How SEO Influences Your Insurance Agency’s Bottom Line

February 4, 2019 Stephanie Ewen

piggy bank and calculator on desk

You’re not alone if search engine optimization, or SEO, is a hard tactic to grasp. It is for many insurance agency owners. There are so many variables and ranking factors that go into an effective strategy. Thus, it can be difficult to provide insights into how SEO truly makes an impact on your bottom line.

SEO takes time, energy and resources to improve your website’s rankings in search results. And, with the advent of smart speakers and personal assistants, it will be around for a long time. Below are the top three SEO metrics you should track at your agency. And, how each may influence your bottom line.

  1. Organic Search Traffic

This metric measures the number visitors who come to your website after searching a specific keyword or phrase. First, you must know where your organic search volume began in regards to your website. How else will you establish growth? Then, as you invest in SEO, you should see the amount of organic traffic increase over time. Not day to day, but month over month and year over year.


The higher your organic search traffic, the more your website shows up in search results. Then, the more visitors come to your insurance website. The more visitors to your website, the greater opportunity to capture the lead.

  1. Bounce Rate

A bounce rate is a lot what it sounds like. Someone clicks to your website and almost immediately leaves. In other words they bounce off your website. Search engines measure how people engage with your web site content. If a visitor comes in, and immediately leaves, that sends a signal.  Google or Bing sees your website was not a match for what they searched (even if it was).

This often comes down to design issues. Either the website looks dated, or it is difficult for the visitor to find the information they want. Since most land on the homepage first, it is important to make it clear and easy for visitors to take that next step.

The Effect:

A higher bounce rates can lead search engines to show your website less in search results. You can see how that would have a negative effect on your SEO. And, on your ability to generate leads from your website. As a guideline, most insurance websites typically have a 50% percent bounce rate.

  1. Conversion Rate

I don’t know of one agency that didn’t want more leads and conversions from their website. Most insurance websites measure conversions by the number of quote requests each month. So, it is important for your website to make it easy for visitors to find and complete a quote on every page. One way to track these is by utilizing the goal tracking within Google Analytics.


Your work to improve your website’s search engine optimization will lead to more visitors to your site. More visitors equals more leads, and more leads equals more customers. Caution! Don’t just sell on your website. Provide valuable information to your visitors to keep them coming back.

In Conclusion

Managing SEO can be overwhelming. Often there is so much data collected, it can be difficult to know where to start. The good news is as long as you track these metrics, you will have a good idea of how your SEO is affecting your bottom line.

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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