If you’re an insurance agent, you may be wondering, “Why am I not ranking higher on Google for auto insurance?”
The search engine considers a wide range of factors when it comes to ranking, but according to Google, it considers these three its highest priority:
- Relevance
- Distance
- Prominence
For this blog, let’s focus on Google’s relevance factor — which is how well a Google Business Profile aligns with what someone is searching for and the factor you are most able to impact on your own.
Specifically, it’s essential to utilize “keyword relevance” in your content — a word or phrase used that aligns with the topic, intent and context of the content itself.
Let’s take a look at why keyword relevance is so important for how well your agency ranks on Google for auto insurance, as well as anything else you’re trying to rank for.
What is Keyword Relevance?
Think of keyword relevance as aligning the keywords of your content with the search terms people are entering on Google.
In the past, SEO specialists used to manipulate Google by keyword-stuffing their content. However, Google caught on to this practice over time, so simply inserting keywords into your content won’t suffice. Nowadays, your focus should be more on providing valuable information that aligns with and elaborates on a user’s search intentions.
Keeping relevance in mind with your content — whether it’s a webpage or Google Business Profile — is crucial to how Google understands the subject matter of your content as it determines which terms your page will rank for when someone performs a search query.
When it comes to keywords, try understanding what your prospective customers are searching for and craft your content in a way that seamlessly incorporates these keywords while delivering valuable and informative content.
Google’s search algorithm now goes beyond keyword usage to analyze the contextual meaning behind a search. To enhance your organic rankings, you should always optimize your blog with content that is contextually relevant.
Relevance also ties into user behavior. Search engines gather data to track a user’s journey, from their initial query to landing on a pertinent web page.
When users conduct a search and find relevant content on your site, they’re less likely to return to Google for alternative results. Google acknowledges when you deliver value and an improved user experience, rewarding you with higher rankings for those specific pages.
When users engage in a search query and find what they’re looking for on your website, they’re less likely to return to Google and try a different result. Google recognizes when you provide value and a better user experience, and it will reward you with better positioning for the page(s) in question.
Publishing relevant pieces of content can boost key performance indicators such as click-through rates and bounce rates.
Why am I Not Ranking Higher?
Google uses a complex algorithm to rank search results based on relevant search terms.
While auto insurance might be a relevant search term for your business, unfortunately, it’s also relevant for many others.
Here’s the thing: Google constantly crawls your website, assessing your content for relevancy to search terms. So those relevant search terms need to be included in your web content.
Check out our Melon Minute video, in which we explain more about how to factor relevance into your Google ranking. And remember, Melon Local can help with a variety of digital marketing needs, including organic or paid search, as well as social media and reputation management!
Here are a few other best practices for maintaining keyword relevancy!
Contextually Optimize Content
Whether it’s your Google Business Profile or your agent bio, try creating content that not only contains relevant keywords but also comprehensively addresses the broader context and intent behind the search query.
This approach can boost how well you rank organically by delivering an enhanced user experience filled with value.
Enhance Experience & Engagement
User behavior matters — that’s why Google tracks how people interact with search results. When your customers find relevant content on your site that aligns with their searches, they are less likely to return to Google for alternatives.
In turn, this positive user experience sends a signal to Google that your content is indeed relevant and valuable and can lead to higher rankings. In addition, publishing relevant content can often result in better performance indicators, including improved click-through rates and lower bounce rates.
Be Consistent
Maintaining consistency is key. Focus on topically relevant content across your website. This ensures that users consistently find answers and insights that resonate with their needs.
Not only does consistency facilitate trust with Google, but it also reinforces your brand as an authoritative source in your field.
Strategic Keyword Integration
Take some time to research and identify specific keywords and phrases people are using in their searches. Craft your content in a way that seamlessly incorporates these keywords, providing meaningful insights that address the user’s intent.
Strive for a natural and organic integration of keywords to match the user’s intent as much as possible (e.g., “Las Vegas car insurance” or “auto insurance in Las Vegas”).
Don’t Set & Forget
Being that the digital landscape is ever-changing, it’s essential to regularly monitor your results and stay on top of the latest search trends. You should always keep your content up-to-date and refresh things ever so often to ensure it’s aligned with current search patterns to keep yourself as relevant as possible.
Utilize a Digital Marketing Agency
Staying relevant and up-to-date can take a lot of time and commitment on top of all your other responsibilities as an agent.
Thankfully, our team at Melon Local are experts at staying relevant on Google. Schedule a demo with Melon Local today to learn about all the ways we can grow together!
If you need more tips on how to effectively use keywords in your agency, check out the following blog on insurance keywords!