Sectors / Financial / Insurance Brokers
SEO For Insurance Brokers - Be Known For What You Specialise In
Comparison sites and direct insurers dominate much of the straightforward end of the market. The opportunity for independent brokers is often where the risk needs more understanding, explanation or judgement.
We help make those specialisms easier to find, so the businesses looking for exactly that expertise can discover you before they default to a national brand.
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// THE PROBLEM
Why Insurance Brokers Stop Winning New Business
Insurance broking has always been built on relationships, renewals and referrals. But that can hide a visibility problem for years.
A brokerage may be extremely well known inside its existing network while almost invisible to the business owner searching online for the particular risk it understands best.
That gap usually shows up in one of these ways.
Personal Lines Became Harder
Much of the straightforward personal insurance market moved towards comparison sites and direct providers. Many independent brokers responded by focusing more heavily on commercial and specialist cover, but the website never evolved to reflect that change.
A Client Checked The Market Before Renewal
Even long-standing clients can research alternatives before renewing. If competitors, direct insurers or national brokers dominate what they find, the renewal conversation can become harder before it has even started.
Your Scheme Is Known Inside Your Network
You have built a strong proposition for a particular trade or sector and the people around you know it works. The problem is that businesses outside that network may have no way of discovering it.
A National Broker Appeared First
A business searches for cover in a trade or specialist area you understand particularly well. If a larger competitor dominates that search, it may get the opportunity before the prospect ever discovers you.
Your Specialism Is Invisible Online
You might be genuinely excellent at placing cover for construction firms, hospitality groups, manufacturers or unusual risks. But if the website simply says "commercial insurance", that expertise is difficult for search engines and prospective clients to see.
Somebody Asked AI What Cover They Needed
Someone describes their business or risk to ChatGPT or another AI platform and receives a useful explanation of the cover they may need. That does not replace the broker. But it can influence which businesses and sources they investigate next.
// Testimonials
What Clients Say
Real reviews from businesses using Woya.
// SEO 2.0
SEO 2.0 For Insurance Brokers
Being visible online is no longer just about ranking for “insurance broker in [town]”.
Prospective clients search for types of cover, trades, specific risks and questions about whether they are properly insured. They may also use AI platforms to understand the problem before speaking to a broker.
The Woya Way combines SEO, AEO, GEO and Local SEO as one methodology. The package you choose determines the depth and volume of work delivered through it.
SEO
We build visibility around both the cover you arrange and the situations that cause businesses to start searching.
That can include specialist products, particular industries, unusual risks and problem-led searches that a generic commercial insurance page will never properly answer.
The aim is to make your expertise visible where it is commercially useful.
Explore SEO
AEO
Business owners often start with questions rather than policy names.
Do I need this cover? What happens if a subcontractor causes damage? Does my existing policy protect me against this risk?
These are questions brokers answer every day. We turn that knowledge into useful content that search engines, answer platforms and AI tools can understand.
Explore AEO
GEO
AI platforms need enough consistent information to understand who your brokerage is, what it specialises in and where its expertise sits.
Your website, FCA information where relevant, Companies House details, professional memberships, reviews and independent mentions all contribute to that wider picture.
We strengthen those signals alongside your content and external authority, helping search engines and AI platforms build a clearer, more credible understanding of the business.
Explore GEO
Local SEO
Commercial insurance is not purely local, but location can still influence which broker a business chooses.
A strong Google Business Profile, credible reviews and consistent business information help a brokerage look established when prospective clients research their options.
We build those signals alongside your wider specialist and national visibility.
Explore Local SEO
// Your SEO Journey
Your First Year With Woya
The Woya Way is our structured SEO 2.0 methodology, tailored to insurance brokers.
We strengthen your technical foundations, improve visibility for commercial, business and specialist insurance services, and build authority across search engines and AI platforms. The focus is on attracting qualified enquiries and turning visibility into new business opportunities.
- Keyword and competitor research for your sector
- Technical audit and website fixes
- Key pages structured and optimised
- Google Business Profile and local listings
- Conversion Tracking set up to measure enquiries
- Digital PR and guest post placements
- Ongoing content development
- Link building and citations
- Continued key page optimisation
- Coverage widened across area and services
- Existing content refreshed and extended
- Conversions improved on traffic pages
- Competitor gaps identified
- Digital PR and guest post content continues
- Link building and citations continues
// WHAT CHANGES
What Will SEO Do For My Insurance Brokerage?
The Woya Way follows the same nine-step methodology whichever package you choose. What changes is the depth and volume of work delivered. For an insurance brokerage, that means identifying the specialisms worth building visibility around and turning them into a structured search presence rather than leaving everything buried under a generic commercial insurance page.
