As Google strives to maintain credibility with its users by using high technology, SEO (search engine optimisation) practice has become more challenging for independent insurance practitioners.
Difficult as it may be though, it is not impossible to drive traffic to your website and turn clicks to leads by keeping in mind that the key to staying on top of the search results page is good old quality content.
But what makes good content?
First of all, don’t blow your own trumpet. Let the others do it for you. Tell your client stories on your page. Reviews are also a good way to get search engines to increase your credibility rating, and not just a means to let your visitors sound off on your website.
Visible proof of positive peer experiences with your company is likely to convert visitors into leads.
It is also a way for search engines to determine that you are a trusted company, which could place you higher up in the search engine results.
In contrast, tooting your own horn has little or no beneficial effect; claims of excellence need to be based on customer testimonies and peer reviews.
Those who want to lead in the SEO game must build up credibility and become a local authority on their products and services. People trust authority, thus, the perception of authority must be built up through consistent content that shows your market you know your business.
Among others, blogs and peer reviews have proven to be worthy weapons in the SEO game. However, always keep in mind that quality is better than quantity. Thus, it makes more sense to write one good quality article per month than three or four negligible ones, and spend time promoting it on other media to drive traffic to your site. Maximise the resources you have at hand, such as social media, e-mail lists, and other centres of influence like realtors and lenders.
As independents wrap their head around SEO, one key takeaway has always served those who came before them well: search engines always value quality over quantity. Maximize the resources you have at hand, such as social media and email lists.
