Can SEO Translate to Your Bottom Line?

June 30, 2020

You’re not alone if search engine optimization, or SEO, is a hard tactic to grasp. It is for many insurance agency owners. There are so many variables and ranking factors that go into an effective strategy. Thus, it can be difficult to provide insights into how SEO truly makes an impact on your bottom line.

SEO takes time, energy and resources to improve your website’s rankings in search results. And, with the advent of smart speakers and personal assistants, it will be around for a long time. Below are the top three SEO metrics you should track at your agency. And, how each may influence your bottom line.

ITC CEO Laird Rixford discusses how SEO can influence your bottom line.

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Video Transcript

Search engine optimization, or SEO, is a proven way to improve your insurance website’s position in online search results.

But there are many different tactics that go into a SEO strategy. It can be difficult to track ROI and show how SEO makes an impact on your agency’s bottom line.
Today I’ll share the best metrics to track so you can see how SEO influences your bottom line. 

The first SEO metric you should track is organic search traffic. This measures the number of visitors who come to your website after searching a specific keyword or phrase. 
Begin with a baseline measurement so you know where your organic search volume normally is. As you invest in SEO, you should see your organic traffic increase over time. Not day-to-day, but month over month and year over year.
The higher your organic search traffic, the more your website shows up in search results. Then, the more visitors come to your insurance agency website. The more visitors to your website, the greater your opportunity to capture the lead. 

Next, look at your bounce rate. A bounce happens when someone clicks to your website and doesn’t interact with the webpage before they leave. In other words, they bounce off your website. 
Search engines measure how people engage with your website content. If a visitor comes in, and immediately leaves, that sends a signal.  Google or Bing sees your website was not a match for what the person searched for…even if it was.

Behind the scenes, a high bounce rate can cause search engines to show your website less in search results. You can see how that would have a negative effect on your SEO. And, on your ability to generate leads from your website. As a guideline, most insurance websites, in my experience, typically have a 50 percent bounce rate.

A high bounce rate often comes down to website design issues. Either the website’s appearance looks dated, or it’s difficult for the visitor to find the information they want. Since most people land on the homepage first, make it obvious and easy for visitors to take that next step.

That leads me to your conversion rate. I don’t know of a single agency that doesn’t want more leads and conversions from their website. Most insurance websites measure conversions by the number of quote requests each month. So, it’s important for your website to make it easy for visitors to find and request or complete a quote on every page. 
One way to track these is by using the goal tracking within Google Analytics. Or, track the leads through your comparative rating system. 

Improvements to your website’s SEO will lead to more visitors to your website. More visitors equals more leads, and more leads equals more clients. But be careful! Don’t just sell on your website. Provide valuable information to your visitors to keep them coming back.

Learning how to track the ROI of your agency’s marketing efforts can seem complicated. Often there is so much data collected, most agents don’t know where to start. As you track these SEO metrics, you will have a good idea of how your search marketing efforts affect your bottom line.

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