Technology has transformed how many things are done, and nowhere is this more apparent than in consumer behavior. Most people now turn to search engines when looking for a product or service, either as the direct mode of purchase or to find out more before buying. As consumers turn to purchase products and services online, companies need to start prioritizing search engine optimization (SEO).
The same is true for the insurance industry. Most of its potential customers are online, using Google to arm themselves with information and find the best insurance products to meet their needs.
If you are an insurance broker, you must have a strong online presence to reach as many of your target audience and increase brand awareness. Your website is your most potent tool to achieve these business goals in today’s digital business landscape.
With that said, how do you stand out amid the thousands of other insurance websites and compete in an industry that is already saturated?
This is where insurance broker SEO comes in.
What is Insurance Broker SEO?
Insurance broker SEO is the process of optimizing a website in order to appease the needs of both the search engine (Google) and the visitors (your potential customers).
So, the better question is, “What needs to happen in order to appease Google?”.
- Your insurance website needs to be built correctly. This means the website needs to be mobile responsive, search engine friendly, and the code needs to be readable by Google’s bots.
- Your website needs to have high-quality and relevant content. The saying, “a picture is worth a thousand words” is simply not true in the SEO industry.
- Your website needs to demonstrate your company’s Expertise, Authoritativeness, and Trustworthiness (E.A.T.). This means include reviews, accolades, certifications, and anything else that can qualify your insurance brokerage.
What are the SEO benefits for Insurance Brokerages?
Whether you run a small insurance agency or a large brokerage, there are many SEO benefits for insurance brokers. Here are some of them:
Receive High Search Rankings
Whenever an online user types in a search query, the search engine displays all results relevant to the keywords used. This could mean hundreds of thousands of content distributed in separate search engine results pages or SERPs, from the highest-ranking to the lowest.
While such access to unlimited information is beneficial to consumers, it presents one important challenge for insurance brokers. Most, if not all users, do not have the time or motivation to go through hundreds or thousands of SERPs to look for what they need. Only the first few pages will have the opportunity to reach their target audience and convert them into paying customers.
A well-implemented advanced SEO campaign can help your web pages rank highly and earn you a spot in the first few SERPs. It can help you find out what search terms consumers in the insurance industry use most when searching for a product or service and show you the most cost-efficient ways to compete in these search terms. This puts you in the line of sight of your target customers and gives you more opportunities to generate quality leads that are easier to convert.
Generate More Organic Traffic
While one of your main SEO goals is to post relevant content that offers more value to your target audience, this is only half the battle. Your products will only be seen by potential customers if your website is visible to search engines.
When competing for relevance in today’s increasingly digital business environment, it is essential to recognize the importance of search engines. These online tools offer a fast and efficient way to connect users to the solutions that they need and are so instrumental in dictating consumer behavior.
If you want to increase brand awareness and generate more quality leads, you have to attract more organic traffic to your website. This means being more visible to search engines and ranking highly based on their search criteria.
Generate More Quality Leads
Being an inbound marketing strategy, insurance broker SEO can help generate high-quality leads. These are prospects with a more serious intention to purchase insurance products.
Most consumers who go online use search engines with the pre-existing objective of finding a product, service, or solution to any type of need. This means that if you manage to draw them to your website, you stand a better chance of influencing them to take profitable action. What is more, an effective SEO campaign will make your pages more relevant to consumers and, therefore, offer more value. Once you have proven your website’s worth to a user’s query, it increases your chances of being rewarded with a purchase.
Increased Online Visibility and Credibility
A website that is optimized for online users offers more value. Its goal is to help potential customers, not to blatantly sell or pander your products and services. This approach of putting the customer first helps gain their trust, which makes your company or agency a more credible source of information. By extension, visitors are more likely to make a purchase after visiting your website.
Once you have built the credibility of your web pages, other websites in the insurance industry will be compelled to link to yours and cite your pages as credible sources. This will boost your credibility further to both online users and search engines, ultimately rewarding you with higher search rankings, more visitors, better chances to convert, and ultimately more sales profit.
