How can agents optimize their online presence to generate more leads? With the rise of social media and SEO (search engine optimization) marketing strategies, the field of digital marketing is constantly evolving—and this changes the landscape of generating insurance sales leads, as well.

Long range

Optimizing your online presence by getting the most out of social media platforms is clearly critical. Social media marketing is considered an immediate solution to get your message out there and boost business, while SEO is a long-game future investment.

Agency Nation’s podcast Agency Nation Sound recently produced an episode Is SEO Dying? featuring Nyssa Lieder of Agency Nation and Preston Schmidli of Company of Closers discussing the benefits and drawbacks—and the future—of SEO.

Here’s a close look at how best to use SEO as a long-term strategy to boost your online presence and, ultimately, convert more insurance client leads.

How It Works

SEO is, very simply, about rankings. It’s about optimizing your content for search engine results, as in how often your content pops in a search, in what position, and how much your content is being seen by the consumers who are looking for what you provide.

But in today’s changing landscape of digital marketing, it has evolved into so much more than just using the right keywords. The new generation of SEO takes into account:

  • how long people spend on your page;
  • whether they navigate to other pages on your site;
  • whether there is a clear call to action easily visible on your main site; and
  • the clarity of your message, as the user experience is a huge factor now, too.

SEO is also about authority.

The authority of your page is determined by how many other websites are talking about you and linking to your content. Google and other search engines don’t know who you are or how your sales rates compare to other agents—but if other websites that do have established authority online are linking to your page, it boosts your authority in the eyes of Google and other search engines as well.

Context is another key element of SEO.

Between mobile and web searchers, consumers are becoming increasingly savvy about asking more specific questions in order to target the most relevant results.

People do not have the time nor the patience to sift through pages and pages of search results to find the best liability insurance policy for their specific needs.

It’s important to anticipate where your results will carry the most authority and in which contexts your content is likely to appear at the top of the list—such as a liability insurance policy for small businesses in Detroit, Michigan, for example—and to leverage that power accordingly.

Laying the groundwork for the foundation of your SEO is how you win the long-term game, because good content and good websites take time to build authority.

Why It’s Important

SEO is time consuming and challenging, but well worth the investment when considering ways to future-proof your sales.

An SEO marketing strategy is kind of like building up credit, Lieder says, where you need to establish your website and your content as an authority in order for it to become top-ranked.

Lieder cautions that when you launch a new website from scratch, it’s going to be ranked in the 20s-40s for years. Without history, you won’t have any domain authority, and it takes time and effort to build this up. It could take between six months to a year for Google to even recognize your website to appear in searches, she concludes.

But that doesn’t happen passively either. In order to generate leads in the long-term based on SEO, Lieder stresses that you need to invest up front in the time it takes to create good content that will accrue authority.

Lieder estimates that starting from scratch with a perfect SEO strategy will get you authority in about three years. It’s an up-front investment to make while you are using more short-term solutions like social media marketing to generate leads.

Take a look at how you can lay a firm groundwork now so that your SEO pays off big time down the road by reading our 6 Techniques for Improving Your SEO Strategy.

Make Your Content Future-Proof

Between desktop and mobile searches, more people are searching for more information all the time. Keyword volumes are increasing, and you want to make sure that when people search, it’s your content that they see.

Zero In

The more engaging and relevant your content or website is to your target audience, the more likely they are to share with friends and family, which builds authority by linking to other sites—all of which boosts your relevance in the eyes of Google and other search engines.

Laying the groundwork for the foundation of your SEO is how you win the long-term game, because good content and good websites take time to build authority.

Do This

Make a strategic plan so that when you have built up  enough leads to guarantee your survival rate, you will be in a position to pay an expert to handle your SEO for you.

The Bottom Line

Building authority and increasing your relevance through SEO is, in reality, so much more than rankings and keywords.

It’s a worthy investment, however, because the steps you take towards optimizing your SEO strategy now by building authority and increasing your relevance to consumer needs are good business practices that are here to stay.