Insurance SEO: Insurance Brokers and Brokerages Pay Attention

Why Your Business Should Invest in Insurance SEO

When people are looking for insurance brokers or quotes for insurance, they are heading to the search engines first. Researching the available options and the local contacts typically happens before making the final decision to buy.

It’s more important than ever to make sure not only are you providing an excellent user experience for these potential customers, but that you are being found when and where they are looking for you. With an increase in competition in many local quote and insurance based keywords, the time is now to invest in increasing the visibility of your website to make sure you are being found.

Here at SEO Brothers we understand the SEO for insurance companies and brokers and we have experience working within the insurance market with a deep understanding of how individuals are using the search engines to find exactly what they are looking for online.

Investing in Insurance SEO has one of the highest returns from any online marketing investment you can make. Increasing your visibility and converting more visitors into online quote submissions or phone calls will not only keep your brokers happy, but it will help your business generate more revenue.

We would love the opportunity to learn more about your insurance business and put together a plan that’s tailored just for you. Request a free audit below and we’ll be in touch right away.

Our Process And How We Help Insurance Companies

We have invested significant time and resources into learning the best approach for insurance SEO and really understanding the industry and the clients. The below process outlines how we work with insurance agents and brokerages like yours to get the best results possible.

industry and competitive seo research

Competitive & Local Market Research.

We start by really getting to know your local competitive landscape. We do our research on your geographical area and how the different suburbs, climate, and communities impact the searcher intent and the types of keywords and popular insurance terms that they are using.

From here, we take a close look at the top performing competitors and deconstruct what they are doing. We compare that to your website and map out a plan to move forward.


Insurance Broker Website Optimization.

Based on our keyword and competitive research, we will optimize your insurance website to help promote its visibility in the search engines based on industry best practices.

We look at factors like meta data, content, website structure and can work closely with your developer to ensure your website is well optimized for all the search engines. This provides the foundation for the rest of the process.

onpage seo


reanimation link building

Insurance Company Link Building.

Now that your website is well optimized, we use our unique process that we call Reanimation to build high quality links to your website. During this process, we crawl high authority websites in your industry – insurance associations, large competitors, etc. – and look for outbound links going to websites that no longer exist. From here we reanimate these websites and recreate them as industry resources that link back to your website.


Local Insurance SEO: Google My Business, Bing, & Apple Maps

Competing in a local markets means the need to show up in the local map results for each area in which you serve. This means that a well-optimized Google My Business profile is a must-have for each of your physical locations.

We handle the setup, optimization, and ongoing citation building to help increase the visibility of your insurance business within the local 3-pack map results on all platforms including Google, Bing, and Apple maps.

local seo for businesses


conversion and analytics

Ongoing Conversion Tracking & Analytics

Now that our trusted insurance SEO strategy is in motion, we will continuously monitor the results and report how your website is performing.

To take things a step further, we monitor user-behaviour on the website in order to help increase the conversion rates and help you drive more calls and quote submissions from your insurance website.

Get A Website & Competitive Audit, On The House.

As a thank you for visiting us here at SEO Brothers, we would like to offer you a free insurance SEO audit for your website and competition. Fill out the form below, including any notes on specific competitors and we’ll be in touch to review your audit shortly.

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Who Are The SEO Brothers Anyway?

We are Devon Bate & Adam Bate. Yes, we really are brothers. We work together to help insurance companies thrive in their local online marketplace, while demystifying the SEO industry in general.

Over the last decade we have noticed a number of major problems in the SEO industry with how SEO companies are providing their service to clients. In order to get the best results for each specific business, we have created a very specific insurance SEO process, unique to this industry. We help companies just like yours increase the number of calls and quotes submitted from their website.

Our insurance specific approach to organic search helps our clients achieve extraordinary results with a modest budget. Understanding your business, potential customers and what your competitors are doing helps us serve you better.

Common Questions & Answers

Do you work with my competitors?

No. When we work with an insurance company in one specific geographical area we always give them exclusivity unless they give us approval to work with a different type of business within their industry in their local market. We appreciate our relationships with our clients and will not take on competing websites.

Are your services safe? Will my website risk a penalty?

We follow industry best practices and avoid over-optimization and other methods that may risk your website being penalized. Our approach to SEO for insurance brokers is very industry-specific, which means much quicker and better results. Also, our reanimation solution for link building has never resulted in penalties for any of our clients and we always operate in a way that mitigates risk while striving to get you the best results and return on your investment.

What are conversions? How do they fit in?

Conversions are simply actions that visitors take on your website. Driving additional organic traffic is only half the battle. In order to make the campaign successful, we want to help you convert that traffic into phone calls, and online quote submissions from your insurance website. We monitor conversions closely and offer guidance on optimizing your website to increase the conversion rate and drive more revenue for your business.

How much does insurance SEO cost with the SEO Brothers?

We don’t have pre-set packages as we understand that SEO isn’t typically a one-size-fits-all service. However, you should have a monthly budget of at least $1000 for SEO in order to see the results that would have a high ROI.

Are there contracts with your service?

In order to get you the best results we do ask for a minimum commitment of six months. While most of our clients actively work with us for a year, a six month commitment is what is necessary for the best return.

