AI Visibility Audit
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Confidential Report
How Seek To Protect performs across AI-powered search, SEO fundamentals, and competitive positioning in the UK protection insurance brokerage space.
| Domain Rating: 3.4 / 100 | Organic Keywords: 21 | Monthly Traffic: 9 visits |
| Backlinks: 64 | Referring Domains: 21 | Authority Level: Low |
At DR 3.4, Seek To Protect's domain authority is dramatically lower than every competitor in the space. Reassured (DR 58), Drewberry (DR 52), and even niche brokers like MyTribe (DR 45) have 13–17x more authority. AI models strongly weight domain authority when deciding which brands to recommend, making this the single biggest barrier to AI visibility.
With just 21 organic keywords and 9 monthly visits, Seek To Protect's content doesn't generate enough search signals for AI models to recognise. Competitors publish "best of" guides, comparison pages, and extensive FAQ content that AI tools cite directly. Your Guides section is a great start, but needs 10–20x more depth to compete.
Seek To Protect isn't mentioned on Unbiased, Which?, MoneySuperMarket, or any of the major "best broker" roundups that AI models pull recommendations from. Competitors like Reassured, Drewberry, and The Insurance Surgery appear on all of these — giving them the third-party endorsement signals AI tools prioritise.
We tested Seek To Protect's presence across the four AI platforms reshaping how consumers discover insurance brokers and protection products.
We tested 4 high-intent buyer queries across Google AI Overviews — the exact questions your ideal customers ask when looking for protection insurance advice.
| Query Tested | Platform | Companies Recommended | STP Found? |
|---|---|---|---|
| "best life insurance broker UK for families 2026" | Google AIO | Reassured, LifeSearch, Protect Line, Drewberry, Howden | No |
| "best income protection insurance broker UK self-employed" | Google AIO | Drewberry, ActiveQuote, The Insurance Surgery, Unbiased, Manor Financial | No |
| "best business protection insurance adviser South England" | Google AIO | Business Protection Hub, Seek To Protect, Pembroke Financial, AV Trinity | Yes |
| "best critical illness cover broker UK independent advice" | Google AIO | Drewberry, Reassured, Nesto, Legal & General, Online Money Advisor | No |
Key Finding: Seek To Protect appeared in just 1 of 4 tested queries — and that was the only location-specific query ("South England"). For every broader national query, competitors with higher domain authority and deeper content libraries dominate entirely. The positive signal: Google already recognises Seek To Protect as relevant for South England protection insurance. The challenge is scaling that local recognition into broader national visibility — which requires building domain authority, publishing comparison content, and earning third-party citations on the platforms AI models trust.
How Seek To Protect stacks up against 5 leading competitors across domain authority and AI search visibility.
| Company | Domain Rating | ChatGPT | Google AIO | Perplexity | Why They Win |
|---|---|---|---|---|---|
| 🔵 Seek To Protect | DR 3 | Not Cited | Partial | Not Cited | Your position — strong local relevance in South England but minimal national visibility due to low DR and content gap |
| Reassured | DR 58 | Cited | Appearing | Cited | UK's largest broker, 70k+ Trustpilot reviews, massive "best of" content library, appears in every tested query |
| Drewberry Insurance | DR 52 | Cited | Appearing | Cited | Extensive comparison guides, "best of" articles for every product category, strong Which? and Unbiased mentions |
| LifeSearch | DR 49 | Cited | Appearing | Partial | 900k+ families protected, strong PR & media coverage, deeply embedded in "best broker" roundups |
| The Insurance Surgery | DR 48 | Partial | Appearing | Partial | Specialist niche (non-standard applicants), 25+ years authority, award-winning "best of" content strategy |
| MyTribe Insurance | DR 45 | Partial | Appearing | Partial | Aggressive "best of" content strategy — publishes "14 Best Brokers" articles that AI models cite as authority sources |
Insight: The authority gap is stark — even the lowest-rated competitor (MyTribe, DR 45) has 13x Seek To Protect's domain rating. But the real lesson is in how they built that authority. MyTribe, a relatively newer entrant, earns AI citations by publishing "14 Best Life Insurance Brokers" and "Top 10 Providers" comparison articles — the exact format AI models are trained to cite. Reassured dominates with 70,000+ Trustpilot reviews and awards that signal trust. The path for Seek To Protect isn't to match their scale overnight — it's to build a targeted content and review strategy that earns AI visibility within a defined niche, starting with South England and business protection where you already have traction.
Three high-impact actions Seek To Protect can take in the next 30–90 days to build AI visibility from the ground up.
You already appear in Google AIO for "business protection adviser South England" — this is your beachhead. Create 10–15 location-targeted pages: "Business Protection Insurance Portsmouth", "Relevant Life Policy South England", "Income Protection for Self-Employed Hampshire". Add FAQ schema markup to each page. Own the local niche first, then expand nationally. This leverages your existing Google recognition rather than competing head-on with DR 50+ nationals.
Request Trustpilot and Google Reviews from every client. Aim for 50+ reviews in 90 days. Register on Unbiased.co.uk, VouchedFor, and FCA's Financial Services Register with a complete profile. Submit your business to "best broker" roundup lists on MoneyHelper, Which?, and comparison sites. These are the exact third-party signals AI models use to decide which brokers to recommend — and right now, Seek To Protect has virtually none.
Create pillar content: "Best Life Insurance for Families UK 2026", "Best Income Protection for Self-Employed UK", "Business Protection vs Relevant Life Policy — Which Is Right?". These are the exact queries AI tools answer — and the brokers who publish them become the sources AI models cite. Include structured data, expert author bios, and clear product comparisons. This single content strategy is how MyTribe (DR 45) outperforms brokers with 10x more history.
Seek To Protect already has the foundation — you're showing up for local South England queries, your service reviews are excellent, and you cover every major protection product. What's missing is the digital authority and content strategy that tells AI models you're a trusted source. Our GEO (Generative Engine Optimisation) programme is built to close exactly this gap — from DR 3 to AI-cited authority, with a clear 90-day roadmap tailored to protection insurance brokers.
Book a Strategy Call →Saigon Digital — AI Visibility & GEO Specialists