Improve Your Chances for Conversion Significantly
Of all the marketing strategies today, SEO offers the highest chances of generating quality leads and making a conversion. It makes your company relevant to the current best method that consumers use when seeking a product or a service, which helps you reach a higher number of extremely targeted audience.
Most users include their location when typing in their search terms, which will match with the online directories displayed on your website. If it is search optimized, this ensures that your business is listed accurately and increases your online visibility.
Customers that use very specific search queries, such as a location-based long-tail keyword, are highly motivated and more likely to make a purchase. With this in mind, it is important to employ the best SEO practices that will help your website rank highly in strategic and very effective long-tail keywords. This will give you more opportunities to generate leads and convert them into paying customers, helping you achieve bigger business goals.
It Will Help Build Your Brand
Beyond giving your website higher search rankings and making it more visible online, a well-executed Insurance Broker SEO campaign can help increase brand awareness. As you generate more interest in your website and put your products and services in front of more customers, your company will gain a solid reputation as a trustworthy source of insurance products. This will translate to more quality backlinks, which is the digital equivalent of word-of-mouth. The increased exposure and credibility will boost your company’s image and make your brand stand out.
Aside from the increased online visibility, your satisfied customers are excellent ambassadors for your brand. They can tell their friends and relatives firsthand of how your products were valuable and helpful. If they are happy enough in their experience with your company, they can even mention your brand in their social media accounts, which boosts your company image further. They can also post favorable customer feedback or reviews, which also have an impact on a potential customer’s decision-making.
Generate Local Interest
Most insurance brokers are local companies and would benefit more from increased local visibility. SEO for insurance brokers can be customized to help you reach and capture more home-grown audience.
Local SEO marketing can help you target specific geographic areas with strategic use of geocentric keywords. It can also help you come up with more content that appeals to local norms, knowledge, and activities. In doing so, it will your brand build a deeper connection with the local market and even demonstrate how your company cares in ways that large companies could not.
As more local customers become aware of your company and the products you offer, they are more likely to pay your physical office a visit. From there, you have a better opportunity to explain the benefits of your insurance products and the advantages of purchasing from your agency.
Increased National Online Visibility
While local SEO is useful in generating local interest, gaining a reputation that extends to other areas will also be helpful. Aside from reaching more potential customers, it can help boost your brand image further.
It is important to stay competitive at both the local and national level to put your agency in the best position to win. In a very competitive industry, you would need to make use of every opportunity to gain an edge. And brand recognition is definitely an advantage that you would want to gain, whatever industry you are in. It makes people more confident about your brand and increases the probability of potential customers doing business with your company.
It Offers the Most Return on Your Investment
If you use the right strategy, SEO can give you the most return on every marketing dollar you invest. It takes advantage of the fact that 93% of all online purchases start with a search engine, which is a great advantage for those who manage to grab the opportunity. This means that you only have to meet potential customers halfway and would need fewer resources to generate leads.
Once you have implemented an effective insurance broker SEO campaign, it would continue to provide the benefits for a long period. All you have to do is update it from time to time to sustain the same level of success. If a new trend or technology emerges and impacts your industry in meaningful ways, you can just add relevant content that would help your target audience understand and appreciate the new concept.
In this regard, strategic SEO is much more viable than running an ad campaign. While you need to keep paying to continue enjoying the benefits of ads, a search-optimized website or any other form of online presence will keep on generating traffic and quality leads for your brand long after you have implemented your SEO strategies.
It may take some time to get the SEO process right, especially when compared to ads. However, it gives you a better chance to generate more traffic in the long run. It is also a better approach if you want to increase your visibility online and make your brand more recognizable. In the end, a well-implemented SEO can offer you much more for your investment.
What is more, SEO is an effective tool that can level the playing field. If you do not have the type of marketing budget that bigger insurance companies have, SEO can give you the fighting chance that you need to stay competitive. If done right, it can even pull you ahead of more established competitors.