SEO for insurance companies: clients from search by insurance line and questions about insured events.
People do not search for an insurance company — they search for an answer: how much CASCO costs for their car, what insurance a Schengen visa requires, how to check a policy by plate number, what to do after an accident. We build the site and content around these queries in Russian and Kazakh and lead search traffic to the calculator and online purchase.
Insurance search splits into three query types. Transactional — «MTPL online», «buy CASCO», «visa insurance online» — has the toughest competition: insurers, aggregators and banks. Service queries — «check insurance by car number», «check bonus-malus», «how to get an MTPL payout» — are asked by both clients and future clients and bring large volume. Informational — «what does CASCO cover», «do I need insurance for Turkey», «how to fill in an accident report» — build trust and a place in AI search answers.
An insurer with a strong brand has it easier on transactional queries; an agent or small company does better on service and informational queries and on regional ones like «insurance Shymkent». A separate stream is the Kazakh language: «көлік сақтандыру», «сақтандыру полисі тексеру».
We run SEO together with the website: each product has its own page with a calculator, and each frequent question has its own article linking to purchase.
What insurer SEO includes.
MTPL, CASCO, travel, property, VHI, OSNS, accident — split into transactional, service and informational queries.
A separate page for each line and sub-line: CASCO for a new car, Schengen insurance, Turkey, students — with a calculator and FAQ.
Policy check, bonus-malus, claims procedure, payout documents — queries that bring both clients and future clients.
Calculator speed, correct indexing of the disclosure section and PDFs, schema markup for the organisation, products and FAQ.
Separate Kazakh keyword research, not machine translation: its own wording, its own queries, hreflang.
Branches and offices in Almaty, Astana, Shymkent and the regions; listings on 2GIS, Google and Yandex Business with hours and reviews.
Breakdowns of insured events, rule changes, seasonal articles before holidays and winter — in line with financial advertising requirements.
Rankings, traffic, calculator quotes and paid policies from organic search — every month.
Insurance query clusters.
- MTPL: «MTPL online», «car insurance price», «car insurance Kazakhstan»
- CASCO: «CASCO price», «CASCO for a new car», «CASCO in instalments»
- Travel: «visa insurance», «insurance for Turkey», «Schengen medical insurance»
- Property: «apartment insurance», «mortgage insurance», «house fire insurance»
- Health: «VHI», «accident insurance», «health insurance for employees»
- Service: «check insurance by number», «check bonus-malus», «MTPL payout»
- Insured event: «what to do after an accident», «accident report», «documents for payout»
- Kazakh: «көлік сақтандыру», «сақтандыру полисі тексеру», «КАСКО бағасы»
- Regional: «insurance company Almaty», «insurance Astana», «insurance agent Shymkent»
How to compete with aggregators and banks.
For queries like «MTPL online» the results are dominated by aggregators, banking apps and the largest insurers. A single article will not break into the top, and that is not where to start.
- Service queries — policy check, bonus-malus, payout procedure — an aggregator has no first-hand answer, an insurer does.
- Product sub-lines — «CASCO for a Chinese car», «visa insurance for Japan», «apartment insurance with a mortgage» — lower competition, higher intent.
- Regions and Kazakh language — noticeably fewer competitors.
- Claims pages — people read them when choosing an insurer, and they build trust.
As the site's authority grows, general transactional queries come into play.
When to expect clients from search.
Month 1 — audit, keyword research, technical groundwork, product page structure. Months 2–3 — product pages and service articles, office listings on maps, first rankings for long-tail queries. Months 4–6 — growth on product sub-lines and service queries, first paid policies from search. Months 6–12 — general CASCO and travel queries, a separate stream in Kazakh.
Contracts start at 3 months, with a monthly report: rankings, calculator quotes and paid policies, not a list of work done.
What affects the price of insurer SEO.
Promotion of an insurance agency or a company with several products in one city — ₸200,000–₸300,000 per month: keyword research, product pages, service articles, maps, reports. An insurer with a broad range, branches in several cities and two languages — ₸300,000–₸450,000.
Contracts start at 3 months. If the site has no separate product pages, we build the website first. Base terms are on the SEO page.
The short version.
How much does SEO for an insurance company cost?
From ₸200,000 per month for one city and several products, ₸300,000–₸450,000 for an insurer with branches and two languages. Contracts start at 3 months.
Can we reach the top for «MTPL online»?
Yes, but it is a long road because of aggregators and banks. We start with service queries and product sub-lines where results appear in the first months, while building the site's authority in parallel.
Do we need a Kazakh version?
Yes: Kazakh keywords bring a separate stream with less competition, and clients are entitled to the contract and rules in Kazakh. We do separate keyword research, not translation.
Are there content restrictions in insurance?
You cannot promise guaranteed payouts or misrepresent insurance terms. We check texts on coverage and exclusions against the insurance rules and your compliance team.
How do you measure results?
By calculator quotes, leads and paid policies from organic search — through analytics and CRM. Rankings and traffic are secondary metrics.
Same service for other industries
Want clients from search? Send your site address and product list — we will do an express audit and plan.
Tell us which products are priorities, which cities you work in and whether you need a Kazakh version. We will reply with an audit and a 3-month plan within 1–2 business days.