high ranking

7 Essential Tips to Have a High-Ranking Insurance Website

Search Engine Optimization (SEO)

Figuring out how to reach the top ten ranking on a Google search results page can seem like trying to do the impossible. It’s not easy, but ranking amongst the top ten is definitely available to you.

The key to creating a high-ranking site is to stop focusing so much on the SERP’s and to start learning more about what goes into a Google search in the first place. You have to educate yourself about SEO best practices – like how to identify and use keywords, create a link building campaign, and lower bounce rates.

The more you focus on these details, the better your site’s performance becomes as a whole. Here are 7 things you can start doing right now to get your rankings up.

1. Clean Up Your URLs

Are there a bunch of numbers and symbols at the end of your landing pages’ URLs? Is it hard for users to figure out what a page is about when looking at its link?

It’s time for you to fix this.

Go through every single page on your website and create a custom URL for it. Make it short and simple. You want each URL to be as to the point as possible in order to better relate to users and make you look good in Google’s eyes, too.

2. Take Advantage of Search Titles and Meta Descriptions

Keep in mind that a page’s URL is not the same as its search title or meta description. These can help users understand what all of your pages are about even more, but you have to take the time to customize them.

A link’s search title should not have things like “Home” or “About” in the title. These are a waste of space. They get in the way of what the actual title is and they don’t offer much value to your audience.

But, a strong meta description is what really makes a difference on a search results page. This could be the difference between a user clicking on your link versus another one of the high-ranking options available to them.

Your meta description needs to summarize the information on a page in a way that is engaging. It has to make users so interested and curious that they can’t help but click on your link as opposed to others on the screen.

3. Stop Stuffing Your Keywords

Customizing your URLs and meta information is a great opportunity to place a keyword in your copy. But, you need to be careful of stuffing your keywords as a whole.

This is a huge red flag to Google’s search bots, and unfortunately, it’s also a mistake that all too many site owners make. Simply put, keyword stuffing looks sloppy. It’s a sign that you’re trying way too hard to create high rankings – so much so that you’re not focused on providing value.

Remember, writing content for the real people in your audience is always better than writing with just search bots in mind. Your keywords need to seem natural and conversational every time they’re used. They have to flow with all of your copy and clearly display the insurance information a user is looking for, similar to how this page┬áis written.

4. Create an Insurance Blog

Speaking of providing valuable content to users, have you started a blog yet?

This is one of the best tools your insurance company can use to achieve a high-ranking search position. A blog allows you to use keywords and other SEO tools in a way that makes users engage with your business and learn more about what you can do for them.

Blogging establishes you as an industry authority. It gives you the chance to answer all kinds of user inquiries related to insurance policies and payments. This makes the buying process much easier for users and gives them the perception that your company is an approachable, reliable source for their insurance needs.

5. Build Better Opt-ins

Once you get users to click on a blog post or a product page, you have to keep them coming back. Most users do thorough research before buying an insurance policy, no matter what kind of insurance they’re looking for.

This means you need to figure out a way to keep your business at the forefront of their minds. Opt-ins help you stay relevant. When a user opts-in to your email newsletters or fills out a contact form, they’re taking a small step in their buying journey.

From a rankings perspective, return users will help maintain your traffic numbers and potentially lower your bounce rates, too. Opt-ins can improve the user experience and offer your overall search performance significant value.

6. Encourage User-Generated Content

Another way to improve your site’s rankings is to encourage feedback from your audience. User-generated content has become more and more important for companies to reach and maintain a strong search standing.

Such content refers to reviews that people leave directly on your website and on third-party platforms like Google reviews, social media accounts, and user forums.

When the feedback from users is positive, your rankings increase; when it’s negative, rankings fall. If you’re not getting feedback from users at all, you’re standing still and falling behind insurance companies who are engaging their audience.

7. Pay Close Attention to Algorithm Changes

The final thing to keep in mind when trying to improve your website’s rankings is that there’s still a chance for these to change at any moment.

This can happen when Google releases a new algorithm update. If you don’t have a strong search campaign in place, you’re vulnerable to any update that may be created. This isn’t to say all your pages’ rankings will plummet, but it is smart to keep an eye on new and upcoming algorithms as they’re introduced.

Reach and Maintain Your High-Ranking Position

It’s one thing to finally rank amongst the top ten search results on Google and another to be able to last as a high-ranking site. SEO is not something you can fix once then leave alone. It’s a marketing tool that you need to constantly work on and improve if you want to achieve the best rankings.

If you’re still getting the hang of everything that goes into search engine optimization, click here to learn about a few common mistakes to avoid!