SEO for Insurance Agencies

We’ve built something new — a new way to do SEO for insurance agents. A way that’s effective, scalable, and transparent. A way that wastes not one dollar.

UppercutSEO Promises

Built for digital agencies and business owners who want top-shelf, relevant backlinks:
- quickly and guaranteed
- relevant, high DR, real traffic (1000+)
- expert content writers
- easy to order, 2-3 week turnaround
- excellent customer service
- money-back guarantee!

Do you want better insurance agency rankings and sales?

UppercutSEO is built to help you grow your insurance agency.

Last updated on January 18, 2024

If you work in insurance, you know about risk — specifically, managing risk. But I think you’ve misjudged a BIG risk your business is facing right now:

You’re risking the future of your business by failing to invest in SEO.

Doing SEO for insurance agents isn’t easy, but it IS essential. That’s because you’re facing fierce competition in Google.

And you need to keep up. Otherwise, your competitors will eclipse you. And your business will fail to grow—possibly failing altogether over time.

You can’t have that. And I won’t let you. I’ve put together an easy-to-follow guide to starting SEO for insurance businesses so you can grow your business in 2024.

Take a look at the guide below, or reach out to me directly to talk more about your strategy and get your questions answered.

What Insurance Agent SEO Can Do for You

Before we do the deep dive on how to actually DO SEO for your own website, I want to take a minute to show you something that will get you excited:

Real results insurance agents just like you have gotten through SEO.

I’m going to use a popular SEO tool called Semrush to pull some data on some extremely successful insurance agents in major metro areas. That data is going to include the following:

  • Organic traffic. An estimate of the monthly visits the website gets from users who started with a Google search.
  • Rankings. Where the insurance agencies rank for particular keywords in Google results.
  • Backlinks. The number of links on OTHER websites pointing back to the website I’m analyzing. This is an incredibly important SEO factor.

With that out of the way, let’s take a look at three inspiring examples of insurance agent SEO done right.

First up, we have an insurance agency absolutely dominating in my hometown, Austin, Texas:

This website has built up an impressive 425 organic visits per month, as well as a whopping 344 backlinks.

More importantly, they’re ranking No. 1 in Google for “insurance brokers in Texas.”

Imagine what your business would look like if you were getting virtually ALL of the clicks for a keyword like that.

Next, let’s look at an unbelievable example of New York City insurance SEO:

This could be you. Seriously.

I know it seems hard to believe that you could go from what you have now to 35,400 visitors from Google search per month (plus 22,500 backlinks!), but I promise you this is real.

It’s what happens when you invest in the important parts of SEO: powerful backlinks, great content, and impeccable website optimization.

Let’s head west to San Francisco for our last insurance agency SEO example:

This insurance agent appears to have been hit by a Google algorithm update in April of 2023. It decimated their traffic.

But with the right combination of SEO tactics, corrective actions, and consistency, this insurance agent website has more than doubled their search traffic from their post-update low. And the improvement appears to be continuing.

As a sort of final word on these examples:

These are just examples. They aren’t 1:1 comparisons to your business.

BUT: They show you what’s possible with insurance agent SEO. They show you what I’ve seen happen for businesses just like yours hundreds of times over my SEO career of 10+ years.

The Basics of SEO for Insurance Companies

We’ve seen some inspiring examples of how SEO can help your insurance business. Now, let’s talk about EXACTLY how to get there.
Here are the essential components of SEO for any insurance agent website:


SEO starts with keywords. These are the words or phrases you would like your insurance website to show up for in Google.

The first step you take toward showing up for those keywords is actually finding the keywords that matter to you.

For insurance agents, SEO keywords are usually focused on a geographic area. For example, if you’re selling insurance in Austin, Texas, these keywords might be important for you:

  • Austin insurance agent
  • Texas insurance broker
  • Life insurance Austin TX

And so on.

What makes a keyword worth pursuing? A combination of factors:

  • It needs to be relevant to your insurance business. For example, if you don’t sell life insurance, you don’t want to rank in Google for a keyword related to life insurance.
  • It needs to have search volume (meaning people actually search for it in Google). You can check this with any of the major SEO tools, such as Semrush or Ahrefs.
  • It needs to be something you can actually rank for. You’re never going to rank No. 1 for “insurance” because major international insurance companies hold that spot (after investing millions in their SEO), but you could rank for “Chicago insurance company.”

The process of finding these keywords is called keyword research. You can start by guessing what people search for and verifying it with an SEO tool. After that, though, you may be ready to level up to some more advanced keyword research tactics.


The primary way you rank for valuable keywords is with content. For insurance agents, content usually means landing pages and blog posts on your website.

Google runs on content — it serves content to searchers to answer their search queries. And it wants to serve the BEST content. So your content needs to be the best if you want to rank well.

Quality content is kind of hard to define, but start by actually helping your readers. Give advice only you can give as an insurance professional.

And try to understand what readers are looking for when they search something (a concept called search intent). This is KEY to ranking well.

For instance, if a reader searches “Miami insurance agent,” they’re looking for an insurance agent in Miami. So your landing page targeting that keyword should make it clear that you are, in fact, a Miami insurance agent.

And if a reader searches, “term life vs whole life insurance,” they’re looking for information about this concept. They have a question that they want answered. Write a blog post targeting the keyword, and ACTUALLY answer the question.

