SEO For Insurance Brokerage

In this SEO case study, we are going to take a deep dive into the work we did for an insurance brokerage. We’ll take you through the steps we took as part of our SEO for insurance brokerage plan to help this company take the spotlight on SERPs.

Project Highlights

SEO Package
Keywords in top 10
Quality backlinks
Organic traffic
5 months
For noticeable results
Years with client

Project Goals And Challenges

Now, we don’t have to convince you that the insurance industry is a competitive industry. No matter what type of insurance a company sells, there are a million more companies out there that sell that exact same insurance (ok not a million, but a lot). Obviously with this client, the challenge for us was that we had to help the company leapfrog so many companies that were already well established in the industry and entrenched in the key SERPs. Ultimately, our goal was to improve this company’s profile on Google and give them a better advantage over other competitors who were already ranking well.

Our Path To Achieving Great SEO Results

Right off the bat, we were put in a good position to succeed with our SEO for insurance brokerage plan. When we started with this client, they needed us to design a new website for them. They needed an updated, modern design that provided a better user experience. This helped us work from a position of strength because the foundation of any good SEO plan is first having a great website. So here is what we did for the client:

Step 1: New Website Design

We always like when these projects begin at the web design stage. This allows us to set a clear direction and establish best practices to ensure that we are set up to succeed with our SEO for insurance brokerage plans. Here’s what we planned to do with the new website design:

  • Make a custom, new, modern, and clean website
  • Make sure that it is mobile-friendly
  • Create organized, structured menus so the site is easy to navigate
  • Make it easy for users to find insurance options/information they need
  • Focus on generating leads and inquiries (filling out forms and calling in)
  • Host site on a reliable local infrastructure 
  • Establish a clean website code

Step 2: Keywords

With a blueprint for a beautiful new website in hand, we were able to then start to think about the keywords that we would target in our SEO work. The client did not need us to target a lot of keywords. Instead, they told us to focus on a smaller number of keywords that they felt were most important to them and their business. Here are the steps we took to establish our final list of keywords:

  • Worked closely with the client to come up with keywords
  • Looked into the keywords that competitors were targeting 
  • Looked into the search volume for the keywords
  • Researched trends that could help us establish our primary list of insurance keywords
  • Brainstormed different variations of keywords that could be relevant to the client’s services

Step 3: Planning The Website Content

With our keywords in hand, we could then shift our focus to creating a content strategy. As you have probably already guessed, it isn’t always easy to write content for insurance companies. Insurance isn’t the sexiest topic, so it can be difficult to create content that is engaging. We knew what we had to do, but we had to figure out how to make it appealing to the average user and someone who needs more information about insurance. Our team felt that it wasn’t enough to just generate content for this client. We needed to be cognizant of the fact that we were working with a subject that most people found dull. So here’s what we did: 

  • Developed a tone/voice for all content that was light and conversational, but also informative
  • Made a list of topics for the blog and digital PR articles
  • Wrote articles
  • Wrote the content for each page on the website

Step 4: Our On-Page SEO Work

As we were building the website, we made sure that we built the site with an eye on good, on-page SEO practices. This was good for us because we could establish proper practices right from the get go rather than making improvements retroactively. For us, this phase of the project went hand-in-hand with the web design phase of the project. These are the things we did so set-up good on-page SEO for the site:

  • Established proper header tags (H1s, H2s, H3s, etc.)
  • Incorporated the right keywords on the right pages
  • Ensured keywords were used in the first 200 words of relevant pages
  • Interlinked pages across the site
  • Optimized file sizes for images
  • Wrote proper alt text for images
  • Wrote quality meta titles and descriptions for all pages
  • Set up structured data on the website
  • Disavowed any and all spammy links

Step 5: Our Off-Page SEO Work

Once we had the new website live, we were able to start planning our off-page SEO work for the client. We believed there were so many opportunities available to us because we were doing SEO for an insurance brokerage. These are the tactics we executed for the client:

  • Tiered link building (only using white hat tactics)
  • Picked up quality backlinks from authority sites 
  • Published guest articles on blogs
  • Published content on other websites
  • Posted content to the company’s social media channels
  • Maintained and updated the company’s Google My Business
  • Wrote citations for the site on various business listing websites

Our Results For This Client

When the client started working with us, they had been gaining some momentum from an SEO perspective; but when we came on board, they started to see more positive traction. As you can see from the graph to the right, the client saw a big jump in 2016 – around the time we came on board.

The client started to see an impressive jump in organic traffic to their website. Additionally, they started to see better performance with all relevant keywords. We were getting more and more keywords ranking well in key SERPs.

Explore More Case Studies From Gilmedia

We have worked with many SEO clients over the years to help them climb the rankings in relevant search results. Click any of the links below to see more of our case studies.


We specialize in search engine optimization, an ever-changing process that involves creating unique and dynamic websites with rich, relevant content. Learn more about what we can offer your company with effective search engine optimization – contact us today.