What has changed is that, unlike 5 years ago, when links
were essentially the only factor in ranking a website in Google
search, today there are over 200 search engine ranking factors
Google takes into account. The other prominent change is that
shady or "black hat" SEO activities
(like buying hundreds of
links from poor quality websites) can now be
penalized and decrease your search engine rankings. Don't let
this scare you. When it comes to backlinks, the important thing
to remember is that Google wants to see natural looking
backlinks. The more natural looking backlinks you have, the
higher your site will climb in search engine results.
Here are a few places your agency can secure natural
backlinks that will help improve your local SEO.
Local Publications
Build relationships with the local newspaper reporters. Make
sure they know that you are available to comment whenever they
have a question about insurance. Many times, the online version
of the newspaper will link to an information source—in this
case, you.
Industry Publications
Consider contributing to insurance industry trade
publications like PropertyCasualty360 or
IA Magazine. By sharing your expertise on
a topic with the insurance
industry, you will receive a healthy and relevant link back to
your agency website.
Client Sites
Ask clients if they'd be willing to place a link from their
website to your agency website as way of showing support for
your business and the work you do. An even better idea might be
to create a cool little graphic that says, "Insured by [Insert
Agency Name]" (or even just your logo) and have your clients
link that image to your site.
Local Organizations
Local organizations such as chambers of commerce or
not-for-profit organizations in which you participate usually
have a listing of members and links to their websites. Because
of the philanthropic nature of these types of organizations,
Google can sometimes give a slight boost in "juice" to these
types of links. Make sure you have a link from each organization
in which you participate.
TrustedChoice.com
Advantage Subscribers to TrustedChoice.com receive a backlink
to their agency website. The backlink from a well-optimized
TrustedChoice.com profile will definitely provide local SEO
value to participating agencies.
Conclusion
Local SEO for insurance agents, a big part of which is
attracting more backlinks to your agency website, takes work.
But, if I've said it once, I've said it a thousand times—the
path to increasing profit online lies in search.
Connected Generation consumers use Google as a tool for
finding solutions to their needs. When these insurance
consumers, both personal lines and commercial lines, find your
agency in search, that's when new opportunities turn into new
business revenue.
*This article is based on a resource guide published on
Agency Nation titled "The
Complete 2015 Guide to Local SEO for Insurance Agents."
Ryan Hanley is the vice president of digital marketing for TrustedChoice.com and Agency Nation. He is also a writer,
speaker, and content marketing consultant helping businesses find
their audience, tell their story, and grow their business online.
Connect with
Mr. Hanley on Google+ here.