Table of Contents
If you’ve heard about SEO (Search Engine Optimization) and how powerful it can be for growing your agency’s online visibility, you already know that having your agency’s blog rank higher in Google could drive more traffic, generate leads, and help build trust with potential clients.
But here’s the challenge: getting buy-in from your team or leadership to invest time and resources into an SEO initiative can feel like an uphill battle.
The good news?
You can break down this hurdle with the right approach. Here’s how to build a case that gets everyone on board and excited to invest in SEO.
1. Frame SEO as a Long-Term Investment
When pitching SEO, emphasize that it’s not a “quick fix,” but a long-term investment that will pay dividends for years to come. You’re not just optimizing content for the next few weeks; you’re building a solid foundation for ongoing growth.
SEO brings in organic traffic—people who are searching for home or auto insurance and find your agency.
It’s like planting a tree: the earlier you start, the sooner the roots begin to grow and the strong the foundation begins to build. Over time, that tree becomes stronger and provides shade (in this case, leads and conversions) with less effort compared to paid ads.
Tip: Share stats or case studies from other insurance agencies that have seen significant lead growth through SEO.
2. Focus on the Business Value
Your leadership or team needs to understand how SEO directly impacts business objectives. Frame the conversation around results they care about: more leads, more conversions, and better visibility in local markets.
For example, explain how ranking high for a keyword like “best auto insurance in [Your City]” could lead to more inquiries from local drivers. Highlight how SEO increases your agency’s chances of appearing in local search results, even against bigger competitors.
3. Address Common Objections
There will be objections, especially if SEO is new to your organization. Some common ones include:
SEO is too technical
Counter this by explaining that with the right guidance, anyone can learn SEO basics and implement small changes that make a big impact.
It takes too long to see results
Yes, SEO is a slow burn, but it’s incredibly rewarding over time. Explain that while it takes longer to see results than with paid ads, the results last longer and don’t require constant ad spend.
We’re already doing paid ads
Highlight that SEO and paid ads aren’t mutually exclusive; they complement each other. A strong SEO presence can reduce reliance on ads over time, cutting costs and improving ROI.
4. Showcase Quick Wins
If your team is hesitant about investing in a long-term SEO strategy, show them that it’s possible to achieve some quick wins. For example:
- Update existing blog posts with relevant keywords and optimize for SEO.
- Claim your Google My Business listing to appear in local searches.
- Improve site speed (an easy SEO win that boosts rankings and user experience).
These small actions can generate noticeable results in a short period of time, which will help build confidence and encourage a longer-term commitment to SEO.
5. Use Data to Support Your Pitch
Numbers don’t lie, and when you’re pitching SEO, it’s helpful to have data on your side. Use statistics like:
- 93% of online experiences begin with a search engine.
- 75% of people never scroll past the first page of search engines.
- Organic search drives 53% of website traffic.
Make it clear that without SEO, the agency is missing out on a major opportunity to attract and convert potential customers.
Tip: If you already have a blog or website, pull some analytics to show the current state of your organic traffic and the potential for improvement.
6. Paint a Vision for the Future
Finally, inspire your team by painting a vision of what SEO success could look like. Show them a future where your blog is a go-to resource for insurance advice, and where potential clients regularly find your agency through organic searches. A blog that ranks highly can drive consistent traffic, leads, and revenue, reducing reliance on paid ads.
Next Steps: Pitching SEO to Your Team
- Gather Data: Pull together stats and examples from similar businesses in the insurance industry.
- Prepare Your Pitch: Frame SEO as a long-term investment, show how it aligns with business objectives, and address objections upfront.
- Show Quick Wins: Start small by implementing basic SEO strategies that can deliver early results.
Getting buy-in for an SEO initiative might feel like a challenge, but with the right approach, you can show your team that SEO is not just another task—it’s a valuable investment in the future success of your agency.
That wraps up Part 1 of your SEO mini-course. In Part 2, we’ll tackle the question: Is SEO set-it and forget-it? (Spoiler: it’s not!)
