Driving visitors and potential prospects to your website plays an essential role in insurance lead generation. That’s where Search Engine Optimization (SEO) can help.
Let’s explore why SEO for insurance agents is so important and how you can implement it on your website.
What Is Search Engine Optimization and Why Do You Need It?
Search engine optimization, or SEO, is the process of improving your website's ranking on search engine results, like Google. SEO can allow your insurance website to be found online by potential customers, ultimately increasing brand awareness and conversion rates.
In fact, over 91% of the global search engine market uses Google to find what they’re looking for online. Additionally, 66% of referrals online come from Google search results. In other words, without leveraging the best practices of SEO for insurance agents into your website, you could be missing out on the majority of prospects and referrals from existing clients!
How Can You Implement SEO on Your Website?
1. Register Your Website on Google Search Console
Google Search Console is one of Google's free web services to web admins. It gives you insights into your website traffic, performance, and indexing. A page is indexed by Google if it has been visited by the Google crawler ("Googlebot"), analyzed for content and meaning, and stored in the Google index. Indexed pages can be shown in Google Search results (if they follow Google's webmaster guidelines). It also helps you troubleshoot problems regarding indexing.
To gain the most insight and maximize the efforts of SEO for insurance agents, it's vital for your website to be listed in Google search results. Start by registering your website if you haven’t yet.
2. Create Relevant, High-Quality Content
Having content just for the sake of content isn't the most effective SEO strategy. However, creating content that’s relevant, high-quality, unique, and helpful for your audience is effective.
If you’re struggling to generate content or find inspiration to start writing, consider writing about topics related to your niche. For example, if you sell health insurance, you can write articles about choosing the right coverage for your state. The key is to answer questions that your customers might be asking or should be asking. It may be exactly what your prospects are searching for.
Google's PageRank
PageRank is how Google's search engine ranks websites in its search engine results. Google determines how high or low a website will rank by looking at factors such as relevancy, authority, and quality of content.
If you want your insurance agency website to rank high, it should have relevant content, including information about insurance, industry updates, and service listings.
3. Link Building
There are two types of links that you can use for your SEO campaign, internal and external links.
Internal Links
Internal links simply connect one page to another on the same website. If a visitor clicks on one of these links, it will take them to another page on the same website.
Internal linking will help search engines find more pages on your site, which will ultimately increase the search rankings of the entire site.
External Links
External links are links on your site to references on other websites and social media sites like Facebook, Twitter, and Instagram. They can help improve your website's authority and search engine ranking.
4. Keyword Research
Proper use of keywords is a valuable form of digital marketing that can maximize the efforts of SEO for insurance companies.
Keywords help a search engine identify your niche and the topic of a particular web page. These are the words or phrases your customers will be using to search for insurance plans on your website.
You can use a keyword research tool, such as Google's Keyword Planner, to find the keywords that your potential clients use when searching for insurance policies.
Furthermore, you will also want to use keywords in the following website elements.
Title Tags
A title tag is a block of text that carries the link in search engine results. It's important to include keywords in title tags to allow search engines to understand what the page is about.
Header Tags
When organizing the content on a page, you’ll want to structure it so your website visitors can easily scan and read it. You can accomplish this by adding headings and subheadings to the content. Using keywords within those header tags helps search engine crawlers have a clearer picture of the content.
Meta Descriptions
A meta description is a block of text that appears below the title tag in search engine results. A keyword-rich meta description can help increase your rankings and click-through rate by making your webpage more relevant to the search query.
5. Continue to Build on Your SEO Efforts With Industry Resources
SEO for insurance agencies is a viable and free way of marketing, and it's important to note that improving your search engine ranking doesn't happen in one day; it takes time, commitment, and constant effort to maintain the fruits of your labor. You also don't want to lose prospective customers after you've worked so hard to attract them.
With the help of the right insurance solutions and industry resources, you’ll maintain success in your SEO efforts for your insurance business. Continue to build on what we shared here by learning more SEO tips designed to boost your health insurance sales in our free guide!
