If you are an insurance company, you can’t expect to reap results with just one go at expert SEO. It’s an ongoing process that helps you maintain a top position among the search engines.
Insurance companies work throughout the country so they need to focus much more than a specific city and state. SEO for Insurance companies needs to be expertly designed to move masses throughout the country.
As an insurance company facing millions of competitors, you need to be found first to bag most of the traffic and leads.
Insurance agencies face not only competition from the market but they need to appear on top and maintain their position. This takes a specialized and research-backed strategy.
You can get an idea about the competition by just running a search on the keywords ‘car insurance’. These keywords alone will get you 21,300,000 results. Obviously, anyone with great ambitions of growth and expansion would want to rise to the top and beat the competition but insurance agencies can’t accomplish that with just a website. SEO is what you need. You need to exhibit yourself as a one in a million company. Expert Insurance SEO helps you build yourself a reputation that precedes all promises.
Insurance SEO is a specialized set of SEO techniques that are designed to boost traffic, SERP and leads for the websites belonging to Insurance Industry.
It’s best if you embrace the truth: The Insurance Industry is competitive.
Throw in the fact that you are competing against nationwide companies and there aren’t just hundreds or thousands of companies but millions!
You need to leave these millions of Insurance companies behind and claim the top spot to amass as many customers as you can.
Sure, you could say, I’ll post unique content and get ranked. But it’s not that easy. You could be writing unique, brilliant content and still not rank. It’s possible to produce a huge amount of unique, awesome content but unless you market your website well, make sure it gets found, you won’t cultivate a market.
SEO over PPC
A lot of companies forgo SEO for PPC but it’s a costly practice.
Take this example: You want to run a PPC campaign for ‘best car insurance in Texas’. The cost per click you will end up paying for this keyword is around $18-$20.
Moreover, you will have to set a daily budget limit so when it’s exhausted, your advertisement will cease to appear. So, if you set a $200 budget limit, your ad will only show until that limit is exhausted, i.e, approximately 10 clicks.
Besides, PPC doesn’t come with any kind of guarantee if these clicks on your advertisements will ever convert. Nevertheless, you end up paying the cost.
We have said this before and it’s indeed the truth that insurance keywords like Car Insurance quotes Texas, Auto Insurance quotes Texas, Home insurance, Homeowners Insurance, Home Insurance Quotes, Compare Home Insurance, Homeowners Insurance Quote, etc are highly competitive.
SEO is not as cost-intensive as PPC. In PPC, you have to shell out a minimum amount of money for as long as you want the advertisement to run online. But SEO is a consistent investment that costs less than half or quarter of the entire PPC budget.
Moreover, the organic traffic you receive through SEO is much more useful and long lasting than the clicks you receive through PPC.
Consider the biggest difference: Are you ready to pay $10-20 per click and set the minimum-maximum number of clicks you want to receive everyday based on your daily budget. Or would you rather prefer unlimited traffic and hundreds of leads every month without needing to pay for every click?
What’s the guarantee that every click on your PPC Advertisement will be positively converted into a paying customer? Whether you get a paying customer or not, either way, you end up paying for the click.
On the other hand, SEO lands you enough traffic without charging you per click and visitor who visits your website. It is always a possibility that a potential buyer gets put off by content or design and decides not to make a purchase. So, even if you paid for a click to the website, you can’t always claim a return on the CPC. But SEO doesn’t demand such a huge investment.
SEO doesn’t charge you for every click that leads to your website. It instead focuses on growing organically. Repeated efforts over a period of months help your website stay up and running on the first page of Google.
SEO is a strategic combination of On Page and Off Page optimization tactics. Experts make the website search engine friendly with small changes and update the content to enhance user experience. An intensive backlinking process is undertaken to build authority for the website.
Let’s see how On Page SEO works
A lot of Onsite factors focus on proper Insurance SEO keyword usage. SEO Experts locate relevant insurance keywords for websites and use them properly throughout the web pages.
