Splendid support can be given by SEO for insurance companies, as it identifies the potential customers of the company and gives an insight into their buying habits. Insurance companies fully understand the customers and track how they search and buy insurance. As an insurance provider, one may be familiar with the customers, but there is a lot to explore when it comes to understanding how they use online services. This is why many practices, such as keyword research, are becoming an imperative part of an overall SEO strategy for insurance companies.
As an insurance salesperson, you need to work even harder to find potential customers. Not only do you need to have a great reputation, but you also need to have a solid marketing plan with a strong focus on SEO optimization.
Not sure why or how SEO can help your insurance business?
Regardless of the regional market you serve or the type of insurance you sell, here's how SEO can help your insurance business succeed.
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All Businesses Can Benefit From SEO
The goal of search engine optimization is to improve search engine results. Every time you type a word or phrase into the Google search bar, you get a list of results - pages and pages of results.
Search engines use complex algorithms and ranking factors to determine which pages should be at the top of the list and which deserve to be buried very, very low. SEO helps you rank higher in search results, and higher rankings help in many ways:
- Increase website traffic
- Improve brand awareness
- Attract new customers
- Increase conversions
- Increase revenue
- Build trust
- Position yourself as an authority in your niche
- Drive traffic to your social media pages
- Improve engagement
Type the word "insurance" into the Google search bar, and you'll see over 1.5 billion search results. That's a huge volume of results to sort through. If you want to drive traffic to your web pages, you need to rank high on this list.
Companies in every industry have made SEO a priority because it works. Until you integrate SEO into your overall marketing strategy, you won't get the visibility you deserve.
Important SEO Strategies For An Insurance Business
In the tasks related to SEO for insurance companies, optimizing the websites according to the target demographic and industry type is a formidable task. Most of the SEO strategies for insurance companies start with researching the most searched keywords and phrases and integrating them into the website via content and page optimization.
How To Use SEO For Insurance Marketing
Some insurance policies, such as auto insurance, homeowners insurance, and renters insurance, are mandated by law, lenders, and private landlords.
Potential clients often seek out insurance companies for these types of policies because they are legally required. But selling optional insurance products, such as life and disability insurance, can be much more difficult.
Here are 6 ways to develop an SEO strategy that can help you grow your insurance business, regardless of the type of insurance you sell.
1. On-Page SEO
Create a landing page for each type of insurance product you sell. On this page, provide an overview of the service. For example, if you sell auto insurance, create a page detailing each of the different types of policies you offer:
- Car insurance
- Motorcycle insurance
- Boat insurance
- ATV Insurance
- RV Insurance
If you sell life insurance, create a landing page for each of your different life insurance options:
- Term Life Insurance
- Whole life insurance
- Universal life insurance
- Variable life insurance
By creating individual category pages for each of your products, you can optimize each page with keywords that are relevant to the insurance product.
It's also important to give each page an SEO title, a meta title, and a meta description. The titles will help search engines understand what your site is about so they can rank it in relevant searches. Your meta description will attract readers' attention on the search results page.
As an example, here is the title and meta description of our own website:
2. Start A Blog
If you're looking for an insurance SEO strategy that can help you establish yourself as a trusted authority in your niche, it's time to start blogging.
Blogging can improve lead generation, drive traffic to your website and build brand awareness, which can make selling insurance easier.
By writing and publishing blog posts that appeal to your target audience, you can attract customers to you without having to make a phone call, send out a flyer, or go through the hassle.
To create a blog that generates traffic, you need to conduct keyword research to identify topics.
When potential customers search on Google, they type in keywords that describe the topic or question they are looking for an answer to. A successful blog will answer the question and give the searcher the information they are looking for.
Insurance agencies can benefit from publishing different types of blogs. Two of the most important types are thought leadership blogs and pillar pages.
Thought Leadership Blogs
Thought leadership blogs are in-depth blog posts on a specific topic. You can use these blogs to answer frequently asked questions about insurance or to offer a solution to a common insurance problem.
Thought blogs will show potential customers that you are an insurance expert, and they will make your site more visible in search engines.
Pillar Pages
Pillar pages are long pages that provide a general overview of a specific product or service you offer. Your agency can create one for each type of insurance product you sell and fill it with valuable information about that particular product. They also link to more specialized articles published elsewhere on your website.
Here's how a pillar page works:
Let's say you create a pillar page about life insurance. On this page, you can briefly explain that you offer term, variable, and whole life insurance policies. On this page, you can link to detailed blog posts about each of these different types of policies.
Pillar pages are another way to show your authority and expertise, but they also generate internal links to your website. These internal links will help Google understand which pages are the most important on your website.
Learn more about link building
Link building is an essential part of any SEO strategy. The more websites that link to your site, the better. You can generate some of your own links through pillar pages, but it's even more important to create backlinks.
Backlinks are links from external sites. Search engines consider them an indication that your content is valuable enough to be included in another blogger's article.
