As you begin researching digital marketing for insurance agents, you’re likely to see two strategies come up time and time again: PPC and SEO. But what do these acronyms even mean? And which strategy is best for insurance agents? We’re here to help you understand what these digital marketing powerhouses do and which is best for your agency.
What is SEO?
SEO stands for search engine optimization. This term describes digital marketing strategies that aim to improve a website’s search engine ranking and drive more web traffic to the page. The goal is to improve a webpage’s visibility by ranking at the top of search engine results pages (SERPs) for relevant keywords.
Let’s break this down a little further. Search engine results are lists of webpages produced by each search. Sometimes, Google can produce millions of pages for a single search! The algorithm’s job is to rank these pages according to which is most helpful to the user. It does this via a complex system of checks and balances automated by Google’s top minds. In marketing, we hope to appeal to both search engine algorithms and web users by following a set of guidelines known as search engine optimization strategies.
Keep in mind, SEO is a long-term strategy, meaning it can take a while to see the fruits of your labor. However, it is also cost-effective and sustainable over a long period of time. Once you reach the top, it’s easier to stay on top.
What is PPC?
PPC, or pay-per-click, is a type of advertising that lives up to its name. It requires the advertiser to pay a fee to the publisher each time a web user clicks on their ad. These ads can appear on search engine results pages, websites, or even social media.
The most popular form of PPC is text ads. Open your favorite search engine and type in something like “best mattress on the market”. The first 3 – 4 results that appear will likely be text ads claiming that they have the secret to a better night’s sleep. Below these ads are pages of search results that earned their place via SEO.
While SEO is a long-term strategy, PPC is known for its quick results. Once you’ve figured out how to adjust your advertising settings to reach your target audience, you can bid on keyword phrases you want your webpage to populate for on search engine results pages.
One of the primary benefits of PPC is that it is easily measurable. Advertising platforms track key data points and store this information. Using their proprietary analytics tools, you can view important key performance indicators and determine the success of each campaign.
SEO v. PPC
So, which strategy is best to use in digital marketing for insurance agents? The answer is a resounding: both! As the saying goes, you don’t want to put all your eggs in one basket. To develop a well-rounded marketing strategy, you should approach it from multiple angles.
While PPC may yield faster results than SEO, pay-per-click advertising requires you to continually pay fees for your ads. If you stop running the ad, it will no longer populate on SERPs. SEO, though it takes more patience, can help you rank higher on SERPs in the long term without paying for the space. What each strategy lacks, the other makes up for with their own strengths, making SEO and PPC best used in tandem.
Need help developing a marketing strategy? Contact Melon Local, the experts in digital marketing for insurance agents.