Google has been focusing on mobile websites and mobile search results in the past few years. They are placing more importance on mobile-friendly websites.
Now more than ever, you need to optimize your insurance website for mobile. Otherwise, face the wrath of Google, and tumble down the search engine rankings.
There are options to help your mobile SEO.
The Rise of the Virtual Assistant
Apple, Google and Microsoft are the three major players in the mobile market.
All three have one thing in common: they have voice-controlled virtual assistants. And they've tied these virtual assistants to the core of their systems.
Apple's iOS has Siri. Microsoft's Windows has Cortana. Google's Android has Google Now.
The introduction of these systems means we're talking to our phones more than ever. In fact, Google recently announced that 20 percent of mobile queries are voice searches.
What do virtual assistants have to do with optimizing your insurance website?
Long-Tail and Natural Keyword Phrases
Adoption of this technology is impacting mobile SEO in a new way.
Queries we ask our phones are different than what we type in search boxes of a browser.
Google understands this and is placing more importance on long-tail and natural sounding keywords.
For example, you might ask your phone: 'OK Google, what's the best movie theater near me?'
On a desktop or mobile, something like 'Dallas movie theater' is a more common search.
As you can see, the first query is more conversational and natural. There might be some extra words included that your website isn't optimized for.
The second query sticks to more traditional and popular keywords. Hopefully your insurance website is already optimized for this style of query.
Optimizing for Virtual Assistants
For your insurance website, include content and tailor your keywords to those natural phrases. Would someone tell Siri 'Dallas auto insurance'? Or, 'show me affordable car insurance in Dallas'?
Imagine how a consumer would search via a virtual assistant. Adjust your SEO strategy accordingly to include longer and more natural keyword phrases.
Often, voice assistants will misunderstand some words, especially if names are involved. For example, if your agency's name is 'Nguyen Insurance Agency,' do some voice searches yourself and see what pops up.
Once you've researched misspellings or mispronunciations, incorporate those into your mobile SEO strategy.
Optimize Titles and Meta Descriptions
When people aren't talking to virtual assistants, they're tapping away on a five-inch screen.
Mobile search offers less screen real estate than a desktop search. That means there's less room to display information.
Keep things like page titles, URLs and meta descriptions short. Don't sacrifice the quality of your writing, but get to the point. A long page title doesn't play well on a smartphone.
Plus, brevity is a good habit to practice for all types of content.
Use these quick tips on your insurance website to start getting better results. Remember people aren't looking at your website on only a computer anymore. And Google is taking notice.
Not sure if your insurance agency's mobile website is fully optimized? We can help.
About the Author
Josh Bowe joined the SEO team in 2014. He helps ITC customers improve their search engine rankings. Josh previously worked as a sports reporter, and he has a bachelor’s degree in communication from the University of Texas at Arlington. Born in the Dallas-Fort Worth area, Josh is a big sports fan, especially the NBA and Dallas Mavericks.More Content by Josh Bowe