Digital marketers rely on search engine optimization (SEO) to improve online visibility of websites. Using a range of methods and tools, pages are optimized to allow Google to accurately index page content, then deliver relevant search results to users. Keywords form an important part of SEO; in the insurance industry, a comprehensive insurance SEO strategy leverages the power of keyword mapping. How can keyword mapping help your agency stand out from the pack? In this guide, we will show you best practices for driving traffic to your web properties.
What is Keyword Mapping?
Although this insurance SEO strategy is used by leading insurance marketers, many people may not be familiar with the concept of keyword mapping. In simple terms, it is the process of identifying and assigning keyword clusters to specific web properties, such as individual site pages, landing pages, or blog posts. Keyword mapping is driven by research to find the most relevant targeted keywords but also related phrases and variations of primary keywords. Ultimately, the goal of keyword mapping as an insurance SEO strategy is to help marketers discover:
- Where and how to optimize specific pages.
- What content to develop and publish.
- Where to add relevant pages that satisfy user search intent.
- How to structure individual pages and the website as a whole.
By incorporating keyword mapping into SEO initiatives, the major search engines will have an easier time of indexing and ranking page content. Done right, and pages will appear at or near the top of search engine results pages (SERPs). Better yet, site visitors will gain an understanding of the topic they wish to learn about.
Beginning with Keyword Research
Keyword research is a critical aspect of any modern insurance SEO strategy. Marketers pore through reams of data to determine what words or topics people are looking for, then use these words to form the basic framework of a keyword map.
A single search query can identify a wide array of keywords and related terms. For example, the search query “business liability insurance in California” may reveal related key phrases and search strings like:
- Small business insurance
- Best small business insurance
- Business liability insurance California cost
- General liability insurance for contractors
- Commercial auto insurance requirements
There may be dozens or even hundreds of similar keywords revealed during research. This list of terms will be used in the next phase of the keyword mapping process.
Marketers have many choices of tools when it comes to keyword research, using standalone platforms like SEMRush or simply by using Google’s own search tool to identify related keywords and search queries. Once targeted keywords and supporting variations or terms are identified, they can be ranked by search volume.
Grouping Keywords: Map Foundations
After conducting keyword research, digital marketers now have a lengthy list of terms and variations to choose from. The next step in insurance SEO strategy is to group those terms by anticipating user intent. This is where the keyword mapping begins to coalesce; try to group terms that answer the same question based on user queries identified during keyword research.
Grouping keywords in this way reveals the direction for content development. By incorporating groups of keywords, variations, and supporting terms on individual pages in content writing, Google will be far more likely to assign relevance and authority to those pages. The end result is a boost in organic traffic, driving potential customers to your website.
Making the Most of Keywords
A page’s content is the primary focus of search engine optimization. Google and the other major search engines give weight to content that is well-written, relevant to given search queries, and authoritative. Search engines do so by analyzing a page’s content, looking for the inclusion of keywords and related terms.
Although keywords must appear within the page content, there are other areas that cannot be overlooked. A time-honored insurance SEO strategy is to use the mapped keywords in URLs, page titles, headings and subheadings, and meta tags. This all but ensures that Google will appropriately categorize and index pages, then rank them accordingly.
The Mapping Work Never Ends
The most important thing to understand about keyword mapping – and keyword research – is that the online search environment is always changing. Google moves the goalposts frequently with updates and the addition of new technologies to improve the search user experience. Digital marketers must think of keyword mapping as a never-ending process, and must commit to revisit the mapping process on a regular basis. Keywords and key phrases fluctuate in terms of their ability to drive traffic; by continually analyzing performance and by optimizing for new terms, your insurance SEO strategy will work to give site visitors the information they are looking for.
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