SEO for Insurance Companies: 7 Pillars for Success

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Written By Scaleup Voyager

Insurance has always been a very competitive space.
And it’s not slowing down.

In other words:
Standing out in the insurance industry today is tougher than ever.

Fortunately, that’s exactly where insurance SEO comes in.

Insurance SEO can be an invaluable avenue that boosts online visibility and ensures you’re not hidden in the fine print of search results.


Unsure where to start?
We’ve got you covered.

We here at Startup Voyager have provided SEO services that helped clients rank for tons of insurance-related keywords and even outrank government websites for key terms.

So, it’s safe to say we know what we’re talking about.

You’ll Learn About:

Let’s S-E-GO!

The Importance of SEO for Insurance Agencies

The vast majority of online customer journeys begin with a search engine query. 

And, rather than searching specific company names, most leads use queries like “life insurance Texas” or “best auto insurance California”.

Will your website be present on the first page of those search results?
That’s what SEO (search engine optimization) will determine –  affecting your visibility and rankings on search engine results pages (SERPs).


Typically, an SEO campaign involves producing content targeting search queries that your target audience may look up. Additionally, optimizing your website design for search engines and user-friendliness is crucial.

When done right, implementing an SEO strategy can yield remarkable benefits for your insurance firm, including:

  • Establishing industry authority: When you consistently produce top-notch content and implement SEO best practices, you show search engines your expertise and credibility. This leads to improved long-term rankings.
  • Driving visibility and revenue: SEO allows your insurance agency to appear prominently in search results, improve brand awareness, and keep leads and conversions flowing in.

    Organic traffic is a huge traffic source you can capitalize on that’s more cost-effective than paid advertising (E.g., paying for a Google ad or social media ad).
  • Teaches you about your customers: SEO analytics and data provide valuable insights into potential client behavior, preferences, and requirements.

    Understanding search patterns and user intent helps you tailor digital marketing strategies and improve customer experience.
  • Builds trust with potential customers: The insurance industry falls within the YMYL (your money, your life) category, where choices hold substantial financial and personal implications.

    By adhering to SEO guidelines and providing authoritative, accurate information, insurance companies can establish themselves as dependable sources customers are more inclined to buy from.

So, how do you get started with an SEO campaign for your agency?

7 Crucial Aspects of SEO for Insurance Companies

You may think SEO is just about churning out blog posts and hoping they rank. 
But it’s actually a multifaceted process – more like a science.

But don’t worry; we’ll explain everything you need to know about each of these seven vital SEO processes:

1. Keyword Research and Content Creation 📝

Content is the backbone of your content marketing and SEO strategy.  

However, you can’t pick topics at random, write what you like, and expect the posts to rank. 👎

Instead, approach content creation strategically, using data to guide you. 

Before writing, research and plan topics based on your target audience’s search habits.
These topics serve as keywords.

Here’s what you need to know about SEO keyword research and content strategy:

A. Choosing Keywords Based on Metrics

The first step is deciding what to write about.
Start with what you know and compile a list of target keywords. 

Three key metrics to take into consideration are:

  • Keyword difficulty (KD): This measures the level of competition and effort required to rank higher in search engine results for a specific keyword.
  • Search volume (SV): This refers to the number of times a specific keyword or phrase is searched for on a search engine over a month, indicating its potential traffic.
  • Cost per click (CPC): This is the amount an advertiser pays each time a user clicks on their sponsored search result.

    If a keyword has a low CPC, it may be worth going the paid advertising route to ensure you rank, particularly if your competitors are bidding for it too.

Here’s an example from Ahrefs for the keyword “life insurance”:


It’s got a KD of 81 (super hard), a global SV of 368K (150K in the USA), and a whopping $11 CPC.

Now, KD and SV have an especially important role to play in your content marketing strategy.

While they shouldn’t solely dictate SEO keyword selection, they may influence prioritization and ordering.

For example, ranking for a keyword like “life insurance” as a new blog will be extremely difficult and will likely take months, if not years, to rank.

Take a look at who’s ranking for it:


These are well-established insurance providers with years of experience.

Search engines are unlikely to rank a new blog for this keyword because they aren’t certain of your reliability compared to more established sources.

However, you may be able to rank for keywords like “life insurance for parents” or “do I need life insurance”.


