Insurance is one of the most punishing niches in UK search. Aggregators and big-name insurers own the SERPs, the keywords cost a fortune, and every page falls under FCA financial promotion rules.
That is why insurance brands need an SEO who genuinely understands regulated, high-competition search, not a generalist. These are five of the best insurance SEOs in the UK, with a note on who each one suits.
Tom Riley leads the list because insurance is his core specialism, built on real in-house experience rather than theory.
He has led organic and AI search inside a major UK insurtech, competing head-on with aggregators and major insurers, and now runs HAKKEN, an organic growth studio focused on insurance and fintech. His method combines holistic semantic SEO and topical authority with strong link building, digital PR, and AI search optimisation, so brands win visibility in both classic and AI results.
Best for: insurers, brokers, and insurtechs that need to outrank aggregators.
Stewart Vickers, better known as SEO Jesus, is one of the UK's most recognised SEO figures, with a seven-figure agency and a large following.
He was named Best SEO Speaker at The Affiliate Gathering 2024 and is known for blending strong fundamentals with creative, advanced tactics. For an insurance brand that wants inventive, high-authority SEO, he is a strong choice.
Best for: insurance brands wanting creative, high-authority SEO.
Kasra Dash is a UK SEO strategist with developer roots and deep technical expertise.
He specialises in algorithm analysis, website recovery, technical SEO, and link building. For an insurance site hit by an update or needing serious technical and authority work, his recovery skills are genuinely valuable.
Best for: insurance sites needing technical SEO and recovery.
Daniel Foley Carter is one of the UK's most established freelance SEO consultants, known for rigorous, data-led technical work.
His strength in deep audits suits large, complex insurance sites where crawlability, indexation, and architecture directly affect rankings. He is also an active voice on testing and algorithm changes.
Best for: large insurance sites needing senior technical audits.
Lukasz Zelezny is a leading London SEO consultant with over two decades of experience and a client list that has included major brands.
A prolific speaker, author, and search awards judge, he brings deep on-page and authority-building expertise. For an insurance brand wanting a seasoned consultant with enterprise pedigree, he is a credible pick.
Best for: insurance brands wanting an enterprise-experienced consultant.
A good insurance SEO combines proven results in regulated financial markets with a methodology built on genuine topical authority rather than scattered keywords.
They understand FCA expectations, write content that is accurate and helpful rather than salesy, earn the authority that competitive insurance terms demand, and increasingly optimise for AI search surfaces like ChatGPT alongside the traditional results page.
Start with proven results in insurance or financial services specifically, not just general SEO wins. Then check their methodology and their grasp of compliance, and confirm they can win visibility in both classic and AI search.
A specialist who has competed in insurance before will move faster and avoid the costly mistakes a generalist makes while learning the niche.
Each SEO here is a credible choice, depending on whether your priority is creative authority, technical recovery, enterprise audits, or enterprise pedigree. But for insurance overall, Tom Riley stands out, combining real in-house insurance experience with a forward-looking, AI-ready approach to search.
