SEO for Insurance Agency Marketing - Understanding and Adapting to Algorithm Changes

By: Join Stratosphere

April 22, 2024

Every insurance company’s marketing goal is to appear on the first page of search engine results, as less than 1% of users visit the second page. However, search engines like Google continuously refine their algorithms to improve user experience and provide accurate and relevant search results. SEO algorithm updates significantly impact insurance websites, directly influencing how they rank in search engine results.

For example, recent core updates in Google's algorithm can affect how insurance-related queries are prioritized in search results, ultimately shaping insurance companies' online presence and reach. So, staying informed and adapting to these updates is essential for insurance websites to maintain their competitive edge and attract potential customers.

This blog discusses the recent changes in SEO algorithms for insurance agencies and provides strategies for them to accommodate these changes and improve their online performance.

How Do All Search Engines Work for Insurance Websites?

Search engines help insurance websites connect with potential customers. When someone searches for insurance-related keywords on a search engine like Google, Bing, or Yahoo, these platforms use complex algorithms to generate results relevant to the user's query.

The search engine optimization process involves three key aspects for showing up results, including:

  • Crawling - When a search engine's crawler, often called a bot or spider, visits a website, it navigates through its various pages to gather information.

  • Indexing - Once the crawler has collected data, it indexes it by storing it in a database to quickly retrieve it when a user searches for relevant keywords.

  • Ranking - Finally, search engines rank the indexed pages based on various factors, such as keyword relevance, quality of content, and backlinks. The search results are displayed in the most relevant to least relevant order.

By consistently producing high-quality, relevant content, you can establish yourself as a knowledgeable and trustworthy company in the industry. This will help position your business as a prominent leader in your field and make you more visible to potential clients actively searching for insurance solutions.

How Do Updates to SEO Algorithms Affect Insurance Agency Marketing?

The recent SEO algorithm update's influence on insurance marketing may vary based on the particular modifications implemented by the update. Google updates its SEO algorithms 500-600 times annually, so insurance agencies must be aware of these to understand whether they make or break a business.

Here is how the latest SEO algorithm update might affect insurance agency marketing:

  • Ranking Criteria - Updates to algorithms have the potential to alter how search engines assess websites. For instance, a new algorithm could prioritize the significance of content or the quality of backlinks. Websites failing to adhere to the updated standards may witness a decline in their rankings.

  • Competition - If a website's rivals enhance their SEO strategies to respond to an algorithm update, it can be difficult to uphold or enhance search engine rankings.

  • User Behavior - When an algorithm update alters the presentation of search results, users may opt for results different from their previous choices. Consequently, this can lead to fluctuations in website traffic and search engine rankings.

  • E-A-T (Expertise, Authoritativeness, Trustworthiness) - Google frequently emphasizes the significance of E-A-T in its algorithm updates. Websites that feature content from reputable experts and authoritative sources are preferred. So, digital marketers must establish their expertise in their respective niche, enhance their authority through high-quality backlinks, and guarantee trustworthiness by delivering accurate information.

  • Local SEO - To cope with the changes in the SEO algorithm, insurers must optimize their Business listings, get favorable reviews, and maintain consistency in NAP (Name, Address, Phone Number) information across various online directories.

  • Mobile-First Indexing - With more mobile device users, search engines prioritize mobile-friendly websites in their rankings. Therefore, insurance agencies must ensure their websites are responsive and easy to navigate on all devices.

  • Link Building and Backlinks - Building quality backlinks from reputable websites is crucial for SEO success, so implement natural link-building methods like content creation, outreach, and partnerships.

  • Voice Search and Structured Data - As voice-activated search continues to rise in popularity, insurance agencies must use SEO strategies that focus on tailoring content for voice search and incorporating structured data to offer search engines a better understanding of the content.

As Google's latest update emphasizes the importance of quality content, mobile optimization, voice search, backlinks, etc., insurance companies must adapt to the latest SEO strategies to stay ahead of the competition. The Co-founder of Beanstalk Internet Marketing, Dave Davies, said, “Content is what the search engines use to fulfill user intent” in the post-update era. Ruth Everett, a Technical SEO Analyst at DeepCrawl, said, “It’s important to look beyond rankings and rather ensure a website is usable for everyone,” as Google prioritizes user experience in search results.

