SEO for Insurance Brokers, IFAs & Regulated Industries

24 years as an insurance broker. 20 years in technical SEO. Diagnostic-first. Maximum five regulated-sector clients at a time.

I help regulated and compliance-heavy SMEs solve SEO problems where generic advice isn't enough. Read more about my background.

Why Regulated Industries Need a Different Kind of SEO

Insurance, financial advice and other regulated sectors are different from the businesses most generalist SEO campaigns are designed around.

They operate in areas where accuracy matters, claims need to be defensible, expertise needs to be clear and customers need to know who they are dealing with.

Many of these businesses also fall within areas Google considers Your Money or Your Life (YMYL), where demonstrating expertise, experience, authoritativeness and trust is particularly important.

That doesn't mean there is a special "regulated industries SEO" algorithm.

It means that generic SEO thinking can miss important parts of the problem.

A page can be technically well optimised and still fail to communicate the expertise, context and trust that a regulated business needs.

I understand that because I spent 24 years as an insurance broker before spending 20 years in SEO.

I'm not translating your industry from a brief. I've sat on your side of the desk.

Who I Work With

Insurance Brokers

SEO for insurance brokers requires more than finding high-volume keywords.

I work on technical visibility, search intent, information architecture and content that reflects the terminology, expertise and trust expectations of the insurance sector.

The aim is to attract the right prospects without turning your website into a collection of generic insurance articles.

Independent Financial Advisers

Financial advice websites need to communicate expertise without making exaggerated or unsupported claims.

I help IFAs improve their technical SEO, content structure and search visibility while keeping accuracy, context and the user's need for trustworthy information at the centre of the work.

Other Compliance-Heavy SMEs

Insurance and financial advice are not the only sectors where generic SEO can create problems.

I also work with selected SMEs in areas such as legal services, accountancy, healthcare and other technically or commercially complex environments where accuracy and trust matter.

If your website needs someone to understand the business behind the SEO, rather than simply deliver a list of keywords and content briefs, that's where I can help.

What Regulated Industries SEO Actually Involves

There is no standard checklist that works for every regulated business.

I start by diagnosing what is actually preventing the website from performing.

Technical & Content Diagnostics

I look beyond basic crawl reports.

That can include indexing and crawling, site architecture, internal linking, templates, structured data, content structure and the way important information is presented to both users and search engines.

For regulated businesses, I also consider whether content is sufficiently clear, accurate and appropriately contextualised.

Search Intent for Regulated Buyers

The people searching for insurance, financial advice or professional services don't necessarily use the terminology businesses expect.

I analyse what prospects are actually trying to accomplish and how different searches relate to the buying journey.

The objective is not simply to rank for more keywords.

It is to be visible when the right potential customer is looking for what you actually provide.

E-E-A-T-Informed Content Strategy

Regulated businesses need content that demonstrates who is behind the information and why they are qualified to provide it.

That means considering:

• author and reviewer credentials

• business expertise and experience

• accurate and appropriately supported information

• clear ownership of content

• relevant company and contact information

• appropriate contextual and trust signals

I don't treat E-E-A-T as a box-ticking exercise or a ranking "hack." It is part of making a website credible to both people and search systems.

Compliance-Aware SEO

SEO should never encourage a regulated business to make claims it cannot substantiate.

My role isn't to provide regulatory advice. It is to understand the constraints your business operates within and make sure the SEO strategy works within them.

That distinction matters.

The best SEO strategy is one your business can actually use.

Technical SEO for Complex Platforms

Many established regulated businesses don't have a modern, flexible website.

They may be working with an old WordPress installation, a restrictive website builder, a legacy CMS, multiple domains or a site that has been modified by several agencies over the years.

Sometimes the answer isn't another redesign.

Sometimes it is understanding what the existing platform can and cannot do, then fixing the problems that actually affect organic visibility.

Why Work With Me

Technical Expertise With Real Industry Experience

I'm a computer engineer with 25 years of technical experience.

I'm also a former insurance broker with 24 years in regulated industries.

And I've spent more than 20 years working in SEO and digital strategy.

That combination is unusual.

It means I can look at a regulated business's website from several perspectives at once: technical, commercial, search and industry-specific. Read the full story.

Senior-Level Delivery

You work directly with me.

There are no junior account managers passing recommendations between departments, no outsourced writers who need your industry explained to them and no layers of agency management.

The person who diagnoses the problem is the person who works on it.

Diagnostic First

I don't start by selling you a monthly package.

I start by finding out what is actually wrong.

Sometimes the problem is technical. Sometimes it is architecture. Sometimes it is content. Sometimes the website is targeting the wrong search intent altogether. And sometimes the problem isn't SEO.

A good diagnostic should be able to tell you that too.

Selective by Design

I work with a maximum of five regulated-industry clients at a time.

That's deliberate.

Regulated-sector SEO often requires more thought than simply producing another batch of articles or running a standard monthly checklist.

I prefer a smaller number of engagements where I can understand the business, investigate the real problems and contribute at a senior level.

If you're looking for 20 blog posts a month, a cheap SEO package or a conventional agency retainer, I'm probably not the right consultant.

If your website has complex SEO problems and your business operates in an environment where accuracy, trust and technical understanding matter, we may be a very good fit.

Let's Start With the Problem

You don't need to commit to a long-term SEO contract to find out what's holding your website back.

Start with a conversation about the problem.

I'll tell you what I think needs investigating, what I can help with and, if I don't think SEO is the answer, I'll tell you that too.