10 Insurance SEO Practices to Help Agents & Brokers Get More Clients

Insurance customers search online before choosing an agent or broker. They compare coverage options, read reviews, and research local agencies. 

At Ninja Promo, we’ve helped dozens of insurance agencies and insurance brokers improve their visibility and attract qualified leads through strategic SEO.

This guide covers 10 proven insurance SEO practices that drive real results for insurance professionals. 

You’ll learn how to optimize for local search, create content that converts prospects into clients, and build your organic authority.

How SEO Drives More Leads for Insurance Companies

SEO for insurance agents generates qualified leads by connecting you with people actively searching for a provider.

For example, over half of new auto insurance buyers (53%) start their journey through digital channels like search engines and websites, versus only 29% who initially contact an agent.

“In recent years, mobile search has steadily increased, along with a constant rise in ‘near me’ queries. Users are also searching more often by combining brand names with trust signals (e.g., ‘[brand] reviews,’ ‘complaints,’ ‘license’). In addition, there’s noticeable growth in informational searches before conversion, such as ‘what does full coverage car insurance cover’ or ‘does car insurance cover windshield replacement.”

Vadzim Z, Head of SEO at Ninja Promo

A strong SEO strategy offers clear advantages:

• Pre-qualified traffic: People finding you through search already need insurance and are comparing options.
• Higher organic visibility: Your agency appears first when prospects search for insurance providers and related topics, beating competitors who don’t optimize.
• Local search dominance: You also capture “insurance agent near me” searches from people ready to schedule meetings.
• Cost-effective lead generation: Organic leads tend to cost significantly less than PPC ads or purchased lead lists over time, as they don’t require continuous investment.
• Continuous lead flow: Your SEO-friendly content attracts prospects around the clock without ongoing ad spend.

10 Best SEO Practices for Insurance Agents and Brokers

Below, we share real-world SEO strategies that help insurance companies attract more clients through search.

We’ve seen our clients double their organic leads by following these methods consistently.

1. Target Long-Tail Keywords

Start by targeting long-tail keywords that attract leads by matching specific search intent with significantly less competition.

Let’s see how it works.

Generic terms like “car insurance” generate thousands of search results and have the highest ranking difficulty. You’re competing against major carriers with massive budgets and decades of SEO work.

Specific, long-tail phrases tell a different story.

“Cheap car insurance Denver” might only get 480 searches per month, but those searchers know exactly what they need and are ready to buy.

To find such keywords, go through call transcripts, social media comments, and reviews to list questions clients frequently ask the sales and client support teams. 

Then, use a tool like Semrush’s Keyword Strategy Builder to expand your content ideas and find opportunities with real-world search volume.

Input your initial idea, such as “affordable car insurance.”

From here, explore keyword cluster suggestions generated by the tool and save the ones that feel the most relevant to your business.

For example, “cheap car insurance for young drivers” is a long-tail keyword with low competition and high cumulative search volume.

2. Create In-Depth Service Pages for Each Insurance Type

Next, develop dedicated service pages for every insurance coverage type — each targeting specific keywords and search intent.

This enhances the overall user experience (UX), helps you convert visitors more quickly, and sends clear signals to search engines about what each page offers.

“Based on our experience, the most common mistake in SEO for insurance agencies is the lack of dedicated landing pages for specific types of insurance. 

As a result, a single page may target multiple keyword clusters for different services, which makes promotion ineffective and also negatively affects user behavior metrics.

However, fixing this brings impressive results.

For one insurance company, we split a single general “Car Insurance” page into subpages: “car insurance for new drivers,” “commercial auto insurance”, “rental car insurance.” etc. This resulted in a 73% increase in visibility.”

Vadzim Z, Head of SEO at Ninja Promo

Here’s what you need for every service page:

• Clear focus: Start with what the insurance covers and why people need it, including real examples of situations where the coverage provides protection.
• Detailed policy information: Add information about policy options, coverage limits, and factors that affect pricing.
• FAQ section: Address the most common questions about that insurance type, including concerns about claims processes, coverage exclusions, etc.
• Local information: Feature relevant local details since insurance requirements vary by location.
• Multiple calls-to-action: Add options for requesting a quote, scheduling a consultation, or contacting an agent directly.

