Swarts Manning Organic Growth Opportunities

This play targets subcontractors and vendors who are blocked from starting work by third-party compliance systems like ISNetworld or Avetta. By providing step-by-step insurance upload guides and requirement checklists for these platforms, swartsmanning.com captures high-intent leads at the exact moment of operational friction.

Example Keywords

• "ISNetworld insurance requirements"
• "Avetta COI upload instructions"
• "how to pass ISNetworld insurance review"
• "Compliance Manager certificate of insurance requirements"

Rationale

Vendors searching for platform-specific compliance help are often in a state of urgency because they cannot get paid or start a job without approval. Providing the specific insurance answers for these platforms positions the brand as the expert who can solve their immediate bottleneck.

Topical Authority

The domain already demonstrates deep commercial lines expertise in workers' comp and commercial auto; extending this into the operational reality of vendor compliance is a natural and authoritative progression.

Internal Data Sources

Leverage internal COI rejection logs, platform-specific requirement checklists, and anonymized carrier appetite notes to provide differentiated, real-world advice.

Estimated Number of Pages

8,000+ (Covering various platforms, vendor types, and specific compliance workflows)

This strategy creates a massive directory of specific entities (General Contractors, Landlords, and Corporations) and the exact insurance wording they require on a Certificate of Insurance. It solves the common administrative pain point of finding the correct certificate holder address and routing instructions.

Example Keywords

• "certificate holder address for [Company Name]"
• "where to send COI for [Property Management Group]"
• "[Company Name] additional insured wording"
• "COI requirements for [National Retailer]"

Rationale

Administrative staff and business owners frequently search for the specific 'Certificate Holder' details required to satisfy a contract. These pages capture bottom-funnel traffic from users who are actively managing their insurance and likely need a more responsive broker.

Topical Authority

As a high-volume commercial brokerage, swartsmanning.com has the inherent authority to provide routing and wording guidance based on thousands of certificates issued annually.

Internal Data Sources

Utilize CRM counterparty lists, historical certificate holder databases, and internal validation rules for top-tier contractors and landlords.

Estimated Number of Pages

25,000+ (Covering thousands of entities across multiple states and relationship types)

This play builds a comprehensive, state-specific encyclopedia for every Workers' Compensation class code, focusing on classification accuracy and audit preparation. It targets business owners and controllers who are researching their codes for budgeting or to dispute audit findings.

Example Keywords

• "workers comp class code #### description"
• "class code #### rate [State]"
• "how to change workers comp class code for [Trade]"
• "workers comp audit checklist for class code ####"

Rationale

Class code searches are highly technical and indicate a user is either budgeting for a new venture or dealing with a premium audit. By providing the 'survival guide' for each code, the brand attracts high-value commercial prospects.

Topical Authority

The domain already ranks for technical workers' comp terms like 'experience modifier,' proving that search engines view the site as a credible source for complex payroll-based insurance topics.

Internal Data Sources

Use internal audit prep checklists, common misclassification patterns from the book of business, and trade-specific risk control guides.

Estimated Number of Pages

30,000+ (Covering 1,000+ codes across 30+ states with trade-synonym variations)

This strategy targets the specific 'gates' in a business relationship that trigger an insurance review, such as signing an MSA, a commercial lease, or a vendor onboarding packet. It provides the specific insurance 'stack' recommended for each contract type to ensure the user is protected and compliant.

Example Keywords

• "insurance needed for MSA agreement"
• "tenant improvement insurance requirements"
• "vendor onboarding insurance checklist"
• "insurance requirements for commercial lease signing"

Rationale

Users at these 'gates' are in the process of closing a deal and have an immediate need for insurance verification or new coverage. These pages bridge the gap between a legal requirement and an insurance purchase.

Topical Authority

The brand's existing content on commercial property and auto coverage provides the necessary foundation to offer credible contract-based insurance advice.

Internal Data Sources

Leverage anonymized contract insurance exhibits, internal redline checklists, and coverage stack recommendations by industry.

Estimated Number of Pages

5,000+ (Covering various contract types, industries, and state-specific legal nuances)

This play creates a library of insurance and bonding requirements for public agencies, school districts, and hospital systems. It targets contractors and service providers bidding on public works or institutional contracts who need to verify their bonding capacity and coverage limits.

Example Keywords

• "[Agency Name] insurance requirements for contractors"
• "[University Name] vendor insurance requirements"
• "[City/County] bid bond requirements"
• "performance bond requirements for [Agency]"

Rationale

Public and institutional contracts have rigid, non-negotiable insurance requirements. Providing a searchable database of these requirements attracts sophisticated contractors who require high-limit placements and surety bonds.

Topical Authority

The site's existing focus on construction and surety bonds makes it a natural authority for public works compliance and institutional risk management.

Internal Data Sources

Use internal bid/bond submission checklists, agency-specific requirement PDFs, and historical data on common bid-day insurance hurdles.

Estimated Number of Pages

10,000+ (Covering thousands of agencies, municipalities, and institutions across the Southwest)

Improvements Summary

Update the core construction insurance articles with intent-matched intros, tighter keyword focus, and SERP-friendly sections (tables, checklists, short definitions) to move page-2 rankings onto page 1. Create a “Construction Risk & Insurance” hub that links the cluster together, adds conversion CTAs, and supports expansion with new long-tail pages.

Improvements Details

Map one primary keyword per URL and expand sections around the main queries (e.g., “OCIP vs CCIP,” “workers comp experience modifier,” “general liability insurance for 1099 contractors,” “insurance needed for construction company,” “protective safeguards endorsement”). Add comparison tables, COI requirement checklists, dispute/timeline sections for MOD, scenario-based 1099 liability examples, plus 2–6 FAQ items with FAQ schema; update title tags/meta descriptions for CTR and add author + reviewer + citations (NCCI/WCIRB, state DOI, ISO references). Build the hub page and add at least 4 contextual internal links per article (plus links from service/high-authority pages), then publish a pillar “Construction Insurance Guide” with supporting posts like builder’s risk, additional insured (CG 20 10/20 37), COI checklist template, SDI vs bonds, wrap-up enrollment mistakes, and construction class codes impacting MOD.

Improvements Rationale

The payload shows many non-brand terms with rankings but near-zero click share, pointing to page-2 positions, weak CTR, or partial intent match—fixable with better openings, snippets, and metadata. OCIP/CCIP terms have relatively low results counts, suggesting clearer definitions, tables, and stronger internal linking can win faster than broader insurance topics. High-CPC queries (1099 liability and contractor requirements) signal strong lead value, so adding CTAs and certificate/contract review offers ties informational traffic to inquiries.