Local SEO Services are an incredibly effective way to tell your community about your insurance agency. By implementing insurance keywords that are used in web searches in your area throughout your website you can help it rank higher in search engine results pages (or SERPs) for those terms. In addition, listing your insurance agency on various online directories and placing localized insurance content on your website can help increase your number of clients by extending your services throughout your area. Read more about the six ways a local SEO campaign can target your local audience and how it can benefit your insurance agency over time.
1. Custom Insurance Content
Content marketing is the cornerstone of any insurance marketing SEO campaign. Researching, planning, writing, optimizing, and publishing insurance content can all be done through an insurance marketing agency. This starts by performing targeted keyword research to determine what search terms local people are using when they are looking for information about insurance. Then, content using these keywords can be created, matching your content to keywords that potential clients are searching for, and upon being published to your site, ranking higher in the SERPs and generating for traffic. All a long way to say that local insurance targeted SEO can give your more clients.
Ranking higher in search results also helps people view your website (and brand) as both credible and trustworthy. In addition, creating content that informs individuals about insurance policies they may be seeking can position your insurance agency one that is both knowledgeable and professional.
2. Correct Online Citations
Your insurance agency’s name, address, and phone number – known as an “online citation” or NAP in web-speak- are all over the web, whether someone from your organization puts it there or someone else does. Moreover, your NAP appears in online directories, reviews, articles, and more. As such, having accurate information about your agency throughout the web can help your site appear higher in SERPs since search engines will consider multiple instances of the same information to be accurate. In addition, it can also help customers reach your insurance agency more easily, promoting trust and potentially increasing your client base. It is therefore important to ensure that your online citations are accurate and up to date through by performing regular SEO audits.
3. Online Review Management
Online customer reviews on sites like Yelp and Google can be a source of stress for many business owners. However, there’s a good reason for them. Having a substantial amount of real reviews encourages search engines to view your site – and business – as a reputable one. Search engines know that thousands of five-star reviews are unrealistic, so they factor this into their algorithm. In fact, having only 5-star reviews is considered a form of spam and can actually decrease your SERP ranking, so there is little reason to worry if you have a few negative ones in the mix.
In addition, encouraging clients to leave reviews regardless of their experience can help boost your rankings. By responding to these reviews, you can show customers that your agency cares about their needs and is engaged in the community, curbing the impact of any negative reviews. Local SEO services can help direct more clients to leave a review on your site or any other review site.
4. Accurate Search Appearance
When your insurance website appears in the SERPs, searchers will see the title of the page and a short description of the page below it in what is known as a “meta-description.” Creating titles and meta descriptions that accurately reflect the content of each page on your site can help boost the SERP rank of each page. They can also increase traffic to your website by providing web users with an accurate expectation of the type of insurance-related information they can expect to find on the page once they click on it. To increase the likelihood of catching the attention of potential local clients, include the name of the area you serve in the title or meta description. Titles and meta descriptions are the first impression potential clients see of your business; therefore,having elements that are descriptive and keyword-rich presents your insurance agency to them in the best light.
5. Well-Optimized Mobile Website
Think of how much time you spend looking up information on your phone. Your potential customers are likely spending just as much time consulting Google, pulling up web pages, and reading on their own phones. They are unlikely to trust a business with an outdated, non-responsive website, as it may be perceived as belonging to a business that is unaware of how to effectively operate in the modern world. Fortunately, an insurance marketing agency that offers local SEO services can build a professional-grade website for your agency that fully optimized for mobile-browsing. Having a well-designed website that is easy to navigate and tailored to meet the needs of your local audience will encourage potential customers to spend more time on your website and learn about the services you can provide. Mobile websites are therefore a key way to ensure that your message reaches the surrounding community.
6. Measurable Campaign Goals
Local SEO services are only as effective as their results. It is therefore important to set measurable goals and to track your insurance marketing campaign throughout it’s duration. For example, you may want to measure the increase in website traffic, effectiveness of various keywords, or number of new local clients signed since your marketing campaign began. Insurance marketing agencies can also provide a wealth of information, from how many individuals have clicked on a link to how many have simply seen it in the search results. Using a wide range of relevant metrics to evaluate your marketing plan will help your insurance marketing agency determine the best ways to improve its efforts and continue and maximize your potential client reach.
Work with an Insurance Marketing Agency
Speak to a professional insurance marketing agency for more information regarding your local SEO campaign! 321 Web Marketing is a Northern Virginia-based digital marketing agency that has extensive experience in helping insurance agencies and other businesses create effective SEO campaigns. Our digital marketing experts can assist with other local SEO services such as email newsletters, outreach marketing and social media marketing to further expand your marketing reach. 321 Web Marketing can work with your existing marketing agency or develop a new insurance marketing plan from scratch to help your agency reach its goals. Call us at (703) 810-7557 or contact us online to schedule a consultation and get started on a path toward doubling your conversions today.
UPDATED: April 13, 2019