Did you know that the number one organic search result at the top of a page is 10 times more likely to receive a click compared to a page in the number 10 spot?
Whether you’re a small-town insurance agent or run a multi-state agency, a smart approach to organic search optimization can expand your digital reach and garner fresh, quality leads.
Unlike paid search, focusing on your organic reach costs nothing other than your time. Of course, time is money that can be wasted without taking a smart approach to optimizing your organic search results.
Let’s take a look at what to do — and what not to do — when it comes to improving your organic ranking as an insurance agent.
The Dos of Organic Search Optimization
Do Optimize Your Local Presence
Your content may not always appear in the same position for everyone since your digital visibility can vary user by user. However, optimizing your presence to appear in local search queries can still increase your likelihood of ranking higher and enhance your visibility to the audience that matters most. Steps you should take include claiming and optimizing your Google Business Profile listing, ensuring your NAP (Name, Address, Phone Number) details are consistent across the web and naturally incorporating insurance-focused local keywords.
Do Create High-Quality Content
At the heart of organic search optimization is content. Whether it’s an agent bio or your business description, creating high-quality, engaging content not only attracts visitors but also encourages other sites to link back to you — increasing your site’s credibility and search engine ranking in the eyes of Google. Ensure anything you publish is informative, addresses common insurance questions and genuinely adds value to your readers.
Do Prioritize Website Usability and Mobile Responsiveness
Most people will have already formed an opinion about your website within just 0.05 seconds (faster than how long it probably took you to read this sentence). To say first impressions matter is an understatement. Whether it’s on a desktop or mobile device, user-friendly sites tend to rank higher in search results due to better user experience metrics.
Do Leverage Your Social Media Presence
Although social media doesn’t directly impact organic search optimization, the indirect effects are undeniable, as it can drive traffic to your site and increase brand exposure. Sharing and linking your site in posts, engaging with comments, and fostering relationships in industry-related groups are great ways to drive traffic back to your site.
The Don’ts of Organic Search Optimization
Don’t Underestimate the Impact of Multimedia
Incorporate a variety of multimedia elements to capture attention, keep visitors on your site longer and provide a richer digital experience. Whether it’s your website or Google Business Profile, diversify your content by adding photos that clearly illustrate your work culture, helpful explainer videos and colorful insurance topics in an engaging way. This not only makes your site more interesting but also helps with better indexing and visibility in search results.
Don’t Overlook Backlinks
Backlinks are a small but important cornerstone of SEO success. They build your website’s authority and improve your rankings. As an insurance agent, there are plenty of ways you can leverage community involvement for backlinks, such as networking at community events, collaborating with industry influencers, and creating content that others want to link to.
Don’t Set and Forget Your SEO Strategy
Keep in mind that the internet doesn’t sleep. What works today may not work tomorrow, especially as Google and other search engines constantly update their ranking factors. Regularly monitor your organic performance, stay updated with the latest trends and be prepared to adjust your strategies to maintain and enhance your search rankings.
Don’t Cut Corners
Avoid the temptation of quick fixes promised by “black hat” SEO tactics, such as keyword stuffing, invisible text and link farms. Although you may experience some short-term gains, Google is well aware of these deceptive practices and may potentially lower your organic ranking or remove your website altogether.
Remember, organic growth is a marathon. At Melon Local we understand the nuances of organic search and what it takes to win in the long run.
From fresh, keyword-driven content to continual optimization of your digital presence, learn more about our proven organic strategies by scheduling a demo today!