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When it comes to SEO, the insurance sector isn’t your typical type of industry. But that doesn’t mean it’s impossible to become a properly search engine optimized. The insurance business is largely referral based, which can make it challenging for SEO experts. Those who have used your service before are always wanting to share with others that would appreciate the same type of service. 

When it comes to protecting people, they want to have someone they trust to handle it. So, when developing an insurance SEO plan, you want to keep this trust in mind. If you are just starting out in working to develop your SEO strategy for your insurance website, you may not fully be familiar with SEO and what it can do for you. So, let’s look:

What is SEO?

SEO or search engine optimization is the process of optimizing your website to make them more attractive to the search engines and get them ranked high enough to be in the top 5 search results. It helps your website to do this by focusing more on organic traffic than paid traffic. SEO helps to generate traffic to your website that is targeted, meaning these are looking for the services you offer.

How Can SEO Help?

There are many ways SEO can help shape your insurance website. We’re going to go into detail to provide you with some insight into why investing in an insurance SEO plan may be beneficial for your business.

Increased Traffic

With search engine optimization and the combined efforts of social media marketing, you will see an increase in the traffic to your website. It’s important to note that this won’t happen overnight, it will take some time to see some traction, but you will start to notice some differences in the traffic to your website initially. Consistently over time, however, you will see a drastic increase in the amount of traffic. The traffic from SEO is typically targeted, so these people are actively searching for insurance services. This gives you a better overall turnover/ conversion rate. Meaning you will be able to better convert them into paying customers in the long run because they are already looking for what you have to offer. 

Better Brand Awareness

Brand awareness is extremely important in the day and age of internet marketing. Just like in real life, first impressions always make the biggest impact. Therefore, marketing your brand to have a positive brand awareness is vital to the success of your SEO campaign/ plan. But what is brand awareness? 

Brand awareness is the familiarity of your products, business, and services. There are many factors that come into play when it comes to positive brand awareness. These factors include:


When you think of large, well-known companies, can you close your eyes and envision their logo? Chances are you can, you probably have a clear, vivid picture of it in your head right now. The color, the shape, the words, the design all play an important role in choosing a logo that is memorable and sticks out. A successful company logo is one that conveys to potential customers exactly what your business is and what they will get from it. 

Social Media Marketing

Let’s face it, everyone and their grandmother is on social media now. From Twitter to Facebook, Pinterest, Instagram and more. Companies have a vast audience at their disposal when it comes to social media, they just must know how to reach them. Brand awareness can be built up successfully with a social media strategy. It’s a great way to interact with not only current customers but new and potential customers. Additionally, social media outlets such as LinkedIn make a great way to network and connect with others in the same financial industry as your company. 

User Engagement

User engagement is a way to indirectly measure what your brand awareness is like. Interaction with your brand is a major indication that you relate to your audience. Those who already know who you are will share and comment more with your posts. Engagement is a great factor to look at within your social marketing campaign to help gauge your overall brand awareness. Your goals should always include working to increase the number of users who are interacting with you daily. 

Keyword Factors

One of the most important steps in insurance SEO is the keywords. Keywords are what search engines look for. Whenever users search on a major search engine they are using keywords or phrases. What are the most important aspects of the keyword? The keyword volume and difficulty. The keyword volume will tell you how often there is a search performed for a specific keyword every month. The difficulty can provide you with valuable insight into how difficult it will be to get a certain keyword to rank. 

Keyword Research

Keyword research is one of the most mundane tasks there is in the world of SEO. However, it is also vital to the success of any of your search engine optimization efforts. To determine the most relevant and highest converting keywords, you want to do the proper research ahead of time before you just go wild placing them within your content. 

Take some time to review your competitor’s websites and figure out the different types of keywords they are using. Review how often they place these keywords in their content (their keyword density) and work to achieving a goal that is similar, especially if you are noticing these competitors are always ranking higher in the search engines. Look at the first few results when you place these keywords into a search engine. These will be your competitors and you will want to model your efforts after them but not duplicate it. Working to try to determine the best and highest searched keywords can double and even triple any SEO efforts you put in.

