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Part of developing an effective insurance search strategy is proper hyperlink utilization and knowing when and where to apply it. There was a time when most people’s idea of link building was stuffing as many links as they could onto their pages. Many so-called “website developers” didn’t check if the links were related to the site’s content!
This dubious strategy still happens today. But the more canny developers now disguise these irrelevant hyperlinks behind relevant keywords. It is perhaps one of the most blatant uses of “click-bait.”
Unfortunately for them, this strategy is likely to backfire. In today’s highly competitive online arena, quality content is king. Links that don’t serve a clear purpose will backfire. People will see them as spam and not waste time on them. Furthermore, websites that deploy them quickly increase bounce rates and lose credibility.
Developing an effective link strategy involves a multifaceted approach in which relevant and valuable links merge into interesting and helpful content. High-quality and purposeful content and well-placed and relevant links increase visitor retention, attract new readers, and improve the site’s credibility. It also enhances the site’s call to action, enabling the company to achieve specific goals.
Now that you know why strategic linking is so important, how do you properly utilize them? How can you incorporate links into your content for maximum effect? Here are some helpful tips:
Most web users read only the content they can readily see without scrolling. Back in the days of traditional paper-based publishing, this was known as the “pre-fold” text.
Because most readers won’t bother going past this point, placing your hyperlink near the beginning of the page copy makes sense. It increases the chances of getting someone to click on it, so you can take full advantage of the benefits of linking.
Gone are the days when packing a page full of links was standard practice. Nowadays, savvy web designers and developers know that less is more. For 1000-word pieces, it is best to have three to five links at most. You can include more if you focus your site on research-intensive and educational content, but avoid overwhelming your readers with too many links.
A concise and clearly defined call to action (CTA) is one of the most effective tools for getting your readers to perform a specific action. Of course, placing the necessary number of links without weakening your CTA can be challenging. You can use links that support your content early on in the page and add another link within the CTA at the end of the text.
Linking to external sources might seem counterintuitive to your goal of keeping readers on your site, but it can be beneficial. External links to reputable and credible sources will boost your reputation with Google and provide more value to your site. If you employ this strategy, point a hyperlink to an authoritative site with quality content to reap the maximum benefits.
Consider pointing your CTA to recommended content. It is an excellent way to showcase your knowledge and provide more value to your site’s readers. You could even use this strategy to direct your readers to fresh and relevant content that they wouldn’t have discovered otherwise.
Few things can ruin your site’s image quicker than a page full of gated links. Ensure that all your links deliver what the anchor text promises and that they won’t have to create a new account or jump through other hoops to get to the good stuff.
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.
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