Local SEO Essentials for Insurance Agencies: Getting Found Online

When prospects search online, yours isn't the only agency that pops up. So, how do you stand out from the crowd?

Local SEO for insurance agents attracts those active buyers by boosting your search result visibility. But visibility alone isn’t enough. To turn search results into a steady stream of local qualified leads, go the extra mile to earn trust and guide visitors toward action.

Here’s how to create a local SEO strategy that puts your agency on the map – and drives more business.

Build Local Authority

Local SEO for insurance agents is as much about credibility within a demographic area as it is about industry expertise. Bring the two together by creating localized content that solves audience pain points.

Let’s say someone searches for “best car insurance for commuters in [your region].” Google looks for signs that your agency is a credible local resource on top of scanning for a keyword.

How can I build local authority?

To build website authority, be strategic about sharing information. Incorporate both content and backlinks – or links from third-party websites that point back to your site – into what your agency shares online. Here are a few quick wins to turn your agency into a go-to resource:

• Create blog content: Use your definition of “local” – such as specific cities, ZIP codes or events – to generate helpful and keyword-rich articles for your audience.

• Earn backlinks: As other sites link to your agency website, search engines take notice – and so do local prospects. Offer to write a blog post for your chamber of commerce or co-author an article with another business.

• Refresh and expand website content: Use a content calendar to revisit existing content on a regular cadence – such as monthly or quarterly – and ensure it’s still relevant and helpful. Refresh stats, update links and include updated keywords to signal new activity to search engines and provide value to readers.

Optimize Your Google Business Profile

Think of a business you Googled recently. Did one of your search results have basic information, such as images and contact information? That’s a Google Business Profile! Maintaining a complete Google Business Profile is a valuable component of local SEO for insurance agents that boosts your search rankings and helps audiences find you.

What can help optimize our Google Business Profile?

Google Business Profile attracts new clients and builds your SEO. Use it to share agency information, such as your address and website URL. Don’t forget to:

• Complete each field: Add up-to-date information with relevant keywords, business category, services, hours and contact information.

• Add local images: Upload team photos, office shots and images from local events or community partnerships to help audiences get to know your agency.

• Feature and respond to reviews: Highlight positive reviews of your agency to build credibility and rapport by responding with locally relevant information.

Create Dedicated Service Area Pages

Offering insurance services across a broad geography? Instead of only focusing on the metropolitan area, expand to include neighboring suburbs in your area. After all, more geography means more prospects!

Let your agency website become a road map for visitors across your entire service area. Share location pages to help visitors find where you operate, populating each with location-specific information and keywords to rank beyond your main office.

How can service pages grow my insurance agency’s footprint?

Serve more than a tiny bubble of the region? Start ranking in nearby cities and maximize your reach when you:

• Build unique pages for each location: Use tailored pages for ZIP codes or cities you serve. Integrate messaging and keywords that are appropriate for each audience.

• Include testimonials: Feature positive feedback from happy customers on your website. Location-specific testimonials not only build trust but can also boost your SEO by offering credibility for your services.

• Link across your website: Help visitors navigate your agency’s website by hyperlinking to other helpful information, guiding them between location pages, core site pages and content. Internal linking improves local SEO for insurance agents by boosting search engine crawlability and internal authority.

Improve Your On-Site Experience

User experience (UX) and SEO guide users’ time online. If too many visitors leave your insurance agency’s website soon after arriving, the site has a high bounce rate. A great website experience helps local SEO in two ways:

• It keeps visitors on your page longer, which tells search engines your content is helpful.

• It makes it easier for users to take action, such as starting a quote or calling your agency.

How can my insurance agency improve its website UX?

One hand washes the other: Local SEO can improve search engine rankings, while a positive website UX keeps users on your site after they click on Google search results. Make your website a go-to resource by implementing best practices to help users find their way around.

• Think mobile-first: EZLynx data shows that 20% of consumers complete insurance quotes via mobile. Prioritize responsiveness with a mobile-first website that’s easy to understand and navigate across smartphones, tablets and desktops.

• Support fast load times: Users want information quickly and will abandon a slow-loading website – possibly turning to your competitors – to get it. Shrink image sizes, eliminate clunky code and enable caching to load pages quicker.

• Include headers and CTAs: Tell audiences and search engines what your content is about. Add clear calls to action (CTAs) to motivate readers to take a desired action, such as “Request a quote,” to drive conversions.

• Add metadata: Information about the page's content, such as title tags, meta descriptions and keywords, helps search engines understand and categorize it.

Leverage Reviews and Social Proof

Local SEO for insurance agents works alongside the most effective – and free – reputation driver: word of mouth. Collect positive reviews from satisfied clients to elevate trust and influence local SEO rankings.

How can my agency get the most out of reviews?

Another 5-star review? Way to go! Honest feedback gives you an edge by spotlighting your expertise and dedication to customer service.

Lean on best practices to make reviews work for you:

• Leverage review tools: Collect reviews through popular platforms, such as Google, Yelp or Facebook. Encourage clients to mention specific agents or cities to increase credibility.

• Embed reviews online: Most reviews can be shared elsewhere. Directly embed positive Google reviews on your site or share social media posts quoting client experiences.

• Highlight third-party trust signals: Tell audiences why they should trust you. Create a dedicated page or customize your website footer to feature important accreditations, local awards or association logos.

• Answer negative feedback: Reply to negative reviews with empathy and professionalism to build trust. Answer positively and promptly to show your devotion to service and offer a resolution offline if needed. Prospects often judge your response more than the complaint.

Enhance Insurance Agency Visibility with Local SEO

You don’t need to master every SEO trick in the book. But when you share relevant content, build trust and create memorable experiences, it goes a long way toward growing your online reputation. Bring more people in your community to your digital front door with a fine-tuned local SEO strategy.

Give your agency an even bigger edge with paid digital ads. Download SEO and PPC for Insurance Agencies: An EZGuide to learn how to combine the two marketing tactics to further expand your visibility.