9 SEO Tricks for Insurance Companies


If you’re not already taking advantage of digital marketing to generate leads for your insurance agency, it’s not too late to get started. SEO should be a key component of every insurance company’s marketing strategy.

At LinkNow, we have put together a list of 9 SEO strategies to help insurance companies across North America. Follow these tricks and turn your online presence into a lead generating machine—fast!

1. Get a Professionally Designed Insurance Website

Gone are the days when your website was nothing more than a glorified business card. Websites nowadays need to be built to generate leads. They have to work for you.

You need a website that quickly converts clients by communicating to readers who you are, what you do, and how to contact you. It will need to have an impactful and attractive design while also being SEO optimized to rank well in Google searches.

To do this, we strongly recommend hiring a professional web design company specializing in conversion-optimization and SEO.

2. Make Sure Your Insurance Site Is Mobile-Friendly

More than ever, consumers are using their phones to search for the products and services they want. This is just as true for buying clothes online as it is for finding the right insurance agency. Google knows this, too—that’s why, in 2019, they started prioritizing mobile-friendly websites over desktop ones. If you don’t have a mobile site, you’re going to be left behind.

Your web design should design a desktop version and a mobile version of your website. Your mobile version should load very quickly and communicate your insurance company’s brand. A fast, properly designed mobile site will give you the leading edge and help you generate more leads than a desktop site ever could!

3. Secure Your Insurance Site with an SSL Certificate

Pop Quiz: What’s the difference between these two URLs?

Notice that there’s an ’s’ in the second one. That ’s’ indicates that an SSL Certificate protects your website. This extra security credential means that your visitors will be protected from identity theft and hacking while they visit your site.

An SSL certificate is also a key ranking factor for Google. After all, Google is far more likely to recommend a secure site to searchers than one that puts its users at risk.

4. Utilize Keywords with User Intent for an Insurance Provider

As an insurance company, your website should be optimized with keywords that Google users would search to buy insurance. Your goal is to drive traffic to your site from Google searchers who have already decided that they need insurance and simply need to find the right provider.

Use keywords someone would use if they already know what they want. These keywords may include things like:

  • ⇢ Affordable insurance
  • ⇢ Good rates on car insurance
  • ⇢ Home insurance plans
  • ⇢ Personal liability insurance provider
  • ⇢ Insurance agency in Austin (or any other city)

By directing the right kind of traffic to your site, you increase the likelihood that casual readers will convert into leads.

5. Create SEO Content that Your Ideal Client Wants to Read

So, you’ve selected a set of keywords for your content, and now it’s time to write it. Every page on your site should focus on a specific set of keywords. That way, when a Google user searches for “personal liability insurance” your page on personal liability insurance will show up in the results. Keep it focussed on one topic and its related keywords.

In the same way that you selected keywords that Google users would use to buy insurance plans, your content should be focussed on selling insurance plans. Rather than writing stuff that people can find on Wikipedia, focus on the benefits of purchasing insurance through your agency. Use clear, simple, and precise language that anyone can understand and create SEO optimized content that converts!

Finally, forget about pestering your writer friends to do your SEO content writing for free, hire a professional company like LinkNow Media. We offer great discounts on bulk orders and deploy proven content strategies designed to generate traffic, conversions, and leads.

6. Use a Site-Map to Make Your Insurance Website Indexable

Think of Google, like an index of every webpage that exists online. Each page is indexed (and therefore searchable) by the keywords you select. Google uses bots, also called crawlers or spiders, to comb through every page and index it according to its relevance for searchers. The easier it is for Google crawlers to index your webpages, the more likely you’ll be able to rank well in searches.

The best way to do that is with a site-map. A site-map is a navigation tool for Google bots and readers. Make sure your web design company uses a site-map to structure your website’s internal architecture. That way, your keyword-rich SEO content will be searchable on Google and generate tons of traffic.

7. Improve Your Website’s Load-Speed

Internet users are notoriously impatient. If your page doesn’t load fast enough, visitors are very likely to hit the back button and find another site that loads faster. The last thing you want to do is lose clients to your competition just because your page loads slowly!

As we reported in a previous blog post on load speed and ranking, page load-speed is not just important for users, though. It’s also one of Google’s key ranking factors. After all, user experience is Google’s top priority, and the loading speed is a key measure for user experience. The best way to make sure your site loads quickly is to make sure that the images and videos are compressed or embedded correctly. To find out whether your site meets Google’s page load-speed requirements, run the URL through the PageSpeed Insights tool.

8. Generate Local Leads with GMB

As we mentioned earlier, consumers are using their smartphones, tablets, and other mobile devices to find insurance brokers. One of the reasons for this is the streamlined user experience of Google Maps. To get on Google Maps, you need a Google My Business (GMB) profile.

Your GMB profile displays all the information that users need to know about your business. This includes your:

  • ⇢ Business name
  • ⇢ Business type and keywords
  • ⇢ Contact information
  • ⇢ Hours of operation
  • ⇢ Physical location on Google Maps
  • ⇢ Photos of your team, products, and services
  • ⇢ Reviews
  • ⇢ A link to your website

We can’t stress enough how important it is to make sure that all your contact information is 100% correct. If you change any part of it, update your GMB immediately.

While you’re at it, make sure that your name, address, and phone number (NAP) is the same everywhere it appears online. Google is unlikely to promote your GMB profile in Google Maps searches if there is incorrect information out there. The main business listing sites your should check include:

  • ⇢ Yelp
  • ⇢ Yellow Pages
  • ⇢ Facebook
  • ⇢ SuperPages
  • ⇢ Bing

9. Use Reviews to Give Your Company a Boost

A lot of people think of reviews as a way to build a reputation online. What they don’t know is that your online reputation is a key ranking factor for Google. Ask your clients to leave reviews about the amazing deal you got them, or the incredible customer service they experienced at your agency. Google will notice!

Reviews are especially helpful when it comes to ranking on Google Maps. Not only does your GMB profile display them, front and center, but Google likes businesses that have lots of reviews. It’s not just about positive reviews, either. The important thing is to prove that you are a real insurance company that really cares about your clients, and strives to find solutions to customer concerns.

That’s why it’s very important to respond to every review—both good and bad. This shows that you take the initiative and are engaged with Google’s online community. If you’re too busy to respond to these comments, we recommend outsourcing it to a company like us!

Need Help for Marketing of Insurance?

LinkNow Media is one of the fastest-growing SEO marketing and web design companies in North America. Join over 10,000 happy small- to medium-sized businesses, who have already used our services to boost their bottom line. Our insurance specific SEO strategies can be tailored to every agency or brokerage and have been proven to succeed, year after year.

If you have any questions about this blog or are interested in our SEO services, leave us a comment or call at 1-888-667-7186 to speak with an SEO specialist.

Amanda Piccioni

Author: Amanda Piccioni

About Amanda Piccioni

Prudent in her work as Editor-in-Chief. A perfect balance of austerity and affinity in her role as Head of Content. Prodigious prowess in her abilities as a writer. She's the Swiss Army knife of the content department.