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What you need to know about SEO for insurance companies

5 May, 2023 · 5 min read·Insurance brokerage
What you need to know about SEO for insurance companies
Learn the ins and outs of SEO for insurance companies with our comprehensive guide. From keyword research to link building, we've got you covered.

Insurance companies consistently look for ways to increase their online presence and attract more customers. An effective strategy for achieving this is search engine optimization (SEO). 

By optimizing their website and content, insurance companies can improve their search engine rankings. Plus, they can increase their visibility on search engine results pages. Ranking high is essential since the site that appears at the top of SERPs gets around 32% of all clicks. 

Read on to explore the various ways in which insurance companies can implement SEO strategies for their business.

The importance of SEO for insurance agents and companies

Search engine optimization is a vital marketing strategy that every establishment should take seriously. Most people utilize the internet to look for products and services they need. Thus, having a solid SEO strategy could make a considerable impact on businesses, particularly in the insurance industry.

The insurance industry is among the industries that should put more effort into optimizing their website for search engines. Given the level of competition, it is crucial to stand out. You need to be visible on search engine results pages. A robust SEO strategy would make it easier for consumers to find the insurance company, their products, and services.

SEO for the insurance industry operates similarly to other industries. The goal is to rank the website on the first pages of search results for relevant keywords. However, understanding the importance of using the right keywords based on the insurance business's goals and objectives is where the challenge lies. Effective SEO strategies for the insurance industry should not only drive traffic to your insurance website but also generate quality leads and sales conversions.

Part of understanding the importance of SEO for the insurance industry is to acknowledge the role of the Internet when people search for insurance products and services. The internet has drastically changed the way people find products and service providers. In previous years, people would consult a phone directory, ask for referrals, or choose a provider based on ads in local newspapers. Nowadays, people first search online before making any decisions. A robust SEO strategy for insurance companies is essential to position the company as top-of-mind whenever someone is searching for insurance products or services online.

Identifying the right keywords for your insurance agency’s SEO

Identifying the right keywords is a crucial part of your insurance company's SEO strategy. You must focus on the keywords your potential customers are searching for. This will increase your website’s visibility on search engines. And, in turn, you’ll improve your chances of getting found online.

Attract. Win. Serve.

Know your audience

To identify the right keywords for your insurance agency’s SEO, start by understanding your customers' needs and the services your agency provides. Brainstorm potential keywords your customers could be using to search for those services online. You can also use keyword research tools. For instance, Google AdWords Keyword Planner or Ahrefs. These tools can help you identify commonly used keywords or search terms.

Prioritize keywords

Say you’re done identifying potential keywords. You then need to prioritize them based on their relevance, search volume, and competition. This will help you determine which keywords to target first. You should also consider long-tail keywords, which are more specific and can offer you a better chance of ranking higher for those search terms.

Monitor your competitors

Another critical aspect of identifying the right keywords for your insurance agency SEO is understanding your competitors' strategies. You can research your competitors' keywords using SEO tools and see how they rank for those terms. This will help you identify gaps in the market and find new opportunities for your agency to attract potential customers searching for specific services.

Optimizing your website for insurance SEO

To ensure success in search engine optimization for insurance companies, it is important to optimize your website. 

User interface

Start with your website's user interface. Ensure it’s user-friendly and easy to navigate. A simple and accessible website design can make all the difference between a successful and failed SEO strategy. You don’t want a website that doesn’t provide a good user experience. Why? Because these sites tend to have a higher bounce rate. Consequently, this affects the website's ranking on search engines.


Another important aspect of website optimization is the optimization of images. Large-sized images can slow down a website, and this can affect its ranking on search engines. Ensure that images on your website are compressed and optimized for search engines. 


Another factor to consider is the use of clean and optimized code as this improves the loading time of your website. Google considers webpage load speed when ranking websites, so optimizing your website's loading speed will definitely make a positive impact on your SEO strategy.


It's almost impossible to talk about website optimization without bringing up the use of keywords. Keywords are part of the foundation of SEO. They help search engines better understand what your website is about. By including the right keywords in your website content, you give search engines an idea of what your website is offering. This makes it easier for them to show your website to relevant users. A simple way to start with the keyword research process is to identify the main topics related to your insurance agency and then list out related keywords.

Local SEO

Optimizing your website for local search is another important aspect of insurance SEO. Local SEO uses relevant geographically targeted keywords, which helps to get your website in front of local consumers. Let’s say your goal is to attract local customers only. Then make sure to optimize your website for local search. Include local keywords in your website's content, title tags, meta descriptions, and URLs. Doing this will help your website rank high in local search results. And this generates more traffic to your website.

