When 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!
As an insurance agency owner or agent, you are an expert in your industry. You have taken the time to study, educate, and train yourself to have a comprehensive understanding of your products and how they can support and protect your clients. This all plays a role in the reputation you build for your agency. Your customers will base their first impression of your business off of your website or first interaction with an agent, so you always try to make sure it is always a good one. However, did you realize the content on your blog plays a role in your reputation?
Whether you are a creative writer or a facts-driven writer, it is important to make sure look over your work. The last thing you want to happen is to have several blaring mistakes on the page that results in loss of business. A person who comes to visit your website expects nothing but the best, so that is what you should be giving them. Having several grammatical or spelling errors could affect the trust and engagement of your audience in a negative way.
What can you do to avoid mistakes in your content? Proofread! This may sound like a lesson you learned in middle school, but it should be one you carry with you throughout your life. Even if you are an expert in your industry, without proofreading your content, you will be seen as an unreliable source. Here are some tips you can follow to create content that is error free before you publish it for the world to see:
- Write your blog posts in a Word document instead of directly on the site. This way, you can proofread your work before publishing the final product.
- When you review your work, you should correct all grammatical errors, correct all punctuation errors, and make sure your content and context is consistent throughout.
- Proofreading backwards can help you look for spelling and punctuation errors in each sentence.
Also, keep in mind that you cannot always rely on a spell-check to discover errors. Here are some specific examples of common mistakes that you should be aware of in your content:
Incorrect: Put your family first with our protection so you don’t loose everything you love.
Correct: Put your family first with our protection so you don’t lose everything you love.
Incorrect: They’re many different risks on the road, which is why you need auto insurance from us.
Correct: There are many different risks on the road, which is why you need auto insurance from us.
Incorrect: Whether you need term or hole life insurance, we have these options available to you.
Correct: Whether you need term or whole life insurance, we have these options available to you.
Incorrect: If you are interested in learning more about our products, fill out a free quote from now!
Correct: If you are interested in learning more about our products, fill out a free quote form now!
Incorrect: Failure to protect your business can effect your bottom line.
Correct: Failure to protect your business can affect your bottom line.
Make proofreading your written work an essential part of your content marketing strategy. It won’t take up too much time, and it will save you a lot of headaches in the future. Show your audience that you know what you are talking about and are dedicated to spreading your insurance message in an honest, accurate way. Then, you will continue to gain the trust of your community!
By Bianca Scartabello
We hope that you have enjoyed the month of October and Halloween last week. Truth be told, many of us enjoy the spooks and scares that come along with this time of year. In light of this, I decided to focus on FEAR. This week, I want you all to face your fears in the blogging department. Yes, you heard me correctly!
For some, blogging is frightening. Writing is definitely not for everyone, which is one of the main reasons why insurance agents and business owners will not take blogging into their own hands. You may fear not having anything important to say. This type of fear is enough to turn anyone off from taking initiative, sitting down and blogging. Why do we tend to set ourselves up for failure? You are an insurance expert… you have plenty to share with your clients!
To lessen your fear of blogging, I have put together a quick list of 5 tips for all the beginners out there. It may seem scary to start, but you are sure to conquer your fear if you…
… Start small.
Blogging five days a week? Now THAT is intimidating! If you are new to the blogging world, starts with one post a week. 500 words? Slow down! A blog post can be anywhere from 100-300 words, or as long as it takes to get a solid point across. Do not let numbers frighten you. If you prefer to write a post that is only 100 words, once a week, that is where you should begin. Overwhelming yourself will only lead to procrastination. The key is to write quality content, not a large quantity of content.
…Blog about what you know.
If you do not have a full understanding about the topic you are blogging about, it will most likely show. You want to sound credible, so stick to what you know! If you are interested in learning more about a topic and blogging about it, take twenty minutes or so to research.
…Write in a conversational tone.
Some writers prefer to sound professional when writing blogs and articles, while others take a much more conversational tone. Personally, I prefer to be conversational. I believe that many readers enjoy this tone because it is relaxed and easy to read. If you are worried about sounding too “boring,” just start to write as you would speak to someone. Chances are, you can make it sound great and you will be able to get all your thoughts on the Word document without over thinking your grammar. You can always go back and edit!
…Create an editorial calendar.
Plan your blog posts ahead to spare yourself the time you spend brainstorming each week. If you have four solid topics for each week of the month, you are off to a good start.
…Take turns blogging.
If blogging is too much to tackle alone, enlist the help of others in the office. Chances are, each person will have a different point of view, writing style and unique ideas to bring to the blog. This is an easy way to get great content up without putting the entire burden on one individual.