Those KDs look a lot better, don’t they? 
They’re more specific and have lower search volumes but remain more viable targets – in the short-term at least. 

B. Understanding Keyword Types

Brainstorming keyword ideas and expanding your list of topics becomes much easier when you’re aware of the different types of insurance keywords you’ll encounter.

Some of the most common keyword types for insurance SEO include:

I. Informational Keywords

When searchers are looking for educational content, they often use keywords containing phrases like “what is”, “how to”, and “difference between”.

You can use these keywords to explain your various insurance types and policies. Informational keywords are essential for establishing your expertise and building brand awareness and trust.

Examples could include “what is term life insuranceor “how to choose a health insurance plan”.

II. Problem and Solution Keywords

Problem and solution keywords target specific challenges your potential customers might be facing. By offering solutions through your insurance services, you position yourself as a problem solver.

A solution keyword generally implies that the searcher already knows about the solution. E.g., they may search for “homeowners insurance or “renters insurance”.

Meanwhile, people searching for problem keywords likely aren’t yet aware of the solutions. For example, they could be looking for “burglary prevention”

Insurance provider State Farm is ranking for that keyword with an article about “Tips to help prevent burglary”, and they promote their property insurance options as one solution.


III. Branded Keywords

Occasionally, searchers may look for your insurance business and services using your brand name. For example, “[your company] pet insurance” or “[your company] coverage options”.

It’s beneficial to create pages or articles addressing and optimized for these branded keywords.

Why?
Take a look at this SERP and notice how many of the results are third-party comparison sites:


In this case, Allstate is ranking in the first spot for this keyword. If you don’t target your branded keywords, you’ll allow third-parties like these to speak on behalf of your brand.

Here’s an underutilized tip:
You can write content for your competitors’ branded keywords too!

For example, for a query like “[competitor] coverage options”, you can write a post honestly summarizing their coverage and prices, then promote your services as a superior option.

IV. Persona Keywords

Persona keywords tap into the interests and concerns of your target audience, even if they are not directly related to insurance. 

This approach helps you establish a broader online presence and engage users with relevant content.

For instance, if you provide auto insurance, you can also write about vehicle maintenance, road accidents, and safety.

Check out the PayneWest Insurance blog auto category as an example:


Why do this?
You want to present yourself as a helpful resource to your audience – not just a pushy salesperson. By catering to queries that you don’t necessarily stand to benefit from, you’re showcasing that you have their best interest at heart.

This way, the next time they do need auto insurance, they’ll probably turn to that insurance site that they’ve been visiting for maintenance tips!

V. Transactional keywords

These keywords target individuals looking to take action like making a purchase or requesting a quote — E.g., auto insurance quote online”.

Typically, transactional keywords are bottom-of-the-funnel (BoFu) keywords because they indicate that the searcher is close to converting.

While BoFu keywords are crucial to secure sales, you shouldn’t neglect your top and middle funnel keywords. ToFu and MoFu keywords help drive traffic to your website and guide visitors in their decision-making.

ToFu keywords attract those who are seeking information and may not know about solutions yet. E.g., “What insurance do I need?” or “car insurance pros and cons”.

MoFu keywords help searchers when they’re making specific choices. E.g., “term vs whole life insurance” or “how to choose a home insurance plan”.

VI. Comparative Keywords

Comparative keywords address users who are actively comparing options before making a decision. 


These often contain phrases like “vs”, “comparison”, “best”, or “cheapest” — E.g., “cheapest car insurance”, “best auto insurance”, “compare car insurance”.

The best strategy here?
Keep things objective and factual, but promote your offerings and try to win searchers over.

In this example, Progressive created a quote comparison tool to compare policy quotes:


Why does this strategy work?
Well, take a look at the rest of the SERPs.


Progressive is ranking amongst several third-party comparison sites – the only dedicated insurance business in the mix. So, if searchers want a comparison, they’re more likely to land on Progressive’s site than any other insurance provider.

VII. Industry-specific Keywords

These keywords target niche markets and demonstrate your ability to cater to specialized needs.

Examples could include:

  • Contractor liability insurance
  • Health insurance for self-employed
  • Home insurance for farmers

For example, the Great American Insurance Group has a page on their website for each industry they cover, allowing them to optimize and rank for each one.


VIII. Life Events Keywords

Insurance frequently becomes relevant in people’s lives during big changes, like buying a car, getting married, or approaching retirement.

