Most prospective insurance customers search for available products online. It is the easiest means of getting access to new insurance products and providers. However, even if your products are available online but your buyers can’t find you, they’ll shop with the nearest available agent. When it comes to search engines, quality doesn’t always make your business visible. There are many agents looking to push their services to an audience seeking fast answers and information. Due to the competition, websites containing useful information and quality content from insurance agents are pushed down in search results.
A large percentage of people only click on the first few websites listed on the results page of a search engine. This means if your website is listed on the second or third page of results, you are less likely to get enough clicks to your page. This is why you need search engine optimization.
There are billions of web pages on the internet. To bring the best possible results to the forefront, search engines involve complex algorithms to arrange the large resource directly. To ensure your website gets to the forefront of the search results, search engine optimization includes the relevant terms and phrases needed for your website to match search queries.
When people search for insurance products, there are common search terms they use, instead of searching for a business name. Websites that match the search queries the most are marked as relevant by the search engine algorithm. As an insurance agent, it is important to adopt effective search engine optimization methods. Below are the top ways to improve your SEO.
Keyword Research
Keyword research is an effective method of improving your SEO. The phrases and words insurance buyers use when looking for information online are known as keywords. A keyword list will help you know what questions to target and the topics that are popular among your target audience. Though keywords are not the only important part of SEO, they can help to reveal what users expect and their intent.
To do keyword research, you need to understand your target audience. This will help you know how you can offer something unique. Also, it will help you build a profile of your target audience and define who you want to attract. To start with the keyword research process, first, you’ll need to gather relevant topics based on the insurance products or services you offer. Then enter the topic list with certain keywords and phrases that are likely to be used by your target audience.
After that, look for related keywords that may appear as suggestions when you enter a topic on a search engine. You’ll need to go through this process regularly to accommodate changing trends. As an insurance agent, ensure you focus heavily on local search terms. This is because search engines try to display the most relevant content to users, while considering their physical location.
Improve On-page SEO
After building relevant keywords, you need to know how to use them. The best way to use the keywords for on-page SEO include: placing targeted keywords in title tags of each page, with the tiles limited to 60 characters, including keywords into H1 headings, placing keywords into URLs when possible, adding alternative text to images, and internal links to other pages on your website. However, apart from using the right keywords, you need to create quality content. Your content should include relevant information written in good grammar and spelling. It must be easy to ready and incorporate imagery.
Off-page SEO
Apart from improving your SEO on your own website, you can also build your website’s authority through backlinks. This means if reputable websites or sources publish a link to your page, the search engine will determine that your page is relevant and trustworthy. This also increase the number of ways through which prospects can find your insurance business. There are different methods through which you can extend the agency’s reach. For example, you can write guest posts for blogs, sponsor local events or organizations, engage with users on high-traffic websites, etc.
Paid Advertising
Through paid advertising, you can ensure that your insurance website appears at the top of search results faster. The traditional techniques may take some time to get results, thereby making paid advertising a valuable tool. Pay-per-click ads can help your page appear at the top of search results through strategic keyword bidding.
This involves placing a bid on a keyword and only paying for it if someone clicks on your link that is displayed by the search engine. Local search terms will be less competitive than general search terms. Through the Google AdWords Keyword Planner, you can analyze the volume of certain keywords and how much they cost.
Prioritize Mobile Optimization
A lot of inquiries on search engines are through mobile devices. If your website isn’t optimized for mobile, it will appear distorted on smartphones or tables, thereby making it hard for users to navigate your website. This means to get enough users to visit your website regularly, you need to create pages that work well and look good on mobile devices.
Google prioritizes websites that are optimized for mobile and will index websites based on the mobile versions first. You can check how well optimized your website is for mobile through the Mobile-Friendly Test on Google. This will also help you enhance your SEO by helping you know how to adjust the elements to make your website look great.
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