Performing an SEO Audit on Your Insurance Website
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It's a good idea to perform an SEO audit on your insurance agency website to make sure it's performing to its fullest potential.
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Performing an SEO Audit on Your Insurance Website
- 1. Masters of Marketing Performing an SEO Audit on your Insurance Website John Dessommes SEO Coordinator
- 2. Welcome to Masters of Marketing! We will begin the webinar promptly at 12:00pm, CST. • Today I'll be talking about How to perform an SEO audit on your insurance website • Follow us on Twitter for more tips, tricks, and the latest digital marketing news: #MastersMktg • If you have questions during the webinar, please use the chat window and I will answer all questions at the end. • Join us next time (8/18 at 12pm, CST). Website Coordinator Matt Farrell will cover: Keeping Up With the Carriers: How Your Website Can Compete SAVE THE DATE: AgentCon 2017 will be held April 20-21, 2017 at the DFW Hilton Lakes Hotel Thanks for joining us today. John Dessommes 800-383-3482 x 125 jdessommes@getitc.com
- 3. The Value of an SEO Audit • Improves brand visibility • Better usability and user experience • Attracts links and referrals • Effectively communicates intention of webpages
- 4. Search for Your Brand • Search on Google using your full agency name, city and state • Is your domain 1st organically with 6 sitelinks? • Is there a knowledge graph (the long rectangular box on the right) with the correct agency logo, map pin, street view and agency info?
- 5. Fix Your Brand Presence • If you don’t like any of the 6 sitelinks, you can request that they be demoted. • Want to make changes to the knowledge graph? You can, but you must be an official representative first.
- 6. How do your URLs look? • Do your URLs contain keywords? • Are your URLs short and user-friendly? • Your URL structure should look like this: sampleinsurancewebsite.com/auto- insurance/quote
- 7. How Does Your Website Read? • Does your website sound spammy? • Is the content on your website on many other websites? • Are keywords interrupting the natural reading flow?
- 8. Have an Actionable Content Strategy • Insert your keywords where it sounds natural • Rewrite spammy and duplicate content • Don’t create multiple pages targeting the same keywords • Check for spelling and grammatical errors
- 9. Pages Titles, What Are They Saying? • Keep your pages’ titles under 70 characters, because search engines will not show more characters • Include your main line of business(es) and geographical target on every page • Do your page titles match the theme of your page?
- 10. Describe the Pages on Your Website • Page descriptions describe content just as page titles do, but you now have 155 characters to work with. • A good description will at least include your main lines of businesses and targeted geographical areas.
- 11. Imagine Optimized Images • Try to use JPEG format when you can. JPEGs are usually smaller than other formats and typically the image quality won’t suffer. • Describe the image using the filename and an alt tag.
- 12. Backlinking to Other Websites • Don’t link to spammy websites. This will not help your website nor is it good for user experience. • Instead, link to authoritative websites. • Use relevant anchor text when linking out.
- 13. Don’t Forget Your Heading Tags • Do your H1, H2, H3, etc. tags accurately reflect the page topic? • Heading tags should include the main keywords of the page such as your line of business or lines of businesses and your geographical targets.
- 14. Thank You for Joining Us! • We will be posting the link of today’s recording on our blog: http://www.getitc.com/blog/marketing/ • Join us next time (8/18 at 12pm, CST). Website Coordinator Matt Farrell will cover: Keeping Up With the Carriers: How Your Website Can Compete John Dessommes 800-383-3482 x 125 jdessommes@getitc.com
Notes de l'éditeur
- What is the value of an SEO audit? Improve brand visibility by optimizing your title, description, sitelinks and knowledge graph. Better usability and user experience by optimizing your URLs. Attract links and referrals by having high quality content. Effectively communicate the intention of your webpages by controlling your message.
- Have you ever searched for your brand on Google? If not, now is a good time. Search on Google using your full agency name, city and state. How does your title and description look? Is your domain 1st organically with 6 sitelinks? Do you see a knowledge graph (the long rectangular box on the right) with the correct agency logo, map pin, street view and agency information? Do you see any incorrect information?
- Did you know that you can request certain sitelinks be demoted? If you don’t like any of the 6 sitelinks, you can request that they be demoted. This is not a guarantee that Google will remove sitelinks, but Google will take your request into consideration. Site owners now have the ability to make changes to the knowledge graph, as long as they’re an official representative. These 2 links will show you how to demote sitelinks and how to become an official representative, so you can make knowledge graph changes.
- How are you URLs looking? Are you using keywords like your lines of businesses and geographical targets? Are your URLs short and user-friendly? Optimized URLs help usability and user experience. For example, a great URL for your auto insurance quote page would be sampleinsurancewebsite.com/auto-insurance/quote.
- Have you read the pages on your website? How does it sound? Does it sound spammy? Copy a line from one of your pages and search for it on Google. Is the content on your website being used on many other websites? Are there so many keywords that are being stuffed into your content that it’s interrupting the natural reading flow? Stuffing keywords into your content doesn’t fool search engines anymore and it’s bad for user experience. You only have one chance to make a first impression for first time site visitors, so make sure that your content is the best it can be.
- Insert your keywords where it sounds natural. Don’t shoehorn keywords into your content, because you think your page needs them. If your content does sound spammy or if your content is duplicate, spend the time to rewrite your content. The time and effort you put into reworking your content is definitely worth it in the long run. Don’t create multiple pages targeting the same keywords. You want the best single page to attract links and referrals, not multiple pages. Check the content you’ve written for spelling and grammatical errors. Google likes error-free content.
- Keep your pages’ titles under 70 characters, because search will not show more characters in their results. Include your main line of business(es) and geographical target on every page. Your page titles should match the theme of your webpage. For example, a good home page title for a Dallas insurance agency that mainly concentrates on car, home and business insurance would be: Car, Home, Business Insurance – Dallas, TX
- Page descriptions describe content just as page titles do, but you now have 155 characters to work with. A good description will at least include your main line of businesses and targeted geographical areas. For example an appropriate home page description would be: ABC Insurance Inc. specializes in car, home, business, health and life insurance in Dallas, Plano, McKinney and the surrounding areas of DFW.
- Try to use JPEG format when you can. JPEGs are usually smaller than other formats and typically image quality won’t suffer. Describe the image using the filename and an alt tag. If you upload a picture of a man driving a 1964 Ford Mustang, don’t try to stuff the alt text and filename with your keywords. The alt text should reflect the actual image: man driving 1964 Ford Mustang and the filename should be: man-driving-1964-ford-mustang.jpg.
- When backlinking to other websites, don’t link to spammy sites. This will not help your website nor is it good for user experience. Find authoritative website to link to instead. Use relevant anchor text when linking out. If the article you’re linking to is about auto insurance, your anchor text should be auto insurance.
- Do your H1, H2, H3 etc. tags accurately reflect the page topic? Heading tags should include the main keywords of the page such as your line of business or lines of businesses and your geographical targets. For example, if your page is about Dallas auto insurance, then your H1 tag should read as: Auto Insurance Dallas, TX