Many insurance shoppers research options online before talking to an agency. They want to learn what kinds of coverage are available, what a policy could cost, what insurance terminology means, and what kind of policy makes the most sense for them before they get on the phone with an agency.
Insurance agency SEO helps prospects find your website when they’re searching for the help and resources they need. It may sound complicated, but SEO is really nothing more than creating helpful content people want to find through Google and making sure search engines have the tools to understand and promote your website.
Start With the Searches Real Prospects Use
Keyword stuffing won’t move the needle with insurance agency SEO. Search engine optimization is just that, optimization, meaning your website should be in tip top technical shape before you get started creating content. But beyond that, prospects need to trust your agency as a reliable resource and be able to access that information easily.
To start, consider what kinds of searches an insurance prospect might perform at each step of their customer journey (keep https://www.blog.hubspot.com/service/customer-journey-map open if you’re going to need the details):
- Quote-related searches, many insurance buyers know what type of insurance they need and search for it online. They want to learn more about their options and compare coverage.
- Problem-related searches, in some cases, people realize they need a certain type of coverage after buying a new car, recognizing a business risk, suffering a loss, or experiencing another life-changing event.
- General information searches, sometimes prospects need more information before they feel ready to compare coverage or request a quote.
Build Service Pages That Explain More Than a Policy Name
Each coverage type should have a page explaining when people or businesses should consider that insurance, in terms a layperson can understand. Explain common insurance terms and offer some related insurance options. Rather than making broad claims that you can help everyone, consider limitations, exclusions, endorsements and requirements that can change the availability of coverage. Offer a few helpful questions people should consider before they request a quote, and tell prospects how you can help.
Demonstrate Experience Through Useful Content
Business insurance can be complex, so prospects often appreciate resources to help them make the right decision before they talk with an insurance agent. Think about the most common questions your agency field, and use them to inspire helpful articles and guides that answer one question each: How insurance claims work, whether raising your deductible saves money, how often to review coverage, what information to have ready before requesting a quote.
Make It Easy for Search Engines to Use Your Website
Prospects need to trust the information on your insurance website, and search engines need the right technical setup to understand your content and connect it with relevant searches. If you need help improving your website’s technical SEO, Jenesis Digital can be a resource to explore. In the meantime, here are several technical considerations to review with your web developer:
- Clear titles, search engines rely on the information on each page to understand its contents, and prospects scan results for context, too. Keep it simple and clear, and make sure the page delivers on its title.
- Intuitive navigation, a clean and clear site design lets visitors find the information they need.
- Fast load times, Google notices slow-loading websites.
- Mobile optimization, more and more shoppers rely on their phone for quick searches and expect websites to work as well on a mobile screen as a desktop.
- Duplicate and thin content, location pages are helpful to your business, but publishing a large number of near-identical location pages isn’t helpful. Auditing your website can help you identify any pages that may need beefed-up copy.
- Links, link to related service pages from blog posts, and consider using calls to action throughout helpful resources to show prospects how you can put that information to work for them.
- Contact info and quote forms, double-check that forms work and provide every method of contact you offer.
Build Credibility in Your Community
SEO isn’t all on-site. Google wants to make sure your insurance agency website represents a legitimate business before it recommends your content to insurance shoppers. Businesses earn this trust by getting involved with local causes and building relationships with vendors and referral partners. Citations (online directories that include your business information) should be consistent, as should your NAP (name, address, phone number).
Industry resources and media sources may publish lists, articles and other resources that mention top insurance agencies, which earns credibility, as well. Encourage satisfied clients to leave reviews, and respond to negative reviews in a professional way (avoid discussing specific details about a policy or service, and never solicit reviews in violation of Google guidelines or state regulations).
Measure Leads, Not Just Rankings
Rankings matter, but so does making sure they’re the right rankings that matter. Vanity traffic won’t grow your business, so keep an eye on more meaningful KPIs like:
- Consultations booked
- Quotes requested
- Phone calls
SEO takes ongoing work, but insurance agencies can take baby steps to improve their search engine optimization. Start by auditing the service pages that receive the most traffic. Next, identify one client question that deserves a clearer answer, and assign team members to publish helpful responses. Put content review on the team calendar, and watch your hard work pay off.
