On this blog we urge you to add online marketing to your agency marketing plan. The first thing you need to start with is a great insurance agency website. As we like to say, it's the hub of everything you do.
So you got a great website in place. Now, it's time for other online agency marketing tactics like search engine optimization (SEO). You may decide to try some SEO work on your own. After all, how hard could it be, right? Well, you'd be surprised.
SEO can be a complicated process that takes time and patience. If you're ready to step up to give it a shot, here are three big mistakes all SEO rookies make and you should avoid.
- Choosing the Wrong Keywords
The right keywords are the deciding factor of the success of your SEO campaign. So how do you choose the right keywords?
At the beginning of a new campaign start with a small set. Too many keywords spreads yourself too thin, and you may see middling results. Focus first on increasing your rankings with the small set. Once you have the rankings you want, expand your focus to other keywords.
Use three to four words per phrase. Keyword phrases with less than three words have increased competition.
For example, auto insurance will compete with every auto insurance agency in your area. But, more than four keywords narrows the field too much. For example, Burleson general liability insurance online quotes reduces the search volume too much.
There are exceptions to every rule, so make sure you do your research before deciding on a set of keywords. Use keyword tools for ideas of search volume and suggestions for other keywords. Google AdWords and Bing Ad Center have keyword tools you can use.
Once you have the rankings you want, you can then expand your focus to other keywords.
- Under or Over Optimization
Much like Goldilocks, you need to have the right amount of optimization for your website. Too much or too little can make Google grumpy.
To get the right amount of optimization, allow it to happen naturally.
If you provide auto insurance in Dallas, then go after auto insurance in Dallas. These keywords tell your customers who you are and what you provide. Add these keywords in your website title, description, and somewhere on your homepage.
You can also add derivatives of the keywords on your website as long as it looks natural. In this instance, Dallas auto insurance, car insurance quotes in Dallas, Dallas car coverage are all great examples.
Whatever you do, avoid over optimizing by all means necessary. This could be in the form of using non-relevant keywords or keyword stuffing.
- Buying Backlinks
Backlinks are external websites that link to your insurance website. Google judges the popularity and relevance of websites by backlinks. It looks at the number and quality of backlinks your website has.
Because of this, some SEO rookies buy bulk backlinks at a cheap price. Remember, Google is a business too. They want to provide their customers with the best possible product. Google considers buying backlinks a spamming tactic. It will notice when a website adds a large number of links pointing to your website. This number can range anywhere from 200 to 10,000 backlinks. You will not rank for long once Google notices this.
Search engines like to see natural growth of backlinks. Build a great insurance agency website with unique content. Then, other websites will eventually link to you.
If you take on SEO by yourself, stay clear of these rookie mistakes to have a successful SEO campaign.
If you don't want to do it alone, you don't have to. Request a free agency marketing consultation to learn more about our SEO services.
About the Author
Darmini Kara performs search engine optimization (SEO) tasks for ITC’s customers, including blogging, keyword research, backlink building, social media management, onsite optimization and some online marketing. She has a bachelor’s of arts in arts and technology from the University of Texas at Dallas. Darmini’s specialties include organic and local SEO, Google Analytics and Search Console, website design, and social media.More Content by Darmini Kara