In Q3 2025, Australian insurance brokers continue to operate in one of the most competitive digital markets in the country. Organic search remains vital: more than 70% of prospective clients still begin their insurance journey with a Google search. What’s more, the majority of insurance-related queries are non-branded—more than half of users search general terms like “business insurance quotes” or “car insurance broker” instead of a specific brand. This trend presents a clear opportunity: brokers who rank for informational and service-oriented queries can capture undecided consumers before they commit.
Aggregator platforms are dominating major sectors such as auto and health insurance. In many categories, the top three aggregator sites capture over 50% of organic traffic. Against this backdrop, smaller brokers must adopt niche, hyper-local strategies—using city, region, or product modifiers (for example, “insurance broker Melbourne cyber”)—to compete and reach high-intent buyers not yet loyal to major brands.
While insurance offers enormous keyword volume—car, business and property insurance frequently deliver hundreds of thousands of monthly searches—those opportunities come with high cost. Paid search in insurance is among Australia’s priciest verticals, with average cost-per-click rates often exceeding AUD 50. This cost pressure makes it all the more critical for brokers to invest in organic rankings for expensive keywords, and to limit paid spend to carefully chosen, high-value terms.
Best Practices for Broker SEO & Paid Strategy
- Optimise for local search: Ensure your Google Business Profile is verified, complete with services, photos, and accurate service-area data. Use city- and region-specific keywords in content and metadata (e.g. “business insurance broker Brisbane”).
- Target non-branded, long-tail queries: Focus on questions and needs clients search for, such as “small business insurance advice,” “motor trade insurance broker,” or “insurance broker near me.”
- Invest in mobile-first, responsive sites & quality content: As over 60% of insurance-related searches occur on mobile, speed and usability are critical. Publish authoritative content addressing emerging risks, regulatory changes, or claims insights to build trust and boost SEO.
- Balance organic and paid spend: Given the steep CPCs, an ad-only strategy is rarely sustainable. Use paid search selectively for niche or local terms, while relying on organic content to drive consistent visibility and leads.
By combining these tactics with the insights above, brokers can build lasting visibility, attract undecided prospects, and enhance their competitive position in Australia’s increasingly digital insurance marketplace.