Best practices in SEO for insurance agents

Best practices in SEO for insurance agents

When we describe SEO for insurance agents, so many in the industry admit they have not implemented any such strategy. Which, is a little surprising given how many have described having a passive lead flow is a key to success.

If a passive lead flow is really what you want, it’s time to understand how search engine optimization works. In this post, we’re going to show several steps that we take for all of our clients that purchase our SEO for insurance agents package.

Ranking on the front page and towards the top of Google and other search engines is so very important because that is the first thing people do when they think they need insurance: they’ll search the internet for insurance product they need. Even if they think of your business name, they’ll type it into Google. How embarrassing would it be for them not to find your business right away when they search it?

We’re here to make sure that never happens. Let’s go over our most basic steps of search engine optimization for the insurance industry.

SEO for insurance agents is aimless without analytics

Step one is to set your business up with a Google Analytics account.

Any work done would be aimless and we’d have no idea if it’s working without a way to track our results. Google Analytics is free, tracks how many users are visiting your site and what they do when they get there. We can also set up and track goals to optimize how many visitors convert on your website.

If you already have an analytics account, all you have to do is add us as a user. If not, don’t worry! We can set it up for you.

SEO website audit

Did you know the performance of your website matters to Google? They want to give their users the best results possible. So, they are not going to want to send anyone to a website that loads poorly.

That’s just one of many things we’ll check your website for. We’ll also check for broken links, mobile optimization, duplicate titles, any errors, missing analytics, imaging issues, SEO meta data, and more.

It’s a good idea to have an audit periodically because of changing algorithms of search engines and just to make sure nothing has broken inside your site. Our clients can always rest assured their sites are up-to-date on changing algorithms because we regularly perform audits to make sure we’re delivering on our promises.

Local listings management

One overlooked aspect of SEO is local listings. Google and others check local listing sites like Yellowpages, Hotfrog, Foursquare, and etc. to see if there are any discrepancies with your name, address, or phone number. If there are, they dock you for that. Not to mention you don’t want people calling the wrong phone number anyway.

So, one of the things in our SEO packages is local listings management. We check your current local listings and set up some of the other major ones for you.

Search engines also look at the category you are listed for to get an idea of what that site is saying you do for their customers and it helps your ranking for that keyword. So, it’s important to have everything set up correctly!

Keyword research

You need to know what your prospects are searching for online. There are a lot of tools out there to help you find this out. Lots of them are free — which have limitations, but are still helpful.

For the most part, they’ll all at least tell you how many people are searching for a related term you plug in. This will help you understand what keywords you need to target.

But that’s not all you need to do. Some have lots of competition associated with them. In the insurance industry, it can be hard to avoid this. But, if you can find keywords with a perfect blend of volume and competition, you need to attack it.

After you find a group of keywords you’d like to rank for, you then optimize your website and listings around these words. You should also develop a content strategy focused on these words as well.

Content and SEO for insurance agents

Making content for SEO is the process of blogging or creating supporting pages that build your authority on a keyword. Structured correctly, these pages will push your foundational pages to the front of search engines. Foundational pages are the main pages for your website, normally the ones displayed in your navigation area at the top of your home page.

But simply posting blogs crammed full of keywords isn’t going to do the job. Search engines have gotten smarter and understand when someone is simply gaming the system. Again, they want to send their users to quality and relevant content. So, “over-optimize” a post or page and they’ll recognize it and you won’t receive desired results.

Use your keywords “naturally” throughout a page and make sure it is helpful content. Also, make sure it’s substantial in length. You don’t need to win a Pulitzer Prize for your content, but search engines have started to award lengthier content the authority. So, content around 400-600 words should be a target.

Titles and meta descriptions

Does your home page title say “Home” when you look at it on a tab on a web browser? That’s hurting your website on authority for your desired keywords.

Every foundational page on your website needs to have its title renamed with a relevant keyword and your brand name.

Additionally, your meta descriptions — a short summary of a page’s content on a search engine result — need to contain your keyword and should entice searchers to click on your page.

Internal links

When you link to another page, you are telling search engines the page you linked to is an authority for all keywords you used on the current page.

So, if you are blogging or putting up a supporting page that uses a keyword for a foundational page — link to that foundational page. This helps search engines understand which pages you want to pop up when someone searches a keyword.

Submitting a sitemap

When you first get your site set up, you need to create a sitemap. WordPress has some plugins you can use to do so, or you can search for some if you aren’t using WordPress.

After you have created your sitemap you need to submit it to Google’s Search Console by entering the URL to your sitemap. After you do this, you’ll also receive notifications from Google if your site is down and other important information. They’ll even give you helpful suggestions for your website.

Winning the battle of SEO for insurance agents

Hopefully, this gives you some good direction for optimizing your website for search engines. Implementing this strategy and seeing results will take some time but, while it is a long-term play, it is the smart play. Not only will it begin to bring a passive lead flow over time, but if you optimize your site for search it’ll make bids for keywords on Google Ads cheaper!

If this does seem like too much work for you right now, you could hire us to help out. All we do is insurance marketing and we are one of the foremost authorities in SEO for insurance agents.

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