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Direct to consumer marketing is on the minds of many insurers today, calling for a strong online presence. One of the most effective ways to increase visibility and attract potential customers is through Search Engine Optimization (SEO).

SEO covers a range of techniques and strategies to improve a website’s structure, content, and overall online presence. For marketing and website managers new to SEO, it can sometimes feel overwhelming. The best way to start optimizing your website for SEO is with a shortlist of straightforward SEO strategies that are sure to improve your website’s rankings. With a well-executed SEO strategy, insurance carriers can stay ahead of the competition and maximize online visibility and growth.

WaterStreet Company offers cloud-based Policy Administration for P&C insurance, designed by insurance experts for insurance experts.

1. Craft Compelling SEO Titles and Descriptions

SEO titles and descriptions are very important for all pages of your website. Every time you enter a query into Google and a list of pages appears, this list is populated by SEO titles and SEO descriptions. The SEO Title has a strong influence in search engine rankings and the SEO description influences user click-through rates.

Marketing managers should create engaging titles and descriptions that accurately represent the content of each webpage. Include relevant keywords and appeal to users’ search intent to help search engines understand the relevance of the page, resulting in improved rankings. Compelling SEO descriptions also entice users to click on the link, increasing the website’s organic traffic.

2. Don’t Forget to Interlink

Interlinking, or internal linking, involves connecting different pages within a website through hyperlinks. Interlinking plays a significant role in SEO by enhancing website navigation, user experience, and search engine crawling.

When marketing managers strategically interlink relevant pages, it helps search engines better understand the website’s structure and content hierarchy. Interlinking also distributes link authority throughout the website, improving the ranking potential of individual pages and boosting overall SEO performance.

3. Content Development

Content is the backbone of all successful SEO strategies. Insurance carriers should invest in creating high-quality, informative, and engaging content that addresses the needs and interests of a target audience. By consistently publishing valuable content, such as blog posts, articles, and guides, insurance carriers can establish themselves as industry thought leaders and attract organic traffic.

Many insurers can help increase non-branded organic traffic driven to the website by focusing on informative content. Users who have never heard of your brand are more likely to find your website when you publish interesting content on a topic they are interested in. Incorporate relevant keywords naturally throughout the content to aid search engines in understanding the topic and improve organic visibility. Over time, don’t be afraid to revisit an old page on your website and optimize it again to help regain any traffic. As more and more content is published by various sources across the internet, competition can increase between pages, pushing your page further down the rankings. A quick refresh may be all you need to regain lost organic traffic.

4. Strengthen Your Evergreen Pages

Evergreen pages, such as your About Page, Contact Us Page, and Services Pages, play a crucial role in insurance carrier websites. These pages not only provide essential information about the company and your offerings, they also show how potential customers can get in touch.

From an SEO perspective, evergreen pages contribute greatly to website authority and credibility. Include targeted keywords in your headings and body copy, create image alt attributes for all images, and provide comprehensive and accurate information on these pages to help improve search engine rankings and ensure visitors find the information they need easily.

5. Embrace Mobile Optimization

With the increasing use of smartphones and tablets, optimizing websites for mobile devices is paramount. Many search engines today are mobile-first, meaning your website is valued based on your mobile experience.

Mobile-friendly websites rank higher in search results and provide a positive user experience. Insurance carriers should ensure the website is responsive and loads quickly on mobile devices. Optimizing images, using a mobile-friendly design, and implementing structured data markup can all contribute to improved SEO and better visibility among mobile users.

About WaterStreet Company

WaterStreet Company supports insurers with next-generation P&C Policy Administration Software. We provide insurers a cloud-based solution with an advanced API to grow with the company. We understand the importance for carriers and MGAs to adapt to market changes. Ask us about our additional services for accounting, policy, distribution and customer service support.

Reach out to WaterStreet Company today to request a consultation and demo.

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