Maximizing SEO Potential from One Piece of Content

Search engine optimization (SEO) is a fundamental component of any robust insurance marketing sales plan. With SEO, potential customers have a much better chance of finding relevant information about your business and its products and services on search engines. Web content – whether a webpage, a blog post, or a social media post — leverages the power of SEO, advancing a given company’s online presence. A single piece of web content can be repurposed to suit a variety of online platforms. In this guide, we will illustrate proven methods your business can use to maximize SEO potential from single pieces of web content.

Quality Web Content: Foundation of the Insurance Marketing Sales Plan

Web content is any piece of information used to share with readers on the web. Typically, web content is comprised of text-based information and graphical elements, including images or videos. Not all web content is the same, however; most SEO professionals understand that quality is a key aspect to get the most out of content.

On the web, quality content includes:

• New perspectives
• Well-written information
• Headers and subheadings to break text into easy-to-read sections
• Details that answer common consumer questions about a given company’s products and services
• Inclusion of media types like photos, images, and video clips

The goal of web content is to provide the details an individual or business needs to make informed purchasing decisions. As a component of any insurance marketing sales plan, content remains the most effective way of driving business growth.

Leveraging the Power of Video in Developing Versatile Web Content

It is no secret that video content has become a valuable part of insurance marketing sales plans. Videos allow insurance agencies to present detailed information in a digestible format, and this format resonates with website visitors. Video has another advantage; it can be used across online platforms by distributing sections of it over periods of time. In effect, one detailed video can become several individual pieces of content.

Another way digital marketers are using video is to simplify the content development process. Insurance agents can record videos of themselves speaking about a product or service, then use a transcription service to create text-based content. With a little bit of editing, such content can easily and quickly be produced, saving time and effort over other methods.

Content as a Springboard for Conversation

Web content should be developed with an eye toward cross-platform sharing. A single piece of content can appear on a website, then a highlight or topic from that content can be repurposed as a blog post or social media post. Breaking out highlights of a specific topic can be a powerful tool to build engagement, particularly on social media posts. Followers can comment, share, or retweet content; each of these actions produces so-called “social signals” that search engines interpret as evidence the content is valuable to readers. As an SEO factor, social signals cannot be discounted, even if they do not have a direct effect on search engine results rankings.

Tips for Making Web Content Search Engine-Friendly

To get the most out of any web content, digital marketers and SEO professionals know that writing high-quality pieces is only part of the puzzle. Content must possess the factors that search engines use to accurately index and catalog it. The presence of these factors also strongly influence rankings on search engine results pages (SERPs). The better and more complete the content, the better the rankings. In the SEO world, this practice is referred to as organic search visibility. Tips for improving search visibility through SEO include:

• Conducting keyword research to determine common terms people are using to find information about your products and services.
• Using identified keywords in web content, including the text body and page headings, titles, and alt text in images.
• Including long-tail keywords and key phrases related to the topic being covered in the web content. This solidifies search engines’ understanding of the content and helps to improve indexing.
• Adding links to the content. Links can be internal, such as those pointing to other resources on your company’s site, or can be used to direct readers to outside sources (external or outbound links) such as industry newsletters and information portals.
• Cultivating links from outside sources that point back to your website or company blog. These inbound links are interpreted by search engines as proof your content is valuable to others.

As mentioned in an earlier section, sharing content on social media platforms can indirectly boost search engine rankings. Social signals related to reader interaction with social media posts are an ever-important part of SEO. With SEO principles and the development of search engine-friendly web content, your insurance marketing sales plan will reach new audiences and gain visibility on the web. Ultimately, these practices will drive business growth to your operation.

About Agency Tsunami

Agency Tsunami is the digital marketing division of Neilson Marketing Services, who has provided the insurance distribution sector with innovative marketing and communication solutions for over twenty-five years. With our Agency Tsunami program, we have implemented an integrated marketing strategy that includes optimized, professional websites supported by high-quality SEO and Social Media for hundreds of insurance retailers and wholesalers. Our goal is to help your insurance business perform and generate new opportunities. Give us a call at (800) 736-9741 to learn more about how we can do that for you.