An “Interview” with Google: Optimizing Your Insurance Website Page by Page

July 26, 2017 Emily Nguyen

Businesspeople waiting for a job interview

Picture this: You are an insurance website. You’re about to be interviewed by the Google search algorithm. Google is going to check if your pages are fully optimized. It will determine if you are ready to go on the first page of search results.

Are you prepared?

Not doing on-site optimization is like not preparing for a job interview. It will only hurt your chances at SEO success.

Let’s back up: SEO takes place on and off your insurance website. On-site or on-page optimization refers to optimization taking place on your website. Many of these tactics are easy enough for you to do yourself. Plus, once they are done you rarely need to go back and update them.

Here’s what Google looks for in a top insurance website.



Keep your URLs as concise as possible. But, they should also be descriptive. A good URL indicates what page visitors will see when they click. Take a look at the below diagram from URL readability diagram

If possible, include a keyword too. Make sure it fits naturally so you won’t be docked for keyword stuffing.


Title Tag

Title tags appear in the tab of your web browser. Take a look at the title tag for our blog post Who Does SEO Benefit?

Who Does SEO Benefit title tag tab

The title tag also appear in search results as the headline in snippets on Google’s results page. (Check out that nice URL, too.)

Who Does SEO Benefit title tag SERP

Title tags are in a page’s metadata. They are the name of your page, so they are very important to on-site optimization. It’s a good idea to include your agency’s target keyword here, too.


Relevant Content (with Keywords)

Relevant content is one of the most important factors of an optimized website.

Read through your agency website, page by page, with your target audience in mind. Would they find that information useful and easy to understand?

Your content should always feature keywords and phrases. As usual, keep keywords sounding natural. Do not overdo it. And, keep it updated. Stale, old content does you no favors.

Another tip: Google tends to rank pages with longer content higher in search results.


H1, H2 Tags

It’s important to format the content on your page to make it easy to skim for online readers. But, don’t bold or italicize to call out subheads. Use header tags.

html h2 tag screenshot

Header tags do more than format your content. Google reads these tags to determine the structure the content of your page.

H2 text in blog post

Always wrap subheads in an H1 or H2 tag. They’ll make your content look nice, and you’ll be further optimizing that page. Again, it’s a good idea to include a keyword in text wrapped in a header tag.



Google will review your website for outbound and internal links. Outbound links lead to a page on another website. Meanwhile, internal links lead to another page on your insurance website.

Links are usually added to content because they lead to more information on a topic you’re talking about. They’re useful for informing online visitors. Google uses these links in a similar way: To gain context and learn what a page is about.


Optimized Images

We have a whole blog post about how to optimize the images on your website. But, here are some key takeaways.

Use alt tags. Alt tags are a kind of html tag that describes an image. Strive to always include a descriptive alt tag with each image you post. Remember, Google can’t see images, just the html behind it.

Also, watch your image sizes, and reduce them if necessary. Large image files increase load times.



The great thing about on-site optimization is you don’t have much to do for upkeep. Simply revisit and adjust these items as you change your target keywords. Once your on-site optimization work is done, you’ll be prepared to face Google.


If you are an SEO novice or simply too busy to work through them, consider hiring outside help from an SEO or marketing firm. We’d love to help you reach your SEO goals. Contact us today for a free consultation.

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