Insurance SEO is an acronym for Insurance Search Engine Optimization. Professionally executed search engine optimization creates a multitude of benefits and opportunities to help optimize your organic insurance website traffic. The first step involves comprehensive keyword analysis, analyzing and selecting the best long-tail keyword phrases for your insurance website. Long-tail keyword phrases are three to five words in length. For example, New York Restaurant Insurance, California Benefit Brokers, or Professional Liability Insurance for Engineers. When insurance prospects are looking to find an agent or policy, how will they search? Let’s say a prospect types “Group Benefits California” or “Professional Liability Agencies” into their Google browser. Your agency wants to be on page one as an organic result. This is referred to as organic Insurance SEO. The results (called SERPS) – are based on relevance. There are no PPC fees for organic insurance SEO, and agents can opt to supplement their organic SEO with a PPC initiative.
StartUpSelling employs a holistic approach to insurance agency search engine optimization (SEO). Client goals and objectives dictate what strategies and services must be deployed. For example, this 10 step approach was recently implemented for an insurance agency SEO client:
- Identification of Project Goals
- Target Keyword List Creation
- Website, Blog & Social Media Review
- Competitive Analysis & Ranking Report
- On-Page Optimization
- Landing Page Creation
- Off-Page Optimization
- Ongoing Search Ranking Reporting
- Ongoing Analytics Reporting
- Refinement of On/Off-Page Optimization
- Insurance Marketing
- Insurance Lead Generation
- Trucking Insurance Leads
- Insurance Agency SEO
- Insurance Agency eMarketing
- Insurance Website Design & Development
If you’d like more information about any of these topics, please contact us today!
There are many compelling reasons why insurance agency websites should move to SSL, including security, encryption and trust. Google is making a big push to move all websites to SSL, and said that as of October 2017, “Passwords and credit cards are not the only types of data that should be private. Any type of data that users type into websites should not be accessible to others on the network, so starting in version 62 Chrome will show the ‘Not secure’ warning when users type data into HTTP sites. And eventually, we plan to show the “Not secure” warning for all HTTP pages, even outside Incognito mode.”
What is SSL & Why Is It Secure?
When navigating to a website, you might see a domain name resolve as http://startupeslling.com. Sites that begin with http: are not SSL sites. SSL sites begin with https: and would look like this: https://startupselling.com. SSL is an acronym for Secure Sockets Layer, which is the de facto standard used to establish an encrypted link between a web server and a browser. The SSL link ensures that all data communicated between a web server and a browser remains private.
In other words, SSL keeps information sent across the Internet secure and private, allowing only the intended recipient to receive it in an understandable format. Many people don’t realize that information they send over the Internet is passed from computer to computer, before it finally arrives at the selected destination server. That means that any one of those computers, which are communicating your information in this chain, can intercept important information such as usernames, passwords, credit card information, medical information, etc. SSL encrypts this data, making the information unreadable for everyone except the final destination server. This is important for increased security and to protect confidential information from hackers and identity thieves.
SSL provides authentication in addition to encryption. As mentioned previously, your information will typically be transmitted through a series of computers. A good example of this might be a quote form, which might contain confidential information about prospective insurance clients. Any one of these interim computers could potentially pretend to be the final destination website and hijack your confidential information. This security issue is thwarted by using a Public Key Infrastructure (PKI), and getting an SSL Certificate from an authorized SSL provider. SSL certificates are provided to verified entities like your insurance agency for example, after they have gone through several identity checks to prove they can be trusted. Insurance agencies wishing to accept credit card payments will be required to use SSL for their sites.
Browser Warnings & Visual Clues
Major web browsers like Chrome, Mozilla, Safari and Edge are now providing indicators to help users determine if an insurance website is secure. Site that have SSL indicate that the site is secure in the top left hand corner by using the word secure, or offering visual clues. For example there might be the word “Secure” displayed, or a lock or other icon indicator. Conversely, a site that is not SSL, might contain a warning icon, or indicate in another way that your site is not secure, warning users that they should not send any sensitive information using your website.
It’s only a matter of time before all insurance agencies and brokers will be required to move their sites to SSL. SSL certificates are not expensive, they usually cost between $50 and $70 per year depending upon the hosting provider, and many provide multiyear discounts. Our recommendation is that those insurance agencies which have yet to convert to SSL, should do so immediately. SSL certificates will help protect your agency, your customers, your prospects, and your confidential data. Agencies needing assistance updating their insurance agency website or converting to SSL can reach out to the insurance agency marketing experts at StartUpSelling for a complimentary assessment.
The final leg of racing’s triple crown is the longest race of the series. It is a quarter mile longer than the Kentucky Derby, and typically much farther than any horse entered has run before. The makes the race a great test of endurance and stamina. The winner is pushed to achieve a great task that seems unending. Executing an effective and current off-page SEO strategy is much the same – its seems to be an unending task, however it can pay great dividends.
In 2012, off-page optimization has matured from link exchanges and directory submissions to the exponential leverage of quality content. The best way to effectively improve your web presence and Google rankings off of your site is to place your targeted, optimized content is the venues your prospects (and the search bots) will find it – quickly. This may include social networks, article directories or news release sites. The key is to continually share quality content in right places. This will seem like an unending task, an endurance test like the Belmont Stakes, but the rewards are worth the effort.