You can leverage significant milestones like these to emphasize the importance of insurance coverage.

Such keywords might include:

  • Life insurance for newlyweds
  • Retirement health insurance
  • Unemployment insurance
  • Insurance after divorce

IX. Question Keywords

Keywords phrased as questions allow you to address users’ queries and concerns directly. They tend to be long-tail and relatively easy to rank for.

Additionally, the volume of question keyword searches may be on the rise as more people start using voice search on their phones, televisions, and wearable devices.

As of 2020, 84% of Americans surveyed use voice search at least weekly. 
And 65% of voice search queries are conversational or question-based.

You can find question keywords related to any other keyword using Ahrefs. 

Simply type your keyword into the Keyword Explorer search bar, find the Questions panel, and click “View all”.


There are over 860,000 question keywords related the parent keyword “insurance” for you to peruse!

X. Location-based Keywords

Location-specific keywords help users find insurance providers and services in their specific geographic area. They often include phrases like “near me” or “in [location]”.

We’ll cover these in more detail when we discuss local SEO later.

C. Satisfying the Search Intent

A common mistake in SEO content creation is assuming you can guess what searchers are looking for. Intuition isn’t reliable, and you must always investigate the SERPs to discern search intent.

For example, if someone searches for “travel insurance”, they may want to learn about travel insurance, buy it, or compare prices. 


To get the answer, you need to understand that there are four types of search intent (SI):

  • Informational: Searchers want to learn about something (E.g., “What is”, “how to”)
  • Commercial: Searchers are making purchasing decisions (E.g., “best”, “vs”)
  • Transactional: Searchers want to buy (E.g., “buy”, “quote”)
  • Navigational: Searchers are looking for a specific web page (E.g., “[business name]”, “[business name] pricing”)

The keyword types we discussed above can provide insight into the search intent. For example, question-based keywords likely have informational intent.

But there’s more to search intent than just understanding the intent type.

You also need to determine:

  • The searchers’ demographics and how to engage them (E.g., age, gender, location, role)
  • What exactly do they want to know?
  • How do they want the information formatted? (E.g., listicle, quick answer, product page)
  • Why are they interested?

And how do you figure all this out?
You study the SERPs.

Search engines like Google have complex algorithms that decide which content is most relevant for searchers. That means the top 10 results are doing something right. You’ll need to analyze the content and format of the ranking posts to craft your own article.

Imagine you want to write about “retirement health insurance”. Take a look at the SERPs for the keyword:


Of course, the target persona for this keyword is people of or nearing retirement age. Keep this in mind for your language and tone.

Most of the articles are short, informative articles, not listicles or in-depth guides. Aim to provide concise answers.

Many search results specifically focus on early retirees, so you may want to incorporate that into your article.

The ranking pages cover topics such as:

  • Types of health insurance for retirees
  • Potential costs
  • Important factors to consider
  • What to look for in retirement insurance
  • Specific insurance services and plans on offer

This tells us there is informational and commercial intent — searchers are educating themselves to make good purchasing decisions. And you can be the one to guide them!

Once the search intent is well-defined, you can start writing.

What does it mean to create high-quality content?
Well, search engines value:

  • Unique content written by experts in the field, including original opinions, perspectives, research, infographics, quotes from industry influencers, etc.
  • Valuable content designed to assist readers, not just cater to search engines. Simply checking SEO boxes won’t help if your post neglects the search intent.
  • Experience, Expertise, Authoritativeness, Trustworthiness (EEAT) – these are Google’s guidelines for creating rank-worthy content.

    You need to show that you know what you’re talking about and you’re a trustworthy source. This means writing as an authority, not just rehashing existing material.

When you follow these keyword research and content strategy guidelines, two things happen.

First, you’ll start to rank and build up your domain authority. Search engines and users start viewing your site as a hub of expert insurance insights.

Second, other sources will start to share and reference your articles, strengthening your backlink profile.

As your domain authority and backlink profile grow, you’ll find it easier and easier to rank. That means you’ll stand a greater chance of ranking for those more difficult keywords!

2. Local SEO 🏙️

Imagine you’re searching for health insurance. 

What would you type into the search bar?
It would probably be something like “health insurance in [your country, state, or city]”.

