Search engine optimization (SEO) is ideally a long-term strategy that requires a lot of work. If you follow SEO best practices, you can see your insurance agency website’s ranking and traffic improve over time. However, many agencies don’t have the staff or time to improve their SEO.
One hour per day, five days a week is not enough to do all five of these tips. That’s ok.
Create an SEO plan based on your website that ranks these tips in order of importance from one through five. Start with what your website needs most.
Before you get started, I highly recommend setting up Google Analytics and Google Search Console. These free resources will track visits and activity on your insurance agency website. After setting these up, learn how to use them! Google offers free training on both.
So, let’s get to your quick-win SEO tips.
What does it mean to optimize pages? This is a way to target your specific audience and geolocations.
On-page optimization is the process of reviewing the fields on your website that tell search engines what your website is about. These fields help people who are shopping for insurance decide if they are going to click on your website or a competitor’s.
They are title tags, alt tags, meta descriptions, headers, internal anchor text, and body content. It is important that the information you put in these fields ONLY pertains to the content on that page. Don’t try to stuff a bunch of information about everything you offer. That will ruin the SEO for that page.
In the example below you can see the larger blue text is your page title, the text below is your meta description.
Learn how you can improve your page optimization here.
Improve Content Quality:
This is an important one.
Having quality and relevant content is one of the top-ranking factors for any website. It can be difficult to delete content and pages from your website, but low-quality content could be harming your website traffic and ranking.
Take an hour to review your website. Make sure you don’t have any duplicate or outdated content.
You can also use an hour to check Google Analytics and Google Search Console to see which of your webpages are getting traffic and which are not. It is important to match your content to how people are searching and that isn’t only by using the keyword insurance.
If you’ve reviewed your website and believe your content quality is lacking, you should focus your hour-a-day efforts on creating new content. Use your time to create one blog post per week or consider hiring a content specialist to help you out.
For more information, check out one of my previous blog posts about developing quality content.
There are simple edits to your existing content that can help get some additional visibility. Like, include the cities or state you want to target. If you want to help insurance buyers in your area find a policy, your website needs to provide information specific to your area.
Resist the urge to stuff your pages full of every keyword you can think of. This will only hurt your pages.
The good news is once you’ve successfully audited your content, you won’t need to do this step very often. About once a month, dedicate a few hours out of your week to making sure your content is still relevant.
Make Your Listing Consistent:
What listing am I referring to? Your Google My Business listing. This is quickly becoming one of the most important platforms for businesses. Consider these listings like a secondary website.
Make sure your agency name, address and phone number listed matches what is on your website. If your Google My Business listing is in desperate need of a makeover, prioritize this task and update it.
Take an hour to review your Google My Business listing and include as much information possible. These listings offer you the opportunity to share tons of information about your insurance agency. That information will help your audience find you.
The Google My Business listing includes an FAQ section that you should contribute to. You should also update your products and services section with what type of coverage options you provide.
Of course, this is also a place for clients to share their experience with your agency. Every week, you should commit an hour to looking through recent reviews and engaging with them.
It might not take a full hour to do this task, but this practice should become a part of your weekly schedule.
Start Guest Blogging:
Guest blogging is a good way to build backlinks and get additional online visibility. A backlink, or inbound link, is essentially a citation to another resource. The previous sentence is a real-world example of a backlink. We are effectively linking to another website to provide you with a source of information of backlinks and their uses.
A great place to start when trying to break into guest blogging is reaching out to a few referral sources or partners. Once a week, send out some feelers and offer to write a blog that would appeal to their audience. Sending an email to these contacts should only take about an hour to complete.
If you secure a featured post on their website or blog, use the remainder of your week to write the content. Check out our blog post, “A Step by Step Guide to Guest Blogging”, for more details.
One hour a day. That’s all you need to improve your website’s SEO.
Not every task that we listed will require your attention on a weekly basis. So, make a plan and set some goals for your website. If your website needs more content, then work on writing some good blog posts. You can also reach out to referral sources or partners to do some guest blogging and backlink to your website. If you need to review your website or Google My Business listing, then spend your first week on that.
If you act on these tips, you will put your insurance agency in a better position to succeed in a digital marketplace. You can increase the effectiveness of these tips by researching keywords and topics. This free resource should help you do just that.
About the AuthorMore Content by Stephanie Ewen