Whether your insurance company operates nationally, locally, or both, steep competition makes it harder to acquire new customers. Search engine optimization (SEO) for insurance agents and companies can help you overcome these challenges and increase your visibility online.
69% of insurance customers search online before scheduling an appointment, meaning they are looking at the top-ranking pages and finding their insurer from there. By investing in insurance SEO, you will rank higher in search results on Google, leading to more leads and revenue for your agency.
However, as many insurance agencies, especially local businesses, have limited budgets, it’s crucial to know what steps you need to take to improve SEO before moving forward.
This page will break down seven ways to improve SEO for insurance agencies, as well as answer some common questions regarding insurance SEO:
Why use insurance SEO?
“SEO is critical for insurance companies as it enhances your online visibility, helping potential clients find you more easily in a competitive market. By optimizing your website for relevant keywords and local searches, insurance providers can attract high-quality targeted traffic, leading to increased quality leads at a lower CPA than most digital channels can provide. In addition, SEO strategies build credibility and trust, positioning your company as an authority in the insurance sector.”
Considering that 68% of insurance consumers do not have one company in mind when they start searching, there is a huge opportunity to find and convert users searching for your offerings.
Here are some reasons to use insurance SEO strategies, as well as the benefits they afford:
- Increasing visibility in search engines: Higher visibility means more exposure to individuals actively looking for insurance products, increasing the likelihood of new leads or clients.
- Targeting high-intent customers: Focusing on customers actively searching for insurance gives you better chances at driving leads to your website.
- Compounding growth over time: SEO results compound over time, so your company can maintain a competitive edge with lower ongoing costs compared to other marketing strategies.
- Earning quality leads: Many insurance companies lean heavily on purchasing leads or referral group leads. However, SEO is a more cost-effective strategy that improves your growth over time, unlike a one-time purchase or push for referrals.7 ways to improve SEO for insurance agencies
Here are seven different things you can do to improve SEO for your insurance company website:
- Assess your insurance website’s current SEO standings
- Target long-tail keywords related to your coverage areas
- Optimize for local search with Google Business Profile
- Create helpful content for current and new clients
- Improve technical features on your insurance website
- Leverage off-page SEO to improve authority
- Track key performance indicators (KPIs) for the insurance industry
1. Assess your insurance website’s current SEO standings
You need to know all there is about your industry, audience, and SEO goals. An SEO audit of your site will help you see your current rankings to establish your goals.
Some different factors to account for include:
- Your current ranking in Google results for relevant keywords
- How many backlinks your site has
- How many pages your site has
- How much traffic and conversions your site earns
Finally, look into your competitor’s SEO status and strategy. You should be highlighting what makes your agency different and the advantages you offer customers, especially since insurance is such a highly shopped industry.
Evaluate how your competitors are accomplishing that and promoting their individual benefits. If you notice any gaps in information that you can fill or common trends, be sure to implement them into your approach!
2. Target long-tail keywords related to your coverage areas
Keyword research is essential for finding terms you can rank for.
Through in-depth keyword research, you can find high-value, low-competition keywords for your agency to target. These types of keywords are easier to rank for, and they help you reach qualified leads.
You could enter that term into a keyword research tool like and get a list of keywords that you should target along with that one to rank higher.
You should also make sure to have content for every type of insurance offered to target less competitive and more niche offerings. For example, luxury insurance companies might target “fur coat insurance,” which is a niche offering with less competition than auto or home insurance.
3. Optimize for local search with GBP
Local search is crucial for many insurance companies and agents. Optimizing for local search is a key way to improve visibility, especially against larger, national insurance agencies. To help with that process, you can use GBP.
GBP is a tool for businesses to create a profile that appears across Google services.
These profiles show users actual businesses in their area that they can contact for services. You can give them up-to-date information on your business and appear right in the results without them having to click on your website link.
You can start optimizing for local search for creating your profile and adding information related to your business. You can include important information that local searchers can target, such as:
- Your location
- Your local insurance offerings
- Your contact information
- Photos of your company
- Links to your website
Targeting location-based keywords for insurance will also help you rank higher in search engines.
4. Create helpful content for current and new clients
When prospects get ready to shop for insurance, they conduct research online to find the best companies out there. Your content is key to showing prospects that you’re a knowledgeable, helpful company.
The content on your website should help Google and users alike learn more about your business. The better your content, the higher it will rank, and the more people will see it and move into the sales funnel.
Some ideas for insurance-specific content include:
- Business or policy updates that affect all clients
- “About” pages that break down your offerings
- News and industry updates
- Blog posts related to the types of coverage you cover
- And more!
Tools and resources, like calculators and pricing charts, are also great for SEO for insurance companies.
5. Improve technical features on your insurance website
SEO is all about making your website as helpful and relevant for users as possible. Even if you have great content and all the right information, a technically-challenged website won’t rank well.
Some technical changes you can make include:
- Making your website mobile-friendly
- Adding HTTPS security to build trust
- Optimizing for fast page speed and load times
6. Leverage off-page SEO to improve authority
One way to build your authority with Google is by earning backlinks from other sites. This type of off-page SEO shows Google that other people endorse your site by linking to it.
You should work to attract valuable, natural links to your site.
7. Track key performance indicators for the insurance industry
Tracking and testing your SEO changes can make all the difference in your approach. Through continuous testing, your company can increase its return on investment (ROI) from SEO. Some examples of this include:
- Testing your calls-to-action (CTAs)
- Optimizing your conversion path
- Comparing page designs
- And more!
With these tests, you can earn more leads and close more sales.
You can also use tools like Google Analytics to track key metrics and see how your website is performing after your changes go live.
Get more info: SEO Services for Insurance Companies