For brokers and agencies
Explainers that answer the question the comparison sites skip.
SearchHandled writes the cover, exclusion, and claims pages buyers search, every one held for review and sourced to the regulator rather than paraphrased.
01 · Page types
The pages that win in insurance.
Five page families do most of the work. Here is what each looks like for this industry. Real targets come from your Growth Map.
Page family
Cover explainers
example.com/cover/professional-indemnityexample.com/cover/business-interruption
Page family
Trade pages
example.com/for/electriciansexample.com/for/hospitality-operators
Page family
Exclusion pages
example.com/what-is-not-covered/floodexample.com/what-is-not-covered/cyber
Page family
Claims guides
example.com/claims/how-to-make-a-claimexample.com/claims/what-slows-a-claim-down
Page family
Jurisdiction pages
example.com/regulation/ukexample.com/regulation/ireland
02 · An example queue
What the first 90 days could look like.
Every opportunity below is illustrative. A real map uses your pages, Search Console data, business rules, and approved sources.
Weekly scan
SearchHandled found 18 opportunities on yourcompany.com this week.
Organic clicks, last 90 days
Illustrative workspace: nothing connects or publishes.
03 · The operating loop
How SearchHandled runs it.
The same loop as every other terrain, run on the page families above and under your rules.
Research
We look for the narrow questions (one trade, one risk, one policy quirk) that comparison sites and regulators both leave unanswered.
Publish
Everything holds for review. The line between describing a product and recommending one is a compliance line, and a person draws it.
Refresh
Regulatory references and mandatory covers change. Pages carrying them are re-checked rather than left to age into a compliance problem.
04 · The rules for this industry
What never publishes without a person.
Everything holds for review. Insurance content is regulated advice in most markets, and the difference between describing a product and recommending one is a compliance line rather than a stylistic one.
Won't write
Held at any automation setting
- Any recommendation that a reader should buy a particular cover
- Premium figures or quotes not produced by your own rating engine
- Claims about what a policy would pay in a described scenario
- Comparisons of insurers on price without the date and the assumptions
Structured data
The markup that actually applies.
InsuranceAgencyFinancialServicePersonServiceBreadcrumbList
InsuranceAgency is the specific subtype of FinancialService. Author markup matters more here than schema volume: in a regulated financial context an unattributed page is a trust failure regardless of what the markup says.
Location pages
Where geography is real.
Regulation, mandatory covers, and risk factors are jurisdictional, and that is a genuine page. Proximity is largely irrelevant to a broker sale, so town pages here are almost always doorway pages wearing a local address.
Evidence
What you have to be able to show.
Named, authorised advisers with their regulatory reference, the date each explainer was last reviewed, and the regulator's own material cited rather than paraphrased. This is a vertical where borrowed authority is the only kind that counts.
05 · Assistants
How insurance loses in AI answers.
Assistants answer insurance questions from regulators, consumer bodies, and comparison sites, and hedge heavily. A broker gets cited by answering the narrow question those sources skip (one trade, one risk, one policy quirk) with the regulatory source attached.
The prompts we would sample
- What kind of cover do I actually need for my situation?
- Why did my premium go up this year?
- What is not covered by a standard policy?
- Should I use a broker or go direct?
For brokers and agencies
Explainers that answer the question the comparison sites skip.
Start with an illustrative map, then define the data, approvals, and publishing scope together.