When You Build It, But They Still Don’t Come

September 26, 2016 Stephanie Ewen

blogging typewriter graphicYou've written blog posts. You published them on your insurance agency website. You are monitoring visits to your blog in Google Analytics.

But, people are just not reading your posts. You've shared important information on your blog, so why is this?

Here are the top reasons why your blog isn't getting traffic. Let's troubleshoot this together.

1. You Just Launched Your Blog

Your blog isn't going to get a ton of visitors overnight. Building your readership and reputation takes time.

Be patient, and create content relevant to your target audience. Blogging isn't easy, but boy is it worth it when you stick to it!

2. Your Blog Posts Aren't Optimized

Blogging is an effective inbound marketing tactic because it ties to search.

Each blog you publish is another page for the search engines to index. A blog post written today will continue to drive results over time. Likewise, you can optimize blog posts you wrote a year ago to drive traffic.

If you're not sure where to start, check out our blog on how to optimize a blog post.

3. You're Not Promoting Your Blog

How can you drive more traffic to your blog?

Start with social media. Promote your blog posts across every social media platform your agency uses.

You can also include content in your lead-nurturing workflows. Drum up interest from your leads. Include a link to your blog in one of your drip emails.

Don't forget about your insurance agency website! Make your blog easy to access from your navigation. Some agents like to have a snippet from their most recent blog post on their home page. You can also include links to blog posts from other website pages where it makes sense.

4. Your Focus is Too Broad

You may think broad topics will appeal to as many folks as possible. But, the more targeted content you create, the more help you get SEO-wise.

Keywords are an important part of getting traffic to your insurance agency website. Well, the same applies to your blog posts. Include your keyword in your title and one or two times in the post itself.

Before you start writing, understand what your readers search for and why. From this research you can develop a list of topics to write about.

You gain more search real estate by writing about specific topics. For example, if your agency targets farmers, try writing about agricultural or farming topics.

5. Your Post May Be Boring

Let's face it.: insurance isn't exactly at the top of everyone's list to learn or read about. But, that doesn't mean your content has to be boring.

Truth is, interesting and engaging writing is one of the best ways to make your blog stand out. Your content can still be credible and helpful without sounding like a stuffy editorial.

Pay attention to the tone of your favorite bloggers. What keeps you coming back to read their posts?

Be conversational and witty, like this blog post (wink, wink). Tell stories; be human. Connect with your audience.

6. You're Not A Consistent Blogger

Here's the scoop: even if you publish high-quality content, no one is going to come back if there isn't more.

Get people hooked on your content! Statistics show companies that blog 15 or more times per month get five times the traffic than companies who don't blog at all.

Make a commitment to the success of your blog. Create a publishing schedule, and stick to it. You will be glad you did.

Need ideas? We publish 10 ideas every month you can use. We also talk about other places to get ideas, blogging best practices, and how to get started.

Is your agency seeing success from blogging? How often do you blog? What advice do you have for first-time bloggers?

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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