Do’s of On-Site SEO
i. Form a strong keyword strategy before you start writing.
Keep in mind that creating a strong keyword strategy is important for ranking on search engines but not the goal of an overall SEO strategy like it used to be. Selecting topics to focus on and understanding what your user wants to do on your website is equally important (some say more important than keywords) in your SEO strategy.
ii. Regularly check for new keyword opportunities and content themes
Consider using long-tail and semantic keywords as well as your core keywords in your content. Often long-tail keywords work well as there is less competition for these words or phrases. Semantic keywords are related keywords based on a user’s intent, which are like your main keywords. One tool to use to find semantic keywords is SEMrush's on Page SEO checker.
iii. Regularly update your content (Google loves fresh content)
Google and Bing love fresh content on your brokerage’s web page. Why? Relevancy and updated content. If your web copy is outdated, Google may not rank your website as high as other websites where the page content is fresh and suitable to the topic. How often do you update?
iv. Write for user experience. Include CTAs
A brokerage or insurer that stuffs their website content with keywords and doesn’t think of the person browsing their website as not following SEO best practices. The user, i.e., the person reading your website, decides where to click and what they deem trustworthy, or not, to click on.
It’s your job as a brokerage or insurer to build that relationship with your user before they even want to click on the call-to-action (CTA) button.
Here are some quick stats from Neil Patel, SEO expert:
96% of visitors that come to your website are not ready to buy.
Product videos can increase product buys by 144%.
A Good to Know: There must be clear and engaging CTAs and headlines to increase conversions.
Effective SEO may get your users to your homepage or product page, but they will bounce off it quickly if the content and design don’t propel them towards making an informed decision.
There is a lot to learn about your user but if you start thinking about their point of view and why they are on your website to start with, you’ve won half the battle of getting users to convert.
Whether you hire an SEO writer or UX expert, don’t skip this critical stage of implementing your SEO.