So how do you tackle these terms?
You’ll need a local SEO strategy to show up on these search results for these location-specific queries.

Start with the following:

A. Update Your Website

Include your company’s NAP – name, address, phone number – in the header or footer of your website. This is informative for customers and helps search engines display your content for relevant queries.

Other helpful elements include a map for finding your location(s) and photos of your building.

As an example, Allstate has a “Find an agent” page where you can input a zip code, city, or state, to find an insurance agent near you.


B. Claim Your Google My Business Listing

Google displays information panels about businesses on the right-hand side of Google search results.

To claim your Google My Business listing, go to google.com/business and follow the prompts to provide the necessary information.


Add your business’s:

  • Name
  • Logo
  • Physical address
  • Contact details
  • Operating hours
  • Website URL
  • Photographs


Customers can also leave and read reviews of your company on your Google Business profile. Incentivize happy customers to leave positive reviews as social proof for searchers. For negative reviews, respond politely and offer solutions.

Now, a larger insurance provider can use the Google Business panel more extensively by creating a web page for each insurance agent. Then, each insurance broker can set up their own Google Business profile.

For example, if someone searches for “Allstate insurance agency Idaho”, they’ll find a list of completed Google My Business profiles for different Allstate agents. Clicking on “Website” leads searchers to the agent’s page on the Allstate website.


Note: Other than Google My Business, you can also list your business details on local directories like Facebook, Yelp, and Moz Local.

C. Area-specific Landing Pages

You may think that, by providing the location of your headquarters, you’ll only appear in SERPs for queries in that area.

But here’s a hot tip:
If you operate nationwide or even internationally, you can rank for as many areas as you serve. 

How?
Location-specific landing pages!

Landing pages are conversion-focused pages designed to prompt actions like sharing contact information, starting trials, or purchasing.

These pages are separate from your blog and other website content. Searchers generally discover them only from SERPs, social media ads, or email marketing.

When should you opt for landing pages over blog posts?
Say you provide numerous types of insurance across multiple regions. Crafting a separate blog post for each service and area combination would be labor-intensive, and the articles wouldn’t be fully conversion optimized.

Instead, you could create a landing page template for “X insurance in Y region”and optimize its UX, UI, and conversion elements (E.g., CTAs, social proof). 

You can then use this template as a base for all your location pages. All you have to do is tweak a few sections in each to correspond with different locations, and voila!

You have 100s of landing pages in no time!

Don’t believe us?
For instance, if you search “car insurance Washington”, you see results like this:


These are landing pages that insurance companies have made for car insurance + Washington – and they’re ranking organically! 

They’ll likely also have landing pages for each insurance type and service area.
Not only will this method save time, but it can also drive conversions and feed your lead qualification funnel.

3. On-Page SEO 🔎

On-page SEO focuses on aspects of individual web pages that help readers and search engines understand your content.

Adjusting your on-page SEO elements should be simple with a content management system (CMS) that allows you to customize and manage them easily (like WordPress).

Key on-page SEO elements include:

A. Titles, Headings, and Meta Descriptions

These components should accurately describe the page content because they help search engines understand the topic and relevance of your content so they can consider it for related keywords. Additionally, they influence click-through rates for searchers.

Here’s a look at the SERPs for the keyword “short-term health insurance”.


Note how the titles inform searchers what to expect from the article. The Forbes and Investopedia articles will list and compare short-term health insurance providers. Meanwhile, Cigna will explain and explore short-term health insurance more broadly.

Also noteworthy is that the meta descriptions for these three results appear to have been selected by Google. This is fairly common, but you should still try to write meta descriptions for your pages that accurately summarize the content.


Additionally, in the Forbes result, you can see that Google has likely scraped the article’s H2s to create a meta description that lists the providers covered in the post.


Searchers may be more likely to click on a result if they can see it contains information of interest to them. This highlights the importance of using Htags properly.

B. Alt Text

Alt text is added to the website code to describe image contents since search engines (and some humans) can’t see pictures. They allow search engines to index your visual content, potentially leading to better rankings in image search results.

For instance, the alt text for this image on the New York Life homepage is “Caucasian woman in her 50s concentrating, peering at screen, working on home finances, planning for retirement”.


This provides search engines with some extra information – that the image is about financial planning and retirement. They can build this information into their understanding of the company‘s services.

