Search Engine Optimization (SEO) is probably the most important way to create inbound business. SEO is not as complicated as it may sound, but it takes a ton of work. Big insurance brokerages and direct markets have huge budgets and teams to make sure their page(s) rank. They also have bigger budgets for pay per click campaigns if they don't rank. In this post I will break down just what SEO is, why it is so important, and some of the steps you can take to improve your search rank.
What is SEO?
SEO stands for Search Engine Optimization. When consumers look to get answers or purchase something they start with Google, Bing, Yahoo or a number of other search providers. These providers scour websites looking for the most useful pages for the user's search. They take many things into consideration such as:
- the quality of the material in relation the the search
- how trusted the site is by third party backlinks (other sites linking to your site)
- number of visitors your site gets
These are just a few of the reasons your website may or may not rank when your prospects are searching for you or your product.
What steps can you take to improve your SEO?
Be original. Google bots are smart, very smart. They can tell when you are trying to hard or not trying hard enough. They know when your content is useful and when it's garbage. The only way to really impress the bots is by providing useful information is a original and creative way. Be concise. Gone are the days when website could throw up hundreds of garble pages to fake search engines into high ranking results. More important now are less pages that are concise and extremely useful to the end user. Be consistent. Do not deviate from your primary purpose or product. If you try to be everything for everyone, you will rank nowhere for no one.
Agency Inbound understands what insurance consumers are looking for, how they buy and what websites need to capture attention. The "if you build it, they will come" philosophy does not work. Building a great website is only one of the first steps. Contact us to learn how to create content and optimize your site to rank.