Optimization Strategies for Insurance-Related Websites


I’m merely relaying information that was forwarded to me by my insurance broker. Although “insurance” isn’t exactly a topic known for its emotional appeal, it’s our job as search engine marketers to change that perception.

It’s up to us to figure out how to make the material enjoyable.

It need not be dull in any way!

What makes an insurance website successful?

Here are a few ideas to get you going.

Building an informative website “loaded” with content relevant to your intended audience is the best strategy. When discussing a topic like “farm insurance,” you’ll naturally focus on issues that are relevant to farmers. Write from the homeowner’s perspective when working on content for the “home insurance” topic. Your target demographic for “auto insurance” should consist of people who own cars and would be interested in obtaining a quote for vehicle insurance coverage.

The “Informational Approach” is a good starting point.

Make a webpage with lots of helpful information on it.

You could make:

* free in-depth features

columns of guidance

free advice

Columns in the News

amusing material

Some instructional materials or “how to” sections would be pretty helpful.

Don’t push the sale too hard, but offer plenty of free, helpful advice. You know that most individuals enjoy searching the Internet for information, research, and recommendations, which is why this strategy is so effective.

Depending on the customer, you may wish to develop material that incorporates but expands upon the client’s existing themes. Let’s use car insurance as an illustration. One goal could be to persuade more people to visit a site where they can submit their information in exchange for a quote on insurance, for example. The goal of this strategy is to have this be the least noticeable part of the whole.

Don’t market it like 99 percent of similar sites do.

Who do auto insurers primarily serve?

Our ideal client “owns an automobile” or “drives a vehicle” and may need auto insurance. Is there a particular genre of writing or subject matter that would work well here? At best, you’ll come across insurance sites that merely provide information “about their business” or “history of their business” or maybe a page spouting some sales pitch about how they “guarantee the best rates.” In most cases, these won’t appeal to your readers. The site’s content must be tailored to users’ interests, needs, and preferences.

To begin, brainstorm potential themes that would be of interest to a car owner.

Make your list that no one else has. Remember that you are not obligated to only advertise “insurance” as a topic. Anyone who has a car and needs insurance is your target demographic. In addition, if your client is primarily interested in local business, regional optimization may be necessary.

Use “high interest” material as a guide for your article themes.

Some ideas are as follows.

* How about some pieces about, say, auto detailing?

* How to perform a wide range of physical activities

Driving Safely: * Hints

Buying a Car: * Helpful Hints

The Best Way to Sell Your Car *

DIY auto repair: a money-saving guide

* Analyzing the relative costs of various new automobiles

What about extending the safety topic to cover recreational vehicles like campers and home trailers?

Why not provide driving-related criticism on “local news” topics?

* Why not make a few posts about “classic or show cars?”

* Write an article with helpful tips about what to do in the event of an automobile crash.

Checklists for safety purposes *

Preventing auto theft: free advice

Tips for Safe Winter Driving *

* Consider it; there are many possibilities.

Do some creative thinking and see if other markets besides these could bring in more money for the client.

Do you think “truck insurance,” “marine insurance,” or “motorcycle insurance” would be better?

Are you a provider of “snowmobile insurance”?

Each idea is a goldmine from which you might mine free, high-quality material.

Data Mining with Wordtracker:

How well do the topics you’ve picked meet the moment’s needs?

Continue using Wordtracker in your quest to discover high-performing themes. Always think about who you’re writing for when you create content. We want to fine-tune our optimization for the correct audience, whether it be fleet operators, truck drivers, buyers of new vehicles, parents of young drivers, bikers, or anybody else.

Check out my short e-guide called Wordtracker Magic, where I reveal my favorite methods for tapping into the best “windows of opportunity” in mere seconds rather than spending hundreds of hours researching if you need creative insight into analyzing your real-time audience behavior within Wordtracker. Those seeking novel approaches to attracting their desired audience will often find helpful information here.

Second, design it so that every content is accessible from the homepage.

Avoid making overly complex tables, and check to see that the search engine robot can quickly navigate each page.

Try to find ideas that could work well for multiple related pages. So, let’s assume you used Wordtracker and discovered that articles about “Fender repairs and paint touch up” were in extremely high demand.

The idea is to zero in on a single trending subject that can be related to several in-demand search terms. If you discovered that “Fender repairs” was trending, you could categorize it as such:

A Few Illustrations:

* Fender work on a Buick

* Fender work on an Oldsmobile

Fixing the fender on your Toyota

* Jeep-specific body repair

Fix the dents in your car’s fenders.

* Repainting and repairing dents in the bumper

Repairs to Pontiac bumpers

* Repairing Volkswagen bumpers

* Chevrolet vehicle bodies

* fix the fender on your Camaro

Assuming that searches for “Fender repair” and “bodywork” are popular, multiple articles can be tailored to each term. Each piece may serve as a how-to manual for fixing a specific make and model of a car’s fender. As a result, you can expect fresh and unique material on every page.

Be wary about reusing vast chunks of text or information from one page to another.

Web crawlers and readers alike like newly created, informative information.

You’ll see much more significant outcomes if you make everything from scratch. Concentrate on writing high-quality, helpful articles that readers will enjoy reading. Don’t risk getting fined for creating “too similar” content by avoiding the risk of duplication. Your mission should be to fill your site with informative, engaging content you can be justifiably proud of. There is no penalty for producing informative material that is useful and highly relevant to a specific keyword phrase.

Search engines highly value third, unique, and helpful content, and it also opens up more entry points to your website.

Using the examples in the previous bullet point, you could construct ten “tutorial” gateway information pages that accomplish the first goal (by ranking highly for a popular search term on major search engines) and the second and third goals (each page is loaded with applicable tutorial content which in itself counts as quality advice) by including carefully placed clickable text links that will allow your new visitor traffic to navigate your site freely.

Also, try using simple one-line text advertising if you’re trying to get insurance leads or car insurance quotes. These will do well if you can develop some short, engaging copy. The non-link sample shown below illustrates the concept behind the advertisement.

Is Your Auto Insurance Premium Too High?


To sum up:

In this specific strategy, the provision of excellent or helpful material is emphasized. DIY auto care readers are either automobile owners or at least curious about finding the best insurance policy for their needs. Everybody likes the sound of getting an “instant quote.” Instead of writing dry, bland old “mission statements” or material created exclusively from a sales viewpoint, the idea is to always focus on what the target audience truly wants.

Researching “behaviors” rather than keywords is one of the Internet’s best-hidden secrets. Try looking for Wordtracker Magic on Google. There is currently no cost.

You should find as many possible tactics as possible when using Wordtracker. You can achieve good to “exceptional results” with just one excellent, high-demand topic and several highly competitive KEI keyword phrases relating to that theme. Find out what your ideal customers are actively looking for online, and deliver it to them straight away.

With his partner, SEO instructor and author of the first comprehensive online search engine marketing courses [], John Alexander serves as Co-director of Training at, which provides live SEO Workshops.

John’s SEO classes have attracted students from around the globe, including 87 different nations. John is the Director of Search Engine Academy (, a network of localized training centers that teaches business owners and individuals in communities across North America and Internationally in Asia the Complete SEO Mastery Workshop and 6 Month Mentoring program.

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