Search engine optimization has always been murky and ill-defined. The SEO strategies that work today can become obsolete and irrelevant next month.
According to the Google SEO manual, websites and blogs need to factor in more than 200 critical ranking factors at any given moment. Experts and novices alike can be baffled by the unrelenting change of SEO best practices. When you add the constantly changing regulations, insurance rates, and policies in the insurance marketing world, you may find it tough to keep pace.
Working in an “old-school” industry like insurance with generally standardized products and ongoing customization rare, SEO can be unsettling. Many companies choose to ignore or outsource it.
Here are seven SEO tweaks you should consider or send to your web vendor.
1. Mobile-Friendly Websites
The amount of web traffic done on mobile devices has increased dramatically in recent years, including the majority of Google search traffic, especially among those age 18 to 39. If this is your target market, you must optimize your websites to be 100% mobile friendly. Consider creating a user-friendly mobile app for your customers.
2. Voice Search Optimization
According to Google, 20% of its searches are voice-activated, and experts like comScore predict that in 2020, roughly 50% of all Google searches will be via voice. Take preemptive measures to prepare your sites to handle voice searches. You could incorporate long-tail keywords into your site. You can also target and bid on these keywords in Google Ads.
For example, let’s say your company focuses on health insurance, particularly Medicare supplement plans. Your goal is driving customers to your landing pages to find out more about your company’s plan options. You might want to include long-tail and phrase keywords such as:
- What is the difference between Medicare supplements and Medicare Advantage plans?
- Where can I find Medicare health plans near me?
- How do I apply for a Medicare plan in Wisconsin?
3. Using Rich Snippets
Rich snippets, also known as rich answer boxes, are the summarized answers that appear when you enter a search phrase in Google. You’ll get excellent results by making full use of them and the accompanying links on the provided answers when tweaking your SEO strategy.
4. Page Speed Optimization
It’s vital that your website pages take less than two seconds to fully load. Hire an SEO pro to help diagnose your site’s bounce rates and speeds. Alternatively, use the Google Page Speed Testing Tool to get recommendations. One trick is to know when to use a JPEG vs. a PNG file. You should also include a keyword naming convention for each image file before uploading to your website.
5. Using Secure SSL Certificates
If your site’s URL starts with http, you can purchase an SSL certificate to make your site more secure. Roughly half the sites on Google’s first pages start with the https prefix, like this one.
6. Incorporating Accelerated Mobile Pages (AMP)
Enrich your sites with the AMP SEO strategy. It’s no secret that people prefer using their mobile devices. AMP-enriched pages get preferential ranking over the mobile-optimized sites without the strategy.
7. Create (UX) User-Friendly pages
User-friendly pages make browsing easier and quicker for your visitors. Make your pages easier to navigate and you’re more likely to keep the visitors you attract.
Don’t let the unpredictable nature of the SEO world wash away your online aspirations. Embrace the changes as they come.
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