Average Google position (non-branded)
17.6
from 39.8
22 places higherJul to Sep 2025 vs Jul to Sep 2026
Case study · Insurance broking
Morgan Insurance Brokers: better rankings and more AI search enquiries
Morgan Insurance Brokers is a Brisbane-based insurance brokerage with offices in Sydney and Melbourne, and clients across the Gold Coast. They came to me in March 2026 after working with another SEO provider. Six months in, their rankings for the commercial insurance searches that bring in business clients have improved sharply, more of their Google visitors are getting in touch, and enquiries from ChatGPT and Bing have more than doubled.
By Caleb Johnstone, Local SEO Specialist
At a glance
Google visitors who took an enquiry action
16.6%
from 13.3%
+3.3 ptsJul to Sep 2025 vs Jul to Sep 2026
Visits from ChatGPT
529
from 194
+173%Jul to Sep 2025 vs Jul to Sep 2026
Enquiry actions from ChatGPT
187
from 73
+156%Jul to Sep 2025 vs Jul to Sep 2026
The challenge
Morgan Insurance Brokers moved to me in March 2026 after working with another SEO provider. They already had a well-established website and a strong brand name, but they weren't showing up well for the searches that matter most to a broker: business, public liability, truck and commercial vehicle insurance in Brisbane, plus searches from the Gold Coast.
In the July to September 2025 quarter, before I started, their average position across non-branded searches was 39.8. That's page four. Searches like "public liability insurance brisbane" averaged position 32 and "small business insurance brisbane" averaged position 23. People searching for those covers were finding other brokers first.
What I did
I handle the audits, strategy, briefs and reporting myself, and worked closely with their marketing team to get changes live. The work covered five areas.
- 1
Technical fixes
I started with a full audit of the site and fixed the issues holding pages back, so Google could crawl, index and understand the service pages properly. See my technical SEO service.
- 2
New and rewritten pages
I rewrote the main service pages to match what people actually search for, and created new pages where Morgan offered a cover but had no page targeting it. Each page answers the questions business owners ask before they call a broker. More on my on-page SEO approach.
- 3
Google Business Profile and citations
Morgan has offices in several cities, so each Google Business Profile needed the right categories, services and details. I also cleaned up their local citations so their business information matched across directories.
- 4
Link building
I built links from relevant insurance, business and local websites to strengthen the pages that compete for the searches that bring in the most work. See link building.
- 5
AI search visibility
Clear service pages, consistent business details and mentions on trusted websites also help AI tools like ChatGPT understand who Morgan is and what they cover. I track how often their pages are visited from AI tools as part of reporting.
The results
All figures compare July to September 2026 with the same quarter in 2025. I use the same three months a year apart so seasonal changes don't skew the results. Rankings come from Google Search Console (non-branded searches only, so people searching for "Morgan" don't count). Visits and enquiry actions come from Google Analytics 4.
Rankings for the main commercial searches
| Search | Average position before | Average position now |
|---|---|---|
| small business insurance brisbane | 22.8 | 2.3up 21 places |
| business insurance brisbane | 6.9 | 4.1up 3 places |
| insurance brisbane | 26.7 | 4.3up 22 places |
| truck insurance brisbane | 14.9 | 4.4up 11 places |
| commercial vehicle insurance brisbane | 49.4 | 5.4up 44 places |
| public liability insurance brisbane | 32.0 | 10.2up 22 places |
| commercial property insurance brisbane | 23.0 | 10.3up 13 places |
| professional indemnity insurance brisbane | 76.3 | 25.6up 51 places |
Across all non-branded searches, their average position moved from 39.8 to 17.6. Several searches that sat on page two or lower a year ago now sit on page one.
Traffic and enquiries from Google
This is where it's important to be straight about the numbers. Google sent fewer visits this quarter than the same quarter last year: 5,601 compared with 7,295. That's not unusual right now. Google's AI summaries answer more questions without a click, and Pew Research found people click a search result far less often when one appears.
The visits Morgan does get are better quality. 16.6% of Google visitors took an enquiry action, up from 13.3%. So even with fewer visits, Google enquiry actions held steady at 931, compared with 971 a year earlier.
Enquiry actions are the events Morgan tracks in Google Analytics: quote requests, contact form submissions, phone clicks and email clicks.
Growth from AI search and Bing
The biggest growth came from outside Google:
- ChatGPT sent 529 visits, up from 194, and 187 enquiry actions, up from 73.
- Bing sent 88 enquiry actions, up from 34.
More people are asking AI tools which broker to use. The same work that improved Morgan's rankings (clear service pages, consistent business details and trusted mentions) also makes them easier for AI tools to find and recommend.
ChatGPT visits
+173%BeforeJul to Sep 2025194
AfterJul to Sep 2026529
ChatGPT enquiry actions
+156%BeforeJul to Sep 202573
AfterJul to Sep 2026187
Bing enquiry actions
+159%BeforeJul to Sep 202534
AfterJul to Sep 202688
Google enquiry rate
+25%BeforeJul to Sep 202513.3%
AfterJul to Sep 202616.6%
What's next
The next phase focuses on public liability and professional indemnity, where Morgan has moved up but still isn't on page one, plus the Gold Coast and their Sydney and Melbourne offices.
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