Link Building for Insurance Websites: A Guide for 2025 and Beyond

Have the online discussions and blogs around link building for insurance websites confused you? 

You’re not alone. 

Many insurance website owners wonder if link building is worth the effort. After all, you’ve probably heard stories of websites gaining or losing ranks dramatically because of backlinks.

The truth is, in a competitive industry like insurance, backlinks are one of the most reliable ways to boost your site’s visibility. 

But here’s the catch—they have to be the right insurance backlinks. 

Let’s break it down, step by step, and explore how link building works, why it matters, and how real results are achieved by insurance websites that identify the right agency to build links for them.

Why Backlinks Matter for Insurance Websites

We’ve said it before and we’ll say it again: Backlinks are more than just hyperlinks; they are endorsements for your insurance website. 

When a credible website links to yours, search engines like Google interpret it as a vote of confidence. 

This trust contributes to improving your domain authority and, in turn, gives a boost to your search rankings.

For insurance websites, this is particularly crucial. The insurance niche is packed with large, established players with massive marketing budgets. 

Competing with them means standing out in search results. High-quality insurance backlinks level the playing field by building your website’s credibility and visibility.

Consider FCA Insurance Brokers, an insurance website that has been benefiting from the link building service offered by Stan Ventures. 

When they started their SEO journey with us in December 2021, their Domain Rating (DR) was a mere 25, far behind their competitors. 

With only 117 referring domains, many of which were spammy, their backlink profile was a liability rather than an asset. 

Their turnaround, fueled by strategic link building, shows just how transformative backlinks can be. 

I’ll present the results achieved by FCA Insurance to emphasize the significance of link building for insurance agencies.

Cleaning Up: Why a Healthy Backlink Profile Is Essential

Before you can build a strong backlink strategy, you need to address what’s already there.

A cluttered backlink profile full of spammy, low-quality links can harm your site’s credibility, dragging down your rankings.

In fact, this can hamper the effectiveness of the future SEO strategies that can get you actual results.

This was the first step that we took with FCA Insurance. Their initial audit revealed a significant number of low-quality links. 

Using tools like Semrush, we identified these toxic links and disavowed them through Google Search Console. 

By effectively telling Google to ignore these harmful backlinks, we laid the groundwork for future growth of FCA. 

Of course, there was a drop in the number of referring domains in the month following the disavow but that had very little impact on the website.

This cleanup process is crucial for every insurance website if they or the previous agency that associated with it had indulged in spammy link building strategies.

By removing harmful links, you create a strong foundation for building a quality website that will actually benefit your SEO growth.

The Power of High-Quality Links Over Quantity

When it comes to backlinks, QUALITY always trumps quantity. 

A single link from a reputable, high-authority site in your niche can have a bigger impact than dozens of links from irrelevant or low-quality sources. 

Google values relevance, authority, and trust, and so should you.

Take FCA Insurance Brokers’ progress as an example: 

From 117 referring domains in December 2021, they now boast over 440, with 321 of those coming from domains with a DR of 30 or higher. 

This focus on quality rather than just quantity is a big reason for their success. 

We also diversified their link sources, with 343 .com domains, 33 .org domains, and 26 .ca domains, ensuring their backlink profile was broad and trustworthy.

For your website, targeting high-quality domains should be your priority. 

Building relationships with authoritative sites in the insurance and finance sectors, publishing insightful content, and maintaining natural anchor text strategies will help you achieve this.

How to Use Anchor Text Strategically

Anchor text—the clickable text in a hyperlink—is more important than many realize. 

It signals to search engines what the linked page is about, and when used strategically, it can boost your keyword relevance.

With FCA Insurance, we identified anchor texts aligned with their key services, such as “performance bonds” and “insurance brokers.” 

By doing so, we ensured that the links pointing to their site reinforced their SEO objectives. 

However, we balanced this with branded anchor texts like “fcainsurance.com” and neutral ones like “what are bid bonds” to keep their link profile natural and avoid over-optimization penalties.

