Search Engine Optimization

Search Engine Optimization (SEO) for Insurance Agencies

A customer’s journey to finding the right insurance agency usually begins online, and with that comes the competitive landscape of the search engine. Unfortunately when it comes to search engine algorithms, quality services do not translate to top page search results, and most people never leave the first page. So it is imperative for your insurance services to be visible on the first click. One way of doing this is through SEO, or search engine optimization.

SEO, short for Search Engine Optimization, is important in the overall quality of your website and how high you appear in search engines. The higher your website appears in search engines the more clicks you receive. In return, the more clicks you receive on the website your more sales you are likely to make, all of which helps you build a stronger, more vibrant company, capable of expanding and reaching out to new clients and customers, all because you are much more visible on search engine results.

How SEO Works

SEO is a formula for improving your website and reaching new clients. There are so many different little areas that are going to help improve or even harm your search result standings, and with Google continually changing the algorithm it uses to evaluate and rank websites, it is almost impossible to know exactly what Google wants and the formula it uses. However, there are several different elements that, regardless of what Google does with its search algorithm, are always going to be part of SEO and help your website improve the number of visitors it receives.


For starters, Keywords have always and must likely will always be the most important variable when it comes to your SEO. When you ask what is SEO, most professional advertisers are going to point out the need to have exceptional keywords, otherwise your website is likely to suffer and dwindle down the possible search results. For starters, the most common problems associated with SEO are individuals who use generic terms. The more generic the term, the more search results are likely to appear.

If you sell antique, metal car toys, if your keywords are just “Cars” and “Toys,” there are going to be hundreds of thousands, if not millions of possible results associated with the keywords, and chances are, your website is not going to land on the top page. However, if you use “antique metal toy cars” as your keywords, it is going to help skim off all the other websites not associated with your particular product. This way, individuals who are looking for your product specifically are more likely to find it and your website receives a greater probability of landing on the top of the search results.


Outside of keywords (even with keywords, there are many variables, including the percentage of times you use the content throughout your text, the variations of keywords you use and if it flows well within the body of your text), there are other elements that go into SEO. When you ask about what is SEO, you are likely to hear about back links, meta tags, video placement and social media integration. All of these are very important when it comes to your ranking.

Back Links are links placed on other websites that lead directly to your site. Generally, search engines see websites with more back links are more valuable, due to the number of outside sources it uses. Social media integration helps with this, and it also helps direct traffic to your website through social media accounts. Additionally, meta tags are placed into the coding of your website, so having a professional website developer can increase your SEO.

In order to achieve the best search engine optimization, you should take these 4 steps:

  1. Identify your target keywords
  2. Create content that incorporates your target keywords. Learn more about developing a content strategy for your business)
  3. Optimize the page
  4. Promote your content

When determining your target keywords and key phrases, you must consider who is buying your product or service and what they would typically type into their preferred search engine. Thanks to “machine learning,” artificial intelligence and algorithms, search engine results, displayed on your SERP are intelligent and super relevant.

Finally, when your website content and format is all set, you must promote, promote, promote! Share everything to spread awareness of your company.  For evergreen content, you can rename it and repost it again.

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