Education & Events

Price: Member: Free / Non-Member $50

Location: Online via Zoom.

1 CE credit for General and Adjuster licenses

The way potential clients search for insurance online is undergoing its most significant shift in two decades. Traditional search engine optimization (SEO) is no longer just about ranking on page one of Google; it is about appearing inside AI-driven answer engines like Google’s AI Overviews, ChatGPT, and Perplexity.

In this interactive, live webinar, experts from Goose Digital will guide insurance brokerages through the evolving landscape of digital search. Designed specifically for the Canadian insurance market, this session breaks down how large language models (LLMs) gather and present information, what search engines now prioritize, and how AI answers user queries before they ever visit a website.

Brokers will walk away with a practical, step-by-step roadmap to adapt their digital marketing strategy. We will cover key shifts in user search behaviour, the foundational importance of clear local and technical presence, and how to create authoritative content that AI engines trust and cite. Whether you manage a local brokerage or a multi-office firm across Canada, this course provides clear, actionable takeaways to protect and grow your online visibility.

Topics covered:

Module 1: The New Search Landscape: Transitioning from traditional link-based SEO to AI-generated answers and conversational queries.
Module 2: How AI Engine Optimization (AEO) Works: How LLMs pull insurance data, synthesize answers, Google's strict YMYL standards, E-E-A-T requirements and cite sources.
Module 3: Foundational Trust & Local Visibility: Optimizing Google Business Profiles, local citations, and structured metadata for AI indexing.
Module 4: Authoritative Content Strategy: Creating hyper-relevant, unique content that answers complex insurance questions better than competitors.
Module 5: Actionable Roadmap: Priority steps brokerages of any size can implement immediately to capture modern search traffic.

By the end of this course, attendees will be able to:
● Understand the key differences between traditional keyword-based SEO and AI-powered Search Generative Experience (SGE) / Answer Engine Optimization (AEO).
● Identify how search engines and AI models evaluate, select, and cite insurance brokerages as trusted recommendations.
● Evaluate their brokerage’s current digital footprint for technical clarity, local authority, and AI readiness.
● Implement immediate, practical content and optimization strategies to improve online visibility and drive qualified inbound leads.

Audience: Brokerage Owners, Principals, Marketing Directors/Managers, Business Development Leads, and Operations Leaders.
Level: Introductory to Intermediate (No prior technical SEO background required; concepts are framed around strategic business outcomes).

Client search behaviour has fundamentally changed. When prospects search for coverage, advice, or local brokers, AI tools increasingly answer their questions directly—bypassing traditional website listings entirely. If your brokerage is invisible to AI search models, you risk losing valuable leads to competitors who are optimized for this shift. Taking this webinar equips brokers with forward-thinking digital strategies, ensuring your firm stays discoverable, credible, and competitive in the modern digital marketplace.

Instructor/Facilitator | Jennifer Pugsley and Sean Williams | Goose Digital

Jennifer Pugsley (VP, Customer Success & Insurance SME)
With over 20 years in insurance and a decade in digital marketing, Jennifer helps Canadian brokerages, MGAs, and carriers modernize client acquisition. Recognized as one of Insurance Business Canada’s Elite Women, she specializes in digital growth strategy, marketing automation, and AI adoption.
Sean Williams (Manager, Demand Generation)
With extensive experience in performance marketing and search strategy, Sean leads demand generation at Goose Digital. Focusing on SEM, Google Ads, and search engine optimization, he helps Canadian brokerages MGAs, and carriers build data-driven acquisition programs. He specializes in keyword research, analytics, and continuous targeting optimization to capture high-intent digital leads.

*Registration closes two (2) business days prior to the session date and we will no longer accomodate late registrations once closed.