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Understanding Search Engine Optimization (SEO) for Insurance Agency Websites

SEO is part art and part science. Here's what you need to know.

Understanding search engine optimization (SEO) for insurance agency websites

How important is SEO for insurance agency websites?

The short answer: it depends.

There’s no harm in focusing your efforts around SEO. However, some agencies prioritize it higher or lower than others.

For example, some insurance agencies have plenty of inbound interest already or focus on markets that are difficult to attract via search, such as high net worth or national clients. Most of their business is driven by referrals and partnerships. The website is a tool used to establish credibility and tell the agency story. Sure, the website should show up in the search results if someone is specifically looking for the agency by name. But, in this scenario, SEO isn’t that important overall.

On the other hand, most other agencies would love to be #1 in the search results when someone located near their agency is looking for anything related to insurance. So, SEO is important and should be more of a focus.

However, regardless of where your agency falls, there’s more to a successful website that just SEO.

Keep reading to find out more.

Did you know?

SEO is one factor that makes an insurance agency website successful. It’s equally important that the website looks great, reflects the agency and offers sales and servicing tools. Today’s consumers expect it.

SEO basics, a content game

Google uses 200+ factors when determining where to rank websites. However, one of them is more important than the rest…content.

Writing and sharing original content is a great way to boost how often your agency appears within the search results. This is often accomplished by updating existing pages, creating new pages or posting blog articles.

And, as with most things in life, there are no shortcuts. If you truly care about SEO, create more content and do it consistently. Your competitors, like most insurance agencies, are likely not doing it. There’s your opportunity!

Did you know?

ActiveAgency includes 100+ pages of great, SEO-friendly content. However, if you want to supercharge your results, focus on creating original content and keeping your website up to date.

Examples of great, SEO-friendly content

So, what should you write about?

One idea might be to take common questions you hear from prospects and clients and answer them on your website. Not only will this help with SEO, but it’ll also be a great resource to share with people when you hear those questions. You can send them a link to your website, thereby saving time and helping your prospects and clients, too!

However, the content doesn’t always need to be focused on insurance coverage or selling. In fact, it shouldn’t be!

Create content highlighting your agency and what makes it special. When possible, tie your content into the local area and mention local cities, landmarks and events. For example, if you sponsored a local charity event, write a blog post telling people about it. Include a link to the charity website and pictures of you and the team volunteering.

The content you create should contain the keywords people might type into Google to find you. For example, if your insurance agency focuses on personal insurance and is located in Pittsburgh, PA, you may want to create content containing the following keywords:

  • home insurance (and variations such as homeowners)
  • auto insurance (and variations such as car and truck)
  • pittsburgh
  • pennsylvania

So, putting it all together, perhaps you create a series of content talking about common risks you’ve seen around your town and how having the proper insurance coverage could help protect against them. Include photos and videos, too!

Keep in mind that longer articles and lists (“Top 10 Reasons…”) perform best. Get creative and incorporate Clickable Coverage graphics, videos and other elements to keep it interesting and entertaining.

Sure, SEO takes some time…but so does building a business. The more content you create, the better your chances at search dominance.

Using Google Analytics to gauge SEO performance

If you’re looking for more detail, Google Analytics is the place to go. Once you log in to your account, you’ll have access to a lot of data, including the page below.

Understanding search engine optimization (SEO) for insurance agency websites - Google Analytics Sample

Google Analytics is a big system. So, it’s easy to get lost! To get started, navigate to the screen above by doing this:

  1. Visit
  2. Sign in to your account.
  3. If you have multiple accounts, select the one that you want using the menu dropdown at the top left.
  4. In the left menu, click Acquisition > Overview.
  5. Use the date selector at the top right to set your desired reporting period.
  6. Click Organic Search in the table listing to see only traffic coming from organic search.
  7. Click Landing Page for the Primary Dimension.
Did you know?

There’s a lot more data available within Google Analytics and other tools. If you’re looking for more guidance on this, let us know.

There’s more to your website than SEO

Where your website appears within the search results is important. That’s what SEO is all about. However, equally important is how the website reflects your agency once prospects, clients and referral partners get to it.

Today, insurance agency websites need to look great and offer useful content and other tools for prospects to get comfortable with your agency. Powerful sales tools like Clickable Coverage and Hello Producer can help with this.

And, don’t forget about your existing clients. Offering online forms, live chat and a 24/7 client portal as options help differentiate the agency and wow people in the process. All of this is part of the bigger picture, alongside SEO.

After all, if your website looks bad and doesn’t meet expectations, it doesn’t matter how many people find it via search or otherwise!

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