Location Based Keywords & Queries
Local - adjective - belonging or relating to a particular area or neighborhood, typically exclusively so.
Local Search Optimization
To be found on Google search results your independent insurance agency must have a Google My Business page listing. Your listing will display on Google Maps and organic Google search results. Google matches searches based on the best match of relevance, distance and prominence. Google determines local ranking based on what someone is looking for. According to Google, “Algorithms might decide that a business that’s farther away from your location is more likely to have what you’re looking for than a business that’s closer, and therefore rank it higher in local results.”
What They’re Looking For
Does your insurance agency’s website contain the keywords that potential customers are searching for? Website content plays a crucial part in those Google algorithms. An independent insurance agency’s website should be loaded with descriptive, localized keywords.
For example, your website homepage introduction might list all nearby neighborhoods and what you offer in each:
“XYZ Agency has all of your insurance needs covered. We’ll work to find you the best coverage at the cheapest rates. We offer car, homeowners, renters, motorcycle, ATV, RV mobile home, condominium, general liability and commercial auto insurance. XYZ agency serves Atlanta, Buckhead, Sandy Springs, Midtown Atlanta, Marietta and surrounding neighborhoods.”
Based on your potential customer’s location, if someone in Buckhead did a search on “cheap car insurance buckhead” Google search would pick up on those terms (in bold above).
Here’s an actual example of a search result for a Farmers agent in Sandy Springs based on my search for “auto insurance sandy springs”. Notice the search terms Google found on this Farmers agent’s website are bold.
Target The Right Keywords For Your Niche Line of Business
Does your independent agency offer a niche line of business? If your agency specializes in a unique insurance product or service, you’re able to differentiate your agency from the competition. Your website content should be loaded with keywords and all of the areas you service for the niche line of business. Here’s a great example of a search on a niche line, wedding insurance , “wedding insurance dunwoody”:
Google returned 301,000 results. The top search included all of the keywords for the search. The Google search result came up at the top because this particular independent insurance agency has a detailed and dedicated page for wedding insurance. It’s loaded with information and keywords Google’s algorithm cultivated and returned.
Google My Business Page
Your independent insurance agency has a better chance of appearing on local searches when you have maximized your Google My Business listing. Google states, “Providing and updating business information in Google My Business can help your business’s local ranking on Google and enhance your presence in Search and Maps.”
If your independent insurance agency website is not coming up in Google’s organic search results, it’s time to review your website content. Find areas where you can expand on detailed content, including keywords and geo locations. Add more pages and seperate lines of business detailing what the policies cover for each line. Create a new niche line of business page and include keyword search terms that will help generate search results and drive people to that web page.
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.