Dominating Search: Insurance SEO that Outranks Big Players

Top 3 rankings for key terms

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£20,000+ monthly Ad costs saved

Big brands are trailing behind

Problem

Evans & Lewis, a boutique insurance broker in Newcastle-Under-Lyme, was up against industry giants with deep pockets. Competitive keywords in insurance were dominated by big players, and paid clicks were spiralling beyond £50 each. With a limited budget, relying solely on paid traffic wasn’t sustainable — they needed a way to compete without bleeding cash

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Solution

SearchUp developed a long-term SEO strategy that focused on high-intent, niche keyword groups. Content was created around terms like “motor trade insurance under 25” and “cheap motor trade insurance”, supported by technical optimisation and authority-building links. This approach targeted underserved queries where Evans & Lewis could realistically compete, while steadily building trust signals with Google

Results

Within 18 months, Evans & Lewis ranked in the top three positions for hundreds of lucrative keywords. The visibility equated to more than £20,000 per month in saved ad spend compared to relying on paid search. Crucially, they leapfrogged major insurers still struggling to appear on page one, proving that smart SEO can level the playing field against bigger competitors.

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Background and Challenges

Evans and Lewis area small insurance broker in Newcastle-Under-Lyme, Staffordshire. We have been providing them with SEO services for around 18 months. As you can imagine, insurance is a hugely competitive market place with Google Ad-words charging upwards of £50 per click in this industry. Please note these examples are taken from UK search engines.

Results

Here is a breakdown of key search terms for this particular client (‘MS’ is ‘Monthly Searches’): Rankings can fluctuate on a daily basis so we monitor campaign performance constantly to make sure top spots are kept.

As you can see we are top of the natural listings in Google for the most important terms as defined by the client and researched by us.

This is only a small sample, too. They rank in the top 3 for hundreds of keywords and SEMRush estimates that it would cost over £20,000 per month to get the same amount of traffic via Google AdWords.

Below is a screen shot taken of where the client’s site features second most popular terms for Evans and Lewis: