In 2024, if someone needs insurance (or anything else, really), their first step is almost always a Google search.
The numbers back this up: A staggering 4-6 million people search for car insurance each month. In June 2024, around 14,800 people searched for life insurance.
Each of these searches represents a potential lead, a new customer waiting to be discovered. But here’s the catch: competition is fierce. Countless insurance companies are vying for the top spots on those search results pages.
Major players often dominate the search results, making it challenging for smaller agencies and brokerages to stand out.
But don’t be discouraged—with the right SEO strategies and consistent effort, even smaller businesses can carve out their own space on the first page and attract valuable organic traffic.
This article provides a comprehensive guide to SEO for insurance agents, covering everything from keyword research to content creation and technical optimization.
It will help you attract more leads, convert more customers, and grow your business.
What Is SEO for Insurance Agencies?
SEO, or search engine optimization, is the process of improving your website and online content to rank higher on search engines like Google or Bing.
Why does this matter?
Consider this: 68% of all clicks go to the top three search results. Results on the second page and beyond receive almost no traffic.
In the insurance industry, where brand loyalty is low and price is king, visibility on search engines is crucial. You’ll also be competing with major players like Progressive, State Farm, and Liberty Mutual to name a few.
Also, potential customers are looking for good value and are likely to choose one of the first insurance agencies they find in their search results.
The potential ROI of SEO
Imagine your insurance agency secures the coveted top spot on Google for the highly competitive keyword “cheap car insurance.”
Here’s how the numbers could play out:
This keyword boasts a whopping 402,000 monthly organic searches. If you rank at the top and capture 30% of that traffic, you could see 122,100 monthly visitors. With a modest 2% conversion rate, that’s 2,442 paying customers. If the average car insurance premium is $869, those customers could generate over $2.1 million in monthly revenue.
Compared to an average monthly SEO cost of $3,209, the potential ROI is massive.
While broad keywords like “cheap car insurance” are competitive, smaller brokerages can still thrive with SEO by:
✅ Focusing on long-tail keywords: Target more specific keyword phrases (like “best life insurance for seniors in Texas”) to attract highly relevant traffic.
✅Localizing your efforts: Use location-based keywords (like “cheap insurance Dallas”) to appear in local searches and reach customers in your area.
Understanding how Google determines which websites to display in these local searches is key to maximizing your SEO efforts.
So, let’s dive deeper into how Google’s search works below.
How Does Google Work?
When you type a query into Google’s search bar, a complex process unfolds behind the scenes.
Google’s powerful algorithms instantly assess your search term and present results it deems most suitable, prioritizing three key factors:
✅ Relevance: Google aims to deliver results that match your search intent. If you search for “car insurance quotes,” you’ll see a search engine results page about getting car insurance quotes, not general insurance information.
✅ Quality: Google favors websites with well-written, informative, and user-friendly content. It also considers factors like page load speed and mobile-friendliness.
✅ Authority: Google values websites considered trustworthy and authoritative in their field. This is determined by factors like backlinks from other reputable sites and overall domain authority.
| 💡Key point: What is domain authority? Domain authority (DA) is a metric developed by Moz that predicts how likely a website is to rank in search engine results pages (SERPs).It’s scored on a scale of 1 to 100, with higher scores indicating a greater likelihood of ranking well. |
It’s important to note that Google doesn’t scan the entire internet whenever someone searches. Instead, it relies on its vast index of web pages.
This index is built through a process called crawling and indexing. Google’s “crawlers” constantly explore the web (including insurance agency websites) and follow links to discover new and updated pages.
Once a page is crawled, its content is analyzed and added to the index. When you search, Google looks through its index to find the most relevant and high-quality results to display.
The Four Pillars of SEO
Content
Content is the most important part of SEO. It covers articles, blog posts, videos, and other information on your website. Good content answers questions or provides value to your potential customers.
Keywords are the words and phrases people enter when searching for information online.
Incorporating relevant keywords naturally in your content helps search engines understand your site and match it to users’ searches.
On-page SEO
On-page SEO refers to optimizing the content and structure of each page on your site. This includes:
- Title tags
- Meta descriptions
- Header tags
These elements help search engines understand the page’s purpose and how to rank it. Also, on-page SEO ensures your website is user-friendly, easy to navigate, and loads quickly.
Technical SEO
Technical SEO focuses on the behind-the-scenes elements of your website that affect its performance. This includes site speed, mobile-friendliness, and ensuring search engines can crawl and index your pages.
A well-optimized website will not only work smoothly for users, but also make it easier for search engines to find and rank your content.
Off-page SEO (link building)
Off-page SEO is about improving your website’s authority and reputation by getting other websites to link to yours. These links are known as backlinks.
Backlinks act as “votes of confidence” that tell search engines your insurance business website is trustworthy and relevant.
The more high-quality links you have pointing to your site, the higher it can rank in search results.
What is E-E-A-T?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
It’s a framework Google uses to evaluate the quality of web pages, especially those dealing with topics that could impact a person’s health, finances, or safety. Here’s a breakdown:
- Experience: Does the content creator have firsthand or relevant experience with the topic?
- Expertise: Is the content creator’s subject matter expertise backed up by credentials, qualifications, or a proven track record?
- Authoritativeness: Is the content creator or website recognized as an authority in the field? Backlinks, mentions from other experts, and industry recognition can support this.
- Trustworthiness: Is the website and its content reliable, accurate, and transparent? This includes having clear contact information, positive user reviews, and a secure website.
E-E-A-T is crucial for SEO in the insurance industry because Google places a high priority on providing users with reliable and trustworthy information, especially for topics that can significantly impact their lives—Google refers to these as “Your Money or Your Life” (YMYL) topics.
Insurance, with its potential to affect people’s financial well-being, falls into this category.
By demonstrating E-E-A-T in your content and website, you increase your chances of ranking well and establishing trust with Google.
How to Optimize Your Insurance Website
Set up local citations and social media
Start building your online presence by setting up profiles on social media platforms like LinkedIn, Facebook, X, and Instagram.
Additionally, ensure your business is listed on directory sites relevant to the insurance industry, like trustedchoice.com and yell.com.
Having your business information (name, address, and phone number – NAP) listed on these platforms is known as creating ‘citations.’ These citations serve as crucial signals to search engines, helping them confirm your business’s existence, location, and legitimacy.
Why does this matter?
Consistent and accurate web citations help build your local SEO presence and increase your chances of showing up in local search results, especially for search phrases like “insurance agents near me.”
Think of citations as digital endorsements for your insurance agency. When reputable websites and directories list your agency’s information, it signals to search engines that you’re a legitimate and trustworthy local business.
This strengthens your local SEO presence, making it more likely that potential clients in your area will find you when searching for insurance services.
Set up a Google Business Profile
In the competitive insurance industry, standing out in general search results can be challenging.
That’s why focusing on local SEO is key for insurance agents. And one of the most powerful tools for local visibility is your Google Business Profile. Here’s why it’s indispensable:
✨ Visibility in local searches
When potential customers in your area search for phrases like “car insurance dallas,” Google Business listings often take center stage, appearing in the highly visible “Local Pack” at the top of the page.
Studies show businesses featured in this three-pack enjoy a significant advantage, receiving 126% more traffic and 93% more actions (calls, website clicks, and directions) than those ranked lower. This prime real estate can be a game-changer for driving local leads to your insurance agency office.
✨ Location on maps
Google Business allows you to pinpoint your business location on Google Maps. This makes it easy for potential customers to find your office, see the distance from their location, and even get directions.
In essence, a well-optimized Google Business Profile is your gateway to connecting with local customers actively searching for insurance services in your area.
By establishing a strong local presence, you can effectively compete—even in a crowded market—and attract high-quality leads.
How to set up Google Business for your insurance company
1️⃣ Create or sign in to your Google account
2️⃣ Go to Google Business
3️⃣ Add or claim your business: If your insurance company is already listed, you can claim it and verify ownership. If it’s not listed, click on the “Add your business” or “Manage now” button to start the process.
4️⃣ Provide accurate and complete information about your business, including:
- Business name
- Address
- Phone number
- Website URL
- Business category (e.g., “Insurance Agency,” “Life Insurance Agent,” “Car Insurance Agent”)
- Service areas (if applicable)
- Business hours
5️⃣ Verify your business: Google will verify your business ownership by sending a postcard with a verification code to your address. Once you’ve received it, enter the code on your Google My Business dashboard to complete the process.
| 💡Pro-tip: Optimize your listing
Once verified, add as much detail to your insurance agency profile as possible. This includes:
|
Share social proof on your website
Sharing social proof, such as Trustpilot reviews, on your website is another key part of your overall SEO strategy.
When searching for a new insurance provider, potential customers are naturally concerned about trust and reliability.
Keep in mind that positive reviews and testimonials can go a long way toward establishing trust, while negative reviews can erode that trust.
Additionally, search engines view positive reviews as a sign of authority, which can contribute to improved rankings.
Case study: Staysure
Source: Staysure
An example of an insurance company that effectively showcases reviews on its home page is Staysure, a travel insurance provider.
They highlight their customer feedback by displaying their Trust Pilot reviews on their website, creating a sense of reassurance among potential customers.
Start creating great content
As we mentioned above, high-quality content is the cornerstone of search engine optimization. Creating great content means producing professional, valuable material that resonates with your audience.
For example, Clements Worldwide offers expats an in-depth guide on avoiding insurance gaps when stationed overseas, a niche yet highly useful topic for their customers.
Below, we show you how to create content using Ahrefs, an SEO toolset that offers insurance agencies detailed insights into backlinks, keyword rankings, and content performance.
1️⃣ Brainstorm content ideas
Start by identifying topics relevant to your target audience. Focus on solving their problems or providing valuable information. Here’s where to look for content ideas:
- Look at reviews, surveys, or support tickets to identify common questions or issues your audience faces.
- Browse forums or social media platforms where your target audience spends their time (e.g., Reddit, Facebook groups).
- Review competitor blogs to identify gaps in their content or topics they haven’t covered in depth.
- Use tools like Ahrefs to explore search queries and see what your audience is actively searching for. More on this below!
2️⃣ Perform keyword research
Here is how to perform keyword research in Ahrefs:
1. Go to Keywords Explorer: Enter a keyword related to your topic. We’ve chosen “cheap car insurance” as an example.
Source: Ahrefs
2. Analyze keyword metrics: Look at metrics such as keyword difficulty (KD), search volume, clicks, and traffic potential. As you can see in the screenshot below, the keyword “cheap car insurance” has a KD of 64, which means it’s hard to rank for this term. It has 236,000 searches a month and a traffic potential of 305,000.
Source: Ahrefs
3. Check keyword ideas: On the keyword overview page, Ahrefs suggests related keywords, questions, and long-tail keywords related to the keyword you originally searched.
Source: Ahrefs
4. Filter results: Narrow down your options by looking into keyword difficulty, volume, or other metrics to find manageable, high-value keywords. You may uncover hidden gems in this list. For example, “cheap full coverage car insurance” has 9,000 searches a month with a keyword difficulty of 40. This would be considerably easier to rank for than the broader term “cheap car insurance.”
Source: Ahrefs
| 💡Key Point: Think Local
While broad keywords like “cheap car insurance” are highly competitive, don’t overlook the power of localized search. Targeting location-specific keywords (e.g., “car insurance Dallas”) can help you reach a more relevant audience and improve your chances of ranking well in your local area. For example, in the screenshot below, you can see that, “car insurance Dallas” has a KD of 9, with a search volume of 600 per month and a traffic potential of 2,400—which is ideal for an insurance agent located in Dallas!
Source: Ahrefs |
5. Check the SERP overview: Next, analyze the competition by reviewing who ranks for your chosen keyword and assess whether you can compete:
Source: Ahrefs
6. Download keywords: Once you have selected a keyword in Ahrefs, you can export the list of matching terms. Under “keyword ideas,” click on “view all.” This will take you to a detailed page with all related keywords. On the left-hand side, click “Export,” and choose to download the data in CSV format:
Source: Ahrefs
7. Create a content calendar: Plan your schedule by organizing when each topic will be published.
8. Create content: Use professional writers and designers to craft high-quality, engaging content that resonates with your audience and addresses their pain points.
