Insurance SEO

Insurance SEO – 15 Strategies to Optimize Your Efforts

By: Frank DePino | November 23, 2022

Formulating a well-rounded insurance SEO strategy and a robust online presence set the new standard for the most efficient way to grow your business in today’s business ecosystem. Your potential clients research and compare policies online before even contacting an insurance agency. Ensure your website is among the first results with a practical SEO approach. 

Insurance SEO includes all the search engine optimization techniques used to rank your website higher in online search results. Effective SEO increases website visibility and authority with Google while building your brand, driving web traffic to your site, and generating leads through content marketing. Because SEO covers the many areas of your business’s digital presence, the more efficient your strategy, the more exposure potential customers have to your brand.

Read on to learn more about the multiple facets of insurance SEO and how it can benefit your business. This guide includes the following:

  • Keyword research
  • On-page optimization
  • Corporate blog and content plan
  • Educational content creation
  • Expand your website’s E-A-T (Expertise, authoritativeness, trustworthiness)
  • Consistent branding
  • Link building
  • Digital public relations
  • Professional, mobile-optimized website
  • Technical SEO
  • Ongoing monitoring of analytics
  • Google Business Profile optimization
  • Online ratings and reviews
  • Local directories
  • Local PPC ads

Why do insurance companies need SEO?

Your insurance industry SEO will drive organic traffic to your website when used correctly, generating leads and conversions. People search for and compare information about insurance policies online every day. Internet search engines like Google direct users to websites algorithms deem trustworthy, and being among the top results will inevitably increase brand awareness and website traffic for your insurance company.

Research shows that roughly 93 percent of online experiences start with a query on a search engine like Google. SEO can get potential customers to your site. It’s up to you to keep them there by standing out from competitors. 

SEO services for insurance companies

SEO services for insurance companies

Many insurance industry SEO services are available to help boost your website’s status. The most well-rounded and results-bearing SEO strategies include all the following elements to one degree or another depending on the client’s needs. 

1. Keyword research

Using the appropriate keywords for insurance SEO is crucial. In addition to determining which keywords represent your business and geographical area expressly, you must also research the top keywords in the industry. Each page of your site and all your content marketing should include multiple keywords melded seamlessly into the content. Proper keyword usage will increase your website’s authority with Google’s algorithm, so your site is among the results when someone searches for something like “insurance agents near me.”

2. On-page optimization

One of the most vital steps to building a solid insurance marketing plan is on-page optimization — ensuring each page on your website sends a clear message to Google about the content and its purpose. On-page optimization is everything you can do to help rank higher for specific keywords. Unlike technical SEO, which is covered later, on-page optimization deals with specific pages on your website rather than the whole site. While Google’s algorithm constantly evolves, sometimes it needs a little help understanding your website’s content, and that’s where on-page optimization is so important. 

On-page optimization tips

  • Use your primary keyword in the URL, if possible, to help search engines understand your content. Additional keywords to narrow down your niche help show the page’s intent. 
  • Only use actual words in your URL, not odd numbers and characters. Keep the URL structure short and easy to understand, using hyphens between words.
  • Avoid session IDs and instead opt for first-party cookies.
  • Use proper title tags and meta descriptions on every page. 
  • Update and maintain your schema (structured data).
  • Format your content with multiple headers and subheads. Maintain the formatting through all your insurance SEO copywriting content.

3. Corporate blog and content plan

If your insurance agency is a franchise of a larger organization, you should have access to a content library with corporate-approved materials like press releases, blog posts, articles, and videos relevant to your target audience. Use this content and ensure anything you develop on your own is on-brand. 

You also need a corporate blog and a content plan as an independent insurance broker. A corporate blog is published and used by your agency to share information with the public. The advantage of running a corporate blog is keeping all posts and comments easy to follow, allowing you to stay engaged with your target audience. 

Five steps to build a content plan for your insurance agency

  • Define your business goals. 
  • Research your target market. 
  • Develop a list of topic ideas and keywords you want to target. 
  • Create a calendar to schedule your content releases. 
  • Build relevant content or hire an agency to produce it for you.

