Search Engine Optimization for insurance professionals, including agencies, brokers and insurance companies — commonly known as insurance SEO or SEO for insurance agencies, is one of the top inbound marketing ideas that is essential to the 21st century business and Web site. SEO helps insurance agents build a positive online portfolio that will help potential customers find what they need in your business.
A Kelton Research/Bazaarvoice survey found that 30% of consumers would never choose an insurance provider without reading at least one piece of user-generated content. This means that your potential clients are researching you online. SEO will help you become more visible to people who are typing in search terms in a search engine.
SEO Tips and Strategies
Many regulations related to marketing exist on the state level for insurance companies and their agents. Some regulatory bodies are incredibly wary of social media and other online marketing strategies. The 2011 meeting of the National Association of Insurance Commissioners looked at social media and determined that the static information on a social media page would be considered advertising, but things get tricky when interactions with third-parties begins on social media pages, due to the “entanglement theory” and/or the “adoption theory,” meaning the insurer may be responsible for the content of a third-party.
The bottom line at this point is to be wary of online marketing, but don’t shy away from using it. SEO can be incredibly helpful to growing an insurance business. Reputation Rhino offers SEO services for insurance agents and financial services professionals and recently published a FREE eBook called SEO Made Simple which you can download by clicking on the link below:
1. Choose the right keywords. Keywords will drive the traffic to your Web site only if they are what the consumer is looking for, not necessarily what you want to promote. Also, think in layman’s terms and consider what the consumer will be typing into Google. For example, they may be typing in “car insurance for teens,” or “renters insurance in Manhattan.” Two key takeaways from these examples are that you need to be sure to list your potential clients (teens, over 25, elderly, etc.) and your service areas (Manhattan, Brooklyn, etc.). In doing so, your Web site’s content will directly correlate to the search terms.
Another thing to consider is ensure the content you are creating is natural and valuable to your clients. Don’t write for the search engines, as that will surely backfire. Always write with your clients, and their needs, in mind.
2. Frequently post. Starting a blog is an easy way to ensure frequent updates to your Web site, which “counts” to the search engine algorithms. According to a 2010 study by Hubspot, companies that blog get 97% more inbound links, 55% more website visitors and 88% more inbound leads than those who do not blog. Blogging also establishes you as a thought leader in your field. Write about the big things going on in the insurance industry: regulatory developments, how a company can save money on insurance, and Obamacare. Once you start to make a name for yourself in blogging, you can reach out to colleagues within your network to see if you can guest blog for their site. The link back to your Web site will be valuable to your rank.
3. Linkbuilding. Besides keywords, linkbuilding is a standard SEO practice that will help determine your Page Rank, which is a measurement of how important Google thinks your Web site is compared to your competitors. The more quality links you have pointing to your site, the higher your Page Rank. Always remember that the quality of the links is what’s important, not the quantity. In fact, too many poor links will actually be detrimental to your Web site’s Page Rank.
4. Hire a top SEO company. There are hundreds of firms advertising search engine optimization for insurance agents. What should you look for when considering a top SEO company to build your presence online and dominate local search? SEO for insurance agents requires an understanding of your rules of professional responsibility and conduct, advertising and marketing limitations in your state(s) of practice, and outstanding writing skills.
Many “affordable” SEO companies outsource content writing overseas and insurance agents and financial services professionals are left with a trail of poorly written profiles and articles that damage credibility and authority.