As an SEO consultant here at ITC, I work for clients across the country with a variety of needs. But, some general trends always remain the same.
The biggest trend I see is clients with only an intangible idea of what their SEO strategy is. They know what they want their insurance website to do. But, they only have a vague idea of how to get there.
It can be daunting to think about what to do to meet your business goals. And SEO is yet another thing on the list.
But, what if I told you even the most complicated SEO concepts can be simplified? That you don’t have to stress about the details when you break it down to the fundamentals?
Today I have three questions to consider when building your SEO strategy.
How Usable is My Website?
It’s overwhelming to think about all the possibilities with an insurance website. But, I ask you to take a step back and consider the following.
Is your current website easy to understand and navigate? Is there a clear path that leads users to where you want them to go?
This is critical to think about when you have a website. And, this is especially critical for your SEO efforts.
Something important to note is a concept called dwell time. When a user visits a website, how long do they stay or dwell on the site?
Users that don’t understand how to use a website will leave because they can’t find what they are looking for. Search engines take that into consideration when they rank your website in a search.
Usability is also important as a first impression for your agency as a brand. Make sure your website is easy to use. It’s a factor that can affect the success of your website and agency.
What is the Goal of Your Website?
Let’s delve further and consider another fundamental: The goal of your website.
What do I mean by this? There are several perspectives we can come from.
First, do visitors understand within the first few seconds what your website is about? Will a random user get a sense your website from first glance? If the answer is no, you will have a hard time keeping visitors engaged. They won’t understand the purpose of your website.
This question can also have some serious implications for your business. What do you want your website to do? Do you want this to be an information source to potential clientele? Or, something that provides leads for the agency? Do you want users to fill out forms or make calls? Both?
If there isn’t a clear goal for a website, then there is a fundamental lack of direction for the visitor. Marketing efforts will suffer because users will not find value in the website and leave.
Websites that tend to have higher exit rates can have a negative effect in search visibility.
Essentially, you will be spending money without results on a website without a clear goal.
How Will Your Agency Provide Value to Users?
The last point to consider is this: Does your website do a good job in conveying the value of products to users?
This fundamental question can make or break any business. Generally speaking, your product or service may be fantastic. But, if people can’t understand how it can provide value to them, then it won’t matter.
Perception is reality. Online visitors want to see how your agency website can provide value to them. If you can do that, you’ll have a better chance of building a relationship and selling in the long term.
The fundamental way you can show your products value in your website is with the content. Think about it this way: Does your website tell people how your agency will solve their pain points?
If the content on your website provides value, then over time your website will have a much better chance of ranking in related searches.
Is Your Website User-First?
There is one underlying principal in everything that I have talked about and with SEO itself.
All marketing efforts, including SEO, are for and driven by your users.
All search engines care about is providing accurate information to people that use their services. So, your SEO efforts should focus on the user. Having an easy-to-use, useful, content-driven website is what every business needs to strive toward. Success will follow.
To learn more about how SEO can take your website to the next level, contact us today.
About the Author
Caroline Davidson works with clients at ITC to provide expert advice, guidance, and recommendations to insurance agency owners across the United States seeking to earn more traffic to their website. Caroline graduated from the University of Texas at Arlington with Bachelor’s degrees in Marketing and Management. Caroline’s specialties include organic and local SEO, digital marketing strategy, marketing research and providing excellent customer service. In her spare time, Caroline enjoys running creative story telling workshops and performing as a belly dancer in a local troupe.More Content by Caroline Davidson