So; are you ready to jump on the blogging hayride this fall? I sure hope so!
There aren’t many marketing teams who haven’t jumped on the business blog train. Not only can you create content for sharing across social media, your business can improve upon current SEO efforts and become a thought leader in your industry. Whether your company focuses on small business insurance or errors and omissions insurance, you can be sure a blog is a good idea. Building an audience is one challenge many businesses face and overcoming that obstacle can be tricky. These 4 tips will help you build your blog’s audience.
Find Your Niche
Find your online niche and join groups that are directly related to it. You can do this by incorporating keywords and anchor links into your posts and searching for groups and blogs with these same terms. Use the key terms of your business insurance company as a starting point in your search. Not only will you get to network with people in your niche and industry but often times those people become readers of your blog.
- Tip: Instead of targeting one or two specific keywords in each post, create a hierarchical category structure of top keywords and phrases to create a broader topic based blog while still incorporating content loosely targeting specific keywords.
What you write and how you write are what keeps readers coming back to your blog for more. However, posting on your blog once a month is insufficient to really gain traction. You need to post high-quality content frequently – whether that’s once every couple days or once a week (at the minimum). This also means focusing consistently on your particular audience. While it’s okay to branch out every now and then, keep your content geared toward those who would be regular readers.
- Tip: Develop an editorial calendar with when blog posts need to go live, the key concept of each, and keywords each post will focus on. A schedule such as this one will keep
Producing valuable content that is informational and interesting is the most important part of a business blogging. “Content is king” is one phrase that has been floating around for a reason. Your content has to motivate readers to comment, share, keep reading, etc. Current, insightful and relevant information to your industry is what will be shared. Make sure your blog content meets those requirements.
- Tip: Each blog post needs to have the appropriate “share” buttons for social media channels and the option to subscribe to your RSS feed.
If you’re considering a business blog, chances are you also use various social media channels. Use these networks to spread the word about each blog post. You can also incorporate these posts into your email marketing campaigns. Link to other articles you’ve written using specific keywords or phrases to promote other posts and encourage your visitor to keep reading.
- Tip: Space out when you promote the new blog posts on different channels. Doing so will give your post a longer life-span and because each network has optimal post times, you can maximize your impressions by posting at those specific times.
Many businesses are under the assumption that blogging is only for certain industries, or that only the blogs that provide certain information, will generate traffic. People are searching Google, Bing and other search engines daily for information of all kinds, ranging from SEO optimization to various types of business insurance. Having a blog that fits your industry and business’s niche and embraces keywords, engagement and sharing is the best way to generate new readers and build a fan base from current ones.
Author: Erica Bell is a small business writer who focuses on topics such as commercial insurance and social media trends. She is a web content writer for Business.com.
By Bianca Scartabello
Summer is here! Sure, it may be tempting to put away your laptop and put your blogging efforts on hold but that would only hurt your insurance marketing strategy. Instead, you should consider getting the best of both worlds. Have you thought about working outdoors?
Whether you are blogging or even working on your agency’s social media strategy, it doesn’t hurt to juice up your laptop’s battery and sit outside for a few hours (just remember to sit in the shade to avoid the sun’s glare!) Here are five reasons you should be working outside this month:
#1: Boosts inspiration and creativity. New sounds, new sites, new colors, new atmosphere… new ideas! Sometimes all it takes is a little change to get your creative juices flowing.
#2: Change of scenery. Staring at the same screen in the same setting each and every day is not exactly inspiring. While routine is great, this break from the indoors will allow you to think outside of the box. For example, maybe you are blogging about home insurance. In the office, you may be struggling for a topic. However, outside your home, you may be looking around and notice that your garden needs some care. Now you have something great to blog about! Gardening and yard care tips are great for home insurance posts around this time of year.
#3: Fresh air. The office tends to get a little stuffy sometimes, don’t you think? Even a half hour outdoors will do wonders for your overall mood and attitude. Instead of getting frustrated with a blog topic, close your eyes and take a deep breath. Feels good, right?
#4: Lessen the chance of procrastination. You may be working indoors, but are you being productive? On a beautiful day, you are most likely staring out the window! Get the best of both worlds and you will be less likely to put off the five blogs you need to write.
#5: Peace and quiet. If you blog out of a noisy office, chances are you usually turn to your headphones to get away. If you find a remote place outside, you will not have to worry about the constant chatter or your blaring headphones. Just you, your laptop and the sound of nature!
These benefits sound tempting, right? We thought so! The key is to NOT get distracted while you are outside. Take advantage of this time to enjoy the fresh air but remember that you still need to get your work done; your strategy depends on it!