What’s the Connection between SEO and Insurance Marketing?

February 19, 2020

Google processes more than 40,000 search queries every second. That translates to more than 3.5 billion searches per day. Or, 1.2 trillion searches per year worldwide. ITC CEO Laird Rixford explains the connection between SEO and marketing your insurance agency.

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Video Transcript

Here’s some food for thought: Google processes more than 40,000 search queries every second. That translates to more than 3.5 billion searches per day. Or, 1.2 trillion searches per year worldwide. More and more people are embracing online search as a part of daily life. It's even built into our phones and our smart speakers at home. And insurance agencies can position themselves to receive this growing audience of searchers. This is where search engine optimization (or SEO) comes in.

SEO involves increasing the amount of online traffic to your insurance agency website. This is done by positioning your website at the top of online search results. For insurance agencies, there are three major benefits for implementing SEO as part of your online marketing strategy.

First, you’ll attract traffic to your website. A new insurance agency website can be well-designed and easy to use. But, visitors won't be able to find it online if it isn't optimized for search engines. All that effort you put into the website design won't get seen.

The web traffic you get from SEO comes from people who are searching online for answers to their insurance questions. These prospects are more likely to be serious about buying insurance products.  
 
You’ll also get to customers first. Here's another statistic to consider about SEO. According to Google, 76 percent of people who search for something nearby on their smartphone visit a related business within a day. And, 28 percent of those searches result in a purchase.

Will your insurance agency get to those consumers first? Remember, if you don’t do the work, somebody else will. If your agency website isn't optimized to capture local and mobile traffic, another agency will quickly fill in the gap. Your agency could be losing potential clients.
 
Lastly, SEO can help build your brand. Effective SEO strategies focus on creating content for your target audience. This content is, in effect, presenting what and who you are to customers. That’s the essence of what a brand is. Offline or online, it is important customers get an idea of your brand and what sets you apart. With SEO, you are building your brand in a digital space.

SEO is becoming more important as more devices become capable of performing online search. Meanwhile, there are also the challenges of an ever-changing insurance industry to be faced. There isn’t a better, or more important time, to use SEO for your insurance agency. 

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