Google processes over 8.5 billion searches daily and almost monopolises the search engine space with a global market share of 91.88%. This makes Google a highly valuable channel and tool in SEO for insurance companies and the north-star to follow in terms of best practices to adopt to achieve the best results.
Achieving rankings at the top of Google’s search engine results pages (SERPs) is a goal that competitive insurance companies cannot afford to overlook. 69% of insurance customers carry out an online search before they will book an appointment, whilst 78% will make a call to the company following an online search. SEO for insurance companies is paramount in having a competitive edge, being visible digitally ahead of the competition.
WHAT ARE THE BENEFITS OF SEO FOR INSURANCE COMPANIES?
Visibility Boosts Credibility
80% of people will ignore paid ads and go directly to organic listings because there is a view that organic results are more trustworthy (perhaps because they haven’t paid for the position) or that the organisations are the best in their industry.
Google’s priority is its users and their experience, this means that they reward websites that demonstrate good quality content and optimised websites that are designed and built to be easily used by visitors. Therefore, marketers would be smart in implementing SEO best practices into their content marketing and wider digital strategy to achieve great rankings from Google and in turn boost credibility with their audience.
Long term value
Unlike paid media, SEO is a slightly more long-term marketing strategy and because organisations don’t pay per click on their organic traffic, the ROI has the potential to soar. Carefully planning content around keywords that have longevity for the company, customers and services mean that legacy content can be updated and reused keeping costs low and relevance and rankings high.
Having meaningful SEO curated content on your insurance website isn’t just beneficial to get inbound traffic from Google, it also provides a free catalogue of relevant information to share on social media and other channels at no additional cost. Attracting and engaging customers and driving more traffic to your website.
Reach more of your target audience
Insurance companies that achieve the top ranking position for one keyword on Google’s SERPs will often rank within the top 10 for up to 1000 other relevant key terms for their target audience. This is a powerful and smart tactic for busy insurance marketing teams who are looking to boost their organisation’s online visibility and drive relevant traffic to their website.
Implementing SEO techniques at the earliest phases of digital marketing and development projects puts insurance companies in a strong position to succeed long-term. An SEO driven website with rich content makes it easy for Google to read and determine if it’s the best option for their users. And with an influx of new visitors comes the opportunity to convert into new customers.
Boost website user experience
Google regularly is updating its algorithm to enhance their users’ experience on their platform. Being ‘customer centric’ is critical in their dominance in the search engine market and therefore websites that adhere to their criteria put themselves in a stronger position to rank highly than those that don’t.
SEO and user experience goes hand-in-hand, whether it’s looking at relevant content that answers the user’s initial search query effectively, has useful links in the navigation or has a quick mobile loading speed. Google simply values websites that work well and are enjoyable to use. Insurance companies that overlook the importance of these best practices risk missing out on revenue opportunities.
Informs an effective marketing strategy
SEO is a key driver in creating an effective digital marketing strategy for insurance companies. When delivered correctly SEO underpins most aspects of digital marketing, including content marketing, website performance and Pay per click (PPC) ads.
Researching keyword search volumes and user intent using SEO tools such can help to inform content plans. Creating content that already has an audience demand is going to be a lot more effective than creating content on subjects that your organisation has decided should be of interest.
PPC and SEO are sometimes handled separately by different teams. However, this overlooks how both disciplines can support each other and the benefits to the organisation, such as increasing the visibility, boosting brand awareness and gaining more website traffic to their website to convert into new customers.
Tracking and insights
Marketers can use SEO tools to monitor their content’s performance for keyword rankings and other digital tools like Google Analytics to drill down deeper into customer journeys to learn how long their website visitors spent on specific pages. Enterprise-level website technology platforms like Optimizely (formerly Episerver DXC) provide organisations with a suite of sophisticated tools to identify how visitors navigate a page using heat maps and Optimizely multivariate testing and A/B testing. This valuable data can then be used to personalise content at a group or individual level to enhance customer experience and conversion rates.
GETTING STARTED WITH SEO FOR YOUR INSURANCE COMPANY
Getting started with SEO for insurance companies can seem like an overwhelming task if your organisation doesn’t have the resource or expertise available to deliver the strategy to a professional standard. To review how effective your company’s performing digitally, carrying out a digital marketing audit or a deeper digital effectiveness audit will quickly identify any strengths, areas for opportunity and benchmark your business against your competitors.
We are Ultimedia, digital solution specialists for enterprise-level organisations. Since 1995 we have been helping ambitious organisations to unlock their digital potential. We are an accredited Optimizely Partner and certified with Google, Microsoft and other core technologies that support our clients’ success. Contact us today to find out how we can help or to discuss a bespoke audit for your company’s website.