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SEO for Insurance Agencies

At First Page Sage, we spent over 12 years providing SEO services for both personal and commercial insurance companies. Our approach combines an understanding of searcher intent with our research into Google’s algorithm to deliver high-ROI lead generation for our clients.

Insurance companies face a unique challenge: they have a product that nearly everyone needs, but few understand. As a result, Google is the first place prospective customers turn when searching for a new policy. By investing in high-quality content that ranks highly on Google and converts visitors, you can turn your website into a reliable source of new leads to support the growth of your agency.

Insurance companies that we’ve provided SEO services for include:


Business insurance companies have partnered with us to create:

  • A blog series targeting mid-sized businesses discussing common questions about complying with California’s mandatory worker’s comp requirements.
  • A guide to choosing property insurance for homeowner in Illinois, discussing common coverage exclusions and suggesting options for additional coverage.
  • Conversion-optimized landing pages for auto insurance in New York, both for personal and commercial vehicles.
  • Interviews with current policyholders asking them to discuss their experience working with our client’s brokers

Insurance SEO ROI

Insurance companies we work with average $1.6M in new, net revenue per year from their SEO investment. Leads originating from organic search place greater trust in website content, resulting in increased conversion rates, lowered CACs, and higher long-term retention.


Commercial Insurance Roi 2024 555x370 (1)

Other Relevant SEO Stats for Insurance Companies:

  • Average engagement rate: 60%
  • Average time on site: 3:46
  • Landing page conversion rate: 1.5%

Insurance SEO: Our Approach

Effective insurance SEO requires two things to generate ROI:

  1. Attaining high rankings on Google for commercially valuable keywords that prospects actively search when in the market for a new policy
  2. Converting searchers from website visitors into valuable MQLs for your sales team

Our experience has shown that the best way to do both is to create high quality content backed by a Hub & Spoke content plan. This begins with a planning phase in which we interview your team, to  determine your most valuable search audience, the keywords they search, and what style of content will best resonate with prospects. Meanwhile, our technical team will comb through your site, finding and fixing any technical errors that may prevent pages from ranking or visitors from converting.

We can then move to content production. Our team of writers, editors, graphic designers, and web developers will create original, conversion optimized landing pages, blog articles, and specialized content that targets every transactional keyword we laid out in the planning phase. After 4-6 months of publishing this content on your website, we secure Google’s News Website Bonus, triggering an increase in rankings, visitors, and ultimately, new leads for your sales team.