Backlinks can happen naturally, and the higher you rank in search results, the more likely you are to get them. It's a bit of a chicken and egg story, as you need them to get in the top search results, but you'll get more once you reach the top of the results page.
Don't worry, there is a way around this problem:
Guest Blogging
Many websites accept guest blog posts, as long as the posts contain quality content. When you write a guest blog, you can include a link back to your own website that will appear on the guest blog site.
That's it! You've just created your own backlink and improved your search engine ranking.
Look For Guest Blogging Opportunities
For bloggers and influencers who focus on content marketing, looking for guest blogging opportunities is a great way to connect with publishers and get the exposure you're looking for.
Guest blogging allows you to gain exposure and backlinks that can drive traffic back to your own website or social media pages. If you write for that site's target audience and create content with SEO best practices in mind, a single guest blog opportunity can turn into a series of guest blogs on different sites.
There are several ways to find guest blogging opportunities. You can reach out to contacts you already have. You can Google phrases like "blog for us" or "write for us." You can look through blog directories to find the top blogs in your industry or niche, then submit story ideas directly to them.
Finding guest blogging opportunities takes time, so once you find one, be sure to provide them with your best work. The more interest and traffic your guest post generates, the more likely they will come back to you for another post.
3. An Efficient Email Marketing Strategy
Email marketing is not dead.
As long as you provide your subscribers with relevant emails containing useful information, they will continue to read them (or at least stay on your subscriber list).
As an insurance agent, your emails can include all sorts of content:
- Renewal reminders for existing policies
- Offers to bundle policies or switch policies and save money
- Links to new blog posts.
Depending on the performance of your newsletters and the number of clicks they generate, you can send them as often as once a week or as little as once a month.
4. A Local SEO Strategy
You can increase your revenue and drive traffic to your insurance website by adopting a local SEO strategy for customers in your regional market.
While many customers turn to nationally recognized insurance agencies to purchase their policies, many trusts a local agent. That means their Google query is likely to be a local search, such as "where to buy car insurance in [my city]" or "where to buy motorcycle insurance near me."
You can take your SEO strategy up a notch by optimizing your on-site pages, meta titles, meta descriptions, and blog posts with your locality name.
Claim Your Google My Business Listing
When people search for "insurance companies near me" or "insurance companies in [my city]", the results that come up are from your Google Business profile. If you don't have one yet, or if you haven't created your profile yet, do it now.
In your GMB listing, you'll need to provide all the latest information about your business:
- Phone number
- Physical address
- Email contact
- Website address
- Business hours
This will allow customers to contact you easily.
Ask Customers For Reviews
One way to grow your online insurance business profile is to encourage customers to leave honest reviews on Google My Business, Yelp, and other online review sites, as well as on your business website. Offering a small incentive or discount on future services is a great way to entice and encourage customers to leave you a positive review.
Potential customers often rely on reviews from existing customers to determine whether or not to choose a particular insurance agent. The more local reviews you have, the more trust you gain from potential new clients.
Plus, positive testimonials from real customers are great marketing tools! Testimonials also help with SEO optimization, as potential customers can see that you are engaging with your brand. The more engaged you are, the more likely your website or Google My Business page is to appear at the top of search results.
Insurance Companies Must Analyze SEO Results
Whether you've just started a blog or are looking to improve your existing marketing strategy, it's important to analyze your SEO results.
All insurance companies want to drive more visitors to their websites in order to generate more leads and convert them into customers. The only way to know if you are achieving this goal is to analyze your digital marketing results.
Analyzing the metrics of your SEO campaign will help you determine what type of content is performing well and what type of content is not.
- Are your monthly newsletters generating all the results?
- Are your thought blogs helping you rise to the top of Google search results?
- Are your guest blogs getting lots of links?
It's not enough to have a content strategy in place, you have to be fluid and ready to change that strategy at any time.
The more you analyze your data, the easier it is to move towards what's working and away from what's not.
Make SEO Part Of Your Overall Content Marketing Strategy
Every business needs a content marketing plan, but when your only goal is to sell insurance, it's hard to design your own.
Some insurance agents are great salespeople but don't like to write. Some are good at in-person sales tactics but don't know how to "sell" online. Some don't have time to add a new task to their schedule.
That's okay, that's what digital marketing agencies are for.
From website development to SEO services, digital marketing agencies can handle all the specific aspects of your online marketing campaign. But if you don't have the time or experience to do it yourself, it's worth hiring an expert SEO agency to handle it.
Conclusion About SEO For Insurance Business
Whether you are an insurance company, an independent agent selling insurance in a local market, or a licensed agent working for a nationally recognized company, you can benefit from SEO.
Overall, SEO for insurance companies is a very competitive field, and being at the top of the search engines is not an easy feat to achieve.
An expert SEO agency can analyze your data and metrics, something that even the most skilled SEO content writers and digital content marketing strategists aren't always able to do on their own.
