INSURANCE WEBSITE SEO

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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PORTFOLIO

For most insurance companies, this process should focus heavily on local search terms. Search engines strive to link users with the most relevant content. One way they do this is to use IP addresses to match people with content near their physical location.

Identifying this value helps you build a target client profile and define the person whose interest you want to attract. From there, you can segment your overall market to individual niches based on features like insurance products and demographics.

You can use the Google AdWords Keyword Planner to analyze the volume and cost of specific keywords. This tool will also offer suggestions it thinks are useful for your campaigns.

3. Leverage your off-page SEO.

If you have a small website, you can simply allow bots to access all files and specify the sitemap location. Make sure that important content or folders aren’t blocked, because that would discourage indexing. As your web presence grows, you can use the tool to organize what you want search engines to see and prioritize.

In a PPC ad campaign, you place a bid on a keyword and only pay the fee if someone clicks on your link that’s delivered by the search engine. Local and niche search terms are typically less competitive than their general counterparts, meaning you have a better chance of ranking high at a lower cost.

Among local listings, Google Business Profile (GBP) deserves major attention.

To fully optimize your website’s SEO for insurance agents, give search engines more content to work with.

Keyword research begins with understanding your target client. Consider your unique value proposition — what you offer above other options — and what individuals benefit from your services.

But how you group content also signals to search engines what’s most important, giving you more control over its visibility. Audit how your website looks and operates. Enhance its structure by:

2. Develop your on-page SEO.

These technical changes curry favor with search engines while improving your audience’s website experience.

Depending on the scope of your audience and services you offer, there are other tools at your disposal to grab the attention of search bots, like:

Additionally, national companies like Geico and Allstate have the resources to consistently market and compete for these more general search terms. Your agency will gain better visibility from local and niche search terms that appeal to your audience and demonstrate your specific value.

A 404 page is what people see if a URL they visit doesn’t exist. This usually happens when a page has been deleted or a link is misspelled. Customizing your 404 pages helps ensure smooth website navigation for your users while boosting its SEO.

9. Ensure fast loading times.

In today’s digital landscape, quality doesn’t translate directly to visibility. The insurance market is growing rapidly, with agents in fierce competition to reach an audience that demands immediate answers and information. With all this competition, websites of excellent and customer-oriented insurance providers can get pushed further and further down in search results.

When it comes to earning these backlinks, quality beats quantity. You may extend your insurance agency’s reach by:

Reviews also impact the power of SEO for insurance agents:

The majority of people abandon a website when it takes more than 3 seconds to load. A slow-loading website isn’t just bad at keeping customers’ interest, however. Search engine bots are clued into this behavior and prioritize faster pages.

Ultimately, however, no amount of keyword use can overcome poorly written content. Make sure you’re writing for your audience and not just for search engines. Your content should:

Next steps with SEO: Structure, Content, Credibility.

Today, insurance agency websites need to look great and offer useful content and other sales tools and features for prospects to get comfortable with your agency. ActiveAgency includes a bunch of these, including Clickable Coverage, Hello Producer, Video Proposals, Power Panels, and so much more.

Adding new content to your website is another important part of SEO for a number of reasons. The more information you have on a subject, the more likely you are to be viewed as an expert. Not only that, but adding content keeps the search engine indexing mechanisms coming back to your site, and maintaining relevance helps your site rank better.

And before we go any further, keep in mind that SEO may or may not be an important part of your agency’s digital marketing strategy. Simply put, some areas are more difficult to attract through search than others.

Another tactic is to add content to your special location pages (with schema, see above) that incorporates your specialties. Location pages can be expanded to include information about your niche markets and include links to your product pages, as well as the other content you create. In other words, as you build out more content, be sure to link it to other content you have on your site.

XML sitemaps.

Remember the fairy tale Hansel and Gretel? In it, Hansel drops a trail of breadcrumbs so the children can find their way back home. Website breadcrumbs help site visitors know where they are on your site. Typically, they’ll look like this: Home > Personal Insurance > Home Insurance . Google loves them because they make site navigation more clear. And when they appear in search results, users are more likely to click into that result.

