Commercial insurance broker

How a commercial insurance broker grew organic search from a few hundred visits to about 15,000 a month

A global insurance broker's Australian site grew organic search from a few hundred visits a month to about 15,000, roughly 13,000 of them non-branded, over a 2025 to 2026 engagement, and now appears in Google's AI Overviews for 168 keywords.

Published October 2026 · Results for Engagement to date, 2025 to 2026

Services: SEO, GEO, Content
Worked with: Managed Service
Region: Australia
Buyers: Businesses

The results

Monthly organic visits: ~15K; Monthly organic visits, up from a few hundred before the work began.
Keywords on page one: 1,841; Built from a near-zero base, including 515 in the top three.
New keyword rankings: 344; Won across the product range, around 90% of them non-branded.
AI Overview appearances: 168; Keywords where the broker now appears in Google's AI Overviews, a presence built from zero.

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About the client

A global insurance broker and risk advisor. Its Australian site serves businesses across industries and sizes, with cover ranging from public liability and professional indemnity to commercial motor and industry-specific cover.

The brand was strong and widely trusted; its organic search presence was not. The opportunity was to turn search into a channel that brings net-new, non-branded audiences: businesses looking for answers before they know which broker to call. This study covers the broker's Australian site only.

The challenge

Search didn't match the brand

The broker was well known and trusted, but organic search sat at a few hundred visits a month. The authority was real; the search footprint did not yet reflect it.

Non-branded demand went uncaptured

Australian businesses search for answers on public liability, professional indemnity and commercial vehicle cover before they choose a broker. There was little content built to be that answer.

AI search was reshaping discovery

AI Overviews were starting to answer insurance questions directly in the results. Without content structured for them, the broker risked being absent from the new front page of search.

What we did

Research the questions businesses ask, publish the answers, strengthen the pages that convert, then structure the content to be cited in AI search. Each layer feeds the next.

Research
Intent-led content map
Mapped the non-branded questions Australian businesses actually search, by product, intent and industry, to find where the broker could own the answer. The map set the publishing plan, weighted toward informational questions asked well before a buyer picks a broker.
Publish
Main driver of the growth
Built informational content at scale against those questions, each piece written to answer one question a business asks before buying cover. This content drove almost all of the growth: the new audience is overwhelmingly informational and non-branded, reaching businesses the brand was not reaching before.
Optimize
Commercial vehicle page +123%
Strengthened the core product and service pages, including public liability, commercial vehicle and professional indemnity, so the demand landing on them converts. The commercial vehicle page grew from 563 to 1,258 visits, and public liability is now the leading page at 1,349. Visits to these pages are qualified attention, not just volume.
Capture AI answers
Cited inside AI answers
Structured content so Google's AI Overviews can cite it, putting the broker in the answer itself rather than only in the links below it. As AI Overviews take over more insurance questions, that presence, built from zero during the engagement, protects the footprint the content created.

The outcome

Organic search is now a net-new acquisition channel, bringing roughly 15,000 visits a month, overwhelmingly non-branded. The same content and AI-search system is being extended across the full product and service range.

Why it worked

The growth came from answering the questions businesses ask before they pick a broker, not from defending the brand name. Informational content built the footprint, stronger product pages turned that attention into qualified visits, and structuring for AI Overviews carried the same work into AI search. Each layer fed the next, so the footprint keeps growing as more questions are answered.