SEO stands for Search Engine Optimization. And in a nutshell means, optimizing (structuring) your website content (blog or other) so that it ranks on Page 1 of Google.
Why is it important?
Even if you didn’t know what SEO stood for, you’ve probably heard the saying, “If you want to bury a body, bury it on page 3 of Google where no one will find it.”
Think about this: right now, your potential client, or possibly current client, is Googling “How does a metal roof affect my insurance?”. Not relatable to your agency? How about, “Why did my car insurance go up without an accident?” That one definitely resonates, doesn’t it?
Did you know, there are over 5000 people in your area searching that term every month? How would it change your business if half of those people… forget half… how would it change your business if 10% of those people clicked on your website every month?
What if you had 100 articles on your website that rank on page 1 of Google?
Being visible online is not only important but it’s how you grow.
I spent 15 years in the insurance industry in North Carolina (I know. The second most volatile state…in terms of insurance) and I know first hand what it’s like to manage a book of business, manage employees, come up with growth strategy, and manage quality assurance to make sure your clients are happy.
And while you’re at it, make sure you know about all the industry changes happening every minute of every day, make sure your agents know about all the changes and don’t forget you also need to be writing enough business to keep ALL of your companies happy.
I’m going to help you demystify SEO for your agency.
How SEO Benefits Insurance Agents
SEO for insurance agents is the practice of optimizing your online visibility to appear higher in search engine results pages (SERPs) when people search for insurance-related terms.
Think of it as making your agency more visible to potential clients in the digital world.
Why is SEO Crucial?
70% of people research companies and agencies online. If you’re not visible, you’re missing out on valuable leads.
Top of page SERPs get 95% of clicks. Being at the top means more visits and potentially more clients.
Insurance is a competitive market. SEO helps you stand out from the crowd and reach your target audience.
Increased website traffic: More people find your website, leading to more converted leads and clients.
Improved brand awareness: Your agency becomes more visible and builds trust with potential customers.
Cost-effective marketing: SEO is a long-term investment that can deliver consistent results over time.
Pre-qualified leads vs cold leads: By implementing effective SEO strategies, you can attract more qualified leads, close more deals, and grow your insurance business.
Remember:
SEO is an ongoing process, not a one-time fix.
Patience is key – it takes time to see results.
Consider hiring an SEO expert if you need help navigating the complexities of search engine optimization.
The Process Of SEO
It’s a combination of different strategies, including:
On-Page Optimization
Keyword research: Find relevant keywords people use to search for insurance that have low competition, like “auto insurance in your city” or “best life insurance quotes in your city.”
Content creation: Create informative and engaging content that answers your target audience’s questions and showcases your expertise, like blog posts, video guides, and customer testimonials.
Optimize Titles and Headings: Use clear and descriptive titles (H1) and subheadings (H2, H3) to structure your content. The user (your future client) needs to be able to easily skim and digest your content. That goes double for Google.
Analyze Your Competition: Check out what your competitors are doing. Look at their keywords, content structure, and engagement strategies. Learn from their strengths and weaknesses to improve your own SEO strategy.
Internal Linking: Link to other relevant pages on your website to keep users engaged and help search engines understand your site structure.
Meta Descriptions: Craft compelling meta descriptions to improve click-through rates from search results.
Off-Page Optimization
Local SEO: Claim and optimize your Google My Business listing and other local directories to appear in local search results.
Link building: Get backlinks from high-authority websites to your website to increase its authority and ranking, like Realtors, carrier partners, other relevant partners.
Website structure and navigation: Make your website easy to navigate and find information quickly.
Technical SEO: Ensure your website loads quickly and is mobile-friendly.
How To Use SEO To Grow Your Business
Here’s a step-by-step guide for how to use SEO to grow your business.
Build A Blog With SEO-Optimized Content
A blog with SEO-optimized content will do two things for you:
Instant credibility: Imagine your potential client looking at your website and looking at your competition’s website. You have instant authority, credibility, and you’re well on your way to establishing a great rapport. But it can’t just be words on a page. It must be organized and optimized. Don’t think only about Google’s perspective, think about the reader’s experience.
Visibility: If the content is SEO optimized, people searching for your services will find your website and will find YOU. Aren’t you the best at what you do? Haven’t you always said, “If I can just get in front of more people…” (you should have answered yes to both of those btw)
How To SEO-Optimize Your Content For Your Insurance Agency
SEO is simple, but it’s not easy. If you’re on a shoestring budget, you can absolutely do this on your own. If you can start an agency, you can learn SEO. The benefit to hiring someone else to do it though, means you can focus on what you’re good at: writing insurance. But, I’m going to lay out what you’ll need to do step-by-step.