3. Optimize for YMYL with Strong E-E-A-T Signals

Insurance industry websites fall under Google’s YMYL (Your Money or Your Life) category, which means they require strong credibility signals to rank well.

YMYL pages directly impact people’s financial security and well-being. Which is why Google applies much stricter quality standards to such content.

So, your site must demonstrate four key elements: Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T):

Source: Semrush

“Websites of insurance companies fall under the YMYL (Your Money or Your Life) category, and Google sets very high standards for the quality of content on such sites. A website must strictly adhere to the E-E-A-T principles, and in some regions, there are various legal restrictions, which makes promoting these websites even more challenging compared to many other niches.”

Vadzim Z, Head of SEO at Ninja Promo

Here’s what it means in practice:

E-E-A-T element	Meaning	How to achieve
Experience	Showing real-world, practical knowledge	Share actual cases you’ve worked on (anonymized if needed) Show screenshots, process steps, or documents you use in claims handling Create content based on real scenarios you’ve navigated (e.g., “What really happens during a homeowners insurance claim”) Make sure that content pieces you publish are written by experts with hands-on experience
Expertise	Displaying your professional qualifications	Highlight continuing education or training Mention years of professional practice Note areas of specialization (e.g., commercial auto, high-risk property) Make sure your content is created or co-created by licensed agents or practitioners — include author bylines with bios highlighting this expertise
Authoritativeness	Recognition by others in your field	Showcase awards or rankings Display membership in professional associations Share speaking engagements, published articles, or media mentions Add quotes from other professionals referencing your expertise
Trustworthiness	Transparency and social proof	Publish business license and certifications Provide full office address and contact details Show detailed client testimonials with names/locations Add independent ratings, reviews, and trust badges

“Insurance agents can build trust by openly verifying their licenses, professional certifications, and memberships in industry associations. Publishing real case studies and client testimonials — ideally in video format— also strengthens credibility. Expert content is crucial: articles and guides should clearly state the author’s name, position, and experience. Authority is further reinforced through mentions in industry media and professional publications that validate the agency’s expertise. For one of our clients, adding video testimonials boosted conversions by 16%.”

Vadzim Z, Head of SEO at Ninja Promo

For example, Cavendish Online, a UK-based life insurance broker, provides a strong demonstration of E-E-A-T principles directly on its website.

By featuring quotes from respected financial experts like Martin Lewis and Andrew Oxlade, the company shows third-party recognition and credibility in the industry.

Verified Trustpilot reviews with thousands of ratings also build transparency and social proof, showing that real clients trust and recommend their services.

Finally, detailed case studies highlight the company’s firsthand involvement in solving complex, real-world insurance challenges.

4. Create High-Value Content That Educates and Converts

Content marketing for insurance must also solve real problems while guiding readers toward taking action with your agency.

This is one of the core principles of SEO — providing genuine value instead of merely targeting keywords.

Here’s how insurance companies can achieve this:

• Target high-intent questions: Use the long-tail keywords you found that match real customer questions like “How much life insurance do I need at age 55?”
• Verify all content with insurance experts: Only publish information reviewed by licensed insurance professionals to ensure accuracy.
• Simplify complex concepts: Explain technical terms in plain language and use real-world examples that help people understand various scenarios.
• Write for readability: Avoid industry jargon and use short paragraphs, bullet points, and clear headings to keep your content easy to digest.
• Update content regularly: Regularly review and refresh information to reflect changing regulations, coverage options, and industry standards.
• Use multiple content formats: Create step-by-step guides, interactive calculators, comparison charts, and downloadable checklists to serve different learning preferences.

“The best results come from calculators (for example, car insurance cost calculators) because they generate maximum engagement by providing personalized results. Guides and step-by-step instructions also work well for driving traffic at the early stages of the funnel.”

Vadzim Z, Head of SEO at Ninja Promo

For example, in this article, Guardian Life builds trust by addressing a high-intent customer question in the headline and showing that the article is reviewed by licensed compliance experts.

The content is paired with a clear “Get a Quote” form, adding interactivity and guiding readers from education to conversion.

Finally, complex insurance concepts are simplified with plain-language explanations, scannable headings, and bullet points.

