In my time at ITC, I’ve heard “I don’t understand SEO” from successful agency owners more times than I can count. But, search engine optimization doesn’t have to be complicated or hard. The basics of SEO are actually very simple. Once you get a grasp on them, maintaining your SEO health can be easy. Here are four easy ways to get started.
Have a Plan
It’s hard to have a plan when you don’t know what to do. But, this is the most important thing you can do once you get a grasp on your SEO tasks. As you learn more, you can add new tasks to your calendar.
Start off by creating a blank monthly calendar. Add the tasks you want to do within each month to the calendar. Leave space for notes on what you did. Don’t try and do too much in a month. Spread out your tasks over time and you won’t get overwhelmed.
The first thing to add to your calendar is keyword research. SEO is all about showing up for words in a search box. So, you need to know what keywords are worth appearing for. Luckily, in insurance this is straightforward.
I like to look at keywords starting from most broad to the most narrow.
Broad keywords have more search volume, or more people searching for that term. But, that means there is also more competition.
- Auto insurance
- Home insurance
- Business insurance
Narrow keywords have less volume and less competition. Your insurance website would have a better chance of appearing for this searches.
- Cheap auto insurance
- High value home insurance
- General liability insurance
Then, you can get into long tail keywords. These are phrases more than three words long, like auto insurance for new drivers or cyber liability for small business.
Once you have an idea of what lines of business you want to focus on, do a little research. There are many tools out there we like to use.
- Google Keyword Planner
- Moz Keyword Explorer
Update Titles and Descriptions
Now that you have your keywords picked out, add them to your website. The first step is to update your website’s page titles and descriptions. You will want your page titles and descriptions to be relevant to the page focus and content.
As a rule, keep your title between 50-60 characters and description at 160 characters or less. Your title and description show up in the search results, as you can see below.
Here are a few examples of titles and what pages they might work on.
- Auto and Home Insurance in Dallas | Phillip Long Agency
- Business Insurance in Dallas | Phillip Long Agency
- Auto Insurance in Dallas | Phillip Long Agency
- $41 Auto Insurance Dallas | Phillip Long Agency
- BOP, General Liability and Cyber Liability | Phillip Long Agency
Meanwhile, the description tells what someone will see when they land on your page. You should add in your lines of business, but only in a natural way.
Here are a few examples of descriptions and what pages they might work on.
- Welcome to Phillip Long Insurance! We are a full-service insurance agency that serves Dallas and all of Texas. We look forward to meeting you.
- Our auto insurance offerings are centered around the best coverage for the lowest price. Let Phillip Long Agency help you save today.
Set Up Google Analytics and Tracking
You have a plan. You know which keywords to go after. You’ve optimized your titles and descriptions. Good start! Now, you need to track your results. There are two primary areas you will want to focus: Google Analytics and quotes.
Google Analytics (GA)
Most website platforms, including Insurance Website Builder, make it easy to set up GA tracking on your site. After signing up at analytics.google.com, you will find your UA code. This code links your website to your analytics account.
Review your analytics data every month to see if you are trending up or down in traffic. We recommend focusing on organic traffic. That would be directly influenced by your SEO work.
To learn more, read our Insurance Agent’s Guide to Google Analytics
You should also track every quote request that comes through your agency website. You can set up goals or events in GA to do this.
Or, you can track this on your own. On the phone, dig in to to see where callers found you. We’ve seen upwards of 50 percent of quote requests come from people that found an agency on Google, then called instead of filling out a website form.
Without proper tracking, you won’t know if the time you are spending on SEO is working.
Bonus Tip: Be Patient!
SEO is a marathon, not a sprint. View SEO as an investment that does not give you early returns. If you are impatient, you might not give your effort enough time to work.
We publish tons of content to guide you on your SEO journey. So add our blog as weekly reading in your plan!