Organic or Local? Why All SEO Is Not Created Equally

June 19, 2019

Are you looking to grow your insurance agency online? With SEO, your agency website can appear in online search results when consumers look for insurance on the internet. But not all SEO is created equal. ITC CEO Laird Rixford explains.

 

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Transcript

Are you looking to grow your insurance agency online? With SEO, your agency website can appear in online search results when consumers look for insurance on the internet. SEO can also drive targeted online traffic and potential leads to your agency website. 

But not all SEO is created equal. At least not anymore. 

Several years ago, there was only one type of SEO: Organic.  

Back then, online search results had a couple of ads followed by 10 website links. If your agency appeared in the top three results, you could expect a lot of traffic to your website.

In 2007, Google rolled out an update that changed organic SEO. The update connected search results to Google Maps. The map started showing up at the top of search result pages soon after. This section was called “the map pack.”

Suddenly, Organic SEO tactics weren’t effective for earning map pack rankings. So, local SEO tactics emerged to fill the void. But, there were now two different SEO strategies for businesses to choose from. This leaves agencies with one critical decision. DO you choose local SEO or organic? 

Both local and organic SEO can increase your visibility in the search results. The difference lies in the focus. 

Local SEO focuses on location attributes. For your agency, this means your office location. A local SEO strategy can boost your agency’s relevance in the area near your office. Your agency can show up in the map pack when someone searches “Insurance agencies near me.” You can also show up in the map pack for searches such as “Home insurance Boulder, Colorado.” 

Local SEO caters to consumers who are on the go. These consumers are looking for close-by businesses that provide instant service. And they’re likely to call you or drop by your office to get that service.

Organic SEO focuses on trustworthiness. When you pursue an organic SEO strategy, your agency’s website can show up for searches like “Auto insurance for a single car household”.

Organic SEO caters to consumers with a longer buying cycle. 

These consumers might not be looking to buy a policy when they visit your website. But, if they like what they see, they could return ready to buy. And if they do, they could become valuable, long-term customers.

Organic SEO is all about the long game. By building consumer trust online, you can tap a critical lead pipeline.  But, it takes patience, consistency and hard work to get results.

Both local and organic SEO strategies have unique, tangible benefits. So, which strategy should your agency move forward with? Well, it depends.

Do you maintain several offices in a city? Or, a few office locations in many metro areas? Do you focus on low rates or local accessibility? Are phone calls and walk-ins your agency lifeblood?

If you answered yes to any of these questions, a local SEO strategy would serve you well. Prepare to leverage your location data. That’s your quickest path to getting results.

If you’re looking to target a wider geographic area, organic SEO might work better for you. You'll also want to choose this strategy if your agency targets a wide set of consumer needs. It will take persistence to see results with organic SEO as it doesn’t happen overnight. But, it will be worth the wait.

Regardless of which strategy you choose, you will come out ahead. Why? Because SEO helps you tap into the vast resources of the internet to reach your target consumers. 

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