SEO Terms You Need to Know for Your Insurance Website

June 3, 2015 Stephanie Ewen

SEO Ranking Factors


Have you ever talked to your search engine optimization (SEO) coordinator and walked away scratching your head because of the jargon? I am going to explain some of the most common SEO terms because the more you know, the better you can be at SEO. So, grab your drink, and get ready to learn some new SEO terms.

Link Building - This is one of the most talked about aspects of SEO. Link building is the process of getting other websites to link to a page on your insurance agency website.

This is one of the most important elements of SEO. You should never purchase links from link farms or companies promising you thousands of inbound links. These links are typically low quality links that will hurt your SEO more than they help. So, be careful in your link building strategies, or you will call down the wrath of Google's penalties.

Check out this guide to link building.

Page Title and Description a.k.a. Meta Tags - In short, this is the title and description of a page used by search engines. When someone searches a specific keyword or phrase, search engines display websites in order. For each insurance website displayed in the search engine result pages (SERPs), the title and short description is shown. This information is not visible on your pages anywhere.

There are two ways search engines put these descriptions together:

  1. If the meta description you created contains the searched keyword or phrase, the meta description will show.
  2. If the meta description doesn't contain the keyword or phrase, only a fragment of your website's content that does contain the keyword or phrase will show.

There is no better way for a search engine to find out what each page of your insurance agency website is about than by looking at the title tag. That is why it is important to have good title tags.

What Google has to say about page titles and descriptions

Page SEO or Optimization - There are two elements of page SEO: on-page and off-page.

On-Page SEO or Optimization is everything you do on your web page to improve its rankings. This includes quality or informative content, page titles and descriptions and internal linking structure.


Here's a checklist for improving your on-page SEO.



Off-Page SEO or Optimization - This is a much simpler concept to understand but can sometimes be harder to implement. Off-page optimization is everything you do outside of your website to improve its rankings. The main element of off-page SEO is link building.

Organic Search - In simple terms, organic search is when a user enters a keyword or phrase into a search engine, and your website appears in the organic results.

PageRank - This is an algorithm created by Larry Page, one of the two founders of Google. It estimates the importance of a website. One of the common aspects found through testing and observing are the number of backlinks to your website. The PageRank algorithm assigns a numerical weight of 1-10 to websites. 1 being the lowest and 10 being the highest. The better the PageRank is for the website linking to your site, the better your PageRank will be. This also ties in with the quality of your content. You cannot expect authoritative sites or ones with a high PageRank to link to your insurance agency website if it doesn't contain good content.

The links between websites aren't just for the search engines. When a website provides a link to another website, it is saying to its visitors, 'Hey, our website is great and so is this website. Check it out!'

PageRank can get a little consuming, so here's more on it.

The explanations above are a sampling of the terms you may hear during conversations about SEO. Have you heard an SEO term and don't know what it means? Leave it in the comments, and we will explain it.



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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