What happens after the six months ends? Will I still see results?

Definitely. In fact your performance may continue to increase even after our active work has completed. After the initial work we will usually recommend a small maintenance plan that will allow us to continue to report on your performance, complete monthly health checks and continue to monitor your competitors for changes to their strategies.

Get Started With Your Free Audit Today.

Fill out the form below and we’ll deliver you a complimentary audit of your website and competitors. We’re looking forward to having you a part of the family here at SEO Brothers. If you have any questions let us know in the comment section below.

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General Insights and Info on Insurance Company SEO

We wanted to dive into the insurance SEO industry a little bit. Here’s a popular industry for both client-facing search engine optimization and for many individual lead generation consultants. This is because many insurance agents, brokers and brokerages will pay per call or lead to their online quoting tool.

Here are some of our thoughts an insights into the insurance SEO industry and what you should be focusing on if you do insurance SEO for a client or you are an insurance agent or broker.

Keyword Research for Insurance Brokers

When we look at any industry through the lens of SEO we almost always start with Keyword Research (sometimes after a good technical audit) as starting with the right keywords will make every other move you make that much easier.

Local Insurance Broker Keywords

The local insurance broker and insurance keywords are the most targeted if you’re a single agent or local broker. These are also great keywords if you want to get your phone to ring or the emails to send – as they are less online quote related than other keywords in this industry. Here’s a medium to large sized city keyword volume:

Ottawa insurance brokers / 170 / 38%
insurance brokers Ottawa / 210 / 38%
insurance Ottawa / 110 / 35%
Ottawa insurance / 90 / 34%
insurance broker Ottawa / 210 / 38%

Definitely some decent volume in these keywords that can result in a nice increase in leads for a local insurance company.

Insurance Type Keywords

The next keyword group we’ll look at is the local keywords that focus on a specific type of keywords. Here are some of the examples:

Ottawa car insurance / 110 / 34%
car insurance Ottawa / 320 / 34%
Ottawa home insurance / 30 / 46%
home insurance Ottawa / 90 / 44%

This keyword group is a little more focused than the broker or general insurance terms. They are usually higher converters as well, depending on how your website is setup and what your offering is. If your insurance company offers a variety of insurance coverage options then targeting each specific term is a great way to drive targeted local (or national) traffic.

Quoting Keywords

While these keywords typically have less volume at a local level, if you offer an online quote tool then they are a must to target:

car insurance quote Ottawa / 20 / 34%
insurance quote Ottawa / 20 / 34%
Ottawa insurance quote / 10 / 33%
home insurance quote Ottawa / 10 / 46%

The difficulty certainly varies a little depending on the type of insurance, but they are comparable to the other local keywords. Having excellent rankings for these keywords in addition to having a well-optimized quoting tool is a great way to drive excellent leads on auto-pilot.

Defining Clear Goals and KPI for SEO

While this should be at the forefront of any online marketing effort, regardless of whether it’s organic or paid, it should be noted here anyway. You need to measure what’s actually important and make sure you are tracking the right metrics. Throw out terms like time on page or pages per visit and look deeper into things like conversion points, weighted revenue, or even direct eCommerce revenue as those are more important than whether or not a visitor left your website open for 3 minutes or 4 minutes.

If you have an online quote form or a lead generation form that’s an easy goal to start with. Click to call phone calls (or actual phone calls integrated with a call tracking solution) are also a great goal. It’s important as an insurance company to understand the potential of these types of leads – how valuable is an online quote submission worth to your business, or how many do you close at what average lifetime customer value. Understanding these metrics will allow you to best measure the success of your SEO campaign.

Handling Multi-Branch SEO

One challenge I know a lot of brokerages have is optimizing for multiple locations and branches. While this adds complexity, it also adds opportunity. Having multiple branches allows you to optimize for different local markets and properly execute a multi-location SEO strategy.

This will without a doubt include both locally targeted keywords and a strong Google My Business optimization strategy with citation building.

Link Building Options for Insurance Companies

Our recommend starting point of link building when doing insurance SEO would be something like:

Competitive link building – checking link profiles of competitor websites on a monthly basis and trying to acquire these same links.

Insurance-only Private Blog Network – this is still without a doubt on of the best solutions (view more on PBNs)

Insurance Aggregate and/or Lead Generation Website – We touch on this strategy in the white hat seo post but the idea is that you’ll create an online resource for insurance that you do not offer directly and leverage the asset to acquire links to your website.

Broken Link Building – Similar to the PBN approach, I would also recommend crawling and finding broken links off of high authority websites within the industry.

In the perfect world a company would have the budget for all these strategies at the same time. But we understand this isn’t the case. Each of them come with their own pros and cons based on risk, cost, and reward. While they all work very well within the Insurance industry, we understand that different businesses have different priories. That said, one or some of the above strategies will likely fit well into every insurance company’s risk tolerance and budget.

Let us audit your website and competition.

Fill out the form below and we’ll deliver you a complimentary audit of your website and competitors. We’re looking forward to having you a part of the family here at SEO Brothers. If you have any questions let us know in the comment section below.

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