As an SEO consultant, I have many conversations with my clients. We discuss ways to use SEO to improve their insurance website rankings, traffic and leads.
During these consultations, there are a few questions that keep coming up. What follows are the most frequently asked questions during my SEO consultations. Hopefully you find the answers to them useful and interesting.
How long does it take to see results?
This question often comes in the earlier consultations. Excited about starting a new SEO project, clients are eager to see results.
I like to set their expectations early on and let them know SEO, unlike paid search, is a marathon, not a sprint. It is going to take some time.
The amount of time varies depending on how you define your results. Does it mean first page rankings? Does it mean the first lead that comes through the website? The first ten leads to come through the website? Does it mean one lead per week coming in consistently?
Other metrics to take into account are:
- The number and type of keywords we are focusing on
- The client’s city or location
- How much effort the client is willing to put into the SEO program
Once this is all established, it is easier to offer the client a time frame. The best case scenario is three months. The worst case scenario is a year and a half, or more.
Should we focus on Yahoo or Bing?
Google owns about 75 percent of the search engine market share. Bing owns about 8 percent and Yahoo owns 5.5 percent. The rest of the market goes to smaller or foreign search engines.
We focus on Google because that's what most consumers use to search with. Even though consumers may use Bing or Yahoo, we don't have to spend a lot of time optimizing for those.
The reason is because all search engines basically work the same way. If you optimized for one, chances are you are optimized for all.
There may be slight differences in rankings comparing Google to Bing. But, three out of four consumers will have found you on Google to begin with anyway.
Why do I rank for (random keyword)?
I often come across a random keyword my client is ranking for during our consultations.
My client will inevitably zero in on that obscure keyword and ask, "Why am I ranking for discount anti-theft system?"
My clients don't sell security systems. But, I may have blogged about it on their website as part of their auto insurance SEO campaign.
Sometimes, I see keyword rankings for other companies. This may be a result of the partners page we encourage clients to use. The partners page is a local directory of sorts. A company that has a good relationship with my client is allowed to generate leads through my clients’ website.
If a website is well established with search engines, even random keywords could be ranked for.
Here’s another example. One of my Florida customers ranks for cheapest home insurance in Fort Lauderdale. I've never typed the word cheap on their high-end, good-looking, large-agency website ever. But, because they rank for home insurance in Fort Lauderdale, and they have a well-optimized website, they rank for many other keywords too.
What can I do to increase my rankings/traffic/leads?
The short answer is, are you following my advice and suggestions?
Because if you are, then your rankings, traffic and leads will increase. Believe it or not, we are experts in our field, just like our clients are experts in the insurance industry. Trust us.
The long answer is be present and take part in the SEO plan. ITC will do all the actual work and tasks. We’ll take care of the blogging, backlinks, business listings, and optimization.
But, it takes both the client and their consultant to bounce ideas off of each other. The consultant will present tried and true strategies she knows have worked in the past. The client informs the consultant about how to customize that strategy for their target market in that location.
Hopefully I've answered these questions so you won't need to ask your SEO consultant any of them. If you have any more questions, comment below, and I'll do my best to answer them!
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