Online comparison sites: taking back your Google visibility
HelloSafe, Meilleurtaux, Yago: comparison sites capture Google traffic before you. Yet 52% of Belgians still go to their broker. The problem is visibility.
Type "car insurance Belgium" into Google. The first five results are comparison sites: HelloSafe, Solidas, Yago. Type "insurance broker" followed by the name of your town. Sometimes you appear. Often, a directory or a competitor is ahead of you.
The paradox is striking. According to the 4th CBC Observatory 2025, 52% of Belgians still take out insurance through a broker. Direct channels represent only 19.3% of the market, and declining. The trust relationship with the broker holds strong. But the battle is now fought upstream, at the moment the prospect searches.
The comparison site is not your competitor
A comparison site does not sell contracts. It captures attention, generates traffic, and redirects to an insurer or digital broker. Its model relies on visitor volume, not quality of advice.
Your model is different. You guide, advise, manage claims. The value you bring is relational and lasting. The comparison site offers a price. You offer a solution.
The problem is that the comparison site is visible at the precise moment the prospect searches. And you often are not.
Local search: your playing field
A prospect does not search for "the best insurer in Belgium". They search for "insurance broker Namur", "home insurance Liege" or "mortgage broker Brussels". That is local search. And that is where the independent broker has a structural advantage over the comparison site.
Google favours local results when the query contains a location. Your Google Business Profile appears in the local pack. Your website appears in organic results if its content is relevant to that local search.
The comparison site targets generic national queries. It does not have an office on Station Street in Mons. You do.
Three concrete levers
1. Your Google Business Profile, complete and active. A complete profile (verified address, opening hours, office photos, phone number, category "insurance broker") rises mechanically in local results. Add regular posts and respond to reviews. Companies that respond to reviews see a 20% improvement in acquisition.
2. A website with relevant local content. A single-page site saying "we are insurance brokers" ranks for nothing. A site with dedicated pages per service (car, home, professional, mortgage), each mentioning your geographic area, ranks for dozens of queries.
3. Recent and numerous Google reviews. 88% of clients read reviews before contacting a local professional. A broker with 50 reviews at 4.8 stars dominates a comparison site in local results.
The generic site is your enemy
A broker with a template site identical to fifty colleagues ranks for nothing. Google values unique, local, specialised content.
What you need is a site that carries your identity, your specialisation, your geographic roots. That is the purpose of BrokerWeb: each site is built for the broker who uses it, with an SEO structure designed for local visibility.
Local SEO is not a sprint
You will not dethrone HelloSafe on "car insurance Belgium" tomorrow. That is not your goal anyway. Your goal is to be the first result when someone searches for a broker in your town. And that is within your reach.
A professional site, a complete Google profile, recent reviews. Three levers, zero advertising budget. Local visibility is built with consistency, not with budget.
