SEO for Insurance Agents: Get More Leads & Grow Your Client Base

Are you finding it difficult to attract new clients for your insurance business despite providing genuine services? You are not alone.

Insurance is a highly competitive target market and you need to establish your presence in places where people are looking for insurance service providers like you. That’s how you can acquire more insurance clients.

Nearly 70% of insurance shoppers run an online search before scheduling an appointment with an insurance agency.

That means if you aren’t showing up online for insurance-based searches, you are losing close to 70% of the opportunities.

That’s exactly why you need to invest in SEO for insurance agents today.

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Let me tell you how you can boost the visibility of your insurance company with proven strategies we use at Stan Ventures when providing insurance SEO services to our clients.

What is SEO for Insurance Agents?

SEO for insurance agents or insurance agency SEO is the process of optimizing your website so that it shows up at the top of search results when potential clients look for insurance-related services online. Whether someone’s searching for “life insurance agent near me” or “best auto insurance policy,” effective SEO ensures your agency gets found on Google’s first page.

Insurance agency SEO involves keyword research, on-page optimization, off-page optimization, technical SEO and more.

This can drive more organic traffic from search engines and help convert that traffic into profitable leads for your insurance business.

Using professional assistance from insurance SEO experts at Stan Ventures can help drive sustainable results faster for your insurance agency.

Why is SEO Important for Insurance Agencies?

Here are the specific reasons why SEO is a must-have for your insurance company.

Improved Online Visibility

Insurance companies should rank higher in search to be quickly found by their prospective clients. Leveraging SEO for insurance brokers can help you increase online visibility for insurance-related searches.

Increased Organic Traffic

By boosting your online discoverability, SEO helps you drive more traffic to your insurance website organically. These visitors are your leads that can be translated into insurance clients.

Increased Trust and Brand Credibility

Google has strict E-E-A-T for YMYL sites, including insurance. SEO allows you to raise your insurance brand’s E-E-A-T standards and build trust in the eyes of users and Google alike.

How to Do SEO for Insurance Companies and Agents: 12 Proven Strategies

Now that you know the importance of SEO for insurance company websites, let’s start discussing the strategies you need to implement for SEO success.

1. Audit Your Website

Auditing your insurance website is essential to bolster your technical SEO.

Running an SEO audit helps you find potential issues with your insurance services website. Identifying those lurking problems is the first step to creating a customized insurance marketing strategy.

In fact, that’s how we were able to identify toxic backlinks hindering the SEO growth of our insurance agency client, FCA Insurance Brokers.

Following the disavowal there was naturally a dip in the number of websites linking back to our client. But that was for a short while. We started building more relevant backlinks to their site from trusted niche sites and the number of referring domains were steadily increasing since then.

You can also build a healthy website and see it exhibit similar growth. Again, a meticulous site audit lays the foundation for that to happen.

If you find it difficult to identify and fix technical issues with your website on your own, leverage dedicated insurance technical SEO services from us at Stan Ventures to get the job done seamlessly. Our technical SEO services insurance websites includes end-to-end website audit, toxic links disavowal, identifying and fixing broken links, eliminating crawlability issues, structured data implementation and much more.

2. Perform Keyword Research

Focused keyword research is essential to shortlist keywords people use to search for insurance-related information online. These are the keywords you want to rank for to boost your online visibility.

Let’s take FCA Insurance, for example.

The choice of keywords was one of the on-page issues we spotted on our client’s website. We did an in-depth audience research and found keywords matching the real intent of the website. We placed them naturally in their content. Now, they are ranking for 3400 intent-specific keywords. (which was previously just close to 1600). That’s 2X growth in keyword rankings for our client.

When you choose your keywords, make sure they have a good search volume and match the user’s search intent.

Pro Tip : Long-tail keywords are pretty specific. They particularly come in handy for voice search optimization. Ranking for these terms can bring more conversions for your insurance business.

3. Optimize Meta Tags

Meta titles and descriptions are one of the first things the user gets to see when your web pages appear in search results.

In fact, FCA Insurance showcased significant improvement in intent-focused keyword rankings after optimizing meta tags. See the keyword rankings by intent visibly going up in the graph below.

You can do it too.

Make sure you write genuinely compelling meta descriptions and infuse intent-specific keywords naturally into your headings and meta tags to boost your SERP appearance for insurance-focused searches.

4. Create Industry-Specific Helpful Content

As the famous saying goes, Content is King. This is true for the insurance industry as well.

Google loves content that is relevant and helpful to the users. Plus, with insurance coming under the YMYL category, you can use your content to showcase your industry expertise and experience to establish authority and trustworthiness.

That’s why we suggested FCA Insurance Brokers publish high-quality blog articles under the name of their insurance experts with credible author bios vouching for their industry expertise. Additionally, we bridged the gaps in their existing content based on the audit.

Their blogs now hold the first 3 positions in the list of their top-performing pages.

With the right insurance SEO content strategy, including blogging, FAQs, infographics and case studies, you can drive quantifiable results for your site too.

5. Build a Robust Internal Linking Structure

Google discovers new pages on the internet often by crawling links within the web pages it has already crawled and indexed.

That’s why it’s important to link new pages on your insurance website to relevant, existing internal pages.

For FCA Insurance, We interlinked their internal content pages to build a robust internal linking structure and improve the probability of the website users visiting relevant money-making pages. Now, they have a strong internal linking architecture with 14,000+ internal links.

