150,000 monthly clicks and won number one rankings for the most competitive insurance keywords in the UK. The same brand is now the first name ChatGPT gives for Uber and courier insurance, because strong SEO feeds both.
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 SEO consultant for insurance actually do?
I get your insurance brand ranking for the commercial keywords that drive quotes and revenue. That means technical SEO, commercial-intent content, digital PR for authority and the regulatory trust signals Google demands from YMYL sites, all measured against organic traffic and conversions.
Can you prove your insurance SEO works?
Yes. At Zego I grew organic clicks from 60,000 to over 150,000 a month and won number one for keywords like food delivery insurance at 8,500 searches a month, in the hardest vertical in UK search. That was deliberate technical, content and authority work.
Why is insurance SEO harder than other niches?
Insurance is YMYL content, so Google applies its highest trust threshold before ranking you, and comparison giants with huge authority own the results. Winning takes real technical rigour, strong content and genuine links. That difficulty is exactly why the brands that do it properly win so much traffic.
Do you cover AI search as well as Google?
The core work is classic Google SEO: rankings, traffic and revenue. But the trust signals I build also feed Google AI Overviews and ChatGPT, so you get AI visibility as a bonus. Zego is proof, first in Google and first in ChatGPT for its niche.
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 SEO do not change between industries, but the entities and trust signals do. That is why, alongside this one, I also work as an SEO consultant for tech startups, an SEO consultant for startups and an SEO consultant for medical & health. Every playbook starts with the same first call.
And if AI search visibility is the bigger prize for you, there is a dedicated page for the AI SEO Consultant for Insurance side of the same market.