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Case study · Regional insurance broker group · UK, multi-branch

Organic visits up 84% and ranking keywords up 86% in a year

A multi-branch commercial insurance broker competing against aggregators and national names. A year of class-of-business and sector pages roughly doubled both organic traffic and ranking keywords, and the group is now the most cited source in its own AI answers.

+84% organic visits, year on year
9,310 organic visits a month
+86% ranking keywords, to 5,130
85 pages cited by AI assistants

The problem

A broker group with real specialist expertise and a website that described the organisation rather than the risks it places. Aggregators owned the consumer terms and were never going to be beaten on them. The opportunity was in commercial lines and specialist risk, where search volumes are small, intent is high and almost nobody was competing properly.

What we did

  1. A page per class of business

    Covers, typical limits, the trades and sectors each is placed for, and who to speak to. Written to be checked quickly against the firm's regulatory obligations.

  2. Sector pages for the trades placed most

    Where a sector is genuinely served, it gets a page with real detail rather than a line on a list.

  3. Structure for AI answers

    Answer-first openings and sourced facts, which is why the group now appears in AI responses across ChatGPT, Gemini, AI Mode and AI Overviews.

The result

Monthly organic visits rose from around 5,100 to 9,310, up 84% year on year, while ranking keywords went from 2,760 to 5,130. Eighty-five pages are cited by AI assistants across fifteen recorded mentions, and the group's own domain is the single most cited source in those answers, ahead of the national insurers it competes with.

Organic visits per month
10k7.5k5k2.5k0 Oct 2024 Sep 2026
864 referring domains
13,300 backlinks
32 authority score
15 AI assistant mentions

Figures are taken from the account's own search analytics at the end of the period stated. Where a trend is still moving, or has moved against us, the chart shows it.

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