Months 1-3
We identify the areas of cover, trades and risks you genuinely want more business from and research how prospective clients search for them. We then address technical issues, improve the core site structure and make sure the important information surrounding the brokerage is accurate and consistent.
Months 3-6
Priority specialisms begin getting stronger pages and supporting content of their own. We also start building external authority around the firm, while improving the journey from somebody researching a specific risk to actually making an enquiry.
Months 6-12
By this stage, the different elements begin working together. We can see which specialisms are gaining visibility, which pages are producing meaningful enquiries and where further opportunity exists. We continue expanding what works, strengthening authority and improving conversion.
// A FAIR QUESTION
Will Specialising Online Narrow Us Down?
No. It does not mean you stop writing general commercial business.
The purpose is to give prospective clients a clear reason to choose you. If every brokerage website says the same thing, comparison naturally moves towards price. Demonstrating genuine expertise around a particular trade or risk gives the prospect something more useful to judge you on.
And a client who first discovers you because of one specialist requirement may still have a much wider insurance need once the relationship begins.
// Test The Theory
Ask ChatGPT
Who It Recommends
Ask ChatGPT about a risk or trade your brokerage genuinely specialises in, using the sort of language a client would use rather than the name of a policy.
Then ask which brokers could help and compare the answer with Google.
If national brands, directories or competitors keep appearing and your brokerage does not, that is the visibility gap we work to close.
// Financial Case Studies
Finance Focused
Case Studies
How search visibility turned into specialist enquiries brokers did not have to chase. Organic search only, no paid spend in any of these numbers.
Case Study: Financial Services SEO
From zero website enquiries to 105 booked consultations and direct enquiries a month, with organic search now the biggest source of new business.
Case Study: Consumer Lending SEO
How a regulated UK lender grew loan applications from organic search by 214% in seven months, with organic becoming the largest channel on the site.
// SEO 2.0
Results You Can Watch
Every Woya package comes with access to a live client portal.
Track Google rankings, AI visibility, organic traffic, enquiries and the work being completed without waiting for a monthly report to understand what is happening.
Reports are available whenever you need them, in plain English.
Your Clear Path
To Rankings
Google rankings still matter, but search visibility now extends beyond traditional results. Customers may also use ChatGPT, Claude and Google's AI experiences to research, compare and discover businesses.
SEO 2.0 brings SEO, AEO, GEO and Local SEO together as one search strategy, strengthening the signals that support visibility across both Google and AI-assisted search.
The Woya Way is how we deliver it. Nine structured steps, developed through more than 1,000 campaigns and applied consistently across every package. What changes is the focus and depth of delivery based on your sector, competition and package.
From onboarding to active delivery in just a few days, here is how that process works in practice.
Choose Your Package
Select from Essential, Growth or Authority. Every package is built around your sector, with transparent pricing and defined deliverables from day one. No surprises.
Onboard In Days
Your account manager sets up your account, client portal, strategy and reporting. No lengthy discovery phases. No back-and-forth proposals. We work fast and you are live within days of onboarding.
Watch The Results
Track Google rankings, AI search visibility, traffic and enquiries in your client portal. Reports whenever you need them. Plain English, jargon free results and support, every time.
// PACKAGE PRICING
Fixed Pricing - No Surprises
Choose the level of search support your business needs, with clear monthly pricing and defined deliverables before you start.
Every package is delivered through the Woya Way, combining SEO, AEO, GEO and Local SEO. Move up or down as your needs change, add specialist services where required, or speak to us if you need a bespoke Enterprise package.
Essential
FROM
- SEO audit and plan (up to 15x pages)
- WordPress technical SEO fix
- Keyword research and strategy (up to 30x keywords tracked)
- On-page optimisation or blog (1 per month) with basic AEO foundations applied
- Basic conversion tracking setup (GTM)
- 20x links/mo (local citations and directory submissions)
- Google Business Profile setup and monthly optimisation (1x location)
- Monthly performance report (rankings, traffic, GBP insights)
- Email support, client portal
Book a call 
Recommended
Growth
FROM
- SEO audit and plan (up to 30x pages)
- WordPress technical SEO fix
- Keyword research and tracking (up to 75x keywords)
- Competitor research and tracking (2x competitors)
- On-page optimisation and/or blog (1 per month), GEO/AEO techniques applied
- Full conversion tracking implementation(GTM)
- 50x links/mo (directory citations and 2 premium niche links)
- 1x Digital PR or Guest Post placement per month (guaranteed PR and authority placements)
- Google Business Profile setup and monthly optimisation (1x location)
- Enhanced reporting metrics with conversions
- AI traffic tracking and conversion reporting
- Quarterly strategy call
- Email support, client portal
- Free website hosting and support included
Authority
FROM
- Advanced full-site technical audit and plan (50x core page cap)
- WordPress technical SEO fix
- Keyword research and tracking (up to 150x keywords)
- Competitor research and tracking (3x competitors)
- On-page optimisation and/or blogs (2 per month), GEO/AEO techniques applied
- Full conversion tracking implementation (GTM)
- 100x links/mo (directory citations and 3 premium niche links)
- 1x Digital PR per month (guaranteed PR and authority placements)
- 1x Guest Post per month (Min DA 30-70)
- Google Business Profile setup and monthly optimisation (1x location)
- GBP Review monitoring
- Web hosting and support included
- Advanced reporting with competitor, conversion and ranking analysis
- AI traffic tracking and conversion reporting
- AI prompt research and reporting
- Named account manager and priority support
- Monthly strategy call
Enterprise
CUSTOM
- For multi-location businesses, groups, or those requiring a bespoke, fully managed search programme.
