If there is one constant in insurance SEO strategy, it is that nothing remains the same for long. Google continually updates its search algorithm and incorporates new technologies to make the search experience better for its users. As a result, search engine optimization (SEO) professionals play catch-up, learning and leveraging new techniques to keep their insurance clients at the top of search results. In 2021 and well into the future, get the most from your insurance SEO strategy with the following SEO tips.
Boosting Organic Traffic Without Altering Rankings
The goal of every SEO campaign is to position web properties at the top of search results for a given keyword or phrase. Ranking is critical in improving online visibility; after all, if searchers cannot find your agency in a Google search, how will they click through to your website? For years, website traffic has been directly tied to favorable search engine results page (SERP) rankings. However, it is possible to earn more clicks with your existing rankings – no increases in position required. There are several tips to boost your traffic, including:
Optimizing favicons – on desktop and mobile computing devices, the “favicon” or small website icon can influence whether someone clicks on it. Aim for high-contrast and eye-catching designs.
Optimizing meta descriptions – as many as 30% of all websites do not take advantage of meta descriptions, or the short snippets that summarizes a webpage’s content. To get the most out of meta descriptions, seed them with targeted keywords and be sure those short descriptions are well written.
Add FAQ to pages – Google added the display of a box of frequently-asked questions (FAQs) to search results in 2020. You can boost your insurance SEO strategy by ensuring FAQs are on the appropriate pages on your website.
While these traffic-boosting tips do not overhaul the entire site in terms of massive traffic increases, their incremental benefits cannot be overlooked. Best of all, these tips are easy to implement for any site.
Making Old Content New Again
Content is king when it comes to favorable search rankings. Google analyzes the content on your site to properly index its contents for search users. It is possible to boost traffic and increase online visibility by revisiting some of the top content pieces already on your site. Simply update the existing content with new details or information while keeping the same URL. In one study, traffic increases of more than 500% were experienced by websites that relaunched updated content.
To get the most out of this tip, a content audit is ideal for 2021. Identify the content pieces that performed well for you in the past, then decide how they can be updated to engage site visitors. You can also share the revised content on your social media channels for an extra boost, further improving the prospects of organic traffic to your website.
Links, Links, and More Links
Links are a critical aspect of every insurance SEO strategy. The presence of internal, outbound, and external links indicate to the Google algorithm that your site is:
- Relevant
- Informative
- Trustworthy
- Authoritative for a given subject
First, internal links. Add navigational links to direct site visitors to related content. Also, add new links to your freshly revised content from the tip above. Doing so can reduce the bounce rate, or the rate at which visitors leave a page for another.
Outbound and external links are important SEO factors as well. For external links, add your site to industry directories, reach out to news media contacts, and claim your Google My Business listing. Each of these outlets offers an opportunity to place links pointing back to your website. On your site, posting links to additional outside resources can also improve visibility.
Beef Up Your New Content
As stated earlier, content is the primary driver of search rankings and corresponding website traffic. In any insurance SEO strategy, content is index and ranked by the major search engines. Searchers looking for information on Google click to your website to learn about your products and services, such as automotive or homeowners insurance. You may already have great content on your site, but there is always room for more.
In fact, content parameters have changed substantially over the past five years. Google favors so-called “long form content”. This type of content is longer than in the past and can be thought of as comprehensive coverages of topics relevant to site visitors. Long-form content also offers myriad opportunities to add rank-boosting tidbits like headers and subheaders, keywords and key phrases, links, and downloadable content. Content developers know that the specific length of a given content piece is not as important as what that content contains – in simple terms, great content answers the questions your site visitors have and offers information to make purchasing decisions.
Every insurance SEO strategy is different and is based on the needs and goals of specific insurance companies. Thankfully, these SEO-boosting tips are universal in nature, allowing you to improve organic traffic to your website and positioning your agency for continued online visibility well into the future.
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