SECTOR · INSURANCE
Before taking out a policy, people search, compare and stay a little wary.
Whoever searches for car, home or life insurance wants to understand what's covered before handing over their details. We work so that search finds you with clarity, not just a lead capture form.
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Brands that have trusted Laika
The people who call us are insurers and brokers competing for expensive clicks with small print in the middle.
Insurance comparison sites dominate the highest-intent searches
Someone searches for cheap car insurance and lands on a comparator before your site, even if your policy suits them better.
Coverage and exclusions change by product, region and risk profile
Content has to be precise product by product, because a poorly made generalisation turns into a claim dispute later.
Cost per click in insurance is among the highest of any sector
Relying only on advertising to capture policies is expensive. Organic ranking is the only way to bring that cost down over time.
Trust matters more here than in almost any other digital product
Nobody takes out a policy with doubts about whether it will cover a claim. Reviews, real cases and clarity on coverage decide conversion.
When someone asks AI which policy to take out, an answer is already forming
If your brand doesn't show up with clear coverage and price data, the recommendation gets built around another insurer.
The scope
Doing SEO in insurance means competing against very strong comparison sites with content that explains coverage better than anyone. We work clarity as an advantage, not just page volume.
We work on the architecture by insurance line and product, the position against comparison sites, and the presence in AI answers already recommending policies.
Which capabilities matter here
In insurance not every capability carries the same weight. These are the ones that move policy sign-ups against expensive comparison sites.
High weight
Search enginesThe base: architecture by insurance line and product with content that explains coverage better than the comparator.
High weight
AI SearchMaking your brand show up when someone asks which policy fits them, with coverage and prices AI can cite accurately.
Medium weight
ConsultingDeciding in which lines your SEO competes against the comparator and where it's better to be inside it.
Social search matters less in the decision to take out a policy, so we don't force it: if one day it starts moving leads, we'll tell you with data.
The areas of work
Four areas of work built to compete in a market of expensive comparators: first the line of business, then coverage clarity, then trust and finally the AI answer.
Architecture by line and product
Give car, home, life and health each their own structure, without one line draining strength from another.
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- Intent map by line: car, home, life, health, funeral insurance
- Pages by risk profile and coverage type without duplicating content
- Internal linking between quote tool, coverage and general terms
- Managing seasonal line campaigns without leaving orphan URLs once they close
Coverage and exclusion content
Make whoever searches understand what each policy covers before requesting a quote, with no surprises in the small print.
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- Coverage and exclusion content reviewed with the technical area product by product
- In-house comparisons between modalities without claims Legal wouldn't validate
- Practical examples of covered and non-covered claims explained in plain language
- Fast updates when a condition, a limit or a deductible changes
Trust and position against comparison sites
Gain ground on the searches where the comparator takes the click at a very high cost per acquisition.
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- Which line searches your own site can win and which need being inside the comparator
- Reviews, ratings and real handled-claim cases as a trust signal
- Content that answers price and coverage comparison without breaching the legal framework
- Tracking which comparison sites bring signed policies and which only traffic
AI visibility on policy and coverage
Get generative AI to cite your brand when someone asks which policy to take out for their situation.
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- Structured content with coverage, indicative prices and conditions AI can reference
- Presence in the sources AI consults to compare insurance by line
- Review of what AI says about your policies and correction of anything inaccurate
- Prioritising the lines where it's worth competing for that visibility
Who does it?
The project is run by a senior profile with experience in regulated sectors and high cost-per-click markets. MJ leads the strategy and the specialist team works content, architecture and AI visibility.
Why Laika?
We know what every click costs in insurance, because we've worked bringing that cost down with organic search.
Promising traffic volume without talking about acquisition cost is no use here. We measure what actually converts into a policy, not just a visit.
You always talk to whoever decides
There's no management layer between you and the judgement. MJ leads the strategy and the specialist team executes.
If we're not the right fit, we say so
Even if that means there's no project for us, we'd rather say so before signing.
We know which lines are worth fighting the comparator for
In others it's better to be well represented inside it. We tell you which is which before spending effort where there's no return.
We make sure content doesn't promise coverage the policy doesn't give
We'd rather be precise about coverage and exclusions from the first text, because that's what prevents disputes later.
Frequently asked questions
How do we compete with comparison sites that dominate insurance searches?
Not on everything. We identify the lines and searches where your own site can win position with clearer content, and where it's better to be well represented inside the comparator.
Can you write about coverage without Legal reviewing it?
No. We work coverage and exclusion content with your technical and legal area before publishing it, precisely to avoid claims that lead to disputes later.
Does it make sense to work on AI visibility in insurance?
More people are asking AI which policy suits them. If your brand doesn't show up with clear coverage data, the recommendation gets built around another insurer. We work on it where we already see real queries.
How do you measure return when cost per click is so high?
We look at the signed policy, not just the visit or the lead. Content that brings traffic but doesn't convert into a sign-up doesn't justify the effort, and we say so clearly.
Tell us which lines you compete in
With your lines and your current acquisition cost we can tell you where it makes sense to invest in organic search.
Policies get signed where there's trust.
Tell us which line you're in and we'll tell you where it makes sense to compete for position.
We look at your project before proposing anything. Reply within two working days at most.
Let's talk about your project