The ABC’s of Insurance Agency SEM And Insurance Agency SEO

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July 5th, 2011

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The ABC’s of Insurance Agency SEM And SEO

What’s the difference between Insurance Agency SEM and Insurance Agency SEO? Let’s start with a definition of each. SEM stands for Search Engine Marketing which is a type of Internet marketing which attempts to promote insurance agency websites by improving their visibility in search engine result pages (SERPs) through the use of, paid placement, contextual advertising, and paid inclusion. SEO stands for Search Engine Optimization, which incorporates the same goal of insurance agency SEM, improved agency website visibility in SERPs, but does so targeting organic (free) listings. Insurance agency SEO is a subset or component of SEM, and is often considered a requisite component of SEM initiatives. Acronyms abound for both initiatives. Here are some of the key elements of Insurance SEO, all of which will be found within a description of a more comprehensive Insurance Agency SEM program:

  1. Insurance Agency Website Design
  2. On page optimization
  3. Off page optimization
  4. Social Media (some consider this SEM)
  5. Insurance Agency Blogging
  6. Website Images
  7. Website Videos
  8. Relevant Backlink building
  9. White Hat SEO Wheels

When we discuss SEM, we add pay for performance options including Insurance Agency PPC campaigns and ad words, article submissions, micro blogging, etc. Keyword analysis is performed for both SEO and SEM. Insurance Agency SEM requires constant care and consistent attention, it should be updated and monitored continually. Another aspect of SEM is Social Media Marketing (SMM) and Search Engine Marketing Management (SEMM). SEMM relates to many activities including SEO but focuses on ROI management instead of traffic building metrics. SEMM also integrates organic SEO, aspiring toward top SERP ranking without requiring PPC budget dollars.

Thus we can add SEMM, SMM and PPC to our SEM list, completing the basics for the ABCs of SEM and SEO. Let’s review what an SEM list might look like:

  1. Insurance Agency Website Design
  2. On page optimization
  3. Off page optimization
  4. Social Media (some consider this SEM)
  5. Insurance Agency Blogging
  6. Website Images
  7. Website Videos
  8. Relevant Backlink building
  9. White Hat SEO Wheels
  10. PPC Campaigns
  11. Ad Words analysis
  12. Micro blogging (Twitter, etc.)
  13. YouTube (Video)
  14. Shopping Carts
  15. PPC Campaign Management & Budget Review
  16. Conversion Ratio Management and ROI Analysis

This list places us more than half way through the alphabet, and it’s just a list of the basics. There are great complexities with Insurance Agency SEO and Insurance Agency SEM, neither is likely to be mastered by the casual researcher nor an agent or producer aspiring to improve their technological web proficiency. Even well staffed marketing departments of small to midsize insurance agencies, perhaps in the $50 Million to $750 Million premium range ($5 Million to $75 Million in agency commissions), may entertain outsourcing these types of complex insurance agency marketing initiatives to an expert firm.