SEO for Insurance Brokers
- debbie.m (Unlicensed)
- Tom Mulhern (Deactivated)
SEO for the Insurance Industry
As a brokerage, one of your main goals is to get more customers. To get more clients, you need to optimize your content so people can find you and discover the right content for their needs.
With 70% + people searching online for insurance services before they buy, it pays to be in front of your customer.
SEO Best Practices for Insurance Brokerages
Best practices for insurance brokerages include creating and implementing an SEO strategy that focuses on keyword research, quality content writing, local optimization and technical SEO.
If you’re an insurance brokerage that has a local insurance business, focus on local SEO efforts to ensure the people that need your help can find you easily. Insurance is a competitive industry so it’s important to appear on page 1 of search engines like Google.
Maintain your SEO Efforts
One practice is to keep abreast of what your competitors are doing and do it better. SEO for your brokerage is not a 1-step process. It’s critical to not only write optimized content geared toward your user but to change your content in line with the Google algorithm changes.
Your customers are searching online right now for your services. Make sure your content is right in front of them, so they can see what you offer. Build trust through your copy with information that helps your users make important decisions about their home and car insurance.
Know what products you want to promote/ will give you the best return on business.
When you write blog content or website copy for your brokerage’s website, it helps your business to know what products you want to put in front of your existing and potential customers.
What products and services will give you the best return for your business? Apply an SEO strategy with a focus on promoting this part of your business.
Knowing what markets you want to target.
Learning about keyword search and placement is great for a start at organic optimization but it’s not enough. Who you are targeting your products to is equally, if not more, important to reach your SEO goals.
If you’re writing content for everyone, you’ll be less effective at reaching who you really need to, i.e., your target audience. Writing for everyone may get the views but not the required conversions to make the sales.
It’s important to find out who your target audience is and write for them.
An informative article on everything from what is a target audience to analyzing SERPs can be found here: Article on target audience
Backlinks and leveraging existing relationships.
Don’t forget that building lasting relationships in person can have a huge impact on your brokerage and the people you help. Establish a network of people that trust you and you will earn quality backlinks.
Building relationships takes time. Be patient, make connections and in time you’ll see that your efforts will pay off in strong connections and more business through generating quality backlinks.
Have a search engine friendly site.
There are many ways to work on making your website search engine friendly. But why spend time on this task? You will rank better in the SERPs and drive more traffic to your site.
5 tips to keep traffic on your site longer:
Use responsive design (which will result in users having a positive experience on your website).
Create keywords within your content
Create internal links to help with off-site SEO
Write effective meta descriptions and title tags
Improve your website’s load time to reduce people leaving your site (compress images)
Have a website that drives conversions
It’s great to have a website full of awesome that people are skimming. What’s even more important are conversions. Why? You guessed it – you want to get your interested customers to click on the ‘buy now’ button or ‘get a quote’ to start the buying process.
According to AdRoll, 98% of your first-time visitors won’t convert on your homepage.
Focus on the end goal of one of the pages of your website and see if it makes sense. What is your call to action? Was it easy to get to the call to action and did it make sense from a potential customer’s standpoint? If not, learn what makes a prospect bounce vs a prospect converting.
Once you try new techniques, you’ll be closer to satisfying your site visitors and getting the sales you want for your business.