Nailing Local SEO as an Insurance Brokerage

Finding your insurance brokers target audience

Local SEO targets your audience where they are. What makes it so effective for insurance brokers in the UK is that people searching for terms like “auto insurance near me” are already primed to buy. Snag them and there’s a high chance you can turn them from visitors into paying policyholders.

According to one figure, up to 46% of searches have local intent, meaning if you’re not targeting this type of SEO, you are missing out on a massive audience. With that in mind, local SEO isn’t the same as conventional SEO, which is why you must be aware of the ins and outs of how to target these searches specifically.

Understanding local SEO for insurance brokers

Local SEO is a microcosm of Google’s global search results, meaning you are only competing against those brokers in your area. Reduced competition and a primed audience are the perfect storm for increasing the number of policies you sell.

Rather than being a different marketing channel, it’s a specific application of SEO focusing on a geographical area. Improving your online presence in this area helps you reach your audience more effectively.

Typically, it’s also a more affordable option with a faster rate of return. After all, there’s much less competition for “life insurance in Bolton” than “life insurance in the UK”.

Why ranking in local search results is important for a brokerage

Ranking in local search results is as important as ranking in national results. According to the latest market stats, the UK’s insurance brokerage market is worth £21.5 billion in 2025, which means substantial competition to elbow your way through. Which is why local SEO is vital for insurance brokers.

Some of the benefits of refocusing and taking the time to concentrate on local SEO include:

More Visibility – Many customers start their search for insurance policies with local searches. Growing your local search presence increases the odds that your brokerage will be one of the first brands they come across.
Higher-Quality Leads – Targeted local SEO campaigns hit people who are already looking to make a purchase. The leads you’re bringing in usually aren’t window shoppers, thus giving you a better rate of return on your SEO efforts.
Serve Your Customer Needs Better – The needs of one market aren’t the same as those of another. Creating content targeted at a more local audience enhances your usefulness, allowing you to drive value to your town or county immediately.
Find Your Audience – One of the hallmarks of local SEO is that you’re tailoring your marketing efforts to a particular audience. Moulding your content to the locals helps establish your relationship with these prospects.
Faster Results – UK-wide and international marketing campaigns for insurance brokers take time to take hold, if they ever do. Since you’re fighting on a local front, you’re competing with far fewer people, making it easier to gain traction.

The point is that local SEO makes sense because a huge number of people are performing local searches. With fewer competitors to shift out of the way and fewer costs in generating results, SEO is one of the best moves any insurance broker can make.

Ways of pushing your brokerage locally online

Getting your brokerage’s brand out there doesn’t have to be complicated, but it does take time. This is where you should be focusing your efforts because it’s where your market is. According to one finding, 69% of insurance customers search online before they ever schedule a consultation.

So, how do you go about expanding your local search footprint?

Optimising a Google Business Profile for an insurance brokerage

Previously known as Google My Business (GMB), your Google Business Profile is your hub for everything about your business on Google. Signing up and claiming your profile is free, so that’s the first thing your business should be doing.

The key to a successful profile is accurate, updated information, including:

Business name
Address
Landline number
Mobile number
Business hours
Photos

Note that you can add photos and videos to your profile. It’s a chance to showcase your broker’s culture and introduce your audience to what your brand is all about. Additionally, ensure your location is accurate, so that you appear in the top results there. Investing in Google Map Optimisation is yet another ranking factor that can give you a big edge.

Check back every so often to ensure your information is accurate, or Google will penalise you.

Claim local listings

Google isn't the only listing platform people use in the UK, but Google does use other platforms as part of ranking for local SEO purposes. Whether it’s Yelp, Yell UK, or Bing Places for Business, the information and format of these other platforms are always the same.

Ensure you claim all of these listings and create consistency across the information on each platform.

Target local keywords

Keywords are the heart of any local SEO campaign, just like they are with a general SEO campaign. Go through the same process of researching local keywords and deciding which ones to use.

Examples of keyword options to think about include words and phrases that include:

Your city
Your county
Your country within the UK
Your region
Your area

Generally, any local identifiers can be used to find openings in the market. Don’t assume that “near me” keywords are the only ones that matter for local SEO.

Push for customer reviews

Positive reviews are even more critical for local SEO because it’s proven that searchers will take the time to read these reviews. A study from star rankings on Google Business correlate directly with better search rankings and click-through rates.

Encourage your customers to leave reviews on your profile, but make it easy for them. Give them a QR code, where reviews become a one-click experience. Remember, if you don’t ask, the chances are they won’t bother.

Focus on building local links

Local link building means connecting your insurance brokerage with authority websites relevant to your local area. The principle of backlinks is the same as local SEO, and it’s the legal tender of search engines.

If you’ve already run SEO campaigns, the principle is the same. High-quality backlinks relevant to your business and area will drive your rankings higher. Start by approaching local newspapers and business associations to get started.

Upload localised content

Content with a local angle is another way of dominating those local search rankings. Of course, it must still be relevant to your target market, or you won’t get engagement. Consider what your audience is interested in and relate it to insurance.

For example, if you’re selling private health insurance policies, articles on medical networks, claims, and the leading hospitals in the area are examples of high-quality local content.

We understand that while local SEO is straightforward enough from an abstract viewpoint, the same cannot be said for the implementation. At Tao Digital, we know that you can’t afford to be slogging through local SEO at the expense of serving your policyholders. That’s why we provide access to the UK’s leading local SEO experts who will handle everything on your behalf.

If you’re ready to become the number one insurance broker in your area, contact us for your free consultation today.