insurance-seolisted

# Insurance SEO Insurance is the most comparison-site-dominated vertical in search. Aggregators built their entire businesses on these queries, they spend enormously, and an insurer or broker will not outrank them on "car insurance". What is winnable is everything the aggregators handle badly: specialist and non-standard risks, claims and process content, and policy-detail questions their models can't answer. ## What ranking here actually looks like - **Mainstream product terms** ("car insurance", "home insurance") — aggregators, absolutely. Do not plan around these. - **Niche and non-standard risks** ("insurance for a listed building", "public liability for dog groomers") — genuinely winnable, and higher margin - **Claims process queries** ("how to claim for X", "what happens after a claim") — high volume, high anxiety, badly served - **Policy detail questions** ("does my policy cover X") — aggregators can't answer these; insurers can - **Broker and firm name searches** — your own terms, frequently outranked by aggregators and directories **The niche risk is where the whole opportunity is.** Aggregators serve the mainstream because it's volume. A broker with genuine expertise in an unusual risk can own that search comprehensively, and the margin is better. ## The pages that matter | Page | Intent | Why it matters here | |---|---|---| | **Niche product pages** | Buy | One per specialist risk. The commercial core | | **Claims guidance content** | Know | High volume, hig