Good Search Engine Optimisation means being able to provide the highest quality content, while also being able to set up links that are contextually relevant and able to boost the general appeal for sites. Insurance companies face particular challenges for standing out in a crowded market; as well as having to put across their own unique qualities, sites have to be designed in such a way as to break down complex information into a form that can be easily digested in users. In this context, it’s crucial that SEO strategies cover content, internal linking, title optimisation, tutorial videos, and integrated social media.
1 – Use High Quality Content
In terms of using high quality on page content, changes to how Google runs its search queries in 2012 have had a significant impact on SEO as a whole. Google’s Panda and Penguin updates have made it much harder for sites to rely on poorly produced and contextually irrelevant content. Instead, sites have to be able to move beyond flooding their sites with search engine friendly keywords; this means producing clear and concise on page copy, and backing this up with regular blogs, and links back to sites featuring guest posts on insurance. Some ideas for boosting the amount of quality content on an insurance site might involve posts on current insurance trends, and tips for how to make the most of different insurance deals.
2 – Internal Linking
This approach is crucial to building up the strength of a site for search engine crawling. Internal linking involves including multiple links to other parts of a site on individual pages; as with a site map, internal links create a more organic and consistent experience for users. For example, a blog post on ways to reduce your premiums might feature links to current policy offers, or other blog posts on successful ways to manage your finances with insurance packages.
3 – Pay Special Attention To Your Titles
It’s important to make sure that insurance sites use titles to effectively distinguish pages – shorter, concise titles work best for search engines, with keywords prominently featured. Shortening longer URLs at source is also important for making pages more suitable for social media sharing, and for making an insurance site more accessible for mobile phone browsing. Checking tags and response rates from Google Analytics is also important, as is remembering that Google tends to prefer 70 character limits although we now know this is based on pixel width rather than character length..
4 – Tutorial Videos
Including videos on landing pages for insurance sites can be a useful way of simplifying complicated insurance jargon, and can engage users when they first arrive on a site. Videos can be set up to load as a way of introducing the aims or the speciality of a particular insurance company, and might also include tutorials on how to get the best deal out of your insurance. Tutorial videos also work well as a way of optimising sites for social media, and provide a more immersive experience for users, compared to other text and form heavy insurance sites. By adding a video sitemap you’ll also benefit from the additional real estate within the serps.
5 – Use Social Media Wisely
Any social media strategy for insurance sites has to get around the challenge of making insurance engaging enough for users without losing the integrity of a company. SEO and social media marketing can complement each other well if you can get a lot of inbound links back to a site; blogs and videos can enhance this relationship in much stronger ways than just linking to landing pages and offers. Social media should also be seen as a way of boosting SEO awareness on Twitter, and by generating more hits and greater search engine traffic through targeted offers and marketing to local demographics. Make sure that what goes out on the corporate social accounts is kosher though. The last thing you want to do it create a negative social backlash that has happened so many times in the past few years!