Creating compelling content for your insurance company

Creating compelling content for your insurance company is an integral aspect of any SEO strategy. Insurance customers are on the lookout for relevant and engaging content that can help them make informed decisions regarding their insurance coverage. The purpose of creating great content is to give customers the information they need. This helps establish your insurance company as a trusted authority in the industry.

Customize content for your audience

So how do you create relevant content? One way to do this is by tailoring your content to your target audience. What are their pain points, needs, and wants? You can create content that addresses their concerns and queries. You can also provide valuable insights that can help them make informed decisions. For instance, you can create blog posts that discuss common insurance issues like the impact of a DUI on car insurance rates, or how to choose the right health insurance because they are issues that your target audience may be interested in.

Do keyword research

Another way to create great content is by conducting keyword research. Identifying the right keywords for your company can inform the topics you create content about. Invest time in finding keywords that have sufficient search volume and low competition and are relevant to your target audience. The right keywords will not only boost your website ranking but also inform your content creation.

Optimize content format and structure

The structure and format of your content is also an essential consideration when creating content for your insurance company. Make your content visually appealing by breaking it up with headers, bullet points, or images. Easy-to-skim content is more likely to hold users' attention and encourage them to read through to the end. So aim to create easy-to-read content. Also, make sure it’s informative and engaging.

Leveraging social media for insurance agencies' SEO

Social media platforms have become a crucial part of insurance companies, regardless of their size. It enables them to build an online presence, connect with the audience, and increase brand awareness. Social media is also essential for boosting the search engine optimization (SEO) efforts of insurance companies. By creating a solid social media strategy, insurance companies can expand their reach and enhance their digital footprint.

Ensure high-quality content

When it comes to leveraging social media for SEO, insurance companies must focus on providing relevant and high-quality content. Social media algorithms rely on user engagement to determine the relevance of the content. These include likes, comments, and shares. Therefore, insurance companies need to create engaging content that resonates with their audience, offers value, and encourages them to interact. This approach will translate into higher engagement rates, increased brand exposure, and ultimately, better search rankings.

Link social media to website

In addition, insurance companies must ensure that their social media channels are appropriately linked to their website. By including links to their website in social media bio sections, posts, and stories, insurance companies can drive more traffic to their website. More traffic indicates to search engines that the website is authoritative and relevant, leading to better ranking results. Thus, creating a seamless integration between social media and the website is crucial for SEO success.

Boost social media presence

Furthermore, insurance companies need to employ different techniques to improve their social media presence. One such strategy is to use hashtags that are relevant to the insurance industry. Hashtags increase the visibility of posts and stories, which means more chances of engagement and increased reach. Insurance companies can also collaborate with influencers in their niche to promote their business, increase brand visibility, and grow their social media following, which can result in better SEO rankings.

Measuring and analyzing your insurance SEO strategy

Measuring and analyzing your insurance SEO strategy is the final and most essential step to ensure your success. It involves using various analytical tools to evaluate the effectiveness of your SEO campaigns. Measuring the ROI of your SEO efforts helps you discover what tactics are working and what aren't. This will help you to adjust your strategy accordingly.

Google Analytics is one of the most popular tools that insurers can use to track their website rankings and performance. It offers valuable insights into the most frequently visited pages, the average time spent on the site, and the bounce rate. By regularly reviewing these metrics, you can make the necessary changes to improve your site's performance and optimize it for higher search engine rankings.

Another essential tool for measuring and analyzing your SEO strategy is Google Search Console. This tool allows you to track your search engine rankings, pages that are being crawled, and the links pointing to your site. It provides valuable suggestions to improve your site's performance and keep it in check.

Tracking and analyzing the performance of your insurance agency’s SEO strategy is key to driving traffic and generating leads. By using SEO analytics tools, you can stay abreast of vital metrics related to website traffic and ranking, which is critical for enhancing customer engagement and driving conversion rates. 

Build a well-optimized site with B12

With a robust insurance SEO strategy in place, you can stay ahead of the competition and grow your online presence over time. Ready to enhance your digital presence with insurance SEO services? Partner with B12 to launch a site that’s SEO-friendly and optimized for your audiences.

Work with B12’s SEO specialists and copywriting experts to level up your SEO efforts. We can handle your on-page SEO, monthly SEO content, and other optimization aspects. Sign up for free today.

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