According to a study by WordStream, “insurance” is in the list of most expensive keywords in Google Adwords advertising. The average cost-per-click for this keyword is $48.21 that leaves keywords like plumber, loans, mortgages, and even banking behind.
This is a clear sign for you that advertisers are ready to pay thousands of dollars to rank for the keyword “insurance” and SEO for insurance companies isn’t going to be easy.
So what to do? Is investing in Google ads the only way to grow your insurance agency client base? Well, it’s not. Though running paid ads to get traffic will be a good idea, investing in SEO is a long-term and lasting strategy to follow.
We have prepared a list of 5 tips that will help you gain visibility and ensure your share of organic traffic.
#1 Start with a secure and error-free website with a clear structure
A technically well-performing website lies at the heart of a well-performing SEO strategy. Especially in such a competitive niche as insurance.
First and foremost, you should choose a reliable hosting service that will guarantee almost 100% uptime. It will also save you from hackers’ activities, long loading time, and similar unpleasant cases.
Then you’ll move forward designing a website where finding information will be easy both for visitors and search engine bots. Don’t forget to submit your sitemap to Google Search Console to make it easier for bots to crawl your site.
The next step is installing an SSL certificate on your website and switching to the secure HTTPS version. back in 2014, Google made the following announcement on Google Webmaster Central Blog:
“… we’re starting to use HTTPS as a ranking signal. For now, it’s only a very lightweight signal – affecting less than 1% of global queries, and carrying less weight than other signals such as high-quality content. But over time, we may decide to strengthen it.”
You might think that a secure website isn’t a big deal – 1% of global queries isn’t such a big number. However, you should remember that SEO for insurance agents is a combination of tens of tactics. And each improvement you make affects your overall strategy and contributes to its success.
#2 Monitor and measure the SEO success of your insurance company
Google Analytics and Google Search Console are your free assistants to help you with measuring your SEO success.
Google Search Console will notify you once errors happen on your site (site isn’t mobile-friendly, manual action by Google, etc). It will also show how many searchers saw your website in search results and how many of them clicked it. It’s a well-known fact that if your CTR is below 2-3%, there’s something wrong with your headlines/meta descriptions.
Google Analytics will show which channels you get traffic from and what role your organic rankings play in ensuring visitors.
#3 Go [hyper]local and win your spot in the local pack
While local SEO focuses on specifying your state, region, and city, hyperlocal SEO is about optimizing your presence at a more specific level. To help searchers better, Google has to know your neighborhood, street address, and well-known buildings located near your office.
The best SEO scenario you can imagine for your insurance company is appearing in Local 3 Pack (look at the screenshot below). For a certain query, Google will first show search ads, then local listings, and only then organic search results.
So how to achieve that position? You should start by creating a Google My Business profile and providing as many details on your company as possible.
You should add your name, address, business hours, phone number, company description. Google also allows you to add images to show credibility and shows your stars/reviews as well.
#4 Keep your online reviews positive and fresh
Google My Business isn’t the only way to list your insurance company and receive reviews. Others include Yahoo, Yelp, Bing Places, and even MyNewMarkets – a well-known resource that brings insurance agents and customers together.
Google is carefully considering the quality of reviews as well. If the users leaves 5 stars without writing even a word that doesn’t seem so natural. If you are receiving positive reviews on a constant basis, Google will give priority to fresh and up-to-date data.
Moreover, Google has published this point system to show how much importance it attaches to certain actions by reviewers. For example, reviews with more than 200 characters carry more weight than the ones with a fewer character count. If the user has added a photo or video to the review, your business earns 5-7 extra points.
So your goal should be not only asking for 5 stars but encouraging your customer to take some extra actions – adding visuals, tagging a photo, etc.
#5 Blog, use visuals, and monitor
For many businesses, blogging is just a writing and publishing process. Yet your insurance blog can play maybe the biggest role in improving your organic rankings.
Your blog gives you the chance to cover insurance-related topics and using your target keywords in your articles. The more internal and external links you build to your service pages, the more trustworthy your pages will look.
A pro tip is to avoid text-only blog posts and add lots of relevant visuals to each of them.
Did you know that Youtube videos also rank in organic Google results? Did you know that infographics keep visitors on your site, increase the dwell time, and increase your authority?
That’s why spicing up your blog posts with visuals is a great way to stand out from competitors and keep one step ahead of them.
Another pro tip is to avoid the write-and-forget approach to blog posts. The data on your blog posts get outdated, new keywords are emerging, new topics are evolving that you’d like to cover… You should allocate time and update your existing blog posts at least once a year as Google favors fresh content.
Optimize, track, and stay updated with the Andava team
SEO for insurance agencies isn’t done overnight. You know how competitive the industry is and you should invest double, triple efforts than in case of a less competitive industry.
The Andava team is qualified to help you achieve your SEO goals and ensure organic traffic to your insurance company website. Contact us for a free audit and let’s help searchers find your insurance company easier.