How I Grew an Insurance Agency's Organic Search 203%
Context
I'm Acting Director of Marketing at The Insurance Center, an independent insurance agency in Northern Utah. I took over marketing in June 2024. 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
12.5×
Google Search Console · first four months after the April 2026 launch
SEO/GEO content pages built
50 pages
Built on the new site after the April 2026 migration
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. Every number above is what held up after that.
One thread of this work connects to an active prospect — an ongoing business relationship I don’t identify here.
Written by
Jett Iverson
Acting Director of Marketing, The Insurance Center