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4. Educational content creation

Creating a library of educational content across platforms will organically draw traffic to your website. Insurance is a complicated subject for many people. Simplify the subject for potential clients with educational content that explains different kinds of insurance or offers a step-by-step plan for making a claim. There should be no shortage of useful topics you can cover to educate the public about the services your agency offers and how you can help them.

When potential customers discover your website while searching for information they need, they are more likely to return when ready to purchase insurance because you have already established your knowledge and authority. Educational content creation can be a massive boon to insurance industry SEO.

Video marketing, particularly with short-form videos such as those on Instagram and TikTok, is a vastly popular medium where many industries are finding success. Consider sharing educational videos with skits about insurance situations, exciting facts, and loopholes to capture viewers’ interest. 

Use social media as an effective tool and share your content library with posts pointing readers back to your website for more information. Social media also offers you priceless analytic data about the people interacting with your posts. Use it to identify your target audience more precisely. 

5. Expand your website’s E-A-T (Expertise, authoritativeness, trustworthiness)

Another crucial metric for Google’s algorithms is your website’s E-A-T, or expertise, authoritativeness, and trustworthiness. First introduced in 2014, Google hired thousands of reviewers to submit feedback about the quality of webpages. E-A-T is not an algorithm or strictly even a ranking factor, but it will impact how well your site ranks.

According to Google guidelines, the level of E-A-T is “very important”  for all pages with a beneficial purpose — like sharing information for your business. Google uses E-A-T to determine whether or not the content on your page is valuable and helpful to readers, which factors into whether it should rank well in searches.

Google search quality evaluators focus on:

  • E — Expertise of the content’s creator. 

Does this creator possess current, accurate knowledge of the industry? Has the creator established their expertise in the subject? As an insurance company, your level of expertise will be far more critical than someone offering gardening advice. Ensure your copy reflects your wealth of knowledge and experience. 

  • A — Authoritativeness of the content creator, the content, and the website. 

Quality evaluators give feedback on their experience with the site. Does your content portray your business as an authority in the insurance industry? 

  • T — Trustworthiness of the content creator, the content, and the website. 

If someone saw your site for the first time, would they feel that you, your content, and your website are trustworthy? Do you offer them the information they need in a professional layout without unnecessary obstacles after presenting useful, factual information? 

SEO branding for insurance companies and agents

6. Consistent branding

Your brand is one of the most valuable tools in your digital marketing toolbox. Maintain your brand’s “image” and provide a consistent message to your target audience; potential customers will remember your business. Keep things consistent to make your digital branding as effective as possible across all your marketing channels. Try to use the same language and formatting. Your corporate copy should be on-brand for your company values and mission. 

The marketing rule of seven says brands are more likely to earn the trust and business of a customer they’ve engaged seven times. Frequent interactions allow your brand to build a relationship with consumers, often passively, but if you send mixed signals with inconsistent branding, you could miss out on opportunities. 

7. Link building

Another incredibly valuable insurance SEO strategy is link building. As you establish your agency’s local SEO, you’ll build a network of trusted sites linking back to your website. Link building grows your relevance and authority in the industry. 

Google views varied backlinks from trusted sources as another credibility factor for your website. If you have partnerships with other businesses, link them to your website. If you work with a network of insurance providers, share links back and forth, adding to both companies’ SEO effectiveness. The more extensive your web of links, the more visible you are to customers and the more credible your site is to Google and other search engines.  

You have several ways to acquire backlinks, but some of the most effective methods include guest blogging, reaching out manually, and pursuing the backlinks your competitors are successfully using. 

8. Digital public relations

Digital PR is a great way to grow your brand’s online presence. Like link building and SEO, digital PR is a promotional tactic offering measurable results to build awareness of your brand, drive traffic to your website, and cultivate links to grow organic search rankings, social media following, and sales.

