Using the right insurance marketing keywords can make a difference in how well your agency’s website ranks in search engines and can impact your leads.
If you’re not familiar with what keywords are, think of them as GPS coordinates for your Search Engine Optimization or Organic Search Optimization campaigns that help people reach your content online.
Having the right keywords can determine how popular your website is in search algorithms. Search engines like Google also use these words or phrases to rank and sort content on the internet.
For example, if you were to type “insurance marketing keywords” into the Google search bar, Google will show the top related content based on the information it has indexed and ranked through its search algorithm.
Let’s take a look at how to – and how not to – approach using insurance keywords!
The Do’s of Insurance Keywords
Do Research on Trending Keywords
At the end of the day, prioritizing the quality of your keywords is what matters most! Any time you devote to researching keyword optimization should be focused on improving the quality of your word choice.
Consider using websites like Ahrefs or SEMRush to measure the traffic and quality of specific keywords.
Do Use Long Tail Keywords
Long-tail keywords are longer and more specific keywords and phrases that expand upon more commonly used keywords. For example, you can take a high-traffic keyword like “insurance” and make it a longtail keyword like this: “Las Vegas auto insurance.”
Although long-tail keywords often have less search traffic, competition tends to be lower, and conversion rates tend to be higher due to how specific they are.
Do Map Out Keywords
Before creating or updating a landing page, you should create a strategy for mapping out your keywords. This is important because it will help you gain more traffic in a shorter time span. You can choose the right keywords all you want, but if they’re not placed within the proper pages, your traffic will be negatively affected.
Do Put Yourself in your Customers’ Shoes
Think about who your target audience is anytime you’re creating your list of keywords. How would you search for these insurance products? Doing this can help you come up with more specific keywords that ultimately will reach your audience easier.
The Don’ts of Insurance Keywords
Don’t ‘Keyword Stuff’ Content
Although search engines want content with a clear theme, overusing a keyword can make your content sound clunky and not easily readable to your customers. This ultimately can lead to a poor user experience.
Let’s take a look at an example of keyword stuffing:
My insurance office offers auto insurance, renters insurance, homeowners insurance and business insurance. If you’re interested in a new insurance policy, stop by our Nevada insurance office today for a free insurance quote!
You should generally mention 1-2 keywords at least 3-5 times in your content, with a balance of related words and concepts. One of the best ways you can avoid overusing keywords is by using synonyms to generate a list of similar terms. Remember, always choose quality over quantity!
Don’t Choose Keywords Based Solely on Traffic Size
One of the biggest mistakes you can make when choosing your keywords is basing them on traffic. Although traffic volume is important, you also need to consider your keywords from your customers’ perspective and check if it’s relevant. Before settling on any keywords, double-check how many other competitors are using the same keywords. Prioritize search intent rather than keyword traffic.
Don’t Use Invisible Keywords
Another way some websites will try boosting themselves is by using invisible keywords. This means putting stuffed phrases in a page’s metadata or alt tags. However, meta keywords have no value to Google. Some companies even change the text color to match the background color of a web page so viewers can’t see it. Still, Google is smart enough to pick up on these practices and will ultimately cause your page rankings to plummet.
Don’t Set and Forget Keywords
You might think things are over once you’ve hit publish on one of your web pages. The truth is, however, that SEO and search engines are constantly changing, so it’s essential to keep up with the latest trends and check in every now and then to see how certain keywords are performing.
At Melon Local, we are always in the know with the latest trends in insurance marketing keywords. In particular, our Organic Search Optimization package utilizes keyword-driven content, as well as listings in top business directories to boost your web presence for whatever your target audience is. Learn more about how we can help with your insurance marketing needs by scheduling a demo with us today!