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Contact South West Web Marketing Why Insurance Companies Need SEO

Online Marketing And SEO For Insurance Brokers

Why Insurance Companies Need SEO

Did you know that Google delivers more than 193 million results in under a second for the search term “insurance companies”? The majority of these results are companies who are ready to provide insurance for the individuals searching for that keyphrase. In other words, your actual competitors if you’re an insurance company.

This is great for the consumers, because it means it’s easy to find an insurance company that offers what they need - for example temporary car insurance. For insurance providers, though, it means it’s more challenging than ever to attract customers online. So the question is – how do you stand out? What can you do to make sure that your insurance company gets noticed?

Search Engine Optimization, SEO, allows you to increase the visibility of your website in search engine result pages (SERPs). SEO is a process that involves making your website easier for those search engines like Google, Yahoo, Bing and others to understand. This way, they can determine what your site is about and provide it as a result for relevant searches.

There are many factors that send signals to search engines, and affect how search engines deliver results after a user has performed a search. When you optimize your website for search engines, you are modifying your website to make sure your site is sending all the right signals to search engines.

SEO for Insurance Agencies

Why is SEO Important for Insurance Companies?

We’ve already discussed that the insurance industry is a highly competitive industry, and you need something to give you that edge on your competition. That’s why any insurance company marketing plan today absolutely needs to include SEO.

At this point, your company most likely already has a well-designed site that provides potential customers with the information they need, and possibly allows them to convert online. However, your website is virtually useless if no one can find it. SEO helps you make sure that your site has a strong presence in the search results where your potential customers are looking.

SEO will give you a fantastic way to compete with other insurance agencies. You’ll easily beat out any of your competitors that aren’t doing it. And when you partner with the right SEO agency, you’ll also be able to compete with and outrank your competitors that are already optimizing their sites. Search engine results for insurance-related keywords are competitive, but with a strong SEO strategy, you have the chance to use them to attract new customers.

If you’re new to SEO, it’s important to have realistic expectations for what it involves. First and foremost, it’s essential to understand that SEO isn’t a once and done task that can be checked off your list and forgotten about. Although you could theoretically go through a site and optimize all of the title and header tags, for example, your work still wouldn’t be done.

Don’t make the mistake of thinking you can optimize your site once, and expect that the leads and traffic will continue to come rolling in for all of eternity. This is a common mistake for first-time SEO campaigns, and one that can prevent you from seeing the results you want. So what makes SEO an ongoing process?

First, SEO is an ongoing practice because Internet marketing is constantly evolving. What worked last year for your insurance company’s marketing plan may not be as successful this year or may not be successful at all. Internet marketing trends evolve with consumer habits and preferences, and so do the specific keywords that bring potential customers to your site.

It’s also important to keep in mind that Google and other search engines are constantly tweaking and updating their algorithms to ensure that they are delivering the best results possible to their users. With each of these algorithm updates comes new best practices in site optimization. In order to keep up and maintain your rankings, you must continue to tweak, optimize, and update your site according to those practices.

The other reason you need to continuously work on optimizing your website is that your biggest competitors aren’t sitting still. If you achieved great results with your initial SEO, and began getting more traffic and leads, your competitors most likely noticed - especially if your strategy affected their amount of traffic and leads.

When this happens, they’ll most likely respond by making new changes and updates to their own strategy and site. They will continue to do so until your insurance company and others insurance agents stop giving them a run for their money. If you want to maintain your initial rankings and success, ongoing SEO is absolutely necessary.

This is why SEO requires continuous investment and attention: If you sit still, your position in the rankings will quickly slip – and your initial investment could be for nothing.

Author - Shaun Richings is a Digital Marketing and SEO Specialist with nearly 15 years experience across multi niches. For more information take a look at my LinkedIn profile or contact me on 07957 214474.