Effective search engine optimization is the key to being a successful insurance agency. The problem is that many independent insurance agencies are competing with national corporations who have a lot more to spend on marketing. This is why you need to look at local SEO to help you grow your business and get the customers that you need to survive.
Improve Your Keyword Relevance
SEO starts with keywords and this is just as important for local SEO as it is for more general SEO. The only difference is the type of keywords that you should be looking at. Local SEO requires keywords that have local triggers in them such as the name of the city you operate in or a landmark that people associate with the local area.
While the local aspect of the keyword is important, you need to use it correctly. In the past, using the keyword ‘home insurance Tampa’ would have helped you rank. This is no longer the case because this keyword is made for search engine bots and not your human reader.
The keywords that you choose need to be local, but they also need to make sense in a sentence. When the keyword makes sense in a sentence, you will be able to easily use it in your content and ensure that your visitors can easily read the content. Instead of ‘home insurance Tampa’, you could look at using a local keyword like ‘home insurance coverage you need in Tampa’.
Long-tail keywords are also better to consider because they offer a more focused approach. These keywords will have less competition and will ensure that the visitor is looking for what you are offering. When choosing these keywords, you need to consider specific issues that your visitors might have like getting life insurance when you have Type-2 diabetes.
Have A Google My Business Page
Something that you have to do when you look at local SEO is creating a Google My Business page. This is free to do and all you need is a Google account. These pages will help you promote your business, gives you a spot on Google Maps and will appear on the side of the Google results when people search for your industry or business.
When you open your Google My Business account, you will be asked for your physical address. This will generally occur after you have provided other information about your business. Once you have submitted your address details, you will need to wait for Google to send a postcard with a pin number on it. This pin is used to verify your address to ensure that you are not claiming a location that you do not have access to.
After you have claimed your address, you will be able to enter additional information about your business. You need to provide a link to your website and choose the correct category for your business. You also need to tag your business and look at adding some images to the account. The images will help the credibility of your listing.
When your Google My Business account is all set, you should ask some of your previous customers to submit a review for the business. This is important because Google will take your reviews into account when they look at ranking. If you have better reviews than your local competition, you have a better chance of ranking above them. Additionally, when users search on Google, your star rating will appear and you are more likely to be visited if you have good reviews.
Going mobile is something that you have to look at particularly if you are focusing on local SEO. A large portion of local searches are done using a mobile device and while the person is already out and about. In terms of insurance agencies, research has found that at least 20% of consumers will complete an insurance quote on their mobile device.
There are a few steps that you can stake to ensure that your business is mobile friendly. The first is to have a responsive website or use an AMP plugin. If you are running your website on WordPress, an AMP plugin will ensure that all of your web pages are mobile friendly. A responsive theme will also help with this as it adjusts the website based on the device and screen size being used.
You should also look at how people can contact you on your website. With your Google My Business account, you should enable the call capability. This will ensure that anyone who lands on your GMB page while using a mobile device can click a button to call your business.
Being mobile-friendly not only impacts the user experience, but it is also one of the ranking signals used by the search engines. Google has adopted a mobile-first strategy for their ranking which places websites that are mobile-friendly above those that are not.
Have Internal Links
Internal links are something that you should have for both general and local Insurance SEO. When you are focusing on local SEO, you should include a link on each page to a page that offers information about your location. This will reinforce your local nature and ensure that potential customers are able to find you.
Internal links will also ensure that visitors remain on your website for longer. If you have a page devoted to information on home insurance, you can link this to another page on the site about content insurance. This will provide users with more information to read and will establish yourself as a helpful and authoritative source of information.
Internal linking also helps the search engines to index your web pages. If you link a new page on your website to an older one, the search engines will be able to find it easily. Of course, this is not a foolproof way of getting your pages indexed and you should still create an XML sitemap that you submit to all of the search engines. This can be done with certain plugins and other services.