For your insurance website, think about your most important keywords. 

If you want to rank for “personal liability insurance,” for example, use variations of that phrase as anchor text. 

But don’t overdo it—Google values diversity in anchor texts as a sign of authenticity.

Content: The Backbone of Link Building

Creating valuable, industry-specific content is one of the most effective ways to earn high-quality insurance backlinks. 

This is where insurance websites have a unique advantage. 

Complex topics like performance bonds, errors and omissions insurance, or construction bonds offer endless opportunities for educational and informative content.

FCA Insurance Brokers capitalized on this by publishing targeted resources that resonated with their audience and potential link sources.

For instance, an in-depth guide on performance bonds attracted links from contractors, finance blogs, and niche directories.

If you’re unsure where to start, think about the questions your customers often ask. 

Turn those questions into detailed blog posts, infographics, or case studies. 

A well-researched guide could easily attract links from relevant blogs, local business directories, and even government resources.

Tools to Simplify Link Building

If link building feels overwhelming, don’t worry. 

There are plenty of tools to help you streamline the process. 

We relied on tools like Ahrefs and Semrush to analyze their backlink profile, identify toxic links, and uncover new link opportunities.

Ahrefs is particularly useful for competitor analysis. By studying the backlink profiles of successful insurance websites, you can identify high-authority domains that might link to yours.

Our strategy included targeting domains similar to those linking to their competitors, which allowed them to tap into trusted networks.

These tools don’t just save time—they ensure your strategy is data-driven and precise.

Measuring Success: What Does Link Building Achieve?

Link building isn’t just about numbers; it’s about RESULTS. So, how do you know if your efforts are paying off? The key metrics to track include:

Domain Rating (DR)

This metric indicates your site’s overall authority. FCA Insurance Brokers’ DR climbed from 25 to 40 after consistent link-building efforts, proving the power of high-quality insurance backlinks.

Referring Domains

Growth in the number of referring domains, especially those with a high DR, signals success. FCA increased their referring domains from 117 to over 440, a clear sign of progress.

Organic Traffic

Better backlinks should lead to better rankings, which in turn drive more traffic. Their organic traffic increased from 808 users per month in 2021 to 3,381 users in 2024. The improved authority achieved through link quality undoubtedly contributed to greater visibility.

Keyword Rankings

Climbing the search results for targeted keywords is the ultimate goal. Strategic anchor text and relevant backlinks help achieve this. You can find the testament to this in the above screenshot. 

The FCA was ranking only for 1791 keywords on Google when they started the SEO project with us. Now they are ranking for 3908 keywords on Google.

Additionally, as of December 2024, 82 keywords are ranking on top 3 and 459 on top 10 when compared to 27 and 149 respectively in 2021.

For your insurance website, tracking these metrics will show whether your strategy is working and guide future efforts.

Link Building as a Long-Term Investment

One of the biggest misconceptions about link building is that it delivers instant results. In reality, it’s a long-term investment. 

FCA Insurance Brokers didn’t go from 25 to 40 DR overnight. It took consistent effort, strategic planning, and patience.

This is why it’s important to see link building as part of your broader SEO strategy. 

The links you build today will continue to benefit your site for months, even years, to come. 

Whether you’re targeting local customers or competing nationally, a solid backlink profile lays the foundation for sustained growth.

Get Started Today

If you’re still on the fence about link building, take inspiration from FCA Insurance. 

They started with a low DR, a handful of spammy backlinks, and a lot of room for improvement. Today, their SEO success speaks for itself.

Your journey doesn’t have to be complicated. Start by booking a call with us. We will audit your website real time and set clear goals. 

The whole focus of our link building campaign is on quality over quantity, build relationships with authoritative sites, and let your content do the heavy lifting.

Link building isn’t just an SEO strategy—it’s a way to build trust, authority, and ultimately, a stronger online presence. 

And trust me, when the results start coming in, you’ll wonder why you ever hesitated.

Are you ready to take the first step? Let’s build something great together.