Some insurance websites are like major cities. They have highways that bring in lots of traffic and have pages of fresh, informative content to serve and satisfy a big community. Other websites are like a small town. No major roads and not much to offer the little traffic in terms of helpful information.
The search engines are the traffic conductors guiding people to websites that match what they are looking for. Part of how the search engines decide whether or not your insurance agency website is relevant to a search is based on how many highways - or links - lead to your website. The more links you have, the more credible your website appears to the search engines as an authority on insurance. If those links come from websites that have a lot of links themselves, even better for you.
How do you increase the number of highways to your insurance website? Blogging.
Blogging will benefit your insurance agency website in more than one way: You'll be creating more content, which allows you to share your content more often. The more you blog, the more pages you are creating for your website, which allows you to target more keywords. Plus, the more content, the more likely people will share your website, which means you'll rank higher in the search engine results.
Also, the content you create needs to be shareable so people will share it. Simple, I know. However, it's easy to get hung up on writing the same old, same old, which is much less likely to get shared. Answer hard questions. Offer an opinion. Solve a client's problem. Tell a funny story. If your blog post is good, it will get shared.
Do you want your insurance agency website to be a one-stoplight town where not many people go? Or do you want it to be a major city that attracts high traffic and generates leads? The first step to creating those Internet highways is to create shareable content regularly. Try it. You might be surprised at the difference it makes.
About the Author
As vice president of marketing, Becky Schroeder oversees ITC’s growth through marketing and drives the overall marketing strategy for the company and its products. Her specialties include advertising, social media, email marketing, content marketing and public relations. Becky has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.Follow on Twitter More Content by Becky Schroeder