Who Does SEO Benefit?

March 16, 2016 Dylan Brooks

SEO word cloud on desk

The advantages of using a search engine optimization (SEO) strategy are many. The benefits can be far reaching. But who exactly benefits from a dedicated SEO campaign on your insurance agency website? Here's who wins when you embark on an SEO campaign on your website.

Your Agency Benefits from SEO

An effective SEO campaign can help your agency get new business. Optimize your insurance website for valuable search terms. When you do your website is more likely to rank well for those terms.

This means more people searching with those terms are more likely to find your website. As a result, your agency will attract more action-oriented consumers.

Instead of fishing for new leads, SEO helps you sell policies to interested consumers. It is a pull tactic in marketing, meaning consumers are making the effort to find you. Optimizing your website for greater search engine visibility makes it easier for more people to find you.

SEO is also quite cost effective. Google, Bing and Yahoo don't charge you to show up in the main section of their search results.

You don't have to pay for advertising on TV, radio, billboards or print media to gain new prospects. You don't have to pay for marketing collateral to send to consumers across your area. You don't have to spend time gathering contact details to send unsolicited push messages.

You do have to spend considerable time optimizing your insurance website for search visibility. But, much of this effort is using resources you control.

SEO is also easy to track. You can determine how many people found your insurance agency through the search results. You can see what they did after they landed on your insurance agency website.

Since they sought you out, you're likely to see a much greater return on your investment of both time and money.

Yet, these advantages only scratch the surface of the benefits SEO provide. Other stakeholders stand to win as well.

Consumers Benefit from SEO

Your insurance agency stands to gain new business and revenue from an SEO campaign. But, consumers also benefit by having relevant options when they search for a product or service to meet their needs.

The Internet has revolutionized the information available to consumers. What was once a time consuming process is now almost instant through a simple Google search. With smartphones and voice search, this process can take place anywhere with minimal effort.

These changes have both empowered consumers and raised their expectations. People now expect relevant, instantaneous answers for everything they search for.

Optimizing your insurance agency website makes your site relevant, which meets their expectations. Both sides win.

SEO can help consumers at a higher level as well. Consumers are more and more brand loyal. Many factors go into brand loyalty, and relevance is one of them.

By improving your agency website's search visibility, you establish your brand as an authority. People unfamiliar with your agency before can now, thanks to SEO, become loyal clients when they see how you meet their needs.

Search Engines Benefit from SEO

This one might come as a surprise. Search engines haven't wholeheartedly embraced SEO as a practice. This is because some manipulation (like black hat tactics) can cause irrelevant results.

Yet, optimized websites can actually help the search engines meet their core goal. Google's public mission is to organize the world's information and make it universally accessible.

When you optimize your insurance website, you help Google figure out the best information for its users. Bing, Yahoo and other engines see similar benefits from this process.

In Summary

Everyone benefits from SEO. Search engines can show relevant options to users. Consumers have access to answers and information that help them find their best solution. Insurance agents can grow their business by attracting traffic that is looking for insurance. It's a win-win-win.

Thinking about a SEO strategy for your insurance agency website? We can help. Request a free agency consultation to learn more about our SEO services.


About the Author

Dylan Brooks

Dylan Brooks helps ITC clients improve the visibility of their agency websites, working directly with them to improve their search engine rankings. Dylan has a bachelor’s degree in communication from the University of Miami and an MBA from Southern Methodist University. Dylan has extensive experience with writing, strategy and marketing analytics. In his spare time, Dylan enjoys cooking, participating in 5K races, and spending time around Dallas.

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