You may have heard of search engine optimization (SEO) before but never really understood why it's essential to you as an insurance agent. Like everything else, today’s consumer searches for insurance digitally.
If you want to sell to today’s insurance consumers, you should be up to date on SEO best practices to reach as many potential clients as possible.
Search engine optimization is the process of using relevant keywords, creating high-quality content and other techniques to generate organic traffic to your insurance agency’s website through search engines (Google, Bing, etc.).
The goal of the SEO process is to increase your website’s visibility and traffic to potential insurance consumers, then turn that traffic into new insurance customers for your agency.
Potential clients are searching for insurance information on the internet every day. Search engines like Google direct these searches to websites providing relevant and trusted content.
Used correctly, SEO will bring organic traffic to your website. Statistics from digital marketing firm Smart Insights show web users favor organic results over paid advertising. The report showed 39.69% of Google searches with click-throughs were organic in nature compared to only 4.22% of searches with paid advertising click-throughs. Many web users are wary of sponsored ads and fear clicking on one of the links will result in some type of malware being downloaded to their computers.
Organic traffic is important because it will reach users who have a specific insurance question or need. Reaching more people with your message means you will have a chance to convert these prospects into end customers and sell more insurance policies. Plus, adding SEO keywords to your content is free.
Google has built-in algorithms that search for relevant keywords related to the search item. Not only does Google look for relevant keywords within content, but it looks at a variety of on-page elements such as the quality of the content. There are also off-page elements such as the quality and number of backlinks pointing to your page. Google’s algorithm considers all of these factors and many others to establish your website’s level of authority on a subject and how well potential clients can trust your content.
By publishing relevant SEO-enriched content, you establish yourself as an expert your clients can trust, and this gives you a competitive advantage over your peers.
Developing a successful SEO strategy will help you stay competitive in the search for new insurance prospects. Here are 10 SEO tips for your insurance business to help you expand your agency’s outreach and attract new clients.
Insurance jargon can confuse the average insurance consumer, but most customers know just enough about insurance to enter a key search term in Google.
For example, someone who just bought a new car might enter “cheap car insurance.” But, of course, these keywords are just a part of the puzzle. As the insurance agent, it's your job to educate the customer to know that there is more to getting the right car insurance than just its cost.
Put your thinking cap on and imagine yourself as someone searching for insurance on the internet. What terms would you search? Then, make a list of terms related to the types of insurance products you offer and incorporate those keywords naturally into the content on your insurance agency’s website. Don’t forget to include local search terms so that consumers in your service areas will be able to find you.
Several keyword research tools will help you research new keyword ideas. These tools will help you explore new keyword ideas, show you the search volume of a keyword, and the competitiveness of a keyword, so you can find target keywords relevant to your insurance business that will help boost your Google ranking. Here are a few of the most popular keyword research tools to help you get started.
If you have a satisfied customer, their recommendation can do wonders to help you bring in new prospective clients. Many people read customer reviews before purchasing a business’s products or services, and having enough positive reviews can improve your site's search engine performance. You can use your Google My Business page or even your Yelp profile and ask past clients to post a review for your insurance business. Most people are more than happy to help.
Insurance is not always easy to understand, and people have questions about it. People usually end up going to Google as an easy way to answer their questions, and this is why you want to provide answers with high-quality, informative insurance content on your website.
Keeping fresh and relevant insurance content on your website with the right keywords will increase your Google ranking and help people find your website. But getting potential insurance customers to your website is half the battle. Keeping them there long enough to get an insurance quote is the other half. You can do this by having an easy-to-use website with interesting, helpful, and trustworthy content.
With so many customers searching for insurance on the internet, you want to make your presence known online. Take advantage of Google My Business as these listings are prioritized on local Google searches. This is a relevant and surprisingly overlooked element for many agents. GMB highlights your business's photos, client reviews, and any recent blog content you've posted on your company website.
We live in a digital world where clients use their mobile devices to search for insurance information or buy insurance products. According to a report from WARC, an Ascential company specializing in data and analytics research, almost 3.7 billion internet users will be mobile by 2025.
If you don't provide your mobile clients with a good user experience, they will go elsewhere when searching for insurance. Your website needs to load quickly and be accessible for mobile users to browse with easy-to-find actions like “get a quote” or “contact us.” Improving the functionality of your website will help you meet the expectations of today’s mobile insurance consumers — and Google's expectations for search rankings.
You can test your website's mobile friendliness with a free tool from Google. Google's Mobile-Friendly Test shows how easy it is for a mobile user to use your website. The tool analyzes factors that make your website mobile-friendly, including page loading speed, easy navigation, and more. Once the test is complete, you will receive a grade and recommendations to improve your website's readability for mobile users.
Data breach incidents are occurring with increasing frequency, and your clients are understandably worried about the security of the websites they visit. Put your clients’ minds at ease by assuring them their information is safe when they visit your website.
Google also includes website security as an official ranking factor in its algorithm. Having a secure sockets layer (SSL) ensures client information collected by your website is encrypted, and Google prioritizes websites that have an “HTTPS” URL address.
Google uses your XML sitemap when analyzing your website to crawl and find your web pages. You can optimize your XML sitemap so bots discover all the content you've included on your website, like what services you provide, the insurance products you offer, your blog content, and "contact us" information. Google even offers you tips for building your XML sitemap. You can submit your XML sitemap to Google through Google Search Console to test for errors and find out what customers see about your company when searching the internet.
For the best optimization of your website’s content, you should include keywords in meta titles and meta descriptions. The best practice for meta titles — the title that shows in search results — is to include the keyword and your company’s brand name, which will help you rank better in Google search results.
The page title is what users see once clicking through the link and should be easy-to-read and clearly label the content on the web page. Your page title should be an H1 tag. Make sure your page title and meta title are unique and keyword-focused to optimize your page for Google's search results.
Meta descriptions are short descriptions of 160 characters or less that display on Google's search engine results pages. The best practice for optimizing meta descriptions is to use targeted keywords to explain your content and encourage users to click through to your website to find an answer to their query.
You should break up content on your website to make it easy to read for your website visitors and increase visibility to search engines. While optimized headers are mainly for people with disabilities who require screen readers and other accessibility purposes, they also help search engines better understand your content, too.
Break up your content with H2-H4 tags containing keywords you've targeted to reach your insurance customers. Be careful to review your content to see that it reads well. The goal is to include all the relevant keywords yet flow smoothly and make sense to readers.
SEO is vital in making sure customers can find you when searching for insurance solutions, but you shouldn’t get so caught up in it that you lose sight of providing valuable information. Your number one goal is to provide helpful information to prospective clients, not search engines.
If your website visitors see you as an authority on insurance, they will stay on your website long enough to consider getting an insurance quote and even referring their friends to you. If your clients find your website content informative, they will, in turn, share it with others and keep coming back to your website time after time.
The way people search for insurance will continue to change, and so should your strategy for using SEO to help potential clients find you. By using SEO best practices, you are reaching more customers, which will help you sell more insurance policies.
Your SEO strategy will help you attract potential clients, but it's a method that takes time to produce results. While you're waiting to establish yourself as an expert, lead generation is an excellent way to bring in new business. Nectar can help by providing you with real-time leads eager to discuss their insurance needs with you.
This article reflects the features of Nectar as of the date of publication. Features are subject to change at any time. This article is meant for informational purposes only, it is not a guarantee that using Nectar will help you achieve specific business or financial results and is not intended to serve as the sole recommendation for any business financial decisions.