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SEO for Insurance Companies: 7 tips proven to increase rankings, leads, and new clients

by Jeffery Opoku August 15, 2023
SEO for Insurance Companies

Your potential customers are shopping online, so the key to creating and executing Search Engine Optimization (SEO) successfully is to understand your customers and how they shop and search. People have become picky when selecting an insurance provider because of how easy it is to research and assess potential agencies through the Internet.

Insurance buyers have changed. The digital economy has transformed the way people buy, and leading companies have taught people that they can find insurance companies online. That’s why leading insurance companies are investing in digital marketing.

Where’s the first place you go to when looking for information? The Internet, right? Now cast your mind back to the last time you used a search engine (Google, Bing, or Yahoo) to find a website. Did you find it on the first page or the third page? 

If you’re like most Insurance companies, you want your business to rank on the first page of Google’s Search Engine. Consumers rarely go past the first page!

If you’re not on the first page of Google, you’re losing sales to your competitors. About 97 percent of people do not click past the first page of results.

Now, how do you get your business to the first page of any search engine?

With Search Engine Optimization.

Search Engine Optimization (SEO) is the term given to activities that go into search engine ranking. It is a marketing approach focused on growing visibility in organic (non-paid) search engine results. 

Simply put, it determines how popular your site is on the internet and how easy it is to find your site. For example, if your site appears on the 5th page of a Google search, then your site is not optimized.

In this blog, I’ll list the top 7 tips proven to help you rank higher on search engines, attract new leads, and sell more insurance policies. These tips include:

  • Keyword research
  • Create content
  • Include the keyword in the title and header
  • Add keywords to your meta-description
  • Include keywords in the URL and alt-tags of images
  • Encourage link sharing
  • Optimize for mobile

Importance of Search Engine Optimization

Before we get started, let’s look at some of the salient benefits of SEO. Why should insurance companies invest in search engine optimization?

  1. Visibility

Once you become laser-focused on particular keywords you want to rank for, you’ll start to gain a place on the first page of search engines.

When you optimize your website, finding it becomes easy for your clients who are looking for an insurance company to work with. This can increase sales and intensify your online presence. Thus, making it possible to rub shoulders with your competitors.

  1. Website Traffic

High ranking position means more traffic

SEO, when done well, drives a huge amount of traffic to your site.

Look at Wikihow for example. Because their site has the right content and an effective SEO strategy, most people visit it to learn how to do somewhat difficult things. So if you adopt SEO, you’ll have people opening accounts with your company in no time.

  1.   High Credibility

SEO builds credibility and trust. If you always show up when consumers look for you, you’ll become highly trusted. When you adopt SEO, your company becomes credible and trustworthy. Since some insurance companies are not trusted these days, your transparency on the Internet will set you apart from the rest. This is because people trust your services. Most people barely search for information on the third page of the Google search because they assume the information is not as vital as the information on the first or second page.

  1.   Cost-effective

Adopting SEO is way cheaper than advertising. The difference is you keep paying monthly or weekly for an advertisement depending on your payment plan. But for SEO, once you pay for it, you are good to go. This will prevent you from incurring unnecessary costs while trying to create awareness of your insurance company’s website.

  1.   Measurable

As an insurance company, you can track the sales your SEO strategy is bringing you. But for paid advertising and others, it will be very difficult to tell which customer came from which advertising strategy.

  1.   Better engagement with the site and user experience

As your site becomes more optimized, users find it easy to navigate and look for what they need. This will further boost engagement and lead to the conversion of customers. Also, cleaning up errors on your site, removing duplicate content and poor redirects will improve the user experience.

Top 10 Google ranking factors for 2019

If you’re wondering what to focus on, here are 10 ranking factors for Google

Tips to improve SEO

In today’s competitive insurance market, SEO is more important than ever. Every day millions of users are browsing looking for answers to their questions or solutions to their problems. Whether you have a website or a blog, SEO can make your business grow.

Implementing strong and effective SEO in your marketing activities goes a long way to benefit your business. Here are the top 7 tips to improve SEO.

Pick a good keyword to focus on

The first thing to do is pick a keyword to focus on. What keyword do you want to rank for? For you to get that first page in the search engine, you need to focus on what people are searching for. You can use tools like Google Keyword Planner or Keyword Tool to help find the right keywords to target.

