HAKKEN · SEO for Insurance
Home Insurance SEO Agency
We help home insurance brands and brokers own the buildings, contents and specialist cover searches that produce policies.
Why home insurance marketing is so expensive
Home insurance search looks simple from the outside and is anything but. Buyers mix up buildings, contents and combined cover, aggregators squat on the obvious terms, and margins leave no room for wasted spend.
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.
The brands that win are the ones visible across the whole journey, from "what is buildings insurance" to the final quote search.
That visibility compounds. Rank for the questions and Google starts trusting you for the money terms too.
What our home 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 home 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 home 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 home insurance SEO is different
Home insurance queries fragment. Buildings, contents, combined, landlord and tenant searches all mean different products, so the topical map has to mirror how real households actually search.
Intent is event-driven. Moving house, renewing, flooding and subsidence all trigger separate search spikes, and each one rewards a different kind of page.
Non-standard risks are the quiet opportunity. Flood-prone postcodes, listed buildings and subsidence histories are underserved queries where a specialist can outrank any household name.
Home Insurance SEO for AI search, ChatGPT and LLMs
When a homeowner asks ChatGPT or Google AI Overviews who covers a thatched roof or a flood-risk postcode, the engines recommend the sites that answer those exact questions credibly.
We build that coverage and mark it up so LLMs can find it, cite it and put your brand in the answer.
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 home insurance SEO process works
01
Audit & benchmark
We map where you stand today across Google and AI search for home 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.
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.
Home Insurance SEO agency FAQs
How long does home insurance SEO take to work?
Expect six to twelve months for meaningful gains, with specialist and non-standard queries moving sooner.
What does home insurance SEO cost?
A monthly retainer that reflects your competition and the coverage gap you need to close.
Do you work with brokers, or only home insurance brands?
Both. Brokers usually win fastest through non-standard and specialist home cover queries, while direct brands invest in the broader topical map.
How is home insurance SEO different from general SEO?
The product jargon splits the queries, comparison sites hold the head terms and Google applies a Your Money or Your Life trust bar. Winning takes depth across the whole topic.
Ready to win home insurance search?
One goal: more policies from organic and AI search. It starts with a free audit of where you stand today.