Insurance Agency SEO (Search Engine Optimization)
Insurance Agency SEO Done For You!
We work to improve the visibility of your website in search engines via the natural or un-paid (organic or algorithmic) search results. In general, the higher and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. Our insurance agent SEO (search engine optimization) programs are effective and cost conscious.
Current data suggests that over 95% of search engine users do not go past page one of the search results when completing their search. They choose a business that is displayed on page one. When billions of searches are completed each month, it is critical that your business be on page one of the search results. We take every step possible to ensure you get placement on page one and then stay there. Our client’s success has been tremendous.
Process: When we begin working on your website, we’ll run some initial ranking reports looking at some of the more obvious things that can quickly impact your rankings like algorithm penalties, indexing issues, site links, layout and content. We’ll check out all the on-page page optimization tags such as your usage of H1, H2, meta descriptions, title tags and ALT tags. This review process highlights some things that may be going well that we may want to leave alone, while highlighting things we will need to address.
Content: Content is still king. It is a silly saying, but it really is true. Take this example: If you have a website with lots of great content, a blog that regularly updates and some great optimization and another site with stale content, thin content and poor optimization, what do you think is going to show up first in the search engines? When working on your insurance agency SEO it is important to focus on writing great content, especially niche content right now is so key to competing with other agents in your area. If you want to read more about niche content visit that page.
What Google Looks For: Insurance agency SEO Vendors like us, make educated guesses as to what Google and other search engines like. It really is a game of cat and mouse sometimes. Important factors to include with your on-page SEO include:
- Clear and consistent NAP (name, address, phone)
- Great title tags
- Descriptive META descriptions
- Usage of H1, H2, bullet points, bold fonts
- Media such as pictures and video with ALT tags
- Great content (shoot for a minimum of 400 characters per page)
- Timeliness: Search engines love fresh content when they find it
Nobody knows the search engines algorithms, so running reports and tracking results is a great way to do this. You can access your own reporting through companies like MOZ, SEMrush or countless others.
What Impacts Results: Competition is the biggest hurdle for insurance agents. There are so many fighting for placement in the search engines. Insurance in general is the single most competitive term online, so standing out in the pack can be a challenge.
What You Can Do to Help: Online reviews are marketing gold right now, but people are reluctant to just leave reviews. If you have great customer service, you should feel good about asking someone to leave you a review. While paying for reviews is frowned upon you can be more creative about it and thank them for their review in a newsletter or on social media.
Local search is when a consumer uses the search engine to find services within a specific area or geographic location such as: “Car Insurance, Seattle, WA.” This tells the search engine to return local results first. One of our most successful processes is to optimize your insurance agency for local search. Because of the competitive nature of the industry, we tell agents to focus on being hyper local: Target where their brick and mortar location is located and don’t try to get greedy. For instance, trying to target surrounding cities can dilute your local results. Focus on being the best agent in your city and you can do great. Google My Business is a critically important part of your off-page local SEO.
SEO may target different kinds of search, including: local search, news search, industry specific and traditional vertical search engines. We work all means of optimizing your web results including social media and more!
Related Articles From Our Blog
Great insurance agency websites can mean the difference between people looking for insurance and people buying insurance. There are no quick tricks left when it comes to marketing your insurance agency, just great work so you stand out in a crowded industry (the single most competitive online).
If you’re in the process of designing a new website, or working on an existing one, be sure to include these eight foolproof ways to improve your customer and prospective customer experiences.
- Visualization & Personalization
Your website has to look good and most professional website designers can make you a great looking site. First impressions are important and cheesy stock photos may not be your best option. Personalize your site with staff photos taken by a professional photographer and share some stories about why you’re in the business. Be sure that your site gets your message across immediately. Tell that customer why you should be the choice for insurance within the first few seconds of them arriving to your site.
Without good content the search engines won’t find you. Write great landing page content for your site, explain coverages, and discuss different types of insurance and deductible options.
Feeling like you want to get more advanced? Learn basic SEO and optimize your website for search keywords to improve your search engine rankings.
- Easy to Navigate
Great insurance agency websites need great navigation. Be sure to organize your menu in ways that customers can find what they’re looking for. Also, be sure you have a search function on your site so people can type in what they’re looking for.
- Do-It-Yourself Options
Some people want to do things themselves and your website should allow them to do that. From quote options with comparative raters to Service Centers where they can get claims & payment information to requesting policy changes and proof of insurance cards. Be sure that your site has these basic features.
- Clear and Many Calls To Action
I still see a lot of websites that don’t have quote buttons. You really have to search the sites for how to get in touch with the agency. This is turning people away. Be sure that your website has three basic options:
- Quote Button
- Clearly displayed phone number (clickable to call on mobile)
- Text Us (or Chat feature)
Blogging is a hard thing to do consistently, but I promise it makes a huge difference in your search engine rankings if you do it correctly. Even if done poorly, the search engines will still reward you because your site has new content for it to index.