Whether you sell auto, health, life, or health insurance, always start with a solid keyword strategy. This is important because it tells you the phrases and words consumers are typing to find your product or service. It’s your responsibility to use these phrases so you can reach most people and rank high on Search engines. Google Keyword Planner helps you know what phrases people are using as well as how often it’s used.

Create quality and shareable content

Content is key. Now that you’re certain of the keyword you want to rank for and have done your research, it’s time to start creating content around that keyword. 

If the information you share on your website is always false or incorrect, it won’t take long for people to stop visiting your site. Before you write a piece of information, be sure to get your facts right by researching to avoid such situations. Some people don’t trust insurance companies anymore. So, if your site stands out and seeks to educate its visitors on what claims are, how to make sure your money works for you, and all that, people in turn trust you. SEO isn’t only about how popular your website is but also the information on put on your site.

Your content needs to be better than the rest, or else neither Google nor your audience will ever take note.

Blogs, videos, infographics, and other forms of content will help you rank high on search engines. Your website should contain quality content that gives insight into your service and answers customers’ questions. Remember to ALWAYS write for the reader first and not search engines.

Adding a blog to your website increases your chances of ranking high by 434%.

Here are a few tips when creating content:

  •         Provide more value
  •         Write for the reader and not Google or any search engine
  •         Add images for user experience
  •         Add links

Encourage link sharing

It’s not just enough to produce content but sharing it too is important. If you don’t share what you have, you can’t get the attention you want. Building links (internal and external) links determine whether your page ranks on the first page of Google or not. Pages with more links are more viewed by search engines and seen to be more relevant. Having quality links gives you authority and boosts your ranking on search engines.

Internal links are links within a post that lead the reader back to your website. On the other hand, external links are links from websites other than your own.

Benefits of link sharing

  • gives you authority
  • shows that you care about your reader
  • increases time spent on your site
  • increases your rank
  • Linking to external sites expands your reach and builds a relationship

Put the keyword in your page title and header

Include your keyword in the title of your pages and use it in the headings and sub-headings of your pages.

Page titles are one of the first places Google looks to determine what each of the pages on your site are about so try to include relevant keywords and make sure each page on your site has a unique title. Organizing your blog posts into headings and subheadings gives your reader the chance to skim through them. It also lets Google know what your post is all about. Therefore, be sure to use your exact keyword phrase at least once in your sub-headers.

Include keywords in your meta-description

A good way to boost SEO is to include your focus keywords in your meta description. Meta descriptions are small snippets of text that describe a page’s content.

You’ll sometimes see these descriptions in Google, just like the image above. Its purpose is to explain to search engines what a page is about. It makes it easy for search engines and your readers to know what your blog entails before deciding to read it.

Include the keyword in the alt-tag of your image and URL 

If your blog post contains images, you can include your keyword in the alt-tag of those images. This is a great way to tell Google what your post is all about.

Another way Google can determine what your blog post is about is the URL. This is what comes after the “.com”  or “.org” in your URL. For example, which of the following URLs do you think Google will like better when deciding whether or not to show a certain page?


While the former might not completely kill your SEO efforts, the second one helps show Google exactly what your post is about.

Optimize for mobile

The average Ghanaian consumer uses his smartphone to shop online. There are more online searches done on mobile devices than on a desktop. How high your site will rank on search engines depends on mobile-friendliness. Non-mobile-friendly sites lose out on the race to rank on the first page. Google doesn’t show websites that aren’t mobile-friendly in search results when people are using a mobile device so you’ll miss out on a huge amount of potential traffic.

Source: Business Ghana

To optimize for mobile, you should:

  •         Adjust your site to fit the mobile device screen
  •         Make it easy to navigate and read
  •         Make it load fast
  •         Avoid pop-ups that might disrupt mobile user-experience

Bonus Tip

Monitor your rankings

If you aren’t monitoring, you aren’t measuring. And if you aren’t measuring, you’re not marketing. If you’re doing anything to improve your SEO it’s good to monitor your rankings.

Search engine optimization is not a one-time thing. And the results don’t show overnight. It could take 3-6 months before you see real-time results. The longer you invest in SEO, the easier it will be to see results. Consistency is key!

If you’re interested in getting started with SEO or learning more about digital marketing for Insurance companies, download our free eBook.

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