Originally posted June 14, 2012 by John Scranton
The Preakness is the shortest of the three Triple Crown races and its is usually run with a significantly smaller field than the Kentucky Derby. These facts would lead you to believe it is the easiest race to win of the three crown jewels. However, it is also the race that has recently produced the most champions. In fact, the US Champion 3 year old won the Preakness every year from 2001 to 2010 – with one exception, the 2009 winner was crowned champion 3 year old filly and horse of the year – while the Derby and Belmont only produced 6 champions combined during that time (all of whom were also Preakness winners). So how does the “easy” race elevate the careers of thoroughbreds to greater success than the more famous Kentucky Derby and the older Belmont Stakes? Its because this race it not easy at all – its fast, grueling, and just two weeks after the Kentucky Derby for those attempting the Triple Crown. It is very, very difficult – as is on-page SEO.
Firms across the country and around the world claim to be experts in on-page SEO. They claim to have technical people who can edit your code, change your meta data and optimize your text. S0 many firms express this claim because they believe this to be a simple,easy and cheap process. Unfortunately, many enter the race and fail to win. This is often because they provide technical experts that lack business acumen. Or worse, because they are optimizing the site for keywords that are incorrect or ineffective. The addition of effective on-page SEO keywords is a challenging process. However, it is one with great potential for producing champion-like page 1 rankings. When selecting an SEO partner, make sure they have a deep understanding of the nuances and subtleties of on-page changes that will be highly effective and profitable without being noticeable. Make sure they have proven themselves in the Kentucky Derby of SEO (keyword analysis). And above all, remember there is no cheap and easy way to become a champion.
Check back tomorrow for the final leg of the Triple Crown…
Originally posted June 13, 2012 by John Scranton
On the heels of thoroughbred racing’s Triple Crown, I needed a way to explain how and why the SEO methodology we leverage produces such compelling results. I needed an analogy my friend would understand, so I quickly created the Search Engine Optimization Triple Crown. I freely admit its a bit of a stretch, but read on and I believe you will see the connection.
The Kentucky Derby / Keyword Analysis:
Without winning the Kentucky Derby, you have no chance to attempt the Triple Crown. Its over before it starts. Success in the race requires talent, hard work, and luck. The same can be said for keyword analysis. However in this case, we can exchange luck for more talent and hard work. A keyword list must include the phrases which offer the greatest opportunity to your business. This is measured by the probable impact on search rankings, and the value of the relationship created once you are found.
Like a Derby horse must have the pedigree for durability and distance capability, your SEO team must have a deep understanding of your business, industry and of course search algorithms. When properly executed, your SEO will create name recognition, opportunities and revenue – just like a Kentucky Derby winning horse.
Please check back tomorrow for the 2nd leg of the Triple Crown…
Originally Posted June 12, 2012 by John Scranton
Search engine optimization continues to evolve into the new year. 2017 will unsurprisingly bring an even stronger focus on mobile. We will see social media content and engagement play a stronger role in rankings. These and other core SEO concepts will continue to support a strong content strategy.
Content Is Still Going To Be Number One
Unique and quality content is still going to be the best way to get good rankings. The world is still going to need entertainment, insights, opinion, and personality. You should always base your SEO strategy around this concept and 2017 will be no different.
Strong Social Media Engagement Will Help Search Visibility
Have you noticed the Twitter results popping up in your Google searches lately? Google is working hard to incorporate more social content into their results. Soon, social content and website content will merge together. The more engaged your social media feeds are, the more it will impact your ranking in a positive way.
Page Speed Has Become More Important
Google has been increasing how important it weighs page speed and that will only continue this year. It is important to know how fast your website is loading and using tools like GTMetrix will help you identify problem areas.
Embrace AMP(Accelerated Mobile Pages)
Incorporating AMP functionality into your website is worth it. It has been proven to have a positive impact on page ranking and CTR, plus they improve user experience and ultimately conversion. Once you have setup AMP functionality, use Google Analytics to monitor the results for yourself.
Mobile Searches Have Officially Surpassed Desktop Searches
You have to make your site mobile friendly. It is no longer an option. Mobile friendliness will continue to be of vital importance in 2017. Check your mobile friendliness with Google’s mobile tester to ensure you are compliant..
StartUpSelling is offering a new, complimentary webinar to help insurance agencies and brokers learn the new rules for Search Engine Optimization in 2017. Join SEO subject matter experts as they explain why search engine optimization still matters to insurance agencies. They will review key opportunities for effective SEO results – including creative ways agencies can leverage social media to improve their rankings. From social bookmarking to long tail landing pages to Google+, insurance SEO offers agencies wishing to excel in marketing, an opportunity to further extend their reach and engage with customers and prospects. Key topics include:
- New Rules for SEO in 2017
- Why Search Still Matters to Your Agency
- Impact of Social Media on SEO
- Social Bookmarking – What and Why?
- Google+ an Often Ignored Opportunity
Date & Time: Wednesday, December 21, 2016 12:00-12:20 Eastern