HAKKEN · SEO for Insurance
Business Insurance SEO Agency
We help commercial insurers, brokers and MGAs rank for the trade-level searches where business cover is actually bought.
Why business insurance marketing is so expensive
Business insurance marketing fights on two fronts: direct brands squeezing brokers on the simple risks, and comparison sites moving steadily into commercial lines.
Insurance is the most expensive category in paid search. WordStream puts the average insurance CPC at $54.91 (about £43), the highest of any industry. Every click you rent is a click your organic visibility could own.
Nobody searches for "business insurance" and buys. They search for public liability for electricians, professional indemnity for consultants, shop cover for a bakery.
The winners build a page and a cluster for every trade and cover type they want to win, then earn the authority to rank them.
What our business insurance SEO agency does
Technical SEO
A fast, crawlable site that Google and AI engines can read without friction. Quote flows, site architecture and indexation sorted.
Content & topical authority
A topical map covering business insurance the way buyers actually search, then content that answers every question credibly.
Digital PR & links
Data stories and expert commentary that earn coverage and links from publications that matter in business insurance.
AI search visibility
Structured, citable content so ChatGPT, Perplexity and Google AI Overviews recommend your brand, not just your competitors.
Conversion optimisation
Rankings only matter if quotes follow. We optimise landing pages and quote journeys so visits become policies.
Measurement & reporting
Honest reporting tied to quotes and policies, not vanity metrics. You see what moved, why, and what happens next.
Why business insurance SEO is different
Commercial insurance search is trade-shaped. Each occupation crossed with each cover type is its own query, which makes the topical map both enormous and enormously valuable.
Intent is business-critical rather than price-led. A tradesperson who cannot work without cover converts differently to a car insurance switcher, and content should respect that urgency.
Brokers and schemes can genuinely win here. The comparison sites are weaker in commercial lines than personal lines, so authority built now compounds for years.
Business Insurance SEO for AI search, ChatGPT and LLMs
Business owners ask ChatGPT what insurance a limited company needs, and the engines cite the sites that answer by trade and by cover, not in generalities.
We build that trade-level depth and structure it so LLMs recommend your brand when the question is asked.
This is not a bolt-on. Optimising for large language models and classic search from the same content is how we work by default.
How our business insurance SEO process works
01
Audit & benchmark
We map where you stand today across Google and AI search for business insurance: rankings, authority, content gaps and technical health.
02
Strategy & topical map
We build the plan: which searches to win, in what order, and what it takes to win them. Prioritised by commercial value.
03
Build & publish
Technical fixes shipped, content produced and published, entities and structure marked up for both Google and LLMs.
04
Authority & iteration
Digital PR earns the links and citations, we measure what moves, then double down on what is working.
Proof from regulated search
Case study
Zego: commercial motor insurance
Multi-year organic growth for a commercial motor insurer covering van, courier and private hire drivers. See the traffic, rankings and AI citations.
All work
Case studies in competitive search
Insurance, health and finance brands grown through organic search. Real charts, real timelines.
Who you will work with
Tom Riley is the founder of HAKKEN, a UK search consultancy specialising in search-led growth for growth-stage brands. He helps brands build lasting organic visibility across Google, AI search and beyond, owning their demand rather than renting it through paid channels.
His work spans technical SEO, content strategy and AI search visibility, with a specialism in competitive markets such as insurance, health and medical, and fintech.
Business Insurance SEO agency FAQs
How long does business insurance SEO take to work?
Trade-specific terms often move inside six months, with the broader commercial head terms following as authority builds.
What does business insurance SEO cost?
A retainer that reflects how many trades and cover lines you want to own.
Do you work with brokers and MGAs, or only direct commercial insurers?
All of them. Schemes and specialist brokers often have the clearest path because they can own a trade completely rather than fighting across the whole market.
How is business insurance SEO different from general SEO?
The demand splits across thousands of trade and cover combinations, and Google rewards the site that covers its chosen ground completely. Breadth without depth gets nowhere.
Ready to win business insurance search?
One goal: more policies from organic and AI search. It starts with a free audit of where you stand today.