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Benefits of SEO for Insurance Agents

July 6, 2023

It’s no news flash that inflation continues to negatively impact household budgets and the insurance industry1. Cost pressures are impacting customer loyalty and insurance quote rates jumped 11.8% across our nation as consumers get quotes to evaluate their insurance coverage. More than 90% of online experiences begin with a search engine, from the over 3 billion daily searches.3  What is newsworthy is knowing that search behaviors drive online quotes, and search engine optimization presents a real opportunity for your agency. When your future customers “Google it” to find insurance options, be discoverable with a strong SEO ranking.

Need help with SEO as part of your marketing strategy? If you’re part of the 55% of agents that reported struggling with adopting new industry technologies, you’re not alone. Fortunately, you can use tactics to increase the likelihood that future clients will find your website through search engine optimization, which can have a big impact on your agency’s business. To assist you, Nationwide created a whitepaper full of SEO tips designed to make it easier for potential clients to find your business, regardless of your tech skillset.

What is SEO?

SEO is the process of ensuring a website is discoverable by search engines and contains content that is relevant based on a potential customer’s online search.

To produce better search results, implement ongoing SEO updates to your website. Plan to publish fresh content to your website on an ongoing basis, as a regular part of your marketing strategy. When implemented effectively, SEO can make your insurance agency website more visible to prospects who are using search engines to look for your brand, products, or services.2

SEO statistics

  • More than 90% of online experiences begin with a search engine, which equates to over 3 billion daily searches3
  • 53% of website traffic comes from organic search4
  • The click-through rate of positions 5 through 10 of the Search Engine Results Page (SERP) is less than 5%5

Rank in search results

Keyword research plays a big part in SEO. Keywords are the words and phrases your potential customers use as search terms to find results in search engines. A search engine’s algorithm then determines where your websites and social channels rank when these keywords are used. When it comes to optimizing your content, you’ll want to research the top keywords for insurance agencies and ensure you include them.

The tricky part is that a lot of other agencies are probably competing for the same keywords. For example, take a look at the keywords below and the number of webpages competing for the term. SEO keyword statistics infographic.

If these numbers seem intimidating, remember that you don’t have to go it alone. Nationwide has tools and resources to help you ramp up your local search presence.

Local SEO

If you want your agency to appear in search results based on the location of people near your business, that’s where local search optimization can help.

In the above graphic, the local search example is “Auto insurance agent near me” You’ll want your agency to appear in search results based on the location of people near your business. To achieve this, local search engine optimization is an essential strategy for your business.

By implementing effective local search optimization techniques, you can increase your agency’s visibility and ensure that it appears prominently in search results when future customers are looking for insurance solutions in your area. This is particularly crucial during times of financial pressure on household budgets, when people are searching for insurance options.

To optimize your agency’s local search presence, start by enhancing your website for local keywords and location-specific content. Incorporate relevant keywords and phrases throughout your website, including in your page titles, meta descriptions, headings, and content. Consider creating location-specific landing pages or blog posts that cater to the needs and interests of your local audience.

By focusing on your local SEO strategies, you can position your agency as a trusted protection partner to future customer in your area, ultimately driving more website traffic and generating valuable leads.

Avoid keyword stuffing

Keyword stuffing means filling a web page with several keywords or numbers to rank higher on Google. In many instances, these keywords would appear out of context, in a list, in a group, or unnaturally.6 Keyword stuffing is against Google’s guidelines.

SEO checklist

Our latest whitepaper focuses on optimizing your website for organic search and includes a three-part SEO checklist you can use to help you implement your plan.

The checklist will guide you from before launch (as you optimize for search engines) to launch point (where you’ll begin tracking data) to post launch (where you’ll focus on maintenance moving forward).

A simplified version of the checklist is below.

SEO checklist infographic.

Committed to protection

Protection through insurance solutions is as important as ever. Updating your website with an SEO strategy can help future customers find you as they look for the best way to protect their future and their family.

So, while your brick-and-mortar location may or may not be bustling, keep in mind that for many, the search has moved online. To get your portion of the free high-quality search inquiries, make sure your website can be found when your future customers are searching. Make it easier to be found by practicing SEO and maintaining a website optimized for high search rankings that will drive quality traffic to your agency website.

Nationwide created a whitepaper full of SEO tips designed to make it easier for future clients to find your business, regardless of your tech skillset.