5 Ways to Enhance Your Insurance Agency Product Pages with Keywords

Getting noticed on the internet is tricky.

Your insurance agency website is your online storefront. Your goal is to sell your products. Imagine you were driving down the online highway. There were thousands of signs for businesses along the road. How would you know which business offered what you were looking for?


You might’ve heard the word keyword used concerning your insurance agency website content before. Keywords are words or phrases that consumers enter into search engines. They’re also referred to as search queries.

Search engines use keywords to determine the most relevant websites to display on the first page of results. This process is a core element of search engine optimization.

So, understanding and using keywords in your insurance website content is a must. That is if you want to appear at the top of the search results.

Enhance the content on your product pages with keywords to draw traffic by using these five tips.


1. Vary Your Keywords

There are three main types of keywords that you can use in your product pages. They come together to create a net to catch as many relevant searches as possible. The three main types of keywords are…

  • Primary Keyword: The primary keyword is the focal point of the content. If your product page sells life insurance, your keyword is life insurance.
  • Secondary Keywords: Secondary keywords are slight variations of the primary keyword. They can also be variations of related keywords. If your primary keyword is commercial insurance, your secondary keywords may be business insurance or liability coverage.
  • Additional Keywords: Additional keywords are related words and phrases that may be spelled or arranged differently but essentially mean the same as your primary or secondary keywords. This is to catch variations of similar searches. If your primary keyword is health insurance, an additional keyword may be healthcare, medical care, etc.


2. Choose the Right Number of Keywords

There are rules about how many keywords should be placed in a single content page.

Not using enough can make it difficult for the page to show up in the search results. On the flip side, putting too many keywords on one page can lead to penalties from search engines.  By the way, too many keywords on a page is known as keyword stuffing.

So, how many primary keywords should you use?

There are many different opinions and recommendations you could find. A good rule of thumb is to use a primary keyword once every 100 to 150 words. Secondary keywords should not appear more than primary keywords.


3. Specify Keywords for a Specific Target Audience

You may have a particular audience you are targeting. You can tailor the keywords on a product page for that specific audience.

There are two sides to targeting audiences with specific keywords. You want to find a happy medium. I’ll show you how.

As an example, let’s say you primarily provide auto insurance for families in Florida who will bundle their home and auto insurance.

Not Specific Enough

The less specific you are, the less likely your page is going to rank. You don’t want to plug in the keyword auto insurance or property insurance without a little context.

Too Specific

If you make a keyword too specific, consumers might not find your product page. An example of a keyword that is too specific would be family home and auto insurance in Florida.

Happy Medium

Finding the happy medium is as simple as providing key details that a consumer may be interested in. If your audience is auto or homeowners in Florida, your keyword should be Florida auto insurance and Florida home and auto insurance.

Specific keywords are useful for generating relevant traffic rather than consumers who will hop on and off your page. Just be careful not to fall into the gap of specifying your keywords too much.


4. Be Aware of Negative Keywords

Most keywords are positive. But, there are negative keywords that may be bringing the wrong audience to your product page.

For example, say you focus on preferred risk for auto insurance. But high-risk drivers are submitting quote requests on your insurance agency website. You would want to omit from your content the use of keywords such as high-risk drivers, bad credit, and bad drivers.


5. Place Keywords Meaningfully

You should be conscious of where keywords are placed within the content on your product page.

In general, you should use a keyword within the first 200 words and the last 200 words. The first 200 words are the introduction of the page's topic. The last 200 words could be best characterized as the summary. When pulling search results for a search query, the introduction and page summary is where Google will scan first.

This is not to say that your content only needs to be 400 words total. The content on your product pages may vary in length. You can use keywords throughout the content on your page. However, you should pay special attention to the first and last 200 words.

Also, be conscious that the perception of your reader is important. Using keywords without regard to the page's flow makes sentences awkward and hard to read. Make sure to place keywords appropriately throughout your content, so it sounds natural.


Keywords can be changed and adjusted depending on your results and strategy. But, they do need to be consistent throughout each product page. Choosing your keywords is an important part of the process.

Here are some additional resources that will help you get started with your keyword research…

Need help with the keywords for your insurance agency website? Click here to get your free website audit and consultation.



About the Author

Madelyn Knecht

Madelyn Knecht is a Content Writer specializing in SEO and website content for ITC. She lives in Texas with her Australian Shepherd and enjoys reading, creative writing, and gaming.

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