Optimize technical SEO
As we mentioned above, technical SEO is the behind-the-scenes element that ensures search engines can easily crawl, index, and understand your content.
In essence, technical SEO is about making your website easy for Google and other search engines to understand.
Technical search engine optimization involves various factors, including:
Core web vitals optimization
Page speed
The speed at which your web pages load is critical. Slow-loading sites frustrate users and can lead to lower search rankings.
You can use Google PageSpeed Insights to test the speed of your web pages. Ideally, your web pages should load in under 3 seconds.
Mobile-friendliness
Today most people use their smartphones to search for information, including insurance providers. That’s why it’s more critical than ever to ensure your website offers a seamless experience on mobile devices.
Also, Google’s web crawlers now primarily use a website’s mobile version for indexing and ranking. This means it’s crucial for your website to be optimized for mobile devices.
Ensure your website’s design is fully responsive—this means that buttons, text, and images should adjust seamlessly to different screen sizes on smartphones and tablets.
You can use tools like Google Lighthouse to test your website’s mobile-friendliness and identify areas for improvement.
Website structure and navigation
Clear site architecture
Organize your website’s content logically, using clear categories and subcategories. This makes it easier for users and search engines to find information.
Internal linking
Strategically link relevant pages within your website. This helps users navigate your site, distributes link equity (ranking power), and indicates the relationship between different pages and search engines.
For example, as an insurance expert, let’s say you have a blog post on your website titled “Understanding the Different Types of Life Insurance.” In that post, you mention the importance of choosing the right coverage for your family’s needs.
You can create an internal link from the phrase “choosing the right coverage” to another page on your website that specifically discusses life insurance coverage options or provides a life insurance needs calculator.
XML sitemap
SEO for insurance agents also involves creating and submitting an XML sitemap. An XML sitemap is like a roadmap of your website. It lists all your important pages, making it easier for search engines to discover and crawl your content.
ℹ️ Here is a guide on how to submit an XML sitemap.
On-page technical elements
Meta tags
Meta tags are snippets of HTML code embedded in the head section of a web page. They provide information about the page’s content to search engines and, sometimes, directly to users on search results pages.
Think of meta tags as labels or summaries that help search engines understand what your page is about. You’ll need meta tags for all of your web pages.
Here is an example of a search result for the term “homeowners insurance.” In the screenshot, 1 is the meta title, and 2 is the meta description.
Header tags (H1, H2, etc.)
Use header tags to structure your content, creating a clear hierarchy. This helps search engines understand the importance of different sections and improves readability for users.
Image optimization
Compress images to reduce file size and improve page load speed. Add descriptive alt text to images to benefit visually impaired users and provide search engines with context.
URL structure
URLs should be clear, descriptive, and include relevant keywords. Avoid long, complex URLs with unnecessary details.
Schema markup
Schema markup is code that provides search engines with additional context about your content. It can lead to enhanced search results with rich snippets, such as star ratings or product information.
ℹ️ Here is a guide on how to implement structured data.
Other technical considerations
- Robots.txt: A robots.txt file instructs search engine crawlers to either access or ignore pages or sections of your site. Use it to prevent sensitive or irrelevant content from being indexed.
- Canonical tags: If you have multiple versions of the same page (e.g., with and without URL parameters), use canonical tags to specify the preferred version to avoid issues with duplicated content.
- HTTPS security: Ensure your website has a valid SSL certificate to provide a secure connection for users and boost trust.
- 404 error handling: When a user encounters a broken link or a page that doesn’t exist (404 error), provide a helpful custom 404 page with links to relevant content or a search function to keep them engaged.
Off-page SEO
Off-page SEO is another aspect of insurance agency SEO. It’s focused on activities that happen outside of your website to improve its search engine rankings.
A key component of off-page SEO is link building—which is the process of acquiring backlinks (links from other websites) to your own. Search engines consider backlinks as a signal that your content is valuable and trustworthy.
The more high-quality backlinks you have from reputable sources, the more likely it is that your website will rank higher in search results. This is especially true for competitive industries like the insurance niche.
