To blog or not to blog, that is the question. The answer for most insurance agency websites is yes. However, for some it may be not yet.
Using a client sample group of 92 domains, I've determined only 3.06 percent of all online submissions originated from blogs.
Why is this figure so low? Isn't blogging key to SEO?
Blogging is holistically important. But, if you're not reaching your insurance audience through your content efforts, your hard work will be in vain.
In order of importance, these are the pages you should optimize first before you start blogging.
- Home page
- About Us page
- Line of Business pages
Home Page
In most cases, the home page is the most critical page on your insurance website. For Insurance Website Builder clients, your home page comes with default content. That means it is duplicate content until you've added your own. Content you've copied from the internet is also considered duplicate content.
Regardless, you need to write new content. New content should include a blurb about your agency's history, who your audience is, the lines of businesses you offer, and your geographical targets.
About Us Page
Your about us page should contain a complete history of your agency. Any taglines, mottos, value propositions, lines of businesses offered, and a list of carriers used would also help round out this page.
Line of Business Pages
The line of business pages on your site contain duplicate content unless you've added your own content. Line of business pages can rank decently in some cases. But, your page will have a better chance of being seen if you add your own unique localized content.
If you don't know where to find local insurance content, try implementing the insurance data found on these pages:
- https://www.valuepenguin.com/auto-insurance
- http://vhomeinsurance.com/dallas-tx-home-insurance-hi11149/
- http://www.iii.org/fact-statistic/commercial-lines
- http://www.iii.org/fact-statistic/life-insurance
Having fresh and relevant content on your Home, About Us and Line of Business pages are the easiest wins when it comes to SEO. Backlinks and content are the number one and number two rankings factors on Google. So, if your content is not up to par, you're leaving policies on the table.
Do you have any content tips and tricks? Give us a holler in the comments below.
SEO can get your insurance website in front of online prospects. Contact us today for a free consultation.
About the Author
John Dessommes manages search engine optimization and pay-per-click advertising campaigns for multiple independent insurance agencies nationwide. He also handles SEO for GetITC.com and ITC’s other web properties. John stays on the cutting edge of industry best practices to ensure that visibility is maximized and opportunities are not missed. He has considerable knowledge about on- and off-site optimization, AdWords, business listings and social media.
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