Ten tips for effective search engine marketing for insurance

Search engine marketing for insurance involves the optimization of your insurance website for improved visibility, traffic and search engine results pages (appearing on page one of Google, for example in a search engine results page or SERP). The goal for insurance organizations, whether insurance companies, brokers, or insurance agencies, is to achieve Google organic results on page one, preferably position one, but at least “above the fold”. I’m using Google generically in this case, as the same goal applies to Bing and Yahoo, although Google still has the leading market share and often gets the most attention when it comes to search engine marketing for insurance. Make sure you have the top 10 tips to make sure you’re on track to achieve your web marketing goals. That being said, Insurance Search Engine Marketing is a very complex initiative and requires ongoing efforts for both on-page and off-page tactics.

  1. Make your main keyword an H1 tag on your homepage (and use H1 tags on subsequent pages accordingly).
  2. Optimize each page of the insurance website for a specific long tail keyword phrase. Don’t try to work on four or five sentences on each page.
  3. Optimize your page title, meta description and meta keywords for your long tail keywords, again targeting a specific long tail for each page.
  4. Integrate an insurance blog and insurance vlog feed on your homepage (assuming you have a relevant insurance blog and vlog)
  5. Add continuous video and make sure the video is tagged and optimized for loading speed. Remember the “freshness” factor mentioned above.
  6. Be sure to use a reasonable keyword density that would appeal to a human, as opposed to your perception of what a “search bot” would want to index. The numbers vary, although 6% is often considered a good target. On the other hand, if it reads well, it will often work well.
  7. Use anchor links whenever and wherever possible.
  8. Make your backlinks, quality links. Only post content on reputable sites.
  9. Quality website content should be your credo. Large images can be attractive, but they won’t help you with your insurance search engine marketing goals.
  10. Treat content like products, in other words, freshness counts. With Google’s recent algorithm shifts, there’s a greater emphasis on topical content. Things like blog feeds, press releases, and other up-to-date content will help your Insurance Search Engine Marketing Initiative.

It is essential that insurance companies, brokers, insurance agencies and agents perform basic and ongoing keyword analysis. This can be achieved with free tools like Google AdWords or more advanced keyword analysis tools like Web CEO or HubSpot. Only after this analysis has been completed can the above steps be performed. Once the basics are done, off-page Insurance Search Engine Marketing initiatives come into play, including ePublishing, YouTube Video, LinkedIn, Facebook, Social Bookmarking, and other Insurance Social Media Marketing programs. SEO results should be monitored and measured consistently, preferably every week, but at least once a month. Adjustments should be made periodically based on your progress.

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Insurance Search Engine Marketing offers carriers, brokers, agencies and independent agents an opportunity to level the playing field. The interesting dynamic of the web marketing paradigm shift is that it gives any insurance organization, regardless of size or area of ​​specialization, the opportunity to achieve top positions. Unlike PPC (Pay Per Click) campaigns, which require an ongoing budget and constant monitoring, organic search engine marketing initiatives fall under a plant and harvest mentality. As spring approaches, it’s time to plant the seeds for your long tail keywords so your insurance company can reap the improved website traffic and insurance leads in the coming months.