Use Keywords
This is THE most important part of SEO. It all starts here. I’ve successfully grown traffic for 4 websites of my own from 0 users per month to them now seeing over 75,000 users per month. That number grows every single month.
Do keyword research: Find relevant keywords for your insurance niches: Auto, Home, Life, Liability, Boat, Builders Risk, etc., and then use them throughout your article, in your headline, subheadings, and in your content.
Avoid keyword stuffing: That’s a big no-no and Google will penalize your site if you do that. Don’t think their algorithm won’t catch it.
Publish On A Regular Basis
You will need to create and publish content consistently. I know, it’s a lot. That’s why none of your peers are doing it.
Subheadings
When you use H2, H3, and H4 headings, it makes your content easy to scan and gives a great user experience. It will also help Google understand what keyword you’re trying to rank for.
Internal And External Links
Internal links: Within each post, link to another relevant post on your website. This improves usability, boosts page views, and tells Google that your site is relevant for that keyword you’re going after. Google thinks the user is happy because they’ve just gone to another page on your site.
External links: Link out to another relevant source. Have you heard of the term “Link Exchange”? If you’re linking out to a business, reach out to them and ask them to link back to you “I’m linking my post to you, here’s where you can link to me from your website. Please.”
Valuable Content
Do not use filler content. More is not better. Answer the user’s question and move on.
Case Studies And examples
Case Study 1: Doubling Client Inquiries for a Local Agency
Background: One independent insurance agency in North Carolina, struggled against larger competitors with an outdated website and no online strategy.
Strategy:
Keyword Research: Targeted local terms like “best auto insurance in Atlantic Beach.”
Content Creation: Developed a blog with local insurance topics.
On-Page Optimization: Improved website structure and optimized images.
Local SEO: Claimed Google My Business listing.
Link Building: Partnered with local businesses for backlinks.
Results:
Website Traffic: Increased by 150% in six months.
Client Inquiries: Doubled.
Local Visibility: Top 3 in local searches.
Case Study 2: Niche Insurance Provider Boosts Online Presence
Background: Another agency struggled to attract website traffic with over 100 pages on a custom built website.
Strategy:
Keyword Research: Focused on low competition keywords for local terms.
Content Creation: Improved existing content by assigning keywords, optimizing images and meta tags, and produced new content.
Technical SEO: Improved site speed and mobile responsiveness.
Website Traffic: Increased by 200% in eight months.
OnlineLead Generation: Quadrupled.
Social Media: Engagement grew by 75%.
Is SEO For Insurance Agents Important?
Using SEO-optimized content for your insurance agency website’s blog is crucial for readability purposes and for visibility on the web.
These best practices should always be followed. Never cut corners. Your goal with every piece of content is to 10x your competition. Make it 10 times better. (And that goes for your overall business strategy as well.)
Keeping SEO in mind from the beginning of your blog launch is what will lead to consistent growth for your website and for your business.
Have a question? Send me a message!
SEO For Insurance Agents FAQ
How long does it take to see results from SEO for my insurance agency?
SEO is a long-term strategy, and it typically takes 3 to 6 months to start seeing significant improvements in your website’s ranking and traffic. Consistency and ongoing optimization are key to achieving and maintaining good results.
Can I do SEO on my own, or do I need to hire an expert?
While it’s possible to learn and implement basic SEO strategies on your own, hiring an expert can save you time and ensure more effective and comprehensive optimization. Experts stay updated with the latest SEO trends and can provide tailored strategies for your business.
What is the most important aspect of SEO for insurance agents?
Keyword research is arguably the most crucial aspect, as it lays the foundation for all other SEO efforts. Identifying and targeting the right keywords ensures that your content reaches the right audience and addresses their specific needs.
How often should I update my website’s content?
Regularly publishing new content on a schedule is essential. Updating your website’s content every so often is important for maintaining and improving your SEO ranking. However, you don’t want to touch any newly published content for 6 months. It can take months for Google to get comfortable with a new piece of content. They will test it with audiences and if audiences respond positively, you’ll get to keep your keywords and your ranks will only improve.
What is the difference between on-page and off-page SEO?
On-Page SEO: Involves optimizing elements on your website, such as content, keywords, meta tags, images, and internal links. Off-Page SEO: Refers to activities outside your website that impact your ranking, such as backlink building, social media engagement, and local SEO efforts.