You’re the insurance expert, so it’s best to write the content yourself. However, you can use content creation services like Scripted, ContentFly, The HOTH, or Upwork.

For example, if your target audience is spread across the country or in a large geographic area, it’s tougher. There’s more competition and Google will likely reward local insurance agencies over yours. Some people are also just harder to capture via a Google search, such as high net worth individuals.

Make sure your Google My Business page is set up and up to date!

Sitemaps act as an index or table of contents of all the pages on your ActiveAgency website. This helps search engines find and index (crawl) all of your content.

Using keywords in your content is an important part of SEO strategy. Think of keywords as what people will type into a search engine to find your content. They can be single words or short phrases, also called long-tail keywords. Long-tail keywords can more narrowly define your subject matter to reach your target audience. For example, you may think your keyword is “insurance,” but you’re probably not going to rank well with such a broad term. However, “home insurance in Bethlehem, PA” or “multifamily housing insurance” are more likely to get the right eyes on your site.

Determining where your website shows up in the search rankings is a little tricky. Remember, the search results are impacted by your location, device, browsing habits, paid ads, and a bunch of other factors. So, you can’t just type “home insurance” into the Google search box to know where you’ll show up when others are searching for you. It’s dynamic and always changing.

Google Analytics is a big system. So, it’s easy to get lost! To get started, navigate to the screen above by doing this:

But here’s the good news. Most insurance agencies aren’t doing much in terms of proactive SEO, and that likely includes your competitors. So there’s your opportunity!

Credibility indicators such as reviews, backlinks, social media activity, domain name registration length, years in business, and others.

Created by Google, ActiveAgency includes the option to enable AMP, which greatly improves mobile speed. Because Google prioritizes the mobile experience over desktop, AMP can boost SEO results. However, AMP disables some features and functionality, so it may not be suitable for every agency. To address this, AMP is an opt-in feature.

Your website includes a page for each of your physical office locations and those pages have a superpower called schema. Schema is special text hidden within the code. It tells Google exactly where your insurance agency is located, further helping SEO for local searches.

Content in general is the cornerstone of SEO. Each page included on your ActiveAgency website uses the necessary keywords, properly formatted titles, and code structure that Google is looking for. The pages are strategically connected to one another via the menus, buttons, and links within the content.

Great SEO takes strategy and consistency.

Look at organic traffic trends and any increases or decreases over time. Keep in mind that good, sustainable SEO does require patience, however.

SEO may or may not be an important part of your agency’s success.

5-star agency review form.

This article covers what search engine optimization (SEO) is, how it works, and what you can do to improve your chances of showing up at the top of the search results.

Consistently getting 5-star reviews on Google and other review sites shows Google and prospects that your insurance agency is credible and trustworthy. ActiveAgency includes a proven form and process to help your agency collect 5-star reviews.

It’s no surprise that most of us visit Google to find what we need. The same is true for your prospects, clients, and referral partners. So if you’re like most insurance agencies, you want to show up when people are searching for insurance!

As mentioned above, Google and other search engines tend to prioritize local businesses. That’s why we customize the titles and descriptions throughout your website so that Google knows where you and your target audience are located.

Also, keep in mind that more and more searches are conducted on mobile devices. Google and other search engines realize this and prioritize local results above others. And if you think about it, that makes sense. If someone is searching for pizza, Google will show them pizza places near them. The same is true for insurance and other topics. So as you’ll see below, it’s important to let Google know where you’re located and that you’re a trusted, credible source of information.

One way to effectively create ongoing location-based content is to explore the topics you are asked about most often. For instance, if you focus on home insurance, you can write blogs such as Top 5 Questions About Home Insurance in Bethlehem, PA, or Common Home Insurance Concerns in Bethlehem, PA. You can also provide house-related information such as tips for getting your home ready for an upcoming season. To maximize the effectiveness of these articles, be sure to include your keywords and location with links to the appropriate location pages.

Broadly speaking, SEO is the ongoing and consistent practice of doing things to improve where your website shows up in the search results. Google, for example, uses more than 200 factors to calculate their search rankings! Some are directly related to your website, but many are not.

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