Popular Digital PR methods

  • Press releases
  • Unlinked mentions (Sites that mention your company without including a link)
  • Writing guests posts on others’ websites
  • Influencer marketing
  • Publishing your information in local directories

9. Professional, mobile-optimized website

As much as 29 percent of Americans who purchased life insurance in 2022 did so online. A professionally designed website optimized for mobile use is the cornerstone of your digital marketing strategy. All your efforts should point potential customers toward your website, so you must ensure they find an attractive site with copy that’s easy to read and understand. In 2021, more than 54 percent of all online traffic worldwide was conducted using mobile devices.

Unless you have a professional web designer on staff, it’s best to hire a professional website design agency to create your company’s interface with the world. Use high-quality photos, consistent brand messaging, and easy-to-understand copywriting. 

Technical SEO for insurance agencies

10. Technical SEO

Technical SEO refers to the speed and efficiency of your website. Rather than focusing on the content, this metric measures how well your site works. It is imperative to maintain a fully functional website optimized for a variety of mobile devices. Technical SEO includes your website’s Core Web Vitals, speed, mobile optimization, and other aspects of site functionality. 

  • Schema markup

Another aspect of technical SEO is your Schema markup. Schema is microdata, which creates enhanced descriptions for search engine results. Schema data helps search engines to present your content in rich snippets. Try to get your Schema markup as category specific as possible, and include your website, social media links, and updated contact information.

11. Ongoing monitoring of analytics

SEO for insurance brokers won’t come with a finish line you cross. It is an ongoing process, and you must monitor your efforts and the analytics to shape your next steps. Someone needs to check in on your progress, even if you hire an agency to handle your day-to-day SEO tasks. Achieving and maintaining the first page of internet search results takes work. 

The priceless analytic data you receive should shape your future efforts. It shows you who’s engaging with your content and lets you narrow your target audience further to find your niche. 

Local SEO for insurance agents and agencies

Local SEO marketing for insurance agents deals with the aspects of your business that relate to your physical location and geographical area. Use keywords relating to the region where you operate, building your authority in the industry and as a local entity. 

12. Google Business Profile optimization

The most crucial step you can take for SEO purposes is the creation of an optimized Google Business Profile. The free tool makes it easy for consumers to find your insurance agency online, including updated information like your hours, location, and reviews. Many people stop their online search with the results on the first page of Google, so you’re missing out on potential customers if you aren’t there with your competitors. 

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

13. Online ratings and reviews

Engagement is emerging as a vital factor for businesses. Recent reports state more than 70 percent of consumers check reviews online before making a purchase. Respond to every review your insurance agency receives, using a respectful, professional tone — whether the review is good or bad. Individual responses show that you care about your customer experience while also humanizing your company by showing a real person operates your digital presence. 

14. Local directories

Your business information should be registered in as many local directories as you can manage. Local business directories list vital information like hours, location, contact information, and other relevant details like photos, reviews, and other links. From a specialized local guide to Google’s global platform, try to connect your listings to local directories in the insurance industry. 

15. Local PPC ads

In addition to your advertising campaigns, consider targeting the consumers near you with local PPC (Pay-Per-Click) ads. You can run paid ads using channels like Facebook, Instagram, and Google to reach more customers. Bid for ad placement on popular sites and set the budget depending on how much you want to pay per user click. In-depth knowledge of your keywords and target audience will make your local PPC ads more effective. 

SEO plan for your insurance companies

Do you need an SEO plan for your insurance company?

If you run an insurance agency and want to keep your focus on insurance, you need a plan for your SEO strategy. Research and compare the available options, then hire a trustworthy digital marketing agency to handle the day-to-day aspects while you enjoy the rewards. While incredibly useful, the skillset for effective SEO isn’t the same as the skillset for a spectacular insurance agent. 

Conclusion

Building an effective insurance SEO strategy will grow your target audience, exposing your agency to more potential customers. The industry continues shifting to a digital landscape, and businesses must adapt to stay relevant. Become an authority in the insurance industry and your local online business community while building a relationship with your customers using a variety of SEO tactics.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.

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