How Can Insurance Websites Respond to Algorithm Updates?

There are several strategies that insurance agencies can implement to respond effectively to SEO algorithm updates, including:

  • Stay Updated - Stay informed about the most recent algorithm updates by regularly following SEO blogs and industry publications. Google informs about its algorithm updates through its official blog and other announcements, so follow them regularly.

  • Track Your Rankings - Continuously monitor your website's search engine rankings and traffic to identify any fluctuations that may occur after an algorithm update.

  • Assess Your SEO Strategy - If there is a notable shift in search engine rankings, assess your SEO Strategy. Examine the quality of your website's content, backlinks, and other ranking factors to identify any areas that require enhancement.

  • Review Technical Issues - Ensure that your website is operating smoothly and without any technical glitches that may be contributing to its decline in rankings.

  • Implement Changes - Once you have identified areas that need improvement, make the necessary adjustments to your SEO strategy, including developing top-notch content and enhancing the user experience of your website.

While adapting to the new algorithm, insurance companies may face challenges that could impact their online visibility and user engagement. Fortunately, there are ways to navigate them and build a strong online presence.

Here are some challenges insurance companies face and their solutions:

  1. High Competition for keywords

    Some keywords may be difficult to rank for. For example, if you want to get higher rankings for “car insurance,” you can try using long-tail keywords (affordable car insurance for teenagers) or optimizing the keyword with location (best car insurance in New York).

  2. Ever-evolving SEO Algorithms

    Search engines quickly and continuously update their algorithms, and to keep up with them; insurance agencies must focus on creating high-quality content and regularly updating the old content.

  3. Regulatory Compliance for Keywords

    Insurance authority agencies have stipulated guidelines on how insurance products have to be promoted. Keywords that ensure simplified processes or imply guarantees will be penalized. So, carefully plan your keywords or use user-generated content in search terms.

  4. Difficult to Achieve the Conversion Rates

    Getting good numbers of clicks is not enough. You must convert that into sales, and human intervention is needed. Your prospects may have questions or concerns regarding the coverages you offer and their costs. To clarify their doubts and answer their queries, have live chat features, click-to-call buttons, and personalized recommendations.

Why Is It Important to Focus on SEO for Insurance Agents?

According to reports, 91% of users don’t go to the second page of the search results, and local SEO efforts with “near me” keywords have helped grow insurance businesses by over 500% for the past few years. So, with the majority of consumers turning to search engines to research and purchase insurance products, a strong SEO strategy can help insurance agents connect with their target audience and stay ahead of the competition.

Insurance agents can increase their visibility in search engine results pages by optimizing their websites with relevant keywords and quality content. This boosts their online presence and drives organic website traffic, ultimately driving more leads and potential customers. Building trust and establishing authority is crucial in the insurance sector. SEO plays a key role in achieving them by boosting your brand's visibility in natural search outcomes, where trustworthiness is typically valued more than paid promotions.

Strategies like content marketing, which involves sharing informative articles, useful guides, and solutions to common insurance queries, can position your agency as an industry influencer. Obtaining links from well-known insurance websites and financial industries can enhance your search engine rankings and establish your brand as an industry leader. Furthermore, implementing effective local SEO strategies will help your agency appear in local search results, which is crucial for insurance consumers looking for tailored services.

SEO Strategies for Insurance Businesses

Here are some SEO strategies that help insurance businesses grow beyond algorithm updates:

  1. Optimize Your Meta Tag

    To enhance your SEO rankings, specify to Google the particular searches for which your pages should be displayed. This can be achieved by modifying your meta titles. Although it may not take you to the top of Google's search results, it will guarantee your visibility in relevant searches. For example, a meta title for auto insurance should be "Affordable and Reliable Auto Insurance Services – Your Insurance Company Name." This title incorporates important keywords such as "auto insurance" and the service provider name to improve your online visibility and attract more qualified leads.

  2. Start a Blog

    Blogging enhances lead generation, increases website traffic, and boosts brand recognition, simplifying selling insurance. Through creating and sharing engaging blog content tailored to your specific audience, you can attract potential customers effortlessly, eliminating the need for phone calls, sending out flyers, or engaging in extensive outreach efforts. Optimize your blog with the specific keywords (directly or indirectly related to insurance) your target audience uses when searching on Google.