C. Internal & External Links

Links to relevant pages add value for the reader and signal topic clusters to search engines.

Here’s an example from Nationwide insurance:


The first link – “gap insurance” – leads to a dedicated page about gap insurance auto coverage. Both pages link back to a car insurance overview page containing links to all the subtypes.

The second link goes to the main car insurance page, where you can request a quote. It functions like an in-text CTA.

The third link leads to a third-party source from which the article referenced a statistic.

All this helps searchers find the information they need on the site. What’s more, it tells search engines that this article is related to auto insurance, and there is a cluster of interconnected information on this website. 

D. URL structure

A well-structured URL that includes relevant keywords provides immediate context to both users and search engines about the focus of the page. It also helps search engines understand the hierarchy and navigation of your site.

For example, this Lemonade insurance blog post URL is “https://www.lemonade.com/homeowners/explained/homeowners-insurance-cost/”.


This tells search engines that the page is:

  • An article on the Lemonade blog
  • In a category about homeowners insurance
  • About the cost of this insurance type

E. High-Quality Images

Incorporating high-quality images into your web pages enhances user engagement and visual appeal. They can influence factors such as bounce rate and time on page, which can positively impact SEO.

However, images should also not be so large that they disrupt the website’s loading speed. If your load time is too high, you can resize or compress your images to keep them high-quality but fast-loading.

Remember the following for your insurance website:

  • Use the JPEG file type for high-quality photographs
  • Use the PNG file type for digital art like illustrations, logos, and icons
  • Use the GIF file type for animations
  • Try to keep image file sizes below 1MB
  • Check your CMS guidelines for dimensions for images in the header, footer, and background.

F. SEO Keywords

On-page SEO also includes using relevant keywords throughout your pages. The secret is to add keywords where they fit naturally rather than stuffing them in for the sake of quantity. In fact, search engines punish malicious keyword-stuffing techniques.

4. Technical SEO 🧑‍💻

Technical SEO focuses on enhancing your website’s user experience (UX) and helping search engines crawl, index, and understand your website and content.

Now, while technical SEO changes may improve your website, they don’t always move the needle too much regarding how you rank.

In general, you don’t need to focus on this too much as long as your website is well-structured and features quality content.

However, the following technical SEO elements are high-impact and relatively easy to implement:

  • Content management system (CMS): Your CMS is where you build, manage, and host your website – E.g., WordPress, Webflow, Wix, Squarespace, Shopify, Joomla.

    We recommend WordPress. It’s the biggest CMS out there, used by 43.1% of all websites and far more high-traffic sites than its competitors.

    WordPress is user-friendly and customizable, with mobile responsiveness and a host of valuable SEO features built in. It’s also got a large community and plenty of support resources. 
  • Mobile optimization: Ensure your website looks good and works well on mobile devices.
  • Page loading Speed: Optimize multimedia content and load settings so your pages load in under two seconds (any higher will raise bounce rates).
  • Content Delivery Network (CDN): Implementing a CDN allows your website to efficiently distribute and deliver its content – images, videos, and web pages – to users worldwide. It reduces latency and load times through geographically distributed servers.
  • Site security: Get a secure sockets layer (SSL) certificate and migrate to an HTTPS domain (rather than HTTP).
  • Sitemap and robots.txt: A sitemap outlines a website’s structure, listing its pages and content. It helps search engines index the site efficiently, improving its visibility in search results.

    Most content management systems (CMSs), like WordPress, automatically create a sitemap for your website.

    The robots.txt file instructs search engines on pages to exclude from crawling and indexing. Check for one at yourdomain.com/robots.txt and add it to your root directory if absent.
  • Structured data: Structured data is a standardized code format that provides search engines context about web page content. For instance, schema markups can highlight your insurance plans’ coverage and pricing to make it easier for Google to reference it in search results.
  • Broken links and errors: Removing website pages or changing your URL structure may result in broken internal links on your website. These links, when clicked by visitors, generally lead to an error 404 page.

    To guide visitors and search engines correctly, check regularly for broken links and ensure redirection to accurate pages.

    Tools like Google Search Console, Ahrefs, or Xenu Link Sleuth can assist in this task.

    In GSC, pages returning an error 404 can be found under Index > Coverage in the Errors tab. It’s considered an indexation issue because Google will fail to index these pages.



To assess your technical SEO, you can run an SEO audit (site audit) using tools like Screaming Frog, SEMrush Site Audit, Ahrefs, and Google Search Console.

An SEO audit entails a thorough backend analysis, identifying and resolving issues impacting search visibility and performance.

5. Off-Page SEO 🔗

Off-page SEO mainly has to do with the organization of your website and links, links, links!


Pay attention to these key off-page SEO components:

A. Site Structure

Site structure refers to the organized arrangement of web pages and content within a website.

A well-organized structure is beneficial because it:

  • Ensures easy access to valuable information
  • Enhances user experience
  • Decreases bounce rates and encourages longer visits
  • Helps search engines understand the hierarchy of pages – they deem extensively linked pages as more important.
  • Allows search engines to crawl and index your site effectively

You can take some inspiration from the USAA website. The USAA provides insurance and financial services to the US military community, and it’s one of the highest ranking insurance websites in the country.

Take a look at its home page:

The navigation bar contains links to its main service categories. It also provides a site search option to help visitors find what they’re looking for quickly.

Then, the company displays several specific services in the linked cards below.

How are these selected?
They likely looked at their website data to determine their most visited and sought-after offerings and included them as quick links to speed up the user journey.

The website’s blog is labeled “Advice”, which may be a strategic choice.
“Advice” may seem more beneficial to a potential customer than “blog”, encouraging clicks.

The contents of the blog are well categorized as follows:



The page footer also includes an expansive link list, which should ideally also be data-informed. Furthermore, these links serve as SEO keywords so that search engines can accurately report the company’s services.


B. Link Building

Search engines view external links leading to your site (backlinks) as stamps of approval from third parties.

Backlinks aren’t as important to SEO as they once were. That’s because Google had to adapt when people used unscrupulous tactics to obtain links. But quality backlinks are still helpful, especially if they’re coming from high-authority sites.

Often, quality content creation naturally attracts others to share, reference, and link to your insurance website.

Another great way to get quality backlinks?
Guest posting on other sites or letting them use your agency as a case study!

Liberty Mutual attained multiple backlinks from one of their software vendors, Amazon Web Services, in exchange for highlighting how AWS has helped. AWS has a juicy domain authority of 96!

That’s backlink number one.


Then, AWS referenced the post again in their annual “Pi day” article. So the original article sprouted another high-DA backlink.


6. Conversion Optimization 💰

We’ve already mentioned conversion optimization for landing pages.

But what exactly is conversion optimization, and how does it relate to SEO?

While SEO seeks to drive traffic to your blog and website, conversion optimization is all about getting that traffic to take a desired action — for example, asking for a quote or speaking to an insurance broker.

To drive conversions, you should do the following:

A. Show Credibility

There are many ways to show potential customers you’re trustworthy, such as displaying:

  • Contact information
  • Reviews from customers or third parties
  • Client count or notable customers
  • Results you’ve achieved
  • Awards, memberships, certifications, etc.

Example: Insubuy provides insurance to people traveling into and out of the USA. Promoting credibility is something they do very prominently on the home page by displaying their contact information, endorsements, and accreditations.


B. Provide incentives

Give prospects a reason to convert.

For instance, if you want them to buy, describe the potential benefits and outcomes of your insurance product.

To collect lead-nurturing information, offer a lead magnet such as an informative ebook or whitepaper. You could even offer them an estimate of how much they’d save by signing up with you.

Example: Geico offers insurance for client vehicles, homes, and more. On their homepage, they encourage signups by letting customers find out how much they’d save.


C. Handle Objections

Prospects may have reasons in mind as to why they can’t or shouldn’t use your service.

You should include sections on your website to help customers overcome objections and make purchasing decisions.

FAQs are a fantastic way to soothe concerns and clarify factors like price, location, and what you do or don’t cover.

Example: UnitedHealthcare (UHC) is a health insurance provider. UHC recognizes that visitors may have trouble choosing between the options on the plans and pricing page. Without assistance, they may click away and delay making a choice.

So UHC includes a helpful Q&A section to streamline decision-making.


D. Remove friction

To make it easy for a potential customer to convert, optimize the user experience and user interface (UX and UI) to facilitate clear and effortless conversion paths.

For example, use eye-catching CTAs with clear instructions, make sure your clickable elements work, and don’t ask for too much information in forms.

