It is well known that SEO can improve your insurance agency website visibility. But, have you ever thought about paid search (also known as pay-per-click advertising)?
SEO initiatives focus more on the organic results in search engines. But, a functional understanding of paid search can help you get greater success with your SEO campaign.
How Paid Search Ads Work
Search engines have pay-per-click (PPC) platforms to control the ads in their result pages. These are Google AdWords and Bing Ads. These platforms allow you to create ads around your agency's targeted keywords. You then bid for prominent ad positions on result pages.
Since there are millions of searches done worldwide each day, paid search ads are judged for quality. The paid search platforms look for the following:
- The quality of the ad copy
- The relevance of the searched keywords to your ads
- The quality of the landing page your ad links to
- The ranking of your ad bid placement
How Paid Search Fundamentals Translate to SEO
The primary focus of SEO is improving your insurance website rankings in the organic results. There is no competitive bidding for positions in the organic results. But, search engines still check the quality of your website like they do with paid search ads.
To improve your chances at ranking, analyze your search listings as you would a paid search ad. Ask yourself the following questions:
- Do your page titles and meta descriptions tell consumers which products and services you offer? Do they mention which geographic areas you serve?
- Is the content on your home page customized for your agency? Does it incorporate business-relevant terms in a way that's easy for people to understand?
- Do you have a different page for each line of business you cover? If so, do these pages have unique content that conveys what you offer while featuring relevant keywords?
- Do your website pages show visitors the next step like requesting a quote?
Insurance agency websites with these characteristics often rank higher in search results. This is because they have a positive user experience, which search engines reward.
Got a question about paid search and how it can apply to your agency marketing? Leave it in the comments, and we'll answer it.