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SEO for Insurance Agents: Services & Guide
August 28, 2023
15 mis
Getting new clients is hard for insurance companies, whether you operate nationally, locally, or both.
Using insurance SEO is a smart step to take. Search engine optimization (SEO) for insurance agents can help you win against others in the long run and find more clients.
In fact, more than 70% of people search for companies online. The first search results page gets 95% of clicks. That’s why you want a top spot there. It can bring you more website visitors, leads, and clients.
Our goal is to rank as high as possible in organic search results. The higher we rank, the more people click on us, visit our website, and make purchases. The ultimate objective is to bring in customers who will make purchases. Why organic traffic specifically? Because it's a substantial channel. Of course, it depends on the niche, but it's a major avenue for traffic generation and, in terms of dynamics, it can be the most cost-effective tool for user acquisition.
Ksenia Vasilieva
Team Lead SEO at Promodo
Not sure if you should work with an insurance SEO company? Think about these questions:
SEO might be too much to learn, or you might not have enough time. In that case, reach out to an SEO professional or agency. They can help your website appear higher in searches.
A company that offers SEO for insurance brokers can assist you. They can bring more traffic to your website through online searches. They can also increase the number of leads you get online and grow your online revenue. Not sure whether SEO is a good investment? Read our article to find out how to predict the ROI from SEO.
If you work with an agency, you can focus on critical business processes instead. Let professionals handle your SEO and marketing.
To win at SEO, your insurance agency needs to focus on many factors. This includes on-page and off-page SEO.
SEO services might include:
Another benefit of working with an agency is that there’s usually an entire team allocated to a certain project, with each person being a professional in their respective service. Content strategists and creators, link builders, technical SEO specialists, analysts, will combine their efforts and use the best practices and later trends in SEO to bring you results. Digital marketing agencies usually have a lot of experience in different niches, including fintech & banking.
When can you expect the first results? Read our in-depth article on the topic here.
There are many techniques you will find on Google by some SEO gurus, but let us give you our insights in the scope of SEO-related works.
In case you would like to give it a try and optimize your website on search engines on your own, here are a few suggestions for you:
Keywords are the terms your users say when seeking online. A good keyword list finds the most frequently asked questions. It shows the hottest topics for your potential leads.
This is the root of any insurance search engine optimization.
Keywords aren't the most crucial part of SEO anymore. But, they're a sizable part of it and can help guide your marketing. They reveal what users want and need. For example, typing specific keywords into Google Trends can reveal a lot of information about the demographic interested in particular keywords.
To start your keyword research, understand your client. Think about what special services you offer, and who benefits from them.
Identifying this helps you create a client profile. From this, you can pick out specific segments related to your insurance offerings and client traits.
To begin your keyword research:
For most insurance firms, go after local search terms. Search engines work to connect users with useful content. They use IP addresses to match people with nearby content.
For instance, a Philadelphia person searching for "Pennsylvania insurance" gets local results first. A Pittsburgh-based company's local SEO works better for this keyword. It outpaces efforts for broader local market terms.
After finding your keywords, how you use them is crucial.
Top tips for using keywords on-page:
However, no matter how many keywords you use, bad content won't cut it. Write for your users, not just search engines. Your content should:
Off-page SEO builds your site’s reputation through backlinks. When a trusted, popular site links to yours, search engines trust you more.
This strategy also increases how people can find you. More traffic shows search engines your relevance. For more link building tips and trends, read our article.
For these backlinks, focus on quality not quantity. Expand your agency's reach by:
Exploit tools to boost your insurance agency optimization, like local business directories:
Google Business Profile (GBP) is crucial for local listings.
Because it's part of Google — where 90% of searches happen — it helps you rank high in local results.
Google favors GBP listings. They pop up on Google Maps. They place your contacts in a notable position. You can show customer reviews, highlight photos, even recent blog posts.
Although GBP helps establish trust and beat out competition, it requires upkeep. Make a compelling GBP profile by:
Social proof is thinking, "if others like it, I probably will too.". That's why almost 9 out of 10 people read reviews before buying.
Ask your clients, past and present, for a review on GBP or Yelp. Most people are happy to help — 70% will leave a review if you ask.
Reviews affect SEO for insurance agents in the following ways:
So, you want fast results? Try pay-per-click (PPC) ads. They can place your website on the first page of Google.
How? You pick a keyword and make a bid.
Only pay if somebody clicks your link. Local search terms could give you an advantage. They might have fewer people vying for the top spot.
Google AdWords Keyword Planner could be your secret weapon. It tells you about the demand for keywords and their prices. Plus, it suggests profitable keywords for your ad campaigns.
If you are unsure where to allocate your budget first, here is our article comparing SEO and PPC, so that you can make an informed decision.
Content is king in the SEO world. It gives search engines lots of material to index.
Use keyword research to uncover hot topics your audience loves. Pinpoint what they're searching for, then provide the answers in your blog posts.
Content marketing holds a special place in SEO strategies. This is because, by crafting useful content, you get to:
Besides, fresh blogs offer material to promote on LinkedIn, Google Business, or in emails. Consistently providing valuable posts boosts your authority in the eyes of both your audience and search engines.
Begin by compiling a list of topics based on your keywords. Expect to write about:
Websites not designed for mobile can get jumbled on some screens. This can make your site hard to use and can turn away viewers.
By making your site mobile-friendly, you enhance the user experience. This keeps visitors on your site longer and lowers bounce rates. In fact, since 2020, Google ranks mobile-optimized pages higher in search results.
Try Google’s Mobile-Friendly Test to assess your site. Boost your SEO by:
Did you know most people give up on a website if it takes more than 3 seconds to load? Slow sites don't just lose visitors, they also get penalized in search engine rankings.
You can test your site's speed with Google PageSpeed Insights. It evaluates your website and suggests ways to improve like:
There are other technical factors that might influence how much time your visitors will spend on your website. Consider running a Core Web Vitals audit to learn how else you can improve your website’s performance.
Did you know? Back in 2014, Google declared website security as a ranking factor. Having a secure sockets layer (SSL) on your server ensures your website's collected data is safe. That's a feature your insurance clients expect!
To get an SSL certificate enabled for your site, reach out to your hosting company. Remember, when you first upgrade, you might have to move your web content to a new HTTPS home.
Website structure is important. How your content is sorted and presented matters. Good structure improves visitor experience by offering easy navigation.
Your way of grouping content also signals search engines about what's key. It gives you better control over what gets seen. Audit your site's look and function. Make it better by:
A tidy website helps search engines. But you can give these bots more guidance with your page's robots.txt file. This code directs Google where to visit. In case it's blocking some necessary files unknowingly, your website might not be fully accessible.
Test if you have one by typing "yourdomain.com/robots.txt". If there's none, you can add it to your root directory.
If your website is small, let bots access all files and share the sitemap location. Ensure no key content is blocked as it might hamper indexing. As your web growth blooms, you can use this tool to manage what search engines should focus on.
Search engine rules keep changing. Just like them, your strategy needs to grow. Use tools like Google Analytics. It's free and helps measure your SEO efforts. Keep updating your strategy and stick to what works.
Your SEO insights can improve all your marketing efforts. These include social media, email marketing, content marketing, and web design.
Make sure to apply your SEO strategy across all platforms before your competitor does.
If you would like to accelerate your SEO efforts, we recommend starting with a SEO audit to identify the growing points and outline your further strategy.
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