Swarts Manning Organic Growth Opportunities

This play creates hyper-localized, industry-specific landing pages to capture non-branded search intent for commercial insurance services. It shifts the domain's reliance away from branded homepage traffic toward high-intent local service queries.

Example Keywords

• commercial insurance broker Henderson NV
• construction insurance broker Reno NV
• manufacturing insurance agency Salt Lake City UT
• insurance agency for restaurants in Scottsdale AZ
• property management insurance broker San Diego CA

Rationale

Currently, ~90% of organic traffic is branded; these pages target users searching for local expertise in specific verticals who don't yet know the brand. Localized vertical pages are highly effective for domains with moderate authority to win against national aggregators.

Topical Authority

The brand already has a structured 'Industries' and 'Team' architecture; expanding this into geographic variants leverages existing professional credibility and licensing footprints.

Internal Data Sources

Utilize CRM book-of-business metadata, producer bios, state-specific licensing data, and carrier appetite notes to provide unique local context.

Estimated Number of Pages

15,000+ (Covering 250+ cities across 20+ core industries)

This strategy generates programmatic compliance guides for specific trades and contractor types to help them satisfy contract mandates. These pages target the exact moment a contractor needs insurance to get paid or start a project.

Example Keywords

• insurance requirements for electricians in Nevada
• subcontractor insurance requirements Utah
• general contractor insurance requirements California
• certificate of insurance requirements for roofers
• waiver of subrogation requirements construction contract

Rationale

Contractors frequently search for specific compliance language to satisfy General Contractor or project owner mandates. Providing these checklists positions the brand as the immediate solution for the required coverage.

Topical Authority

The domain already demonstrates deep knowledge in construction risk and commercial coverage mechanics, making this a natural and authoritative extension.

Internal Data Sources

Leverage internal COI review checklists, sample contract language (redacted), and carrier underwriting 'must-haves' for specific trades.

Estimated Number of Pages

5,000+ (Covering 200+ trades across multiple states and contract scenarios)

This play targets franchisees who are contractually obligated to meet strict insurance standards set by their franchisors. It provides a roadmap for compliance that is specific to the franchise brand and the state of operation.

Example Keywords

• [Brand] franchise insurance requirements
• insurance requirements for [Brand] franchisees
• [Brand] certificate of insurance
• how much insurance do I need to open a [Brand]
• [Brand] additional insured requirements

Rationale

Franchisees are high-intent buyers with non-negotiable insurance needs; by targeting the franchise brand name, the agency captures users at the point of purchase. This bypasses broad, competitive keywords in favor of specific, brand-led queries.

Topical Authority

The agency's existing expertise in commercial program design and vertical-specific risk (restaurants, gyms, etc.) provides the necessary foundation for these guides.

Internal Data Sources

Use collected franchisor COI requirement packets, vertical-specific limit benchmarks, and internal carrier appetite checklists.

Estimated Number of Pages

8,000+ (Covering 2,000+ franchise brands with state-level variants)

This strategy creates a directory of insurance requirements for major event venues, helping planners and vendors secure the necessary coverage to access a space. It solves the urgent 'I need a COI for this venue' search query.

Example Keywords

• [Venue Name] event insurance requirements
• [Venue Name] certificate of insurance
• COI requirements for [Venue Name]
• special event insurance requirements [City]
• add venue as additional insured [Venue Name]

Rationale

Event insurance is a high-volume, transactional entry point; venue-specific searches are highly targeted and often underserved by traditional insurance content. This play drives immediate lead generation from planners and vendors.

Topical Authority

The brand's focus on liability and contractual risk transfer makes it a credible source for venue-specific compliance instructions.

Internal Data Sources

Incorporate venue requirement bundles, internal COI issuance workflows, and logs of common COI rejection reasons for specific venues.

Estimated Number of Pages

25,000+ (Covering major venues across target metropolitan areas)

This play targets contractors using platforms like ISNetworld or Avetta who are struggling to get their insurance documents approved. It provides 'fix-it' guides for specific rejection reasons and platform-specific mandates.

Example Keywords

• ISNetworld insurance requirements
• Avetta certificate of insurance requirements
• how to pass [Platform] insurance review
• [Platform] additional insured primary and noncontributory
• [Platform] COI rejected

Rationale

Contractors are often blocked from working by these platforms; providing procedural guides to fix insurance rejections captures a desperate, ready-to-buy audience. This is a high-yield strategy for a domain with moderate authority.

Topical Authority

The agency's technical knowledge of policy endorsements and certificate mechanics is perfectly suited for troubleshooting platform rejections.

Internal Data Sources

Use internal playbooks for platform-specific rejections, document request checklists, and time-to-fix benchmarks.

Estimated Number of Pages

2,000+ (Covering major platforms across various industries and rejection scenarios)

Improvements Summary

Upgrade key contractor-focused insurance posts that are near page 1 by rewriting above-the-fold sections for intent match, expanding topical depth, and adding stronger internal linking. Standardize page structure with snippet-ready definitions, TOCs, decision-focused sections, and FAQ + schema to capture more long-tail queries and improve CTR.

Improvements Details

Prioritize upgrades for OCIP/CCIP ("ocip ccip", "ccip vs ocip"), Experience Modifier ("experience modifier", "workers comp experience modifier"), Protective Safeguards ("protective safeguards endorsement"), BAP/omnibus clause, and 1099 GL ("general liability insurance for 1099 contractors"). Add comparison tables/checklists/flowcharts, an agent-perspective E-E-A-T block with author credentials + review date, and 6–10 keyword-aligned FAQs per page with FAQ schema. Build a Construction Insurance hub page and add contextual links between OCIP/CCIP, workers comp, commercial auto, property, and contractor requirements pages; add a consistent “Recommended for contractors” module pointing to service pages and a primary CTA.

Improvements Rationale

The payload shows low-to-moderate competition keywords with near-zero current traffic share, indicating ranking/CTR underperformance rather than lack of demand, which makes these pages strong candidates for page-2 to page-1 gains. Re-structuring content around definitions, requirements, and decision steps plus better internal linking and schema targets featured snippets and long-tail coverage, while the high-CPC terms (experience modifier, 1099 GL) support stronger lead quality once intent is matched.