Search engine optimization (SEO) is an important digital agency marketing strategy. Insurance agencies can use SEO to stay ahead of competition by increasing their visibility in search engine results.
Using a specific set of keywords and tracking where an agency ranks in the results is an important part of a successful SEO strategy. But, it's not the only metric worth tracking.
Here is a list of three other important metrics you can assess to determine if your SEO is working for you.
Your SEO plan should focus on giving your insurance agency website greater visibility. As you improve in the rankings, you should start to see an increase in visits to your website. It will take time, so don't expect to see a huge increase every month. After a year of doing SEO, look at your website analytics to see if there was a rise in traffic from month 0 to month 12.
Tracking the leads you receive is important. If you don't know where your leads are coming from, how can you make a fair judgment on what marketing is working? Quote forms and landing pages are a great way to get leads on your website. But you also need to know how that lead got to your website. Use Google Analytics to look at your traffic sources. Also, when you talk to a lead, ask how she found you. Did he find you in a search engine? Did she get an email? Did he see you at an event? Was she referred by a current client?
- Non-Primary Keywords
Those set of keywords I mentioned before aren't the only keywords you will want to keep track of. Non-primary keywords are slight variations of your main keywords. For example, Dallas insurance and insurance Dallas may cause you to think a keyword isn't working, when it is.
It is also important to watch your long tail keywords, which help attract more targeted traffic to your website. These set of keywords are more specified and detailed than your primary and non-primary keywords. For instance, instead of Dallas insurance, it will be keywords like auto insurance agency near 75007.
There are several ways to track your SEO campaign other than how your primary keywords are doing. By only tracking your primary keywords, you may miss out on other ways to increase your visibility. Try using these other metrics to help you get a better handle on your SEO campaign.
About the Author
Phillip Long serves as the primary contact point for all of ITC's search engine optimization clients. As the internet marketing product manager, he coaches and guides insurance agents throughout the SEO program, ensuring they progress smoothly. Phillip's specialties include conceptualizing marketing campaigns, SEO, and customer service. He has a bachelor’s degree in interdisciplinary studies from the University of Texas at Arlington with a focus in management and communication.Follow on Twitter More Content by Phillip Long