When you build internal backlinks, make sure you choose the right anchor texts to tell Google and users what the new page is about.

This will let Google see how topically relevant your pages are and vouch for your expertise in the insurance niche.

6. Implement Schema Markup

Implementing schema markup is a great way to improve the visibility of your insurance website in the search engine results page.

By adding structured data to your pages, you can provide Google with more context about your content so that the search engine will rank you higher.

In fact, proper implementation of schema markup was one of our on-page SEO recommendations for FCA insurance to boost their appearance in Rich Snippets, which show up above the traditional Google Search results.

7. Optimize Your Google Business Profile

Local SEO for insurance agents plays a vital role in improving the online visibility of insurance agencies in specific geographic locations.

By creating and optimizing your Google Business Profile (GBP), you increase the chances of appearing in Google’s local search features like Google Maps and Local-3-Pack.

Ensure that your business name, address, and phone number (NAP) are accurate and consistent on GBP and other local directories.

If these insurance local SEO strategies put too much on your plate amid your core business operations, consider outsourcing dedicated insurance website local SEO services from a trusted SEO agency like Stan Ventures to get the job done seamlessly.

8. Maintain a Good Online Reputation

Reviews and testimonials play a critical role in effective online reputation management, especially in the insurance sector, where clients are often cautious about whom they choose for their financial security needs.

Positive reviews from satisfied clients serve as powerful social proof. They vouch for your agency’s quality of services and reliability to your prospective clients.

On the other hand, negative reviews can happen to even the best businesses, but how you respond to them is what truly matters.

In such situations, ensure that you address the pain point that caused the negative review rather than defending your actions blatantly.

A well-handled response can turn a negative situation into an opportunity to demonstrate professionalism and commitment to client satisfaction.

9. Build Backlinks From Relevant Websites

Link building for insurance websites isn’t an option. It’s a necessity.

Yes. Backlinks remain one of the most critical factors in establishing authority and improving search engine rankings for insurance websites.

You need to acquire backlinks from high-authority, niche-relevant websites, like finance blogs, insurance portals, and industry news sites to your website.

Take FCA Insurance, for instance, From 114 referring domains in December 2021, they now have 480+ relevant domains linking back to them. Over 320 of those referring domains have a Domain Authority of 30 or higher.

Your website can attract such high-quality backlinks too. Guest posting, claiming unlinked brand mentions and offering your content as a replacement for broken links on other insurance websites are some of the proven ways to build relevant backlinks.

Partnering with a trusted SEO company for insurance agents can help you handle these activities seamlessly while driving significant results.

10. Focus on Email Marketing for Insurance SEO

While email marketing isn’t a direct SEO ranking factor, it plays a strategic role in boosting your insurance search engine optimization results.

It can drive consistent traffic to your website and boost user engagement for your insurance content.

Send newsletters that include links to your latest blog posts, FAQs, or policy guides. Every time a subscriber clicks through and engages with your content, it signals user relevance, a metric search engines take seriously.

Pro Tip: Segment your email list based on customer type, for example, life insurance, auto insurance, or health insurance, and send tailored content with relevant links.

This boosts click-through rates and drives targeted traffic back to your site. That’s, of course, a brilliant conversion rate optimization strategy for your insurance website.

11. Leverage Social Media for Insurance SEO

Social media is a powerful amplifier for your insurance services SEO strategy.

By sharing blogs, FAQs, and policy guides on platforms like LinkedIn and Facebook, you boost visibility, drive traffic and open doors to natural backlinks. That’s exactly what Google rewards.

Stay active in industry conversations on social media, respond to comments and share insights that matter to insurance shoppers. The more your content gets shared, the more authority and relevance your website gains in search.

12. Measure Insurance SEO Performance

SEO for insurance agency websites isn’t a one-and-done process. It requires consistent monitoring and adjustments to ensure long-term success.

Tracking key SEO metrics like organic traffic, keyword rankings, and Domain Authority of your website is essential to evaluate the effectiveness of your insurance broker SEO strategies.

Use tools like Google Analytics to track organic traffic, user behavior, and conversions across your insurance website. Pair it with Google Search Console to monitor keyword performance, fix indexing issues, and identify search queries driving traffic to your pages.

For deeper insights into your backlink profile, keyword gaps, and competitor strategies, leverage SEO tools like Ahrefs and Semrush. This can help you identify what’s working and what needs improvement.

Take FCA Insurance, for instance. With a data-driven approach, we monitored the performance of their insurance SEO campaign consistently and refined the strategy. Here’s what the results looked like:

• Organic Traffic grew from 738 monthly visits to over 3400+ visits. That’s a 4X boost.

• Domain Authority improved from 23 to 37, indicating stronger authority and trust in the eyes of search engines.

You can use SEO tools like Ahrefs or Semrush to monitor these metrics for your insurance services website. If you see an increase in these numbers, your strategy is working. If not, it means your insurance SEO strategy needs tweaking.

Leveraging the right insurance agent SEO strategies is key to boosting your online visibility and search rankings. The higher your agency ranks, the more your chances of magnetizing insurance shoppers.

Need help creating a future-proof insurance SEO strategy for your business? Book a free consultation call with Stan Ventures to get a sneak peek into our dedicated SEO services for insurance companies.