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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

When Do I Need An Insurance SEO Company?

Not sure if you should work with an insurance SEO company? Think about these questions:

  • Can I learn SEO by myself?
  • Do I have time for it?
  • Can someone in my team do it effectively?
  • Is my company using SEO, but not getting good results?
  • Do some parts of SEO, like getting links, confuse me?

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.

What Do Insurance SEO Services Include?

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:

  • SEO audit
  • Keyword research & use
  • Title tag & meta description fixes
  • Google My Business help
  • Local search help 
  • XML sitemap creation
  • HTML sitemap creation
  • Content promotion
  • Link building
  • Reputation management
  • And more

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.

How to Get Started With SEO for Insurance Agents?

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:

1. Massive Keyword Research

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.

Google Trends insights about the keyword “life insurance near me”

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:

  • List topics related to your insurance offer.
  • Fill these topics with long-tail keywords your client might search for.
  • Find related keywords. These appear when you type a topic into Google.
  • Use a keyword tool to study your list. Prioritize high-volume, low-competition ones.
  • Keep coming back to this process. Update your list with new trends.

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.

2. Build up your on-page SEO

After finding your keywords, how you use them is crucial.

Top tips for using keywords on-page:

  • Insert keywords in every page title, keep titles under 60 characters
  • Include keywords in H1 headings, one per page
  • Place keywords in URLs if you can, but keep them short
  • Add alt text to images, it's hidden to users but vital for search engines
  • Link to other pages on your site

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:

  • Be error-free (grammar and spelling)
  • Use language a regular person can understand, eliminate jargon
  • Be easy to read, use H2 and H3 tags for searchbots
  • Include visuals to illustrate your main points

3. Take advantage of your off-page SEO

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:

  • Sponsoring events or local groups to get a link on their site
  • Guest posting on an industry blog, e-newsletter, or publications like PIA or Trusted Choice
  • Offering an article to a local newspaper on a consumer topic
  • Using 'Help A Reporter Out' (HARO) to provide expert quotes to writers
  • Engaging in comments on popular blogs in your market

Exploit tools to boost your insurance agency optimization, like local business directories:

  • AgentReview
  • The Better Business Bureau
  • WalletHub
  • Yelp
  • Your local Chamber of Commerce

4. Take advantage of Google Business Profile

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:

  • Filling it with all needed information
  • Including top local keywords in the business description
  • Adding blogs and images
  • Making an event if you're hosting or speaking at one
  • Regularly updating to show any changes

5. Foster social proof

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:

  • Google checks them to see if you meet your clients' needs.
  • They get more traffic and conversions, showing search engines you solve problems.
  • When clients leave reviews, they give Google more clues to direct people to your company.

6. Think about Paid Ads

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.

7. Count on Content

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:

  • Raise awareness
  • Use key niche terms
  • Enhance your website's ranking (search engines value fresh, updated content)

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:

  • Clear answers to basic questions, worries, and pain points
  • Useful insights important to your target audience
  • Posts that resonate with a specific group (like new homeowners or parents)
  • Client interviews or case studies illustrating the value of your products
  • Easy-to-read posts with updates beneficial for policyholders

8. Make Your Site Mobile-Friendly

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:

  • Making the layout look good on all devices
  • Incorporating touch screen–friendly navigation, like big buttons and auto-fill forms
  • Avoiding pop-ups that are hard to close on a touchscreen
  • Considering Accelerated Mobile Pages to reduce load times
  • Removing any Flash elements

9. Make Sure It Loads Fast

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:

  • Shrinking large files and images
  • Enabling “lazy loading” where page parts load as needed
  • Removing extra content that slows down loading speed
  • Upgrading your web host
  • Keeping plugin use to a minimum.

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.

10. Boost Reliability with HTTPS Security

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.

11. Keep Your Website Well-Ordered

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:

  • Trashing old or irrelevant content
  • Categorizing content logically
  • Using breadcrumb menus
  • Linking internally to key blogs, resources, or topics
  • Adding tags wisely

12. Check Your Robots.txt

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 "". 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.

Is That All Enough?

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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Written by
Anastasia Marchyshak

Content Marketing Manager at Promodo

Immersing myself fully in any topic I explore and my appreciation for simplicity are the driving forces behind my work.

August 28, 2023
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