Did you know that Google delivers more than 193 million results in under a second for the search term “insurance companies”? The majority of these results are companies who are ready to provide insurance for the users searching for that phrase. In other words, your direct competitors if you’re an insurance company.
This is great for consumers, because it means it’s easy to find a company that offers what they need. For insurance providers, though, it means it’s more challenging than ever to attract customers online. So the question is – how do you stand out? What can you do to make sure that your insurance company gets noticed?
Search Engine Optimization, or SEO, allows you to increase the visibility of your website in search engine result pages (SERPs). SEO is a process that involves making your website easier for search engines like Google, Yahoo, Bing and others to understand. This way, they can determine what your site is about and provide it as a result for relevant searches.
There are many factors that send signals to search engines, and affect how search engines deliver results after a user has performed a search. When you optimize your website for search engines, you are modifying your website to make sure your site is sending all the right signals to search engines.
We’ve already discussed that the insurance industry is a very competitive industry, and you need something to give you that edge on your competition. That’s why any insurance company marketing plan today absolutely needs to include SEO.
At this point, your company most likely already has a well-designed site that provides potential customers with the information they need, and possibly allows them to convert online. However, your website is virtually useless if no one can find it. SEO helps you make sure that your site has a strong presence in the search results where your potential customers are looking.
SEO will give you a fantastic way to compete with other insurance agencies. You’ll easily beat out any of your competitors that aren’t doing it. And when you partner with the right SEO agency, you’ll also be able to compete with and outrank your competitors that are already optimizing their sites. Search engine results for insurance-related keywords are competitive, but with a strong SEO strategy, you have the chance to use them to attract new customers.
If you’re new to SEO, it’s important to have realistic expectations for what it involves. First and foremost, it’s essential to understand that SEO isn’t a once and done task that can be checked off your list and forgotten about. Although you could theoretically go through a site and optimize all of the title and header tags, for example, your work still wouldn’t be done.
Don’t make the mistake of thinking you can optimize your site once, and expect that the leads and traffic will continue to come rolling in for all of eternity. This is a common mistake for first-time SEO campaigns, and one that can prevent you from seeing the results you want. So what makes SEO an ongoing process?
First, SEO is an ongoing practice because Internet marketing is constantly evolving. What worked last year for your insurance company’s marketing plan may not be as successful this year or may not be successful at all. Internet marketing trends evolve with consumer habits and preferences, and so do the specific keywords that bring potential customers to your site.
It’s also important to keep in mind that Google and other search engines are constantly tweaking and updating their algorithms to ensure that they are delivering the best results possible to their users. With each of these algorithm updates comes new best practices in site optimization. In order to keep up and maintain your rankings, you must continue to tweak, optimize, and update your site according to those practices.
The other reason you need to continuously work on optimizing your website is that your biggest competitors aren’t sitting still. If you achieved great results with your initial SEO, and began getting more traffic and leads, your competitors most likely noticed - especially if your strategy affected their amount of traffic and leads.
When this happens, they’ll most likely respond by making new changes and updates to their own strategy and site. They will continue to do so until your insurance company and others insurance agents stop giving them a run for their money. If you want to maintain your initial rankings and success, ongoing SEO is absolutely necessary.
This is why SEO requires continuous investment and attention: If you sit still, your position in the rankings will quickly slip – and your initial investment could be for nothing.
Yes, absolutely! SEO works across all industries and insurance companies are no exception.
Your potential customers are shopping online, so the key to creating and executing SEO successfully is to understand your customers and how they shop and search. You probably have a good understanding of who you customers are, but you might not understand how they shop online.
This is where keyword research becomes important for a successful insurance company marketing plan. Keyword research is one of the first steps in the early phase of SEO strategy development, and involves researching the exact words and phrases your customers use when searching for your services.
You’ll likely learn people search for things related to the insurance industry in ways you wouldn’t have expected. For example, did you know that on average, almost twice as many people search for “car insurance companies” vs. “auto insurance companies” and an even smaller portion of people search for “vehicle insurance companies”? These may seem like unimportant details, but can make all the difference in how you approach your strategy and the search engine results you want to compete for.
This type of information is helpful in crafting an SEO strategy for your insurance company and should help you identify hidden opportunities for marketing. Ultimately, your goal is to make sure your website provides all the information your potential clients are looking for, or at least enough to trust you and want to contact you for more details.
There are many pieces to the SEO puzzle. Content is another very important part of optimizing your website for search engines, but remember your clients are looking for it too! Your content strategy should be based on the results of your keyword research, competitor analysis, and your own industry knowledge.
Before you start drafting copy for your website, make sure the site structure makes sense and flows nicely. If it’s hard to navigate it won’t matter how much great content you have: your visitors and potential customers will get annoyed and likely start their search over.
Once you’ve decided the site flows nicely, think about the results of the keyword research, the questions you get asked all the time, and the pieces of competitors sites you liked and make sure they are all addressed somewhere within your site. If you think a page is really important and you want search engines to understand its value, you are going to have to add content to it.
Additionally, if you want that page to rank for “best insurance agency in Omaha”, you need to have that phrase worked into your copy naturally.
It’s important to know that most modern SEO strategies focus on providing customers with quality content. This can be anything from a detailed blog post on how to handle a certain type of insurance claim, to a downloadable PDF highlighting the most important information about a certain policy.
Search engines do their best to rank search results according to how much value they provide to Internet users. This means you can’t really get away with just keyword research anymore. While it’s still important to know what keywords you’re targeting and to include those in your copy, it’s even more important to make sure that your content is of a consistently high quality.
People have become much pickier when selecting an insurance provider because of how easy it is to research and vet potential agencies through the Internet. Pushing out high quality content to potential customers is a smart, effective way of distinguishing yourself as a trustworthy, industry-leading agency.
Ready to learn more about SEO? If you want to try improving your SEO yourself, you should be aware that it's not the easiest marketing method to learn. Some components of SEO are highly technical, and may require you to edit your website's code and structure to see serious improvements. However, depending on your needs, sometimes all you'll need to do to improve your visibility in searches is write new content and do keyword research.
In addition to the advice you've already found on this page, we have two resources you can consult to learn SEO:
If SEO seems like too much to learn, or you just don't have the time to take on another marketing method, we suggest getting in touch with an experienced SEO professional or agency to get your website where it needs to be in searches. An agency that offers SEO services for insurance companies can help you get more traffic from online searches, improve the number of leads you get online, and improve the amount of revenue you can attribute to your online marketing. Working with an agency will also allow you to do what you do best—run your insurance agency—while they focus on improving your SEO and marketing.
WebpageFX lives and breathes everything that is Internet marketing. We craft individual SEO strategies based on the unique marketing goals of your insurance agency.
If you need help making your insurance agency more visible online, we’re here for you. We can put together a custom quote designed to increase your visibility, improve your SEO, and get you more business than your competitors. Contact one of our web strategists today to learn more about how we can help you get more from the web.
Find out how WebpageFX can create an effective Internet marketing strategy for your website. Call 888.449.3239 or contact us online today for a free evaluation.