3 Tips to Improve Your Insurance Agency Website Rankings & Generate More Leads

more leads How much do you know about search engine optimization (SEO)? No matter if you have a lot of knowledge or have fallen behind the times, one thing will always stay the same: thanks to many algorithmic changes at Google, you need to be more tuned in than ever.

On the surface, it is easy to think you know everything about SEO. All you need is high-quality content and a diverse backlink profile, right? While this is a good start, these two are far from the only factors that impact your rankings.  A lot has changed in the past year, and there is plenty more to come.

Here are three tips to improve your site’s rankings, subsequently generating more leads.

1. Improve Site Speed

In the past, most people didn’t put much time and effort into this. However, Google has made it known that site speed can and will affect search engine rankings.

In short, the faster your site loads, the better your chance of ranking high. This is far from the only factor to consider, but it should be a priority.

Fortunately, site speed is something that you can improve with relative ease.

The first thing you need to do is check how fast your site is currently loading. Some of the better tools include:

These services will give you an idea of what can be changed to improve load times and increase the overall speed of your site.

However, sometimes that isn’t enough.  A slow site is often due to its web hosting service.  Most insurance agency websites aren’t big enough to require a dedicated server.  Shared web hosting is typically the best option.  This means you are sharing a web server with many other customers.

Some hosting companies will allocate too many customers to one server, resulting in a slow website.  Other times, one customer will have a resource-heavy site on the server, which will also slow things down for everyone else.

Because of this, picking an excellent shared web hosting provider is critical.  I’ve been working on websites for over 15 years and have experience with many of the top shared hosting providers.  Insurance Leads Guide has been hosted at Cloudways for the past two years. You can find a list of recommended small business web hosting options that I have personally used and have found to be a good value on our resource page.

2. Focus on User Engagement

Another major factor that Google has started taking into account is user engagement.  This is a measurement of what visitors do once they get to your site and is used to determine overall quality.

Before we go any further, check right now to ensure you have installed an analytics program on your website. If you haven’t done so, there is no better time than now. Google Analytics is one of the best, not to mention one of the easiest to use.

Here are several user engagement factors to keep an eye on:

  • Bounce rate (very important signal – Aim for under 60%)
  • Pages per visit
  • Time on site

User engagement plays a significant factor in Google’s quest to satisfy the search query.

You don’t want people visiting one page of your site and then leaving (this is considered a bounce). You want your visitors to move from one page of your site to the next with useful content and a good user interface. Finally, you want every visitor to spend more of time browsing your site. These all go hand in hand so if you focus on helpful content and implementing engaging features to keep users from bouncing immediately off your site everything else should eventually fall in line.

3. Take Advantage of Social Media

In the past, social media was thought to be “fun but not functional.” Not anymore. Now, the use of social media is an advantage from a search engine ranking aspect and it will only become more important as a real-time ranking factor.

As you get started, focus on these services:

  • Google Business Profile
  • Facebook
  • X (Formerly Twitter)
  • LinkedIn

Are people talking about your business on these social media services? If not, it is time that you change this. Send out interesting and helpful tweets and engage with followers. Make people aware of your Google Business Page and Facebook pages by incorporating them on your site.

The following you create on these platforms are a signal of authority and trust to search engines like Google.  Additionally, conversations on these platforms integrating content from your site can help build a stronger backlink profile.

Final Thoughts

The higher your search engine rankings the more traffic you will receive. Search traffic is coveted because of its user initiated intent which is excellent for generating quality insurance leads.

As you move forward with your SEO and marketing plans, be sure to focus on the three tips above.

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