On-Page SEO

On-page SEO is what you do on your webpages to make them more search engine-friendly.

This entails a HUGE number of factors you can optimize and play with, but the most important on-page SEO factors for insurance websites are as follows:

  • Keyword optimization
  • Title tags
  • Internal links
  • External (outbound) links
  • Meta descriptions
  • HTML header tags

You can really get lost in the weeds with this stuff, which is why many insurance agents outsource on-page SEO.

Off-Page SEO

Because we talk about “on-page” SEO, people also want to have a category for “off-page” SEO. And while there ARE other factors involved in off-page SEO, what you’re really talking about when you say “off-page” is backlinks.

These are links on OTHER websites that point to yours. They’re arguably the most important ranking factor for Google and other search engines. And have been since the dawn of search engines.

Google sees backlinks as votes for the quality of your website and content. In general, more backlinks means better rankings.

That means you need to actually get backlinks.

This is a process called link building. And it’s hard as hell.

Most insurance professionals do NOT have the time it takes to actually build high-value backlinks. I get it, but that’s not a reason to throw up your hands and hope for the best.

Google just won’t rank you for competitive keywords if you don’t have backlinks. So you’ve got to build some.

Luckily, though, you can outsource this pretty easily. In fact, link building is our bread and butter here at UppercutSEO, so give us a shout.

Technical SEO

Technical SEO is, well, technical. Which is why so many insurance agents avoid thinking about (or doing anything) about it.

But you need to make sure you’ve got your technical SEO basics down so you can actually start ranking well in Google.

For the most part, it’s all about making sure Google can actually find, crawl, index, and serve your site in search results.

That means making devoting some attention to the following factors (among others):

  • Your robots.txt file
  • Your XML sitemap
  • Your website architecture
  • Your server errors, if any (such as 3xx and 4xx errors)
  • Your site speed

If you’re like most insurance folks, you don’t know much about those things. And that’s OK. Any reputable SEO provider can take a look at your technical SEO basics to make sure you’re covered.

Local SEO

Local SEO is all about ranking in Google search engine results pages (SERPs) for local search queries.

That often means making your Google Business Profile show up in Google Maps, the Map Pack at the top of the search results, and the side right-hand side panel that displays local business information.

But it can also mean having your webpages show up for local search queries, such as “Austin insurance agent.”

It’s a vast and complex sub-specialization in SEO, and it’s constantly changing. But it’s critically important for businesses that serve a local area, such as insurance businesses.

How UppercutSEO Helps Insurance Agents

Simple, right? Just dedicate 40 hours per week to actually doing your job, then spend another 40 hours doing all of the SEO tasks I described above.

I’m just kidding. But you get the idea: This is A LOT to keep up with. Most insurance agents don’t have the time to do it all.

Then, they don’t do it all. And their businesses suffer as a result.

That’s not going to be you. Because you’re going to read below about how UppercutSEO can help you.

And you’re going to AT LEAST claim your free SEO dashboard. And schedule a free consultation with me so I can give you a real roadmap to success, perfectly tuned for YOUR business in YOUR market.

Here’s how UppercutSEO will take your business to the next level:

A Team of (True) Experts

Everybody says they’re an SEO expert. And ALMOST everybody is mistaken.

But UppercutSEO is a team of true SEO experts. We pack decades of experience you just won’t get with other agencies.

I started out more than a decade ago doing SEO in the legal space. Insurance was a natural overlap there, so the transition made sense.

Over time, I learned and perfected my craft. And I connected with other SEO experts I liked working with.

Then, I assembled them into a team. And that’s how UppercutSEO was born.

We skip the part where we practice on your site and learn as we go. We’ve already done this a thousand times, and we can rank you for the keywords that matter, too.

Total Transparency

A common feature of SEO agencies that service insurance agents is a lack of transparency.

It’s not an accident that they keep you in the dark. It’s by design.

See, when you keep your client out of the loop, it’s easy to hide the fact that you:

  • Aren’t delivering what you promised
  • Are making mistakes
  • Are misusing the money your client gave you in good faith

I got so fed up with this story in the SEO industry that I decided to change it. That’s why an essential part of UppercutSEO is our (free) SEO dashboard:

This is where you order backlinks, content, on-page SEO services, and more. And where we report back to you with EXACTLY what you got for what you paid.

It’s a user-friendly alternative to the smoke-and-mirrors model most agencies employ. And you can try it for free. Just smash that “Get Started” button in the top right of this page.

Real Results

This is the most important part of how we serve insurance agents: We get real, measurable, business-building results.

Like this:

That’s a real client whose business is STILL enjoying the benefits of that huge increase in Google traffic. (Safe to say they’re big fans of ours.)
Results like this can be yours, too. You just have to get in touch with UppercutSEO.

The Path to Insurance SEO Success: UppercutSEO

Look: I get it. SEO is expensive, you might’ve been burned by an SEO provider before, and you might’ve tried it yourself (and failed).

I’m asking you to forget all of that. Because that’s not what you’re dealing with when you work with UppercutSEO.

We’ve built something new — a new way to do SEO for insurance agents. A way that’s effective, scalable, and transparent. A way that wastes not one dollar.

Ready to see for yourself? Claim your free SEO dashboard (no credit card necessary), schedule a free consultation with me, or both. Let’s get your business growing.

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