Onpage site indicators are immensely important to ranking since a number of tools and audits pay attention to these factors. These factors include:
Web pages should contain keywords in Page title, URL, Image Alt Tag, Page content and body, Media file name, etc. For instance, if you are working on a blog post, mention keyword phrases throughout its page title, URL, and body. All content through the website/page should be consistent and aligned.
1. Page Title – “How to hire the best Buffalo Home Insurance Provider”
2. URL – http://www.youragencyname.com/best-buffalo-home-insurance-provider/
3. Page Body – Mention keywords on page 3-5 times but optimize your headline/title with keywords too.
4. Image Filename – best_buffalo_home_insurance.jpg
5. Image Alt Tag – Add Image Alt Tag to the image and optimize it with keywords like Buffalo Home Insurance, Buffalo Car Insurance, etc.
What marketers and professionals shouldn’t do is stuff the keywords in web pages and content. The content needs to be relevant and keyword enriched so it becomes searchable for search engines.
And, there is a certain limit to using the keyword. Don’t stuff the page content with keywords unless you want to be penalized.
Be strategic about the keywords and plan how you intend to use them in your content.
If you are aiming for the stars on Google, learn what Google values: User Experience. Google is extremely concerned about what results it shows in its top pages based on the type, quality, and relevancy of the content.
To design pages that Google values and respects, you will have to up your content game. Assume your reader’s perspective and learn what they want to read. Write based on the user requirement. Google picks solutions that offer the best possible information on the query/key phrases. So, don’t focus on marketing too much but instead cater to what your audience is looking for.
For instance, users may be looking for a tutorial on how to make an omelette. If you happen to sell eggs online, you can develop a video or photographic tutorial on how to make an omelette. Then you can attach a link to buy eggs. You can mention more details on how to select eggs and store them for longer, etc. This content strategy will help you answer users more and connect with them.
Try supportive phrasing to avoid spamming the content with keywords. Try using synonyms to cover the most topics under a content as different people could be using different words to look for something in particular.
For instance, you are targeting a keyword “Albuquerque Home Insurance” but you can also use variations like, “Albuquerque Homeowners Insurance” and “Albuquerque Insurance For Homeowners.”
Supportive phrasing can be used to further make content more searchable by using phrases like “protecting your home,” and “protection from house Fire.”
Long Tail Keywords have been a subject of debate among experts for a long time. Some say they are not enough while some claim they are everything you need to attract the relevant traffic.
The obvious upside to long-tail keywords is that they are longer and specific and often come handy when the user is close to making a purchase.
Making the most out of long tail keywords also depends on the SEO master’s expertise as some may find them counter-intuitive as well.
Take this example: if you are a company selling car insurance throughout the USA, you can better target your market with keywords like Albany Car Insurance, Albany Cheap Car insurance, Albany Full Coverage Auto insurance, Albany Auto Insurance Rental Cars, etc.
Long tail keywords also let you communicate better with users who already know what they need when searching online.
However, it’s worth remembering that using long tail keywords limits the traffic as they target a specific segment and not the entire field.
Insurance Agents and companies should consider internal linking highly important as it offers an easier, manageable and simpler experience to the user. Besides, great internal linking lets search engines travel deep within the website so you receive the help you need indexing.
You should link Pillar posts/pages to establish expertise or thought leadership. As Pillar posts are usually long, you can link them for better navigation and offer in-depth resources to the readers on your website. Experts recommend inclusion of videos on pillar posts for better information dispersal.
You should maintain consistency by linking the same article/blog with the keyword throughout a page/post. A lot of insurance bloggers make the mistake of linking different blogs/articles as the keyword is mentioned multiple times. Instead, it’s best to try and attract more traffic by linking the same article/blog with multiple keywords.
Another tactic SEO experts recommend is deep linking. But it’s best to not link homepage and contact us page on the website. Instead, it’s best practice to keep them at the top and bottom (header and footer) of the website.
Essential for on-page optimization, Schema Markup helps search engines understand the website content. This understanding helps search engines show best search results based on the search query and web content at a specific time. It is added to the HTML and enhances the way page shows up in SERPs by improving the snippets that are shown under the page title.
On page optimization techniques also include URL Mapping report, ensuring a quick site speed, proper use of LSI Keywords, apt W3C validation, robots.txt file, canonicalization, etc.
