Digital Marketing Expert: How to Write an SEO-Friendly Blog Post

July 8, 2020 Stephanie Ewen

Over the years, we have provided information about what digital marketing is and why it’s important. If you want a refresher, visit the marketing section of our free resource hub.

The goal of the Digital Marketing Expert series is to teach you how to do these tasks and improve your digital marketing.

As we’ve said many times, content is king. Your blog is a foundational part of your website’s ability to rank on search engines, also referred to as search engine optimization (SEO). If you need a refresher on the basics of SEO, browse these free resources below.

This step-by-step guide will show you how to identify your website’s keywords and use them to write an SEO-friendly blog post.

Let’s get started.


How to Identify Independent Insurance Agency Keywords

1: What phrases/terminology are you hearing from your customers? Make a list so you can use them in your content, especially with voice searches on the rise. Consumers are typing/speaking their search in the same way.

2: Google search results can be a useful research tool. Search for something like auto insurance near me (or your main line of business). Scroll down to the bottom of the search results, and use the keywords found under Searches Related to.

3: What are our competitors ranking for? Using a tool like SpyFu, you can provide the names of your local competitors and get their top five keywords for free.

4: Every website should have Google Analytics and Google Search Console connected. Look in the keyword/queries section of these free tools. Here you’ll find the keywords you are already ranking for based on your content. Look at the keywords that are showing up on pages three, four, and five. Create content and blog posts using those phrases to help improve your position.

5: Ubersuggest is a great free resource to find competitor keywords as well as potential topics for your blog posts.

6: The website KWFinder also allows you to pull your competitor’s keywords and research additional keywords based on terms like auto insurance Dallas TX, etc. You are limited in the number of searches and results you can access with a free account, but it will get you started.


How to Write a Blog That Improves Your SEO

1: Start with the content.

You want to produce content that attracts your target audience. Often, the answer lies with your customer service team or your producers. What frequently asked questions are they receiving? What problem can you help them solve?

Not all content has to be informative. You should be striving to produce content that resonates with your audience.

2: Write the first draft

Writing for SEO can sometimes be a little tricky, so don’t get hung up on that part yet.

Let’s start with a sample scenario and topic. The scenario is that you’re an independent insurance agent in the state of Florida. It’s March, and you want to start ramping up your marketing efforts in preparation for hurricane season. You decide to write a blog called The Importance of Finding the Right Homeowners Insurance During Hurricane Season. Here is your introduction to your blog post.

“Hurricane season is around the corner. In just a few short months, many of us will be filing claims due to damage from tropical storms and hurricanes. However, finding the right coverage under your policy is essential to protecting yourself in any circumstance.

Start by asking yourselves these questions. How can I get hurricane insurance coverage? What does it cover? Are you renting? Does renter’s insurance cover hurricane damage?”

Remember, you are writing for the reader, not search engines.

How readers interact with your content, believe it or not, impacts your search engine ranking. So, while keywords are relevant, it shouldn’t be the focus when writing the first draft.

3: Re-write Your Content with SEO Elements

The sample text above is asking all the right questions. All SEO content should have these elements:

A: Appeal to Your Entire Audience

Your clients are important, and this information could be useful for them. However, from a digital marketing perspective, you’re not writing this content just for them. If that were the case, SEO wouldn’t matter, and you could send them this content in a newsletter.

You’re putting it on your blog, and therefore want the information to be searchable so that prospects and information seekers can find it. That’s how you rise in the search rankings and generate new traffic to your insurance agency website.

To cater to more audiences, you need to get specific about your targets.

Instead of saying, many of us will be filing claims due to damage from tropical storms, how about homeowners in Florida will be filing claims for storm and hurricane damage.

B: Use Your Keyword Research

Reread your article and look for text, explanations, and descriptions where you can insert one of your researched keyword phrases. But remember, don’t do this too many times. Otherwise, Google could flag your content for excessive keyword spamming. I would recommend a maximum of five instances unless your blog post is long (800+ words).

C: Be Sure to Provide Great Detail

Everyone has heard the expression, keep them wanting more. Even though you want your readers to come back to your website, you want them to come back again and again because you are the best resource. Don’t leave your readers with more questions than answers after they read your blog post.

D: Create the Perfect H1 Tag

Your H1 tag is typically the title of your article. The H1 tag tells a search engine what your content is about, which helps them index the proper queries. A few tips when creating your H1 tag/article title:

  • Include a long-tail keyword. These are keyword phrases with more than two words.
  • Make your H1 tag short (20-70 characters). This includes letters and spaces. Use a tool like to monitor the length of your title.

E: Include Links to Relevant Web Pages or Blogs

As you can see throughout this article, we have links to other resources that are relevant to this topic. Look for ways to do this in your blog posts. Whether you link to your homeowner’s product page or another blog post, make sure the link adds value for your reader.


Title: Florida Homeowners Need Hurricane Insurance Coverage (52 characters)

“Hurricane season is around the corner. In just a few short months, many Florida homeowners will be filing claims due to damage from tropical storms and hurricanes. However, finding the right hurricane insurance under your policy is essential to protecting yourself in any circumstance.



Writing blogs can seem overwhelming, but it doesn’t have to be. Getting started is the hardest part. That is why it is important to first write your draft then go back to make edits and adjust for SEO. Pick your topic, do your research, and write your first draft as though you were having a conversation with a customer or prospect. Finally, optimize your article for search engines.




About the Author

Stephanie Ewen

Stephanie Ewen helps ITC customers with the search engine optimization of their websites. She has been working in marketing for more than 10 years. Her specialties include web design and search engine optimization (SEO). To stay on top of the latest SEO trends and algorithm updates, Stephanie reads blog articles and participating in courses produced by some foremost experts in SEO. She is certified in inbound marketing, Google Analytics and fusion marketing. Stephanie is an avid softball fan and enjoys volunteering and spending time with her husband, kids and grandkids.

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