Table of Contents
Welcome to Part 3 of our SEO mini-course! If you missed Part 1 you can check that out here.
Today, we’re diving into on-page SEO—a core part of your search engine optimization strategy.
If you want your insurance agency’s blog or website to rank higher in search results, on-page SEO is where it all begins.
It’s like setting the stage for Google and other search engines to easily understand what your content is about and why it should rank at the top.
Let’s break down the basics of on-page SEO, what it entails, and how you can optimize your pages for better search rankings.
What Is On-Page SEO?
On-page SEO refers to the optimization of elements within your website’s pages to improve visibility and rankings in search engines. This includes everything from the content itself to the behind-the-scenes elements, like meta tags, internal links, and more.
Think of your website like a vibrant garden: on-page SEO is all about planting your flowers just right, keeping the soil rich, and giving everything a little TLC to keep it blooming beautifully. This way, your garden (website) catches the eye of visitors (search engines) who can easily find and admire all the awesome things you’ve grown!
To keep your garden (website) growing strong, let’s break down the essential elements of on-page SEO—the core parts that will help your content shine and rank better in search engines.
Creating SEO-Friendly Content
First things first: content is king when it comes to on-page SEO. For your content to rank well, it needs to be both valuable and optimized for search engines.
This means your content should:
Provide value to your readers: Answer their questions and solve their problems.
Use relevant keywords naturally: These are the search terms that your audience (insurance clients, in this case) is using.
Pro Tip: Don’t stuff your content with keywords! Focus on creating helpful, engaging content that includes keywords naturally.
How to Find Relevant Keywords
Put yourself in your clients’ shoes: What would they search for? For example, “best auto insurance in [City Name].”
Use tools like KeySearch or Google Keyword Planner to find popular search terms related to home and auto insurance.
Focus on long-tail keywords: These are longer phrases that are more specific (e.g., “affordable renters insurance for Wilmington renters”). Long-tail keywords tend to have lower competition and attract more qualified leads.
Best Practices for Content Optimization
Use your main keyword in the first 100 words of your content.
Add subheadings (like H2s and H3s) to break up the content and make it scannable. Include keywords in some of these headings.
Write content that is easy to read (short paragraphs, bullet points, etc.).
Include internal links to other related pages or posts on your site. You can also link to relevant and valuable sources outside of your agency like carrier partners, Realtors, contractors, insurance journal, etc.
The Power of Meta Tags
Meta tags are the Miracle Grow of on-page SEO. They don’t appear directly on your page, but they are vital in telling search engines what your page is about.
Title Tag
This is the title that appears in search results. It should be concise (50-60 characters) and include your main keyword.
Example: “Best Home Insurance in Raleigh | [Your Agency Name]”
Meta Description
This is the short description that appears below the title in search results. It should be around 150-160 characters and provide a compelling reason for someone to click.
Example: “Looking for affordable home insurance in Raleigh? Get personalized quotes and expert advice from [Your Agency Name].”
Pro Tip: Write meta descriptions that not only include your keyword but also entice users to click through to your site by highlighting a benefit or unique offer.
Optimize Your URLs
Your URL (the web address for a page) is another important on-page SEO factor. Keep URLs short, descriptive, and keyword-rich.
Good URL example: www.youragency.com/affordable-auto-insurance-raleigh
Avoid long, complicated URLs with unnecessary numbers or letters.
Pro Tip: If you’re creating a blog post or a new page, aim for a clean, readable URL that includes your target keyword. This makes it easier for both users and search engines to understand what your page is about.
Internally & Externally Linking for SEO Success
Internal linking refers to linking from one page of your website to another. This not only helps your customer find related content, but it also signals to search engines which pages are important.
For example, if you’re writing a blog post on “Types of Home Insurance,” you can link to your “Home Insurance Coverage Options” service page. This tells search engines that both pages are related, and it helps spread SEO value (or link equity) across your site.
When it comes to externally linking, you’ll have a page with carrier partners titled “Companies we partner with”. You can link out to your carrier partners from this page.
In another example, in a blog post titled “Water and sewer Backup Explained” you can link out to Servpro or another water restoration company.
Pro Tip: Try to include 2-3 internal links within each blog post or page to other relevant content on your website.
Don’t Forget Image Optimization (called Alt text)
Images can be an important part of any webpage, but they need to be optimized for SEO too. Here’s how:
Alt Text: This is the text that describes an image to search engines (and to people using screen readers). Include keywords in your alt text where relevant, but make sure it accurately describes the image.
Example Alt Text: “Customer reviewing auto insurance policy in Raleigh office.”
Image Size: Large image files can slow down your website, which negatively affects your SEO. Compress images to improve site speed. 75KB or smaller is best practice. Use
Pro Tip: Use tools like Canva to reduce the size of images without sacrificing quality.
Page Speed and Mobile Friendliness
Finally, on-page SEO isn’t just about content and keywords—it’s also about user experience. Google takes into account things like how fast your page loads and whether it’s mobile-friendly when ranking your site.
Improve Page Speed: Use tools like Google PageSpeed Insights to see how fast your site loads and get recommendations for improvements.
Make Sure Your Site Is Mobile-Friendly: With so many users searching for insurance on their phones, having a mobile-optimized site is essential.
Key Takeaway: On-Page SEO Is All About Balance
On-page SEO is a balancing act between quality content, technical elements, and user experience.
If you optimize these factors, you’ll give search engines the best chance to rank your content higher, and you’ll be giving your potential clients a better experience when they visit your site.
Next Steps
- Review your blog posts and service pages for keyword usage, meta tags, and internal links.
- Check your URLs to make sure they are clean and descriptive.
- Optimize your images for faster load times and add alt text where needed.
That wraps up Part 3 of your SEO mini-course! In Part 4, we’re covering off-page SEO and how to build a strong backlink profile to boost your rankings.
