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Insurance SEO: Why Optimize for Search?
Search engine optimization (SEO) is an essential component of any successful online marketing strategy.
In the insurance industry, SEO is a great traffic and purchase driver that can help agencies and agents attract customers and policyholders without spending thousands of dollars in traditional advertising.
Let’s check out some insurance SEO statistics:
- 92 percent of search users and consumers choose a business that appears on the first page of search results.
- Approximately 53 percent visit a business within 48 hours of performing a local search.
As these numbers suggest, the insurance shopper’s path to purchase relies more heavily than ever on search.
Not only can insurance SEO propel providers to the top of search engine results; it can also help agencies and agents expand their online presence, build their brand reputation, and convert casual browsers into actual customers.
SEO for Insurance Agents and Providers: Best Practices
Here are some best practices you can apply to improve your insurance company’s SEO performance.
Plant Your Flags Across the Web
One of the most effective insurance SEO tactics today is creating or claiming your business listings and agent profiles across local business directories, social media, and online review sites.
Start planting your flags across the web by claiming your business listing or profile on Google and Facebook. But don’t stop there. Build your presence, too, on sites that your potential and existing customers use to find providers.
These include insurance review sites like Yelp, Clearsurance, Supermoney, Wallethub, Consumer Affairs, and Better Business Bureau. (Want to save time? ReviewTrackers’ local listings team can also do the legwork for you and ensure accurate listings and agent profiles across dozens of websites.)
Ensure NAP Consistency
NAP stands for your business Name, Address, and Phone Number: three key pieces of business information that search engines like Google take heavily into account when determining search rankings.
Your NAP information can usually be found online, on your own website as well as in local business directories, social media, and online review sites.
It could be that a representative of your business had originally submitted this information as they signed up for and claimed your business listings. Or it could be a case of consumers themselves enlisting your agency as they contributed user-generated content (like photos and reviews) to apps they use.
Insurance providers with well-managed NAP profiles are likely to rank well in search engine results. If you’re managing a firm with multiple agents or locations, each agent or location should have their own unique NAP.
When it comes to NAP, consistency is key. Variations in entering your NAP information could prevent you from achieving your ideal SEO results. For example, don’t write down “S. Oakhill St.” as your business address when previously you listed down “South Oakhill Street.” Also avoid having multiple or different phone numbers for one business location or agent.
If your insurance agency moved to a new address or changed contact information, make sure that these changes are reflected across all the digital properties where you are listed.
Create Location Pages on Your Website
One SEO tactic you can apply to stand out in search results is creating location pages for each of your agency locations.
Location pages are silos or micro-sites that contain optimized content about each of your agency locations. These pages are all linked to your main website.
For example: your website is www.insuranceagency.com. Your location pages can then have the URL: www.insuranceagency.com/city (www.insuranceagency.com/atlanta).
What will these location pages contain?
To start with, they must contain your NAP information. Apart from that, you can add location-specific content that will serve as useful information for visitors looking to find providers by typing “insurance (product/service/category) near me.”
Examples of location pages content can be: unique agency location descriptions, operating hours, product/service offering, news, deals, and promotions.
You can also inspire shopper confidence by embedding customer reviews on your location pages through the use of customer review widgets.
Create Your FAQs Page
Your insurance SEO strategy must include efforts to convert visitors into customers once they arrive on your website. This means anticipating questions they might ask and providing answers to these questions.
Your FAQs (frequently asked questions) page must list down the most common questions that your website visitors might have about choosing an insurance agent or policy. When writing down your answers, be as detailed as possible.
A great example of an FAQs page is by Insureon.
Notice how each question is hyperlinked to an entirely new page where visitors can find detailed answers. This helps build out relevant content that search engines are likely to crawl and reward in search results.
Manage and Respond to Reviews
Reviews are a major factor that can impact your agency’s search rankings.
- According to Google, the volume and rating scores of your reviews (on Google as well as on other review sites) — plus your responses — are all taken into account when determining your business’ “prominence,” which is one of the three primary factors influencing local search.
- Reviews are also one of the top 3 most important ranking factors in local search, along with Google My Business and link signals, according to the Local Search Ranking Factors report by SEO software company Moz.
Beyond their impact on insurance SEO, online reviews also let potential customers know more about your insurance products and policies as described by existing customers. Simply put: reviews are an important trust factor.
- The 2018 Online Reviews Survey revealed that 61.7 percent of consumers rated reviews as one of the most influential factors when choosing a local insurance agent. Consumers actually said that online reviews for insurance agents were more important than for restaurants or local banks.
- 4 out of 10 insurance customers read and base their buying decisions on online reviews. And 68 percent are unlikely to decide on an insurance agent with zero reviews.
Given the influence of online reviews, it’s critical that you’re able to respond to customers. Here are great examples of how to respond to reviews, whether they’re positive, negative, or neutral.
Don’t stop at simply responding to reviews, though. If you’re not generating enough of them, ask customers to review your agency. A steady stream of reviews can drive your insurance SEO performance and improve your search engine visibility.
Start a Blog
Like FAQs pages, blogs can serve as a vital source of Informative, educational on-site content that can attract insurance shoppers and customers to your insurance agency.
According to industry research, small businesses that have blogs also happen to get 126 percent higher lead growth than small businesses without blogs.
The impact of blogging is two-fold. One: it helps you generate fresh content that’s discoverable by search engines. Two: when you provide information that people can trust, you’ll be in a better position to be at the top of their minds when they’re ready to make a purchase decision.
When blogging, don’t limit yourself to text-only content. Take advantage of an array of media to make your blog more appealing: images, videos, infographics, and podcasts, among many others.
Harness the Power of Social Media
Social media marketing for insurance is experiencing major growth.
According to a report by consultancy firm ITDS, 100 percent of 20 major global insurers are active on Facebook. 100 percent are also active on LinkedIn and YouTube. 95 percent are active on Twitter and 75 percent are using Instagram.
Keep in mind, however, that your social media profiles aren’t online billboards. The content you share on social media should be informative, helpful, or educational instead of exclusively self-promotional or salesy.
Consumers are looking for insurance providers not only to sell them a policy, but also to educate them on ways to protect their assets and most valuable possessions.
Here are some good insurance social media content ideas:
- A quick video to explain your policy coverage
- Detailed FAQs and step-by-step instructions on how to claim
- A link to interactive expense or investment calculators
- Educational posts like “things to consider before buying your first car” or “how to prepare for emergencies”
By sharing the kind of content that consumers are specifically looking for, you can drive higher engagement levels on social media. You can also foster trust more effectively and potentially gain more referrals.
Read more about social media marketing for insurance.