Insurance search engine marketing involves optimizing your insurance website to improve exposure, traffic, and search engine results pages (appear on Google’s first page for example on a search engine results page or SERP). The goal of insurance organizations, whether they are insurance companies, brokers or insurance agencies, is to achieve organic results for the first page of Google, preferably in first place, but at least, “above the fold”. I’m generally using Google in this case, because the same goal applies to Bing and Yahoo, even though Google still dominates the leading market share and often gets the most attention when it comes to insurance search engine marketing. Make sure you have our top 10 tips to make sure you’re on the right track to achieving your web marketing goals. However, insurance search engine marketing is a very complex initiative, requiring constant efforts for both on-page and off-page tactics.
- Make your keyword phrase an H1 tag on your homepage (and use H1 tags accordingly on subsequent pages).
- Optimize each secure website page for a specific long-tail keyword. Don’t try to work on four or five sentences per page.
- Optimize your page title, meta description, and meta keywords for your long keywords, again focusing on a specific long footer for each page.
- Combine the insurance blog and insurance blog feed on your homepage (which presupposes that you have an insurance blog and related vlog)
- Add a continuous video and make sure the video is flagged and optimized for upload speed. Remember the “freshness” factor mentioned above.
- Make sure you are using a reasonable keyword density that will appeal to a human rather than being aware of what a search bot might want to index. Numbers vary, although 6% is often considered a good target. Then again, if the reading is good, it will often do well.
- Use anchor links where and when possible.
- Make your own backlinks, quality links. Only place content with reputable sites.
- Quality website content should be your creed. Large images may be attractive but they do not help you achieve your insurance search engine marketing goals.
- Treat content like products, in other words, the importance of novelty. With the recent shifts in Google’s algorithm, there is a greater focus on existing content. Things like blog feeds, news releases, and other recent content will help with your insurance search engine marketing initiative.
It is essential that insurers, brokers, insurance agencies, and agents perform basic and ongoing keyword analysis. This can be achieved using free tools like Google AdWords or more complex keyword analysis tools like Web CEO or HubSpot. The above steps can only be performed after this analysis is completed. Once the basics are done, off-page insurance search engine marketing initiatives come into play, including e-posting, YouTube video, LinkedIn, Facebook, social bookmarking and other insurance social media marketing programs. Your SEO results should be constantly monitored and measured, preferably every week, but at least once a month. Adjustments should be made periodically based on your progress.
Insurance search engine marketing offers carriers, brokers, agencies, and independent agents an opportunity to level the playing field. An interesting dynamic with the paradigm shift of Internet marketing, is that it allows any insurance organization, regardless of size or area of specialization, the opportunity to obtain the highest ratings. Unlike PPC campaigns, which require constant budgeting and constant monitoring, organic search engine marketing initiatives fall under a plant-and-harvest mentality. With spring approaching, it’s time to sow the seeds of your long-tail keywords so that your insurance company can reap the improved website traffic and insurance leads in the coming months.