5. Implement On-Page SEO Best Practices

On-page SEO determines whether search engines can find and rank your insurance content effectively.

These core elements work together to improve both search visibility and user experience. 

Here’s what you need to take care of:

On-page element	What it is	Best practices
Meta titles	The clickable headline that appears in search results	Include your main keyword, showcase clear value, and keep it under 60 characters: e.g., “Whole Life Insurance That Builds Cash Value | ABC Insurance”
Meta descriptions	The brief summary text that appears under your title in search results	Write 150 characters explaining what’s on the page with a reason to click: e.g., “Compare whole life insurance options and get personalized quotes. Build cash value while protecting your family.”
Header tags (H1-H4)	The section titles and subtitles that organize your page content	Use one H1 for your main page title, H2s for major sections, H3s and H4s for subsections: H1: “Whole Life Insurance Guide” H2: “How Cash Value Works”
URL structure	The web address of your page that appears in the browser bar	Keep it simple and descriptive: “/whole-life-insurance/” instead of “/products?id=456”
Keyword placement	Where you naturally mention your main search terms on the page	Include your primary keyword in the first paragraph and section headers without overusing it
Image optimization	How you name and describe images for search engines and accessibility	Use descriptive filenames like “life-insurance-benefits.jpg” and add alt text describing what’s in the image
Internal linking	Links from one page on your site to another page on your site	Connect related pages: e.g., link from your main life insurance page to your coverage calculator or comparison guides

For example, GEICO’s life insurance page uses a meta title and description that include the target keyword, showcase clear value, and add a strong call to action.

When you click through, you also see the keyword repeated naturally in the H1 along with a simple, conversion-focused design that immediately invites visitors to get a quote.

6. Leverage Local SEO to Capture Nearby Clients

Local SEO drives qualified leads since many people prefer working with agents who understand local context and requirements.

For example, insurance customers often search with location-based phrases such as ‘car insurance Denver’ or ‘insurance agent near me.’

Here’s how you can rank higher for these types of searches:

• Complete your Google Business Profile: Add accurate information, photos, and post regularly about company updates and local events.
• Build local citations: List your business consistently across directories, using the exact same name, address, and phone number.
• Target location-based keywords: Focus on searches like “homeowners insurance downtown Portland” instead of generic terms.
• Boost Google Maps ranking: Encourage client reviews on Google and respond professionally to build local authority.
• Create local content: Write about state insurance requirements, regional risks, and area-specific coverage needs.

For instance, A Plus Insurance ranks in the top results in Denver’s local search thanks to a complete Google Business Profile and strong local credibility.

First, the agency shows up prominently in the local pack with complete business details, hours, and contact info.

Next, dozens of positive reviews highlight great service, competitive rates, and personal attention — key signals that boost trust and help local rankings.

Finally, an active Q&A section, detailed company description, and visible social media profiles show transparency and ongoing interaction with the local community.

7. Implement Technical SEO for Fast and Secure Websites

Technical SEO ensures search engines can crawl, index, and rank your insurance website. While also making it fast, secure, and user-friendly.

Why is it so important?

Because SEO mistakes like slow-loading pages and security warnings directly hurt both rankings and conversions. 

Regularly check these elements to avoid such issues:

Technical element	What it means	How to check and fix
Site Speed & Core Web Vitals	How fast your pages load and Google’s specific measurements of loading, interactivity, and visual stability	Use Google PageSpeed Insights to test loading times. Compress images, minimize code, and upgrade hosting if needed to improve performance.
SSL certificates	Security encryption that protects data between your site and visitors	Check for “https://” in your URL and a lock icon in browsers. Contact your hosting provider to install SSL if missing – it’s usually free.
Structured data	Code that helps search engines understand your content better	Use Google’s Rich Results Test to check current markup. Add schema for insurance services, reviews, and contact information using plugins or manual coding.
Crawlability	The importance of SEO lies in ensuring search engines can access and read your key pages	Check Google Search Console for crawl errors. Fix broken links, update robots.txt file, and ensure your XML sitemap includes all key pages.
XML sitemaps	Files that list all your important pages for search engines	Generate sitemaps using SEO plugins or online tools like XML Sitemaps Generator. Submit to Google Search Console and update whenever you add new service pages.