Quality Content

Content is another important factor when it comes to search engine optimization. Content is basically the king of the internet, which holds true when you consider that the main goal of a search engine is to take this content and organize it and deliver the most relevant content to their users. 

The tricky part about content is to show the search engines that your content is the most relevant out there, you need to place your keywords within your content. But you want to be careful not to stuff these keywords all over, this is frowned upon and known as keyword stuffing in the SEO world. Search engines will instead penalize you greatly for this. 

What Should Your Content Include?

You want to make sure all the content on your page works to include the most important factors. These are:

  • Who are you
  • What is it you do?
  • Where do you do your business?

Who, What, Where

When it comes to writing content, you want to remember that you are writing the content on your website for actual people to read it but making sure it is optimized for the search engines. A good rule of thumb when it comes to writing content that potential customers will engage with and will really resonate with them is to write it naturally like you are having a conversation with the. This will help those reading your content to articulate it in a manner that flows naturally. 

Additionally, keyword placement becomes easier when you write as if you are having a conversation with those reading it. It flows more naturally and doesn’t appear to be forced. All of this makes for relevant and reputable content for the search engines which is exactly what you are looking for in terms of your insurance SEO plan. 

Local Rankings

This is one important aspect of SEO that many people tend to overlook and it’s really a shame. Your business is based locally in one or multiple locations. The goal behind your advertising and marketing efforts is to draw in more customers, more clients. So, optimizing your website for local SEO is one step you should not skip. 

As the algorithms change for how search engines rank websites, working to get into the top local search results means you must work on changing you optimize and create your content. But how can you do that? Let’s look.

Meta Descriptions

Meta descriptions can help to influence the user in clicking on your search result or scrolling away.  A meta description is the brief synopsis of text that is below the result. You want to write a description that is attractive and draws them in. This will help to increase your overall click-through rate and generate the type of traffic you need to succeed online. So, what does it take to write an attractive meta description? It’s simple:

Keywords: Work to make sure you are using only the most influential keywords. 

Length: A decent length for a meta description is between 130-160 characters. The longer types of meta descriptions will only get cut off. 

Duplicate Free: You want to ensure your meta descriptions are different for each of your webpages on your website. You don’t want to duplicate these as they will get flagged by the search engines. 

Readable: You should have a meta description that reads just like a conversation, it shouldn’t be overly stuffed with keywords either. 

Resource Webpage

When optimizing content locally you want to make sure you create a resource page. This page should include information for your business such as a FAQ about your company, your contact information, local addresses, global address, phone number and more.  Having a resource page can be useful when your website is linked to by another website. It is the most commonly used page.

Include “Some” Premium Content

Premium content can help skyrocket your website in the search engine rankings. But it should not be overused. It can help generate attention from many major publications and heavy hitters within the finance industry. Types of premium content include:

  • eBooks
  • Podcast
  • Infographic
  • White Paper
  • Guest Posts

Premium content may take a little more time to complete and develop than other types of content, but they also have a much greater chance of being mentioned by others and shared by users and new and potential customers/ clients.  It helps to build up your brand reputation and put you in the category as a reputable company and website within the insurance industry.

Google My Business

One of the best and easiest things you can do as a brick and mortar business is to optimize your Google My Business listing (GMB). Optimizing it to include your contact information, the hours of your business and even business images. All of this can help to increase your local rankings within the search engines. 

Create Your Own Blog

This is one of the most overlooked steps when businesses are trying to optimize their website. You may not realize it but those that blog on a regular basis generate upwards of 65% more traffic and leads to their website. Blogging is a great way to get your voice out there and heard. It helps to create more user engagement by giving your readers and fan base something to share with their friends and family. 

Insurance SEO Conclusion

Your goal is for more people to be able to find your website online so that you can then convert them into a new and long term financial client, right? Well, this goal requires that you have established, developed, implemented and maintain an insurance SEO plan/ campaign. This doesn’t just include the main page on your website, in fact, it includes every single page that your website has including your blog posts. You will want to include keywords, proper site structure and of course relevant quality content. All this together can help to ensure your rankings increase within major search engines and put you on the fast track to marketing success.

Are you Ready to take your business to the top of search results?