How I Grew an Insurance Agency's Organic Search 203%
Context
I'm Director of Marketing at The Insurance Center, an independent insurance agency in Northern Utah. I started handling marketing in June 2024 while still a licensed agent, and became Director of Marketing in April 2025. No one had held the role in a dedicated capacity before me.
In April 2026 the agency migrated to a new website. I owned SEO and GEO strategy through that migration — information architecture, redirects, content, and the plan for rebuilding organic visibility on a new site.
The numbers below were pulled live from GA4's Organic Search channel and Google Search Console.
The numbers
Organic search sessions
+203%
GA4 — Organic Search channel · June 2024 → July 2026
Organic pageviews
+232%
GA4 — Organic Search channel · same span
Search Console impressions — new site
15.1×
Google Search Console · April 2026 launch month → September 2026
SEO/GEO content pages built
50 pages
Built on the new site after the April 2026 migration
The blog engine
I built and run an automated workflow for the agency blog. It handles ideation, drafting, grading, revision, and publishing. It posts once a week, runs on its own, and saves me 3–5 hours every week.
Search impressions
20,462
Blog and content pages · Jul 9 – Oct 6, 2026 · Search Console
Average position
16.3
Impression-weighted · same window
Search clicks
109
From 21 pages that earned at least one click
Share of site impressions
27%
24% of the site’s search clicks · 77,149 impressions and 445 clicks site-wide
Publishing cadence
1 / week
Runs without manual steps
Time saved
3–5 hrs / wk
Versus writing and posting by hand
- —50 of the 59 pages in this group earned impressions in the first 90 days.
- —Visibility is ahead of clicks: 109 clicks on 20,462 impressions is a 0.53% click-through rate. The life insurance cost post sits at position 2.2 with 3 clicks, which points to a title and meta description problem, so that is the next fix.
GEO — showing up in AI answers
GEO is generative-engine optimization — showing up inside AI answers, not just the ten blue links. I ran a GEO audit across the four assistants people actually use: ChatGPT, Claude, Gemini, and Perplexity. It scored the agency’s visibility at 61/100.
- —The audit checked whether the agency gets cited, described accurately, and recommended when someone asks an insurance question in each assistant.
- —Search Console now logs real AI-conversation search queries. I verified our content ranking inside those queries — not just traditional search.
- —One article ranks at position 1 for “how much is life insurance for a 30 year old.”
This is the same SEO and GEO practice I’m building into SearchLight Digital, my own agency (pre-launch). It’s kept separate from my work at The Insurance Center. SearchLight Digital
Method & disclosures
Data integrity: while pulling this data I caught a tracking anomaly — two GA4 properties spiking almost identically in a way Search Console didn’t support. I excluded it instead of reporting it as growth. It was still there when I re-checked in late October: GA4 organic sessions for August through October 2026 read roughly 1,500, 4,600, and 3,400 against 146, 178, and 154 Search Console clicks. That is why the session figures above stop at July 2026. Every number above is what held up after that.
The blog engine figures cover the 59 content URLs in the site’s sitemap group for blog and content pages (Search Console and GA4, Jul 9 – Oct 6, 2026). That group includes a few service and location pages and event recaps, so not every page in it came out of the automated workflow.
One thread of this work connects to an active prospect — an ongoing business relationship I don’t identify here.
Written by
Jett Iverson
Director of Marketing, The Insurance Center