SEO for insurance brokers and pension advisers
Anyone new to Switzerland has to choose health insurance quickly – and pension rules are anything but obvious. People search Google first, often in English. Against comparison portals, you win with local advice, clear explanations and trust. That’s where we come in.
- 1Your office★★★★★ 4.9 · Insurance broker · Advice in EnglishOpen
- 2Broker A★★★★☆ 4.3 · Insurance broker
- 3Agency B★★★★☆ 4.1 · Financial planner
How clients search
A family who just moved to Zug and a company with 30 staff search in completely different ways. Each needs its own page.
| Need | Typical searches | What your website needs |
|---|---|---|
| Health insurance for newcomers | health insurance switzerland expats mandatory health insurance switzerland choose swiss health insurance | A plain-English guide: deadlines, deductibles, models – and how your advice helps. |
| Pension & pillar 3a | pillar 3a explained pillar 3a advice zug swiss pension system explained | Clear explanations with worked examples and an invitation to a meeting. |
| Leaving Switzerland | swiss pension leaving switzerland withdraw pillar 2 leaving vested benefits account | What happens to pension assets when leaving – a top topic with little good local content. |
| Businesses | insurance broker switzerland company bvg solution startup business liability insurance switzerland | Services for companies and start-ups: property, liability, employee benefits and BVG. |
| Life events | mortgage advice switzerland expat household insurance switzerland life insurance switzerland english | Pages for key events such as buying a home, having a child or becoming self-employed. |
An insurance office’s Google profile
For “insurance broker + city”, map results decide. Many offices have almost no reviews – that’s your opportunity.
- CategoryA fitting primary category such as “Insurance broker” or “Financial planner”, plus your specialisms.
- Each serviceHealth insurance, pensions, retirement, business, expats – each with a link.
- Booking and languagesState online booking and advice languages.
- Seasonal postsReminders about cancellation deadlines in autumn and pillar 3a before year-end.
- Reviews after adviceAsk satisfied clients for a review after a completed mandate.
- Consistent dataName, address, phone identical on website, Google, local.ch, search.ch and the intermediary register.
Rules for insurance intermediaries online
Insurance and pensions are regulated. Online, these three points matter most.
No exaggerated savings promises
“Save CHF 1,000 guaranteed” is misleading. Worked examples with clear assumptions are better.
Register entry and independence
Independent intermediaries should state their register entry and be transparent about how they are paid.
Health insurance
Additional rules apply to health insurance brokerage, e.g. on telephone marketing and remuneration. Online content should match them.
This is guidance, not legal advice. For supervisory questions, FINMA and your industry association can help.
Example: page title in Google
Found in ChatGPT and AI Overviews
Questions like “What happens to my Swiss pension if I leave Switzerland?” are often asked of AI first. It cites providers with clear, well-supported explanations.
How we work with insurance offices
Office check
Google profile, website and the strongest providers in your region.
Prioritise topics
Expats, retirement, business or private clients – what should bring more enquiries?
Implementation
Guide and service pages, seasonal planning, schema markup, profile optimisation.
Reporting
Monthly: rankings, calls, meeting requests and forms from Google.
Insurance SEO by canton
Search behaviour and competition vary a lot from canton to canton. Here are our regional pages.
Frequently asked questions from insurance offices
Is there demand from expats?
A lot. Newcomers have to take out Swiss health insurance within three months and often search in English: “health insurance Switzerland expats”, “pillar 3a explained”, “Swiss pension leaving Switzerland”. Few local brokers have good English pages – a clear opportunity.
When do people search most?
The health insurance season in autumn is the biggest spike: from the premium announcement until end of November. For pensions and pillar 3a there’s a second spike before year-end.
What must we observe in advertising?
Claims must be factual and correct – e.g. on savings or tax benefits. Independent intermediaries should state their register entry, and additional rules apply to health insurance brokerage, for example on telephone marketing.
Should we show premiums or returns?
Only with a clear source, date and assumptions. Better are worked examples that explain the principle and a calculator that points to personal advice.
Do we need German or French pages too?
Yes, if you also want local clients. Most Swiss residents search in German or French, while newcomers search in English.
Free analysis for your office
Within two working days you’ll receive:
- +Your position for “insurance broker + your city” in Google Maps
- +A check of your Google profile with the three most important fixes
- +A fixed-price quote – suitable packages from CHF 890 per month