The insurance industry has continued to do well in the 21st century, despite the vast digital changes that have transformed the way people find products and services. And while the industry’s ability to shift products and service online has helped, insurance — and the peace of mind that comes with it — is a need, not a want, for most people.
There are 1.2 million insurance agents in the U.S., that’s almost one for every 300 Americans. These agents are all vying for the same business, and they’ve had to adopt a new way of marketing their offerings to be successful.
Some have resorted to flashy websites with lots of bells and whistles. Others have created an engaging social media platform or insightful blog chock full of valuable information. But there’s something else that allows agents to truly leverage their lead-generating tools: Search engine optimization (SEO).
What is SEO? And what does it do?
Investing in SEO is the secret to capitalizing on digital assets, including your website and your social media accounts. Put simply, it’s how you drive users to your website, without shelling out money for advertising. And the better your SEO, the more exposure you’ll get online.
In order to utilize SEO as a lead-generation tool, you must focus on optimizing the aspects of your website that affect search rankings, which are the literal rankings search engines, like Google, use to list websites on their search engine results pages (SERPs).
Search rankings are determined by a long list of ranking factors. Ideally, your website is one of the top three results that appear when users search for specific terms or search queries related to your insurance agency’s offerings. The top-three spots are important because 75 percent of consumers do business with one of the top three search results on Google. In fact, very few users even make it to the second page of search results, as the first page receives 95 percent of clicks.
So how does this relate to insurance? Customers are looking for insurance agencies online. And when they do, they’re likely going to pick one of the top three search results. You want one of those spots, and investing in high-quality SEO is the most effective way to get there. And once you’re there, you’ll start to see a steady flow of traffic to your website, which translates to a steady stream of potential customers in need of insurance.