Is SEO and Content Marketing a Thing of the Past in the Age of AI?

AI tools like ChatGPT, Gemini, and Perplexity are changing the way people find information. Instead of typing questions into Google, more users are asking AI for answers. That shift has some independent insurance agents wondering: is SEO and content marketing still worth it?

The short answer: yes, but how you approach it needs to evolve.

Why SEO Still Matters (Even in the AI Era)

Search engine optimization (SEO) is about making your content easy to find. AI might be answering more questions directly, but those answers are still pulling from online content: websites, blogs, FAQs, and articles. If you want your agency to be part of those answers, you still need to create relevant, high-quality content.

Google hasn't gone away either. Millions of users still rely on traditional search every day, especially when comparing services, looking for local businesses, or reading reviews. SEO remains critical for visibility in maps, directories, and "near me" searches.

What's Changing and How Agents Can Adapt

AI is reshaping how content is delivered and consumed. Here's what independent agents should focus on now:

Prioritize Helpful, Human-Centered Content

Google's algorithm (and AI tools) favor content that answers real questions. Ditch the generic keyword stuffing. Focus instead on:

• Local insights (e.g., "How much auto insurance do I need in Naperville?")
• Niche expertise (e.g., "Insurance tips for small contractors in Illinois")
• Clear answers to common client questions

Analytics Tip: Track which blog posts bring the most organic traffic and time on page using Google Analytics or Semrush.

Build Topical Authority

Rather than scattered topics, build depth in key areas. For example, if you specialize in hospitality insurance, create a content cluster with pages on:

• Liquor liability
• Franchisee coverage needs
• Fire risk management

This builds credibility and makes you more attractive to both Google and AI crawlers.

Focus on Brand & Local SEO

Google and AI rely on strong brand signals. Keep your:

• Google Business Profile updated with posts, Q&As, and reviews
• Name, address, and phone number consistent across directories
• Social media profiles active with educational content

Pro tip: Include your agency name in your blog meta descriptions, title tags, and author bios to reinforce brand presence.

Leverage Video & Voice Search Friendly Content

Short videos and voice-search-optimized FAQs are rising in visibility. Consider:

• Explainer videos for common policies
• Write FAQ answers in a natural, conversational tone (like how someone would say it out loud) to improve your chances of appearing in voice search results.
• Embedding transcripts for accessibility and SEO

Test AI-Powered Tools, But Stay Authentic

AI can help with topic ideas, outlines, and rough drafts, but don't rely on it alone. Your expertise, local knowledge, and personal voice are what set your agency apart.

Your Digital Strategy Still Matters

AI hasn't killed SEO and content marketing; it's just raised the bar. Independent agents who adapt and focus on creating genuinely useful content will still win online.

Need help evolving your strategy? Chicagoland SIA supports member agents with marketing coaching, technology partners, and resources to grow your digital presence. You don't have to figure it all out alone.