Google recently changed the name of their ad platform Google AdWords to Google Ads. They have made some changes to the ads interface that makes it easier to dig into the performance of ads. Google ads have gotten bigger and take up more real estate on search results.
PPC (Pay Per Click) continues to grow, but research shows, people who perform Google searches prefer organic search results over the paid ads search results.
Organic search results refer to the listings on a search engine results page (SERP) that appear because of SEO (Search Engine Optimization). And SEO is the marketing practice, strategy and tactics focused on increasing organic (non-paid) visibility in search engine results.
Here are 3 factors that will help increase the chances of your website showing up on page one of organic search results:
1. Keywords - Keywords are the key words and phrases in your website’s content that make it possible for people to find your website via search engines. Your independent insurance agency’s website should contain keywords and phrases a potential customer would enter as a search term. For example, “affordable car insurance”. These keywords should be included in your agency’s web page title tags, headers and body/content, URL, keyword description tags, meta tags and H1 tags (second title tag of your website).
2. Unique Content - Every page of your website should include quality, well written content. Generic content won’t help your agency’s web pages show up on search engine results pages. Write content that describes what makes your insurance products and services unique. Ask your customers what they were searching for and write new content that pertains to their needs and how your agency can help them with their needs. Before you begin to write your content, write down everything someone might enter as a keyword search term and use the terms in your content. Create valuable content that provides useful and informative information about what each product and service your agency is in the business of selling and what makes your’s stand out from the competition.
3. Blog - Blogging is a very effective way to increase your organic website traffic. A blog is a regularly updated page of your website that is written in a conversational and informal style. Try to keep your blog post focused on one topic or one product or service per post. Don’t try selling your product within the blog but inform your audience about a product or service. Show your readers you’re an authority on the product or service. Use the SEO content acronym, E-A-T. Demonstrate to your readers a high level of Expertise, Authoritativeness and Trustworthiness in your content.
There is no exact formula that will land your agency’s website on page one of organic search results. With quality and regularly updated content you should see your organic rankings improve over time.
Vikki Thomas has been working in the insurance industry since 1995. Vikki has worked for several carriers in customer service, quality assurance, underwriting, product management and marketing. Vikki has worked at AccuAgency since 2008.