Long Tail Keywords and SEO for Insurance

Long tail keywords, whether related to insurance or any other business, are usually a three to five word search term, although they can be a longer and very specific search term. These sentences can be relatively broad or extremely narrow as internet users seek out relevant content when searching for information, products and services. Search bots from Google and Bing index website information, including meta and page content, and when users enter search terms, the search engines then display their search results so that users can navigate to the relevant pages (SERP).

Engines provide both organic and paid results, allowing users to select the answers they deem most relevant to their query. What does this mean for the average insurance company, broker or carrier? Insurance agents and brokers need to determine the long-tail keyword phrases that apply to their organization and optimize their website for those phrases. Some examples of long tail keywords for insurance are:

  • Truck Insurance New Mexico
  • Arizona Machine Shop Insurance
  • New York restaurant insurance
  • Professional liability insurance
  • Property and commercial insurance in Florida
  • New York Coastal Condominium Insurance

The more keywords in a phrase and the more specific the term, the more limited the results and the less often that term is searched for. Conversely, the shorter the phrase (car insurance, for example), the broader the results and the greater the competition for the phrase. It is important to note that page assurance SEO optimization is only part of the job. For effective insurance SEO, off-page optimization is extremely important, including press releases, social media marketing, and ePublishing. Effective long-tail research and optimization can and will result in improved insurance website traffic, and when combined with an up-to-date website and advanced insurance website tools, should result in a larger customer base.

How will the Google Penguin and other algorithm shifts affect your insurance SEO and long-tail keyword initiatives? These kinds of algorithm shifts targeted websites that violate Google’s webmaster guidelines. The algorithm shifts put more emphasis on original content and social media than backlink popularity. Further, insurance organizations that focused heavily on backlink building, link exchange, and directory submission, often looking for broader keyword phrases, were negatively impacted by this shift. These algorithm shifts actually favor long tails keywords since the content around those keywords needs to be very specific and thus highly relevant to both users and search bots (search engine indexing engines). As Google, Bing, and other search engines continue their efforts to deliver more relevant content, high-quality content and focus on long-tail keywords should be the mantra for an effective insurance SEO initiative.

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While organic SEO for insurance and social media marketing is an important aspect of insurance marketing, insurance organizations looking to build their pipeline quickly will find the fastest path to insurance B2B lead generation through insurance e-marketing and making phone calls. of appointments. B2B insurance marketing often requires targeting a very specific niche, with a specific value proposition for a predetermined title or titles. For example, an insurance company may want to discuss restaurant insurance or business interruption insurance with dining and entertainment venues. While effective use of insurance SEO is important for this audience, agents and brokers should remember that insurance SEO initiatives are just one tool for insurance company lead generation. Insurance SEO initiatives should be complemented by insurance eMarketing and appointment booking campaigns to ensure optimal lead generation.