We are often asked about search engine optimization (SEO) ranking factors for insurance websites. While Google has more than 200 ranking factors, some are more important than others.
Here are the three most important ranking factors to consider when working on your SEO.
The first important factor is your content quality.
Are you producing quality content for your website visitors? Are you providing a reason for people to spend more than a few seconds reading your pages? Are you making it easy for visitors to find content or is your website confusing and hard to navigate?
Consider the following when creating content for your insurance agency website.
• If I come to your website, what is it telling me about your agency? If I am a prospective client, chances are I don't know anything about your agency. Remember, the first page I see may not be your home page. Each page should give a clear sign of what your agency is about.
• Sell me on your agency and how you will help me with insurance. You are the expert. Make that clear. Explain the coverage itself. What are the requirements in your state? What things should I consider before purchasing this type of coverage?
• What issues or concerns do your clients face? Visitors need to be confident that you know what they are facing. They also need to feel sure that you are the best solution for them.
• Make your content easy to skim. Just like I have done in this article. Use bullet points and bold headers.
The second important factor is links.
This includes both internal and inbound links. Make it easy for visitors to stay on your insurance website and view more pages, and they will.
Internal linking is when you link to other pages within your website. It helps visitors explore more pages than they would have on their own.
Here's a short example.
You offer auto insurance and have an extensive blog library covering the topic. I may or may not explore other areas of your website from the auto insurance page.
If you were to link to a few of your best auto insurance blogs, I may read more of your content.
Here are a few ways to add internal links to your product pages:
• As mentioned above, provide links to your best articles relating to that product.
• Cross sell as if you were talking to a potential client on the phone. Provide some cross sell text to your page and link to other product pages within your website.
• Connect relevant blog articles to each other. You can even create a multipart series. Link to the next part at the end of each article. Be sure to link to the previous articles in case the visitor first views part two or three.
These links are important in ranking your website. Also known as backlinks, inbound links come from websites owned by other people.
These links are not easy to obtain. If done incorrectly, they can lead to penalties for your website. But, don't let that scare you. Inbound links are worth the effort.
Here are a few places your agency can secure natural inbound links:
• Local Publications. Reach out to your local reporters. Make sure they know you are available to comment on insurance or be a source for a related article. Many times, the online article will link to their information source. That's you.
• Industry Publications or Blogs. You probably read industry blogs, or at least you get an email of the articles they are publishing. Add your expertise to their article by way of commenting. Most blog comments allow a web link.
• Local Business/Client Websites. At some point, your customers will need a service center, repair shop or realtor. Why not build a partnership with these local businesses? You can feature them on your website, and they can feature you on theirs. Both businesses will enjoy the link swap.
The third important factor is agency testimonials.
People will trust the endorsement of a third party. According to BrightLocal, 88 percent of clients use reviews to determine a business's quality.
Reviews are one of the most powerful ranking factors, especially in local SEO. Client reviews on your website provide validation your agency is knowledgeable and trustworthy. Third-party review websites, such as Google and Yelp, help too.
Here are some ways to use customer testimonials:
• Display them on your home page.
• Use them as a lead in to a call to action on product pages.
• Feature them in your email newsletters
• Share them on social media.
To start collecting testimonials, send an email survey out to clients. Ask for a review when they first become a client. Or, make the request a part of your newsletter footer.
Spend time focusing on these important ranking factors instead of taking a scattered approach (or no approach). You're sure to see your ranking improve from implementing all of these. I hope these suggestions have given you guidance and renewed the fire to make your website great.
About the Author
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.More Content by Stephanie Ewen