- Responsive Design
If you’re working on a new site, pretty much any design at this point will be responsive to different devices like mobile and tablets. If you’re working on an existing site, be sure that it is, if not it is time to consider a redesign. Because of mobile first indexing, avoid separate mobile versions of your website at all costs.
- Speed Optimization
Nobody likes slow websites and your abandon rate will increase tremendously with every second of additional load time. If your site loads slowly, people who visit your site will leave. Furthermore, it is a widely known fact that Google and other search engines use desktop and mobile speed in their search engine algorithms. Some quick tips on this are: compress images, eliminate flash, avoid sliders and excessive animation.
There is a lot that goes into making your insurance agency website stand out from the pack. By following these tips you’ll be in a great position to do well. If you’d like help creating your new site, we’d love to help. Our programs are designed to be automated and will include what is above as well as more items we didn’t discuss so you know everything is done right the first time.
What if I told you that even though you hadn’t invested a penny into marketing your business in the past 3 years that with a little effort you could dominate results in search engines like Google? You’d probably be interested, right? When it comes to marketing your agency through your website, there is a lot to discuss. Often the most overlooked starting point is how valuable your outdated website is to the future successes you’ll have online marketing your agency.
It seems backwards that your obsolete, non-mobile-responsive website could somehow benefit you, but it’s true. And in a big way.
When it comes to a website and the success you have online, two of the most important factors are domain age AND search history (whether or not a website has existed and has been indexed by the search engines).
We wrote about brand new insurance agency websites and the challenges they face in a blog post about 5 years ago. Much of that still holds true today. The difference here is this blog article addresses agencies that purchase brand new domains and build out a new website.
If you’re considering building a new website where one already exists here are couple big pointers:
- Do not change your domain. By using your existing domain for your new site, your results can come lightning fast. (If you must change your domain, there are ways to transfer your domain authority to the new domain, but it gets complex). Google and other search engines should reward your new website, content and SEO work as soon as they stop by to index your information (usually every few days).
- Spend some time optimizing your content by following SEO best practices. Even basic SEO like page titles, meta descriptions and word count make a big difference. If your new website content and optimization is good, you can go from not ranking at all, to being top of search for many of your targeted keywords. That old indexed domain and website will allow your new site and content to be reindexed immediately and rank well if done correctly.
A Word on Domain Authority
Domain authority is basically a grade for your domain based on several web-based factors. Your domain authority is ranked on a scale of 100. The higher the domain authority, typically, the higher your site will rank in the search engines. There are many factors that come into play with domain authority grading that include links, age of your domain and others, but mostly it is related to how many other sites link to yours as well as how good your internal link structure is. Improving your domain authority is extremely difficult on a large scale. In fact, the highest domain authority I’ve seen for an insurance agent is about a 40/100. That old website you have has been around for a long time, so chances are you have some good links pointing to it like your insurance carriers, review sites and directory listings. Even if you haven’t made a concerted effort to get them, you’d be surprised how many there are.
Use Caution When Changing Your Sitelinks
If you have an existing website and are going to build out a new one, it is important to redirect the old pages to new pages if you change your sitelinks. If your site is old, chances are there isn’t much information there, or pages to redirect so this effort could take just a few minutes. If your new website pages generate 404 error pages because you didn’t recreate your sitelinks and redirect them, Google and other search engines may penalize you. Additionally, it is possible that your old pages are bookmarked or are linked to by other sites, so you’ll want them to redirect to the new page on your website so you don’t lose valuable domain authority. You don’t want your website visitors getting to a 404 page, so put in the effort to update this.
Content & SEO
Your new site will require some new content and SEO to do well. Updating your website to a new look and feel won’t do you any good if the search engines can’t understand your content. Remember, when a search engine looks at your website, it isn’t actually seeing your design, it is looking at your source code which, unless you’re a web developer, looks Greek. Working with a website developer and someone knowledgeable in your industry for SEO can reap you quick rewards when you launch your new site. But, do your homework when hiring a SEO. I can’t tell you how many times throughout the years I’ve heard an agent say, “I’ve been burned by this before.” There are some great SEOs for insurance out there, so be sure to get someone who specializes in insurance and is not a marketing generalist.
By having your old website simply existing online will catapult your digital marketing going forward when you design a new website. Taking a few additional steps to ensure that you preserve what was working well with your existing site before you change it can greatly impact your results. While it may be a costly change to get a new website up and running for your agency, the results should pay for themselves through new client acquisition and user experience when they get to your shiny new website. Enjoy the process and let your brand shine online!
If we can be of help, we’d love the opportunity to show you some of our website designs for insurance agents.