- Bespoke strategy across multiple locations and/or sectors
- Dedicated account team
- Custom deliverables, KPIs, and reporting
- Monthly business reviews
- White-glove onboarding
- Full site management options
Choose and purchase your package online today, with a 7-day money-back guarantee.
Or, if you’d prefer to talk things through first, simply book a call with our team.
Either way, you could be up and running in just a few days.
Read the Latest
Sector insights, SEO strategy and AI search updates from the Woya team.
// Book a Consultation
See Where Your Specialisms Have Search Opportunity
Book a twenty minute call with Woya. No deck, no pressure, and we will tell you what we find whether you go ahead or not. Here is what you get out of it.
Which Specialisms Have Opportunity
We look at the areas you are genuinely known for and show you how businesses search for them and who currently appears.
Whether AI Can Find Your Brokerage
We test relevant insurance questions across major AI platforms and look at which businesses and sources are being surfaced.
What To Fix First
We identify the two or three areas most worth addressing based on your current visibility and commercial priorities.
The findings are yours whether you decide to work with Woya or not.
// Questions
SEO For Insurance Brokers: Common Questions
Pricing, timescales, compliance and how the work actually gets done.
Woya packages start at £995 per month, with Growth at £1,500 and Authority at £2,250 per month. Enterprise packages are priced according to scope.
Every package is delivered through the Woya Way, with the depth of content, authority building, Digital PR, keyword tracking and reporting determined by the package selected.
Yes, but not necessarily for every insurance search.
Comparison sites and large direct brands are extremely strong around many straightforward insurance products. Independent brokers can create a different advantage around specialist commercial cover, particular trades, unusual risks and situations where expertise matters.
We focus on the areas where your brokerage has a genuine reason to be chosen.
SEO builds over time rather than producing rankings or enquiries to a fixed timetable.
We start with your existing website, local visibility and the specialist areas you want to grow. As stronger pages, content and authority are built, progress is tracked through your live client portal.
How quickly visibility improves depends on your current position, competition and the insurance areas being targeted.
Most Woya packages run monthly with 30 days' notice.
If you choose an offer with a longer billing period, the agreement follows that term. There is no separate setup fee.
The types of cover, trades and risks your brokerage genuinely wants more business from.
That might include broad commercial insurance searches, but also specific industries, specialist risks and questions prospective clients ask before they know exactly what policy they need.
The aim is to make your real expertise visible rather than hiding everything behind one generic commercial insurance page.
No. Building visibility around your strongest specialisms does not mean removing your wider insurance offering.
It gives prospective clients a clearer reason to choose you and helps search engines understand where your expertise is strongest.
A client who discovers you for one specialist requirement may still have wider insurance needs once the relationship begins.
There is no single factor that makes an AI platform recommend an insurance broker.
We strengthen the information that helps search engines and AI platforms understand the brokerage, including your website, FCA information where relevant, business details, reviews, specialist content and independent third-party references.
This is the GEO part of the Woya Way.
Yes, although its importance depends on your target market.
Commercial insurance can be written nationally, but local search, reviews and accurate business information can still play a role when prospective clients research a brokerage.
We combine that local credibility with visibility around the specialist risks and sectors you want to grow.
Woya writes the content as part of your package.
We handle the research, writing, optimisation and publishing workflow, with the volume determined by the package you choose. Anything requiring approval follows your existing compliance process before publication.
We need your input on the insurance sectors, risks and specialisms you want to prioritise.
Not if the strategy is built around the right searches.
Someone looking only for the cheapest business insurance has a different need from someone searching for help with a particular trade, unusual exposure or specialist risk.
We put more emphasis on the searches where expertise and understanding matter, rather than chasing insurance traffic for its own sake.