February 16, 2024 - In the insurance marketing world, your Google ranking often plays a crucial role in prospective customers choosing between you and your competitors.
The top organic result is 10 times more likely to garner clicks versus a page in the number 10 spot, and even a single step up the search ladder may increase your click-through rate by about 2.8 percent.
So, for insurance agents pondering if they should Google their own business, let’s dive deeper into how repeatedly measuring yourself through self-searching might unintentionally harm your digital footprint and leave you trailing the competition.
Why You Shouldn’t Google Your Insurance Office
We understand how seeing your competitors rank above you can be a cause for concern. But before you let panic set in, you should know Google’s algorithms are more complex than you might think.
Keep in mind that the results you see are tailored to YOUR search behaviors, location and even the device you’re using—meaning they aren’t a universal representation of where your business actually stands in the entirety of search engine rankings.
In fact, searching for yourself without engaging with your content (e.g., clicking through to your site or interacting with your listing) can send Google the wrong message.
As Google sees it, they might interpret this activity as indicating your site is not relevant, potentially harming your search rankings. Furthermore, if you do click through but then quickly leave your site, it could be viewed as a lack of engagement, further impacting your perceived relevance.
No Two Search Engine Results are the Same
Google customizes what you see based on a myriad of factors, including your past search history and geographic location, so the results you see for your insurance agency are not the same as what prospective customers might find.
Think of it this way: Using this method is like gauging the effectiveness of a billboard by only driving past it yourself.
Remember, you are not your customer. Your expertise in insurance can influence how you think about search terms and online queries.
On the other hand, potential customers might use different terminology or ask questions you haven’t anticipated. Therefore, understanding the variety of ways people search for insurance services online is crucial.
And if you’re thinking about using incognito mode for a more unbiased perspective, remember that Google still customizes results based on the data it gathers from your search query, making it an imperfect method for assessing your standing across different user experiences.
Expanding your view beyond these personalized results is key to accurately gauging your agency’s online presence.
Better Ways to Track Your Clicks
While it’s fine to occasionally Google your business to check on the accuracy and relevance of your information, relying solely on this method for performance insights will get you nowhere. Thankfully there are a plethora of tools, including Google’s own analytics and various third-party applications, that offer a clearer picture of your organic reach and relevance.
Lucky for you, partnering with a professional insurance marketing company like Melon Local gives you access to a wide array of professional tools, expertise and resources designed to help your business thrive online. Whether it’s through organic search, paid advertising or social media strategies, we’re here to help your agency rise above the competition. Book a demo with us today and discover how we can grow together!