What’s the point of a website if it can’t be found online?
For the last 10 to 15 years, having a website for your brokerage put you in front of your competitors. Today, it’s no longer enough. The insurance industry has digitalized and clients expect an exceptional online experience from their brokers. If you don’t have a website that is frequently maintained and optimized for search engines, you’re likely losing business to companies that do.
Think of it this way: When you Google search something, do you ever look past the first few results? For example, if you’re looking for the best Italian restaurant in Calgary, you’re probably not going to look at the results past the 5th or 6th position. It’s even less likely that you’d make it to the 2nd or 3rd page of results. If you’re struggling to get leads to your website, you’re likely not ranking high in the search results.
With a high quality website and a strong digital strategy, the potential reach of a business is increased dramatically – and neither is complete without search engine optimization (SEO). SEO is the process of improving your website to increase the quality and quantity of organic search engine traffic to your website. Getting found by potential clients is key to your success as a brokerage in the digital world.
Frequently Asked Questions
Search Engine Optimization (SEO) is the process of configuring a website to positively affect it’s visibility in the search engine result pages. Often referred to as organic, natural and/or earned traffic, SEO’s ultimate goal is to increase the number of conversions received through the website by ranking it as high as possible in the search results.
This depends on what the brokerages goals are, but if they strive to increase their bottom line and continue to attract new business – then yes, SEO will undoubtedly help.
Having a search engine optimized website has numerous benefits. The ultimate benefit is increasing the number of conversions your brokerage reviews. Other benefits include increased brand exposure, increased profits, increased number of new customers, company growth and ensuring your brokerage survives the industry digitalization.
PPC stands for pay-per-click and is a form of paid online advertising. PPC will usually deliver instant results, whereas SEO is a slower process and could take months of strengthening the site before it begins to appear in the top search results. However, PPC can be costly and is only effective when an active paid campaign is in action, whereas SEO is typically cheaper long-term and the results that are earned via organic positions last longer (especially when maintained).
On-page SEO refers to the elements of a website that can be seen by the human eye, this includes the content, meta information, image descriptions, URL, site structure and the overall user experience delivered through the website design. Content is one of the main factors for succeeding in SEO, so anyone considering undertaking an SEO program must be prepared to make on-going edits to their sites content to ensure it’s always at the forefront of SEO standards.
Off-page SEO refers to two different ranking factors: 1) the technical set-up of a websites backend to ensure it’s configured in a way that search engines like to crawl, 2) the acquisition of backlinks.
SEO strategies are comprised of both on-page and off-page components. Once a website’s on-page elements are optimized (i.e. content and site structure), the off-site components will commence. However, a successful SEO strategy should be tailored to the websites industry and goals, so therefore no two strategies are the same. It is important to note that a successful SEO strategy is long-term, as Google and other search engines regularly update their algorithms which in turn means that sites need to be frequently to ensure it aligns with the latest SEO guidelines.
Backlinks are when another website includes your URL on their website. This URL must be clickable for the link to pass SEO equity to your site. Backlink acquisition is usually the most difficult part of an SEO strategy, however it is also one of the most important factors.
The most successful SEO strategies occur when clients aid their digital agency with both the information they require and the tasks they request be completed on the client side. For example, in order to write great quality, SEO friendly content, the agency will need help from the client side to ensure it’s factually correct. Another example if the client aiding their agency to create natural reasons for other websites to backlink to them (i.e. donating to charities, winning awards, sponsoring events, doing newsworthy things)
This will depend on how old your site is, what CMS it is built on and whether it has a good online reputation. We will be able to give you an initial assessment and site audit to determine whether your current site is strong enough to be competitive in the search results.