Let’s take the example of the local keyword “car insurance miami.” This keyword phrase may be easier to rank for, but as you see in the screenshot below, the top three results all have a number of backlinks:
Source: Ahrefs
So, if you wanted to improve your chances of ranking higher here, it would be time to build some backlinks to compete with these three local insurers. Here are a few effective link-building tactics that can be particularly beneficial for insurance agents:
| 👑 Building high-quality backlinks takes time, effort, and expertise. If you’re looking for professional assistance in developing a strong backlink profile for your insurance agency, consider partnering with Authority Builders.
Our team specializes in creating tailored link-building campaigns that can enhance your website’s authority, boost your search rankings, and drive more qualified traffic to your site. |
Guest posting
Guest posting is the process of writing articles or blog posts for high-authority blogs within your industry or niche.
Identify relevant websites with a strong audience, pitch them your article ideas, and include a link to your website within the content or author bio.
ℹ️ Here is a directory of websites in the insurance niche that accept guest posts.
Unlinked mentions
Find instances where your insurance services are mentioned online without a link to your website.
Here’s how to do this with Ahrefs:
- Go to Content Explorer and enter your brand name or company name.
- Apply the filter to only show pages where your brand is mentioned but not linked:
Source: Ahrefs
- Once you’ve identified unlinked mentions, contact the site owners and politely request that they add a link to your website.
Create linkable assets
Another way to obtain backlinks is by creating high-quality, valuable content that naturally attracts backlinks from other websites.
Develop content such as in-depth guides, original research, infographics, or interactive tools that provide unique value to your target audience.
ℹ️ A great example of a linkable asset is Confused.com’s car insurance calculator. It has around 85 backlinks from 40 domains.
Obtain PR backlinks
PR backlinks are a way to earn backlinks through press releases, media coverage, or interviews.
Partner with a PR agency or build relationships with journalists to secure mention of your insurance company’s news, events, or thought leadership.
ℹ️ For example, Farmers Insurance issued a press release announcing how they will restructure their organization. This press release earned them multiple backlinks from high-authority sites like The Seattle Times and Los Angeles Times.
Publish original research
Another way to obtain backlinks is by conducting and publishing research studies or surveys related to the insurance industry.
You can do this by identifying industry knowledge gaps or trending topics, conducting thorough research, and publishing your findings in a well-structured report or white paper.
ℹ️ An excellent example of this is Accenture’s research on how AI is transforming claims and underwriting.
Infographic link building
Infographic link building is a content marketing strategy where you create visually appealing and informative infographics and then strategically share them across the web to earn backlinks from other websites.
Essentially, you design engaging infographics that present data, statistics, or complex information in a visually appealing and easy-to-understand manner.
ℹ️ An example is this Insurify infographic on the most dangerous states to drive in. According to Ahrefs, it has a whopping 299 links from 291 domains!
Source: Insurify
Track your results
Tracking your results is vital to understanding how well your SEO efforts work and proving their value to management.
Keeping an eye on key metrics lets you see what’s driving traffic, leads, and conversions, helping you fine-tune your strategy for even better results.
Below, we identify some platforms to track SEO results:
Google Analytics
Google Analytics (GA) tracks website traffic, user behavior, and conversion data.
➡️ Features: You can see page views, session duration, bounce rate, and conversion paths. This data helps identify which content performs well and where to optimize further.
Google Search Console (GSC)
GSC helps monitor and maintain your site’s presence in Google search results.
➡️ Features: Track keyword rankings, search impressions, and click-through rates (CTR). GSC also highlights site performance issues, such as crawl errors, which impact SEO.
Ahrefs
Ahrefs is an SEO toolset that can offer insurance agencies detailed insights into their backlinks, keyword rankings, and content performance.
➡️ Features: Track changes in organic search traffic, monitor backlink profiles, and analyze keyword movements over time.
Final Thoughts: SEO for Insurance Agents
Getting your insurance agency noticed online is more important than ever. With millions of potential customers searching for insurance every month, securing a top spot in search results can make a huge difference in your business growth.
At Authority Builders, we specialize in SEO and building authority through link building. Our tailored strategies are aimed at increasing your visibility, driving more qualified leads, and boosting conversions.
Ready to get started? Contact us today to learn more about our insurance SEO services.