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7 Ways to Boost Relevant Traffic to Your Insurance Website

Posted on Sep 12, 2013

lit lightbulbWhen you’re trying to drive relevant traffic to your insurance website, especially when you’re targeting insurance keywords, there are a few things to keep in mind:

  • Insurance keywords, in general, are highly competitive. That means a lot of people are optimizing their sites for those keywords, therefore it’s harder to attract the people typing those words and phrases into the search engines.
  • There are ways to optimize your site for insurance keywords naturally and through inbound marketing activities like social media and blog posting.

We’re going to discuss seven of them in this post. These are highly tactical so you’ll be able to try them on your agency’s blog or social networks today.

#1. Don’t overuse product keywords on product pages.

In other words, you don’t need to mention “auto insurance” and your state in every paragraph of your product pages for the search engines to understand what the page is about. The search engine’s algorithms are more sophisticated now and they’re actually devaluing “keywords stuffing” as a tactic. In fact, that type of action can actually hurt the credibility of your site.

#2. If you want to draw traffic relevant to a product you sell, blog about it.

When you’re blogging around a product you sell, the first thing to keep in mind: no sales language. A blog post is different from a product page. When we say blog about the product, we mean blog about a topic related to the product. Did the insurance laws recently change around a particular policy or coverage in your state? That’s a great way to get the product name and the state in the title of your blog posts. Using those types of keywords in your blog titles can help draw relevant traffic to your site.

It’s important NOT to squeeze those keywords into a blog title or blog post unnaturally though. You really need to make sure you’re only including them because they are highly relevant to what you’re writing about.

#3. Post the blog post you wrote on social networks.

After you write the blog post, promote it on all of your agency’s social networks. Distribute it to agency staff to share on their personal or professional social networks as well. Word of mouth is a powerful tactic, even online. If your blog post is highly relevant and useful or solves a popular problem that insurance consumers face, there’s a chance it might go viral if properly promoted.

#4. Do long tail keyword research for your product-centered blog posts.

Even if you’re writing a product-centered blog post such as, “Does auto insurance cover a hit and run?,” you can do long tail keyword research to determine the best way to phrase that blog title. When we say the “best way to phrase,” we mean the way people are searching for that topic online.

Long tail, by the way, means it’s a longer, more descriptive keyword phrase.

Here’s how to do long tail keyword research:

  • Go to the new Google Adwords Keyword Planner (you’ll need a gmail account and you’ll need to login).
  • Click “Search for keyword…”
  • Type “auto insurance hit and run” into the first search field.
  • Click “Get Ideas.”
  • Click on the “Keyword Ideas” tab.
  • See what comes up!

You’ll want to incorporate the keyword phrase that most closely matches what you’ll be writing about into your blog title.
Based on this research you may want to incorporate “hit and run insurance” into the blog title because there are 320 average monthly searches and the competition is medium, not high.

#5. Include keywords naturally in your meta descriptions.

A meta description is the description that appears underneath the blue hyperlink in search results. It is a great way to let the search engines and consumers know what the content they will be clicking to is about. For blog posts, it’s extremely important not to overlook the value of including insurance keywords and long tail keywords into the meta description, only if the keywords fit naturally though. The same goes for product pages.

#6. Implement a #hashtag strategy both on Facebook and Twitter.

When sharing your optimized, insurance-focused blog post on Facebook and Twitter, make sure you’re using hashtags correctly to reach an even broader audience. Hashtags look like this: #lifeinsurance. And when you incorporate them into a post they turn into hyperlinks. If you click on them, they take you to search results for all the social media posts using that hashtag phrase. A lot of people use these to search for others talking about a topic on social networks. That’s how they could find your agency and even get to your blog.

#7. All of this is no good unless you have an engaged audience on social networks.

Remember that promoting your blog posts on social media is only going to work if you have an engaged audience there. And you’re only going to get an engaged audience if you go and follow relevant people in your community, you comment on their statuses or reTweet their statuses, and if you are consistently providing information that is useful to them – not just from your site but from third party sites as well.

We hope this list gives you a good place to start when trying to draw relevant traffic to your insurance website. And by relevant traffic, we mean traffic that will likely convert into leads!

1 Comment

  1. Long-tail keyword research is key, but many agents I work with are immediately confused by the term, and it feels overwhelming.

    I ask them to brainstorm with their staff one question, “What questions do customers ask you?”. Those are the questions that consumers put into search engines to find answers. If you can answer them in a post, and use that question as your title and url, you are doing natural “long-tail” keyword research.

    Great stuff.


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