Off Page Optimization Tactics
Link Building: Link Building is pretty much synonymous with off page optimization.
Building maximum backlinks is essential to building significance and popularity on Google. A Backlink is basically the process of a web page linking to other pages.
Domain and Page Authority
When a significant website links to one of your pages/articles/blogs, it essentially passes on link juice (reputation and significance) to the link.
So, linking is encouraged from websites with high reputation. It’s the link juice that helps you attain page and domain authority.
Experts recommend that links should be built from websites that are niche relevant and reputed.
Ranking of the linking website
Before you start building links, it’s best to check the Alexa ranking of the website globally and nationally.
Using Moz.com’s open site explorer tool, you can further evaluate the website’s domain and page authority. If the PA-DA is particularly high, it’s worth getting the backlink. A website performing rather poorly on the open site explorer parameters wouldn’t make a good choice to get a backlink.
Quality of the linking website
Experts recommend highly against getting low-quality links. These links come from porn sites, spam sites, automated or banned sites. It’s best to focus on quality than quantity and get links from highly reputed sites than spam and automated ones.
The structure, quality, design and external links of the website amount to the quality of the website you are taking backlinks from too.
Unique C-Class IP Address
Advanced SEO practice also involves not sharing the C-Class IP address as the shared address weakens the link. As the Ip address ownership is the same in case of same C-Class IP address so backlink profiles with more unique C-Class IPs perform better.
Experts recommend highly against some mistakes like creating backlinks from sites with irrelevant niche or sites that have bad reputation or sites that have too many links. If a site has too many links, it’s passing on fairly less amount of reputation to a number of websites. Focus on websites that has few links and more reputation passed on to them.
Do Follow Links
Good SEO practice advocates the use of Do-Follow links as it helps build more reputation. In No-Follow links, no link juice/reputation is passed on.
Experts often put these off-page optimization tactics to use for link-building:
Local Business Listing: Although, insurance companies don’t necessarily need local business listings. But it’s good to show up close by when potential clients search for car insurance companies near me. So strategic local listing helps companies make waves on the local scene with appropriate local listings.
An integral part of Insurance SEO is review management. Online reviews largely influence business decisions so it’s best to encourage positive reviews and garner wider visibility.
Experts recommend a streamlined approach for SEO for insurance companies. Reviews not only help validate the business socially but also influence purchase decisions. Positive reviews help agencies attain trustworthiness and authority in the domain/industry.
For local as well as national SEO companies, Reviews are deal-makers and breakers. Experts recommend the practice of promoting positive reviews on Google and major directories like Yelp, etc.
There’s no guarantee that you’ll satisfy all of your clients so it’s possible someone may post a negative review. While the negative review can’t be removed, SEO experts can work towards hiding it and sending it off the Google’s first page. Since most online users don’t click on the second page of Google results, you can breathe a sigh of relief that majority of online users won’t take a look at the negative review.
Plenty of directories follow aggressive review filter guidelines. This only helps as many reviews may be spam so websites follow strict filter guidelines to ensure no spam or hateful content is being posted.
Nevertheless, a review monitoring strategy helps in managing reviews across the internet and enhance overall reputation of the Insurance Business.
Insurance Agencies often operate all over the world and need to stand out from the crowd. You can get an idea of the competition by just running a Google search for keywords ‘car insurance’ (Google will give you more than 20,000,000 results).
Are unique content and best in the industry insurance packages enough to tear through the competition and make it to the Number One spot? A sane person would tell you no.
As an insurance agency, you need to be highly proactive about your online presence and the traffic you attract. The type of traffic you attract depends on the content and style you exhibit and this traffic alone brings you potential leads that you can convert. This is where internet marketing for insurance enters the picture.
Insurance Digital Marketing puts certain special techniques to use. These techniques help websites in competing against millions of companies and emerge victorious.
In the online world, people flock to websites that offer the best user experience. So, insurance agencies too need to focus on what makes their customers tick and answers their questions. Insurance SEO helps agencies get on the map and get the business running.
We can write an exhaustive post on review management on Google and other directories and link here.