Example: Liberty Mutual provides numerous types of insurance coverage, including home, pet, life, and auto insurance.


On the home page, customers can simply select an insurance type, input their ZIP code, and click the “Get my price” button for a quote. With only one form field, visitors are more likely to take action than if they had to provide several personal details. 

Additionally, the CTA button is blue, standing out against the website’s yellow theme.

But how do you know what works and what doesn’t?
The best way is by running A/B testing experiments. 

This involves creating two variants of a web page, changing one element between them (e.g., headline, CTA), and randomly directing equal traffic to each. Then, you can measure the conversion rates for both and implement the winning version.

Some CMSs have built-in A/B testing features. 
Alternatively, you can use tools like Optimizely, AB Tasty, and VWO for the task.

7. Monitoring Your SEO Efforts 📈

SEO is an ongoing process that requires constant effort. As you post content and execute optimization strategies, you need to keep an eye on the results. This way, you can pivot and adjust to maximize your success.

There are many tools you can use and SEO metrics you can track to see what’s working and what isn’t.

Google Analytics, for instance, reveals the volume of visitors arriving from SERPs (organic traffic).

It also tracks visitor behavior, reporting on bounce rate, conversion rate, average session duration, and more.

Additionally, you can track organic traffic on Google Search Console (GSC), which provides insights into how Google’s search engine views your site.

GSC can also reveal your click-through rates, impressions (SERP appearances), average ranking position, and more.


Tools like SEMrush, Moz, Accuranker, or Ahrefs are useful to see how your various pages are ranking on SERPs. You can glean a lot from this data.

For example, if a page drops from the first SERP page, updating and reoptimizing it may restore its ranking.

For every aspect of SEO we’ve explored in this article, there’s a way to track results, such as:

  • Backlink analysis: E.g., Ahrefs or Majestic to monitor the strength of your website’s backlink profile.
  • Website speed and mobile optimization: E.g., Google PageSpeed Insights or GTmetrix to evaluate loading speed and mobile-friendliness.
  • Local SEO: If your insurance company has a physical presence, track local SEO performance through tools like Moz Local or Whitespark.
  • Competitor analysis: Assess your competitors’ SEO strategies using tools like SEMrush or SpyFu.
  • Domain authority: E.g., SEMrush or Moz to understand how search engines regard your site.

And that’s just the tip of the iceberg. 🗻

Feeling overwhelmed?
You may need to call for backup. 🚓

When to Hire an SEO Agency

As mentioned, SEO is a multifaceted process, requiring extensive planning, strategizing, and continuous execution.


Fortunately, SEO agencies offer comprehensive management of various SEO services under your guidance.

You may need to seek aid from an SEO company if:

  • You lack the time or resources for in-house SEO learning and management.
  • Your existing SEO strategy yields unsatisfactory outcomes.
  • You’re struggling with certain aspects of SEO, such as technical or local SEO.

If this sounds like you and your company, hiring an SEO company for insurance SEO services can be a game-changing investment!

Could Scaleup Voyager be the hero you need? 🦸

Start Your SEO Voyage!

At Startup Voyager, we don’t gatekeep. 
We’ve shared the secret recipe for insurance SEO success.

You can also check out some effective tactics for automotive, hospitality, or healthcare SEO.

But just because you know how to do it, doesn’t mean you have the time or expertise to pull it off. This is where an SEO agency steps in.

Now, speaking of secrets, here’s another:

Startup Voyager isn’t an SEO agency.


Well, we’re not JUST an SEO agency, that is!

We’re a team of SEO experts that can help you with intensive SEO insurance services for your insurance company.

However, we’re also a growth agency.

Our goal: catapult your organic traffic and conversions, elevating your bottom line.

We’ve scaled customers from 0 to 100,000 organic visitors in 10 months, helped customers outrank industry giants, and much more.

We do it all:

  • Keyword research and strategic content planning? – Check! ✅
  • Writing high-quality, well-optimized content that promotes your insurance product? – Yup! 🙌
  • Optimizing your website design for improved user experience and conversion rates? – You bet! 💅
  • Creating and managing landing page campaigns? – Absolutely! 💁
  • Pivoting the strategy based on data analysis? – Uh-huh! 💃

What can Startup Voyager’s growth and SEO experts do for you?
Get in contact today to find out.