    For example, it would be beneficial to focus on the keyword "best auto insurance" and ensure that your company is included in the list of recommendations. You can also target other familiar keywords to drive more traffic. It gives you the chance to promote your company to different audiences. Remember, certain keywords are difficult to rank due to the high competition from other websites. Nevertheless, you can still reach your desired audience by focusing on niche keywords with lower competition.

  3. Build Backlinks from Other Sites

    Backlinks refer to links originating from external websites. Search engines perceive these links as a signal that your content holds value and is worthy of being referenced in other bloggers' posts. By consistently producing high-quality blog posts, you will naturally attract backlinks. As your search engine ranking improves, the likelihood of acquiring backlinks increases. However, you can establish links before your blogs gain visibility in search rankings.

    One effective approach is to leverage PR platforms such as Help a B2B Writer and Help a Reporter Out (HARO) to connect with writers seeking sources for their content. When a blogger or journalist requires a quote from an insurance expert, they will issue a request, allowing you to contribute your valuable insights. If the writer incorporates your quote, they may include a link to your website.

  4. Target Local Insurance Searchers

    A significant number of customers perform local searches using phrases such as “where to purchase car insurance in [my town]” or “where to purchase car insurance nearby.” So, by implementing a local SEO approach tailored to your regional market, you can enhance revenue generation and attract more visitors to your insurance website. To further boost your SEO efforts, consider optimizing your website's meta descriptions, meta titles, on-site content, and blog posts by incorporating the name of your city or state.

    When individuals look up "insurance companies near me" or "insurance companies in [my town]," the listings that appear are sourced from your Google Business Profile. If you don’t have a GMB profile yet, create one now. You can also enhance your online presence by prompting customers to provide genuine reviews on Google My Business, Yelp, other review platforms, and your company's website.

  5. Leverage Email Marketing

    Your SEO content can drive traffic to your website. You can establish a direct line of communication with potential customers by converting some of these visitors into email subscribers. Additionally, your mailing list can be utilized to share updates about new blog content or new services/products. Consistently delivering valuable and informative emails to your subscribers will keep them engaged and interested in your offerings. Based on your email newsletters' performance and click-through rates, you can send them monthly or weekly.

Also Read: 23 SEO Tips for Insurance Agents to Improve Website Traffic and Conversions

We Can Help You Boost Your Insurance SEO

At Stratosphere, we are committed to helping insurance agencies build a stellar online presence across search engines to increase brand awareness and connect with prospective customers. With extensive knowledge and experience in insurance SEO, we have helped numerous insurance agencies achieve improved conversions and visibility, ultimately growing their business.

Here are some case studies illustrating how we have helped insurance companies effortlessly adapt to updated SEO algorithms, ensuring increased traffic, conversions, and sales.

Case Study 1 – Fuller Insurance Agency

  • Objective - To generate expected traffic and leads.
  • Strategy - Implemented a comprehensive SEO strategy that includes improving CTA buttons and contact forms to drive conversions, posting informative blogs to nurture leads and build brand awareness, and optimizing their site with functional and visually appealing features.
  • Results - They saw a 328.71% increase in web conversions, a 19.49% increase in web traffic, and a 16.41% increase in new users.

Case Study 2 – Artisan Insurance Solutions

  • Objective - To boost their website performance.
  • Strategy - As part of the SEO strategy, we redesigned their website, worked on their NAP scores, and built backlinks to improve their website’s trust and credibility. We began posting informative blogs on their site to increase brand perception and drive conversions.
  • Results - They saw a 1300% increase in calls, a 104.91% increase in organic traffic, and a 73.57% increase in new users.

Are you looking to boost your insurance agency's online presence and attract organic traffic to your website? Stratosphere can help you achieve your goals through our expert SEO services tailored for insurance businesses. Contact us today to learn more about how our insurance SEO services can benefit your business.

Content Sources: Forbes, SmartBrief

SEO for Insurance Agents

Join Stratosphere

Join Stratosphere

Join Stratosphere is an insurance marketing agency that specializes in providing online marketing services to insurance agents and agencies. With tailored strategies and comprehensive services including web design, content creation, SEO, reputation management, and more, we're committed to enhancing your agency's online presence.

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