We've all been there. You get promised the world with a new product, service, software or technique. (It's going to be the best thing that happens to your agency!) But, it ends up causing more headaches than solving them.
Unfortunately, the same can be true for SEO. We've had agents come to us who are hesitant or pessimistic about what SEO can do for them. They had a bad experience and don't believe it can drive traffic to their insurance website.
SEO is a tricky beast. The industry is always evolving. Older techniques, which don't seem old to someone unfamiliar with it, are out of date.
If at first you don't succeed, change up your SEO practices. Don't give up! Maybe SEO wasn't working for you initially. But, there are a few things you can do to turn it around.
Get rid of those black hat tactics
This is the easiest thing to do right off the bat.
Black hat SEO tactics are spammy. These practices aren't a good look reputation-wise, and often they don't work.
Why? Well, it's not just the industry that frowns upon black hat SEO. Google and other search engines aren't fans either.
With every update to its algorithm, Google stamps out these dirty tactics. The search engines penalize websites that use black hat tactics. As they continue to do that, the offending websites perform worse and worse.
Some examples of black hat practices:
• Using a lot of keywords in your content, aka keyword spamming, even if it doesn't make sense.
• Buying backlinks instead of getting them naturally.
• Stealing articles from other websites and posting it on yours.
• Using low quality websites to create free backlinks, aka link farming.
Be proud of your content!
Content is king for SEO. If you're blogging (which is the best thing you can do for your SEO), don't let it go to waste.
Get your content out there. Put it in your newsletter. Ask your clients to share it on social media.
The more people looking at your content, the better chance Google will look at it to and rank you on their search.
Get your keywords in order
An easy way to fail at SEO is when your eyes are bigger than your stomach.
It's tempting to attempt to rank for the keyword insurance. But, if you're a small insurance agency, you are unlikely to see much traction. This is because you are going after such a broad and general keyword.
Focus small. Target your keyword strategies toward smaller markets and more detailed, long-tailed keywords.
For example, instead of auto insurance, go after Dallas classic car insurance.
While you want to dream big about your results and goals, you'll want to think small about how to achieve them.
SEO can seem like it's not working for your insurance agency. Don't give up after a setback, simply readjust and move forward. Because when SEO pays off, it pays off big.