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DTSTART;TZID=America/Edmonton:20260917T110000
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URL:https://ibaa.ca/events/events-calendar.html/event-info/details/id/312
SUMMARY:Modern Search for Insurance Brokerages
CLASS:PUBLIC
DESCRIPTION:\n\nhttps://ibaa.ca/events/events-calendar.html/event-info/deta
 ils/id/312
X-ALT-DESC;FMTTYPE=text/html:<p class=\"ib-eventPrice\"><strong>Price:</str
 ong> Member: Free / Non-Member $50</p>\n\n<p class=\"ib-eventLocation\"><s
 trong>Location:</strong> Online via Zoom.</p>\n\n<p class=\"ib-eventCE\">1
  CE credit&nbsp\;for General and Adjuster&nbsp\;licenses</p>\n\n<p>The way
  potential clients search for insurance online is undergoing its most sign
 ificant shift in two decades. Traditional search engine optimization (SEO)
  is no longer just about ranking on page one of Google\; it is about appea
 ring inside AI-driven answer engines like Google&rsquo\;s AI Overviews\, C
 hatGPT\, and Perplexity.</p>\n\n<p>In this interactive\, live webinar\, ex
 perts from Goose Digital will guide insurance brokerages through the evolv
 ing landscape of digital search. Designed specifically for the Canadian in
 surance 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.</p>\n\n<p>B
 rokers will walk away with a practical\, step-by-step roadmap to adapt the
 ir digital marketing strategy. We will cover key shifts in user search beh
 aviour\, 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 y
 our online visibility.</p>\n\n<p><strong>Topics covered:</strong></p>\n\n<
 p><strong>Module 1: The New Search Landscape:</strong> Transitioning from 
 traditional link-based SEO to AI-generated answers and conversational quer
 ies.<br />\n<strong>Module 2: How AI Engine Optimization (AEO) Works:</str
 ong> How LLMs pull insurance data\, synthesize answers\, Google&#39\;s str
 ict YMYL standards\, E-E-A-T requirements and cite sources.<br />\n<strong
 >Module 3: Foundational Trust &amp\; Local Visibility:</strong> Optimizing
  Google Business Profiles\, local citations\, and structured metadata for 
 AI indexing.<br />\n<strong>Module 4: Authoritative Content Strategy:</str
 ong> Creating hyper-relevant\, unique content that answers complex insuran
 ce questions better than competitors.<br />\n<strong>Module 5: Actionable 
 Roadmap:</strong>&nbsp\;Priority steps brokerages of any size can implemen
 t immediately to capture modern search traffic.</p>\n\n<p>By the end of th
 is course\, attendees will be able to:<br />\n● Understand the key diffe
 rences between traditional keyword-based SEO and AI-powered Search Generat
 ive Experience (SGE) / Answer Engine Optimization (AEO).<br />\n● Identi
 fy how search engines and AI models evaluate\, select\, and cite insurance
  brokerages as trusted recommendations.<br />\n● Evaluate their brokerag
 e&rsquo\;s current digital footprint for technical clarity\, local authori
 ty\, and AI readiness.<br />\n● Implement immediate\, practical content 
 and optimization strategies to improve online visibility and drive qualifi
 ed inbound leads.</p>\n\n<p>Audience: Brokerage Owners\, Principals\, Mark
 eting Directors/Managers\, Business Development Leads\, and Operations Lea
 ders.<br />\nLevel: Introductory to Intermediate (No prior technical SEO b
 ackground required\; concepts are framed around strategic business outcome
 s).</p>\n\n<p>Client search behaviour has fundamentally changed. When pros
 pects search for coverage\, advice\, or local brokers\, AI tools increasin
 gly answer their questions directly&mdash\;bypassing traditional website l
 istings entirely. If your brokerage is invisible to AI search models\, you
  risk losing valuable leads to competitors who are optimized for this shif
 t. Taking this webinar equips brokers with forward-thinking digital strate
 gies\, ensuring your firm stays discoverable\, credible\, and competitive 
 in the modern digital marketplace.</p>\n\n<h3>Instructor/Facilitator&nbsp\
 ;| Jennifer Pugsley and Sean Williams&nbsp\;| Goose Digital</h3>\n\n<p><st
 rong>Jennifer Pugsley (VP\, Customer Success &amp\; Insurance SME)</strong
 ><br />\nWith over 20 years in insurance and a decade in digital marketing
 \, Jennifer helps Canadian brokerages\, MGAs\, and carriers modernize clie
 nt acquisition. Recognized as one of Insurance Business Canada&rsquo\;s El
 ite Women\, she specializes in digital growth strategy\, marketing automat
 ion\, and AI adoption.<br />\n<strong>Sean Williams (Manager\, Demand Gene
 ration)</strong><br />\nWith extensive experience in performance marketing
  and search strategy\, Sean leads demand generation at Goose Digital. Focu
 sing on SEM\, Google Ads\, and search engine optimization\, he helps Canad
 ian 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.</p>\n\n<p><strong>*Reg
 istration closes two (2) business days prior to the session date and we wi
 ll no longer accomodate late&nbsp\;registrations once closed.&nbsp\;</stro
 ng></p>\n
DTSTAMP:20260812T121124Z
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