You can also use specialized tools like Semrush’s Site Audit to monitor all technical SEO elements at once. 

Simply add your domain, and the tool will score your performance and highlight the areas that need fixing.

8. Optimize Your Website for Mobile-First Experience

Mobile optimization is crucial for SEO for insurance agency because Google uses mobile-first indexing to rank websites.

It also directly affects the user experience on your website. In fact, over half of mobile users (53%) will abandon a site if it takes more than 3 seconds to load.

Use these key tactics:

• Implement responsive design: Make sure your insurance website works perfectly on all screen sizes, with text that’s readable without zooming.
• Optimize page loading speed: Compress images, minimize code, and choose fast hosting.
• Simplify navigation menus: Use collapsible menus and clear categories so visitors can quickly find what they’re looking for.
• Design mobile-friendly forms: Keep quote request forms short with large input fields and minimal required information to reduce friction.
• Make CTAs thumb-friendly: Use large, well-spaced buttons and links, and add click-to-call buttons that mobile users can tap to call immediately.

A good example of this is Geico’s mobile homepage, where forms, buttons, and navigation are designed specifically for ease of use on smaller screens:

9. Invest in Video SEO for Insurance Explainers

Video content helps insurance agencies rank higher in search while explaining complex topics that are difficult to understand through text alone.

The best news?

Search engines increasingly show videos in search results, which means optimized video content gives you additional opportunities to capture visibility. 

For example, you can create policy explainer videos to break down complex concepts like whole life versus term life coverage.

You can also publish customer testimonials in the video format, featuring real stories to build trust and strengthen your digital presence.

Another option is to produce process walkthrough videos to show prospects what to expect when getting quotes or filing claims.

Best practices for video SEO include:

• Include target keywords in titles: Use phrases people search for, like “How does whole life insurance work.”
• Write detailed descriptions: Add paragraphs explaining the video content with relevant keywords and timestamps.
• Create custom thumbnails: Design eye-catching images and feature humans to encourage clicks.
• Feature videos on your website: Host on YouTube, then embed on your website pages for maximum reach.
• Add captions and transcripts: Include text versions that improve accessibility while giving search engines more content to index.

10. Build Authoritative Backlinks from Trusted Industry Sources

Finally, earn backlinks — links from other websites to your insurance website — from reputable insurance industry sources to establish credibility.

The key?

Focusing on quality over quantity since Google’s algorithm evaluates the authority and relevance of linking sites.

You can get valuable backlinks when you’re featured by:

• State insurance departments and regulatory bodies 
• Professional insurance associations and regional portals
• Industry publications and trade magazines 
• Local business directories and chambers of commerce
• Financial and business news outlets
• Complementary professional services and related local businesses 

Another way to earn backlinks is by publishing original research, like studies on insurance trends or pricing benchmarks, which journalists and industry sites often reference.

“One of the most effective ways to earn backlinks is through partnerships with car dealerships, auto repair shops, and similar businesses, as well as guest articles on regional portals and the publication of unique research.”

Vadzim Z, Head of SEO at Ninja Promo

For instance, Geico earns backlinks from authoritative sources like the U.S. Department of Veterans Affairs for military discounts, local business and event sites, and industry publications covering insurance and auto topics.

These links combine niche relevance, trusted domains, and contextual placement — exactly what Google values most.

Get More Leads and Clients with Our Insurance SEO Services

Professional insurance SEO services help agencies double their organic leads through strategic optimization.

At Ninja Promo, we’ve helped insurance agents achieve higher search rankings and improve conversion rates.

Our approach to combines technical optimization with content strategy to generate SEO leads that convert into clients.

Here’s what you get when working with Ninja Promo:

• Proven results for insurance professionals: Our support helped multiple clients rank on page one for competitive searches.
• Complete optimization approach: We handle everything from technical audits to content creation, combining multiple insurance marketing strategies for maximum impact.
• Specialized expertise in related fields: We also work with finance SEO and understand how financial services marketing overlaps with insurance.
• User-first approach: Our team understands how UX and SEO work together to create websites that both rank well and convert visitors into clients.

Ready to give it a try? Start with a free consultation from Ninja Promo’s insurance SEO experts.