In today's digital age, having a strong online presence is crucial for attracting and retaining clients to your insurance business. Choosing the right keywords is essential to a successful digital marketing strategy. 

In our previous blog post, we laid out the elements of a good keyword strategy that ensures you appear higher in search engine results. Here's your guide to the best keywords insurance agents can use to attract clients and tips to use them effectively.

Understanding Insurance Keywords

Keywords are words or phrases users type into search engines to find information. In the insurance industry, agents or businesses should consider different keywords when developing their digital marketing strategy. Generic keywords, such as "insurance," are broad terms that attract many searches but are highly competitive. So, while it helps search engines like Google understand your business, it's unlikely to appear in a search for "insurance" unless you pay big bucks to get a sponsored ranking. 

• Branded keywords, include the business's name or products, such as "State Farm insurance." 
• Long-tail keywords are more specific phrases, such as "affordable workers’ comp  insurance for construction companies," that attract fewer searches but are less competitive. 
• Finally, geo-targeted keywords include location-specific terms, such as "workers’ comp insurance in Florida." Businesses should use a mix of these types of keywords and use analytics and conduct testing to figure out what works best. 

Popular Keywords to Attract Clients

Some keywords are more likely to attract insurance clients than others, and some may be more beneficial to the specific type of insurance you're selling. For example, "insurance quotes" is a high-volume keyword that potential clients often search for. Keywords specific to the insurance you offer, like "workers’ comp insurance," "health  insurance," and "general liability insurance," are more specific to your business but are still relatively high volume. These keywords reflect common types of insurance people need and are likely looking for. By incorporating these keywords into their website content and online ads, insurance businesses can increase their visibility in search engine results and attract more qualified leads.

Long-Tail and Geo-Targeted Keywords

While popular keywords can attract traffic, they may not always generate high-quality leads. Long-tail and geo-targeted keywords can help insurance businesses attract more targeted and qualified leads. Using your target clients like "general liability for contractors" is a long-tail keyword that may attract people looking for a specific type of insurance. Similarly, "construction insurance in Atlanta" is a geo-targeted keyword that can attract people looking for insurance in a particular location. By targeting these specific keywords, insurance businesses can attract people who are more likely to convert into clients.

Optimizing Keywords for SEO

Insurance businesses should optimize their website and content for search engines to get the most out of their keyword strategy. This means using keywords strategically, such as in page titles, subheadings, and meta descriptions, and to describe images on the page. It also means creating high-quality, relevant content that naturally incorporates keywords. When content is well-written and provides value to readers, search engines are more likely to rank it higher in search results. Using tools like Google Analytics and keyword testing tools can help insurance businesses track the performance of their keywords and make adjustments to improve outcomes.

Overwhelmed? Here's a Breakdown

1. To be well-ranked by Google and found easily by potential clients, make a list of words and phrases that you think your clients might use to Google your services. 
2. Use one of these keywords or phrases consistently on every page. Don't use the same keyword for more than one page. 
3. The most obvious keywords are usually the hardest to rank for, so build up phrases instead. For example, instead of "Insurance Company" try "Best General Liability Insurance Company in Portland Oregon." Instead of "Liability" try "Can I get sued for..." 
4. When thinking of keywords, always think about what a client might search for in Google instead of what you would search. 
5. Place new content on your site at least weekly. This helps Google to know who you are, it tells Google that your business is still alive, and it gives you another opportunity to add a keyword to your website. 
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Be sure to bookmark: www.normandyins.com/blog and check back weekly to catch future posts about how to attract new customers. Normandy Insurance has evolved since 2006, becoming a top choice for agents in 22 states. Originally focused on workers' compensation, Normandy now underwrites general liability, commercial property, cyber, and yacht insurance. Preferred by independent agents for offering innovative and cost-effective coverage solutions with an emphasis on customer service.

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