Insurance Search Engine Marketing is also known by other names including Insurance SEM, Insurance Search Engine Optimization and Insurance SEO. These terms all translate to the same basic concept, optimizing your Insurance Website for improve Search Engine Page rankings (Search Engine Results Page or SERPs). The goal for insurance organizations, bet they insurance carriers, brokers or insurance agencies, is to achieve organic Google page one r
esults, preferably page one, position one. I’m using Google in this case generically, as the same goal is true for Bing and Yahoo. The basics for Insurance Search Engine Marketing are noted below, that said, Insurance Search Engine Marketing is a highly complex initiative, and requires ongoing efforts for both on-page and off-page marketing tactics.
Make sure you do the following on-page basics:
- Make your Insurance Agency Value Proposition easy to read and understand on your home page, preferably with your top keyword phrase as an H1 Tag
- Optimize each insurance website page for a specific long tail keyword phrase (and make that phrase an H1 Tag)
- Optimize your page title, meta description, and meta keywords
- Integrate an insurance blog and insurance vlog feed on your home page (which presupposes you have a relevant insurance blog)
- Add ongoing video (and make sure the video is tagged and optimized for load speed)
Make sure you Do Not do any of these SEO tactics, often referred to as Black Hat Insurance SEO tactics:
- Keyword stuffing (make sure you have reasonable keyword density that would appeal to a human being as opposed to your perception of what a “search bot” might like to index)
- Hidden text (white font color on a white background for example)
- Computer generated insurance landing pages or gateway pages (automatically generated pages to increase your website exposure)
- Pay for inclusion in link farms
- Pay non relevant sites to create back links
It’s essential that insurance carriers, brokers and insurance agencies perform baseline and ongoing keyword analytics. This can be accomplished with free tools such as Google AdWords or more sophisticated keyword analytics tools such as HubSpot. It is only after this analysis has been completed that the five basic steps above can be implemented. Once the basics have been completed, off-page Insurance Search Engine Marketing initiatives come into play including ePublishing, YouTube Video, LinkedIn, Facebook, Bookmarking and other Insurance Social Media Marketing programs. Insurance SEO results should be consistently monitored and measured, preferably every week, but at least once a month. Adjustments should be made periodically based upon your progress.