November 28, 2021 - You’ve likely heard the term “SEO” more times than you can count. While it may be common insurance marketing jargon, many of our clients ask us, “Okay, so what does SEO have to do with me and my business?” The short answer is: a lot, if you play your cards right.
Let’s break down the basics of this popular insurance marketing strategy and explain how you can use it to draw more customers to your agency.
First Things First… What is SEO?
SEO stands for search engine optimization, a sort of umbrella term used to describe a group of marketing strategies that aim to improve a web page’s search engine ranking. A search engine ranking is the position assigned to a web page on a SERP (search engine results page). To get more detailed information about the wild world of SERPs, visit this blog. Then, head back here!
How Does SEO Impact My Local Business?
The goal of SEO is to ensure your website appears at the top of SERPs for relevant keywords. Thanks to search engine algorithms’ ability to deliver useful results, the majority of web users don’t click past the first page of search engine results. Even fewer click past the second page. So, it’s important your business makes it to the top for relevant local searches.
According to BrightLocal, 90% of consumers have used the internet to find a local business within the last year. When people need a new dry cleaner, mechanic or insurance agent, they’re likely to search the internet for one near them. We don’t want you to miss out on these leads, so let’s talk about a few ways you can help local customers find your insurance agency online.
SEO Insurance Marketing Strategies
Google and other popular search engines are particularly secretive about their intelligent algorithms. These tech giants regularly update their search engine algorithms to better serve their audiences and connect users to an abundance of information. That means marketers must keep up with SEO best practices to keep our content relevant and earn our place at the top of SERPs. Here’s our suggestions for beginner SEO insurance marketing strategies you can try now.
Use Targeted, Local Keywords
As a local business, you’re trying to capture local customers. That means general search terms like “insurance agency” and “car insurance” won’t do you any good. You’d be one amongst tens of thousands of pages to populate for this search!
Instead, incorporate localized keywords into your website’s content to appeal to customers searching for services in their area. For example, you may use the term “car insurance in Grand Rapids, MI” or “home insurance policies Tucson”. These targeted keywords can help the right leads find your website and business.
Google Business Profile Listing
On Google, Google Business Profile listings reign supreme for local search. These handy results help you find the right business and include helpful information like mapped locations and reviews. It’s essential your agency takes advantage of this simple yet effective insurance marketing tool.
To learn how to optimize your Google Business Profile and other directory listings, head to this blog. Be sure to include your agency’s website in your profile. This will create a backlink to your site, scoring you points with the algorithm and making it easy for potential customers to research your business.
Important SEO Tips to Keep in Mind
Patience is a Virtue
Rome wasn’t built in a day and a great search engine ranking isn’t either. SEO is a long-term insurance marketing strategy. Sometimes it can take a year for a piece of content to get serious traction. Don’t lose hope, SEO is a fundamental marketing strategy for a reason.
A Well-Rounded Approach Works Best
If you were a mythological king preparing for an epic battle, you wouldn’t just send in your infantry and call it a day, right? You’d plan your attack from all angles, bringing in your cavalry, best marksmen… well, you get the idea. Your insurance marketing strategy should be multifaceted and include a variety of approaches for the best results.
What if We Told You There’s an Easier Way
We get it, there’s a lot that goes into planning your insurance marketing strategies and you’re already busy building a business. Here at Melon Local, we help insurance agents like you develop effective marketing plans that earn digital leads. To learn how we do it, get in touch with our team. We’d love to walk you through our favorite insurance marketing strategies.