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Is SEO Important for Insurance Brokers?


SEO is the cornerstone of your online marketing strategy. With so much traffic coming directly from Google, not having an SEO strategy is tantamount to not existing. However, a surprising number of UK insurers consistently fail to invest in their SEO strategies.

To put it into perspective, 69% of insurance customers searched online before scheduling a consultation. Taking the time to finetune and execute your SEO strategy amplifies your revenue and provides more opportunities to cultivate customer relationships. Let’s discuss the ins and outs of the importance of SEO for the insurance industry.

 

How does SEO for insurance agencies work?

SEO has become a byword for Google because 90% of web searches are conducted through the platform. Every time you conduct a search, you’ll see a list of websites known as Search Engine Results Pages (SERPs). Google relies on keywords, reputation, internal and external links, and high-quality content to determine where each brand fits into SERPs.

What insurers must understand is that Google’s goal is to present the most relevant search results for users. SEO is about proving to Google that your site is the most valuable result for that search term.

In other words, SEO isn’t a linear concept nor an exact science. Insurance firms investing in SEO must address multiple on-page and off-page SEO elements to support their rise through the rankings for high-volume keywords.

 

How does being visible on search engines help insurance agencies?

Insurance agencies stand to gain considerably from spending time on SEO. In many cases, this is the most valuable return on your investment you can make.

Here’s a rundown of the advantages for insurers:

 

  • Increase Visibility – Reach the top spot on Google SERPs, and your insurance agency will be the first thing people see. With just 6.6% of people willing to click through to the second page of SERPs, SEO puts all eyes on you.

  • More Traffic – Additionally, more visibility results in more web traffic. One study found that websites in the number one position enjoy an average 27.6% click-through rate.

  • Boost Brand Value – There’s a reason why certain sites are trusted without question. If you Google a popular search term and see the same few websites, it’s Google’s endorsement that this is a site you can trust. Instantly, good SEO gives you a natural authority among potential customers.

  • More Conversions – Ultimately, more visibility, traffic and authority contribute to more conversions and more business for your agency – and that’s the purpose of SEO in the first place.

 

SEO is about driving more business in the online realm. However, actually doing this is a different issue entirely. Successful SEO isn’t a short-term solution like running Google or social media ads. Too many insurers start an SEO campaign and then give up because it doesn’t yield immediate results.

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How SEO gets insurance brokers seen online

Getting seen online is about understanding why Google positions one website above another. Google’s value proposition is answering queries and questions, meaning it wants searchers to click on the first result and get their answer. In this case, the searchers are looking for an insurance policy and/or information on a specific type of insurance.

Does it work? Here’s an example of how it works in practice:

UK insurer Compare the Market is the most dominant insurance provider based on Google searches. According to the stats in 2022, Compare the Market enjoyed a 28.4% share of brand searches, with Go Compare second and Admiral third. Of course, searches and clicks don’t convert to business. Plenty of websites have lots of visitors but comparatively low conversion rates. 

In another study, Compare the Market was also the leading price comparison website for life insurance and non-life insurance. The study found that it enjoyed a 43.7% market share of the former and a 49.3% share of the latter. With the brand being the dominant force in both search and market share, it demonstrates the connection between them.

Google wants your site to demonstrate value, which it sees through metrics like click-through, bounce rates and time spent on each page. Showing value also increases the chances of generating more business. As you can see, do one of these things, and the other will follow.

 

How does your insurance agency being seen online convert into clients?


SEO is not a sales button – but it might as well be.

Although SEO is about visibility and driving web traffic, it’s the top of the sales funnel for your clients. The first step is seeing your website, which results in clicking on your website and entering your digital store. Here’s what that might look like:

Step One
Graphic of a person on a laptop

Customer clicks on your website on Google.

Step Two
Graphic of a person magnifying a website

Customer lands on a sales page, begins clicking around your website, and reads your content.

Step Three
Graphic of a person with a wheelbarrow

The customer is impressed and decides they want to learn more, so they get in touch with your team.

Step Four
Graphic of a person catching their audience

You conduct an initial consultation and explain the ins and outs of your insurance products, answering any questions they have along the way.

Step Five
Graphic of a person on a mountain

Customer purchases an insurance policy.

Naturally, this is an oversimplified version of the customer’s journey from seeing your website on Google to purchasing an insurance policy. It’s vital to mention customers all have different intentions and landing points.

For example, one customer may land directly on a life insurance landing page consisting of sales copy and a full explanation of how the policy works. Another customer may land on your blog to learn about a particular insurance topic. The route may differ, but the finishing line should be the same. 

Every page should ultimately direct the customer to your desired action, whether that’s a purchase, getting in touch, or performing a price comparison.

A well-optimised website ranked high on Google should mean this doesn’t matter because you offer a “complete” experience that provides value to the customer. This is why SEO isn’t about plugging in keywords and hoping for the best. You must prove that your website provides value if you want to rank.

SEO is a long-term strategy


Google provides two options for advertising on its platform:

 

  1. Using SEO and acquiring organic traffic.
  2. Paying for Google ads.

 

Both have pros and cons, but it’s vital to understand that SEO is a long-term strategy with long-tail benefits. It can take years to rank for the most competitive keywords and dislodge the most recognisable brands. Although this sounds like a downside, it’s also beneficial if you make it to that point because it cements your position for the future.

At Tao Digital Marketing, we understand the value of SEO and how to accelerate your results whilst remaining compliant with Google’s latest algorithm changes. If your insurance agency is ready to experience the measurable long-term impact of SEO, contact us today.