Effective Tips for Tidying Up Your SEO

Posted on May 14th, 2021 by nms

Insurance agencies across the country rely on websites and other online resources to connect with customers and to engage visitors. Successful insurance web design includes search engine optimization (SEO), or the strategies needed to make websites stand out in online searches. As your agency grows, so too does your website, and SEO can suffer. In this guide, we will explore tips for helping you to clean up your SEO, allowing your agency website, blog, or e-newsletter to perform beyond expectations in online search visibility.

The Case for SEO Cleanup

Think about the many online properties you use to attract customers to your agency. Most insurance companies have a website, but may also use blogs, social media platforms, subscription-based online newsletters, or e-commerce listings to make connections with others. Each of these online properties has its own SEO considerations, and as pages are added or removed and new properties developed, SEO issues can reduce the effectiveness of your efforts in making them visible in search.

These issues also have a profound effect on visitor satisfaction; left uncorrected, issues with site navigation and structure can increase bounce rate, or the rate at which visitors navigate away from a given site. Insurance web design is only part of the digital marketing puzzle; periodically revisiting your online properties to clean them up makes sense from both visibility and business growth perspectives.

The Site Audit: Pinpointing SEO Issues

The first step in cleaning up SEO on your agency web properties is to begin by evaluating them. Site auditing tools can help highlight areas that need addressing, such as broken links, erroneous or repeated meta descriptions, missing page titles, and more. Available site auditing tools also provide recommendations for fixing any issues discovered during the audit; this can streamline your team’s efforts, saving you time and money as you tackle your SEO problems.

Cleaning Up Site Structure

Think about the last website you visited. Was it organized in a way that made finding information easy? Was it easy to navigate? Both of these factors are an integral part of insurance web design and are known as site structure. Good site structure is critical in creating positive first impressions with visitors; if they can easily use your site to find what they are looking for, visitors tend to stick around longer. The longer they stay, the more likely they are to take the next step in any purchasing decision.

Too often, websites try to pack in too many details, resulting in websites that are cluttered, slow to load, and lacking in focus. This is especially true of homepages; it is a better practice to streamline the homepage by improving its focus, eliminating all but the most important details on that page.

Another tip is to break page content into categories, such as:

  • Insurance products
  • Insurance services
  • Contact information
  • Blog posts
  • Case studies

This technique of categorization allows visitors to navigate directly to the information they desire without wading through an overly complex site structure. This technique also improves SEO, giving search engines a better ability to correctly index your site’s content.

Investigating Data to Reveal Site Trends

Data is a vital part of the SEO process. With data, insurance web design professionals can see what works and what does not. This data reveals trends, such as pages experiencing high bounce rates or increased engagement. By analyzing data, your team has a better idea of what needs to be fixed, or what can be leveraged from successful pages to those lacking in engagement. Data can also help you identify where your traffic is coming from, what those visitors do while visiting your web property, and where they navigate after leaving your site.

Linking: The Keys to SEO

Insurance marketing incorporates many strategies to improve online search visibility. One of these strategies is known as link building. Site designers create inbound links from outside sources to the agency’s website and outbound links that point to authoritative resources for further reading. These links are interpreted by Google in their search algorithm; a good assortment of links can significantly help improve SEO.

What if those links are broken or point to or from less-than-reputable sources? Each of these factors can penalize you in search results, negating all that hard work you have done in improving your SEO. It is essential to identify broken links and to disavow backlinks that are hurting your SEO prospects. To make the process easier, link-checking tools are readily available.

Insurance web design is a complex field. With the right professionals and the right strategies, your agency’s site can stand out both in search and against the competition. Cleaning up your SEO paves the way for continued success in the online environment.

About Agency Tsunami

Agency Tsunami is the digital marketing division of Neilson Marketing Services, who has provided the insurance distribution sector with innovative marketing and communication solutions for over twenty-five years. With our Agency Tsunami program, we have implemented an integrated marketing strategy that includes optimized, professional websites supported by high-quality SEO and Social Media for hundreds of insurance retailers and wholesalers. Our goal is to help your insurance business perform and generate new opportunities. Give us a call at (800) 736-9741 to learn more about how we can do that for you.