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As an insurance agent, it would be prudent to keep abreast of the latest search engine trends. As in most industries, a significant percentage of your business probably comes to you from online searches. In fact, many firms now focus almost exclusively on the online aspects of their marketing and operations, with many having transitioned over from traditional optimization methods.
As we ease into 2022, it is vital to hone your insurance search strategy to address the changing market. Relying on traditional methods of reaching out and connecting with audiences places you at a severe disadvantage and limits your competitiveness in an increasingly cutthroat industry. This is why it is necessary to be aware of upcoming trends in how people do searches.
It is especially important to note how upcoming trends will affect brand and content discovery in the near future. Many in the insurance industry are feeling the effects of these changes, which will only become more apparent in the coming months and years.
Among the most significant changes in online searching are:
Being aware of these trends is crucial for those in the insurance sector, and indeed, those in any other industry. But more important than awareness is the knowledge and ability to leverage each of these trends and take advantage of them as valuable marketing opportunities.
Of course, making the best use of these trends requires a bit of a rethink. Many strategies that have served you so well in the past may be less effective given these trends. Exploring different approaches, expanding your skill set, and developing fresh new content will definitely be worthwhile. If you can reorient your thinking and revamp your strategy, you may be in a position to take advantage of these trends.
It might surprise you to know that as much as 25% of internet users from the ages of 16 to 64 utilize voice technology regularly. Services such as Siri and Alexa are currently at the top of the list, but it’s only a matter of time before others follow suit.
Voice searches are especially useful for instances wherein interacting with a screen may not be feasible or even risky from a safety standpoint. For example, people typically use voice search when driving, cooking, or even walking.
Voice technology is also useful for people with certain conditions and physical disabilities such as arthritis or vision impairment. You may open up your products and services to a whole new audience by tailoring your site and content to accommodate voice searches.
Image recognition software is fast becoming the norm worldwide, with services such as Google Lens and Pinterest Lens leading the pack. As with voice technologies, other similar services are expected down the line as the technology improves and mainstream utilization becomes standard.
As ubiquitous as voice technology is, image recognition might soon be almost as popular. Surveys show that more than 50% of 16 to 64-year-old internet users in Colombia, Brazil, and Mexico use such tools regularly.
Of course, image search is better suited for some sectors than others. Right now, the most utilization seems to be in fashion, gardening, home improvement, furniture, and other aesthetic industries. Nevertheless, it will likely become standard in the insurance industry sooner or later.
Finally, there are social media searches to consider. With most users spending at least 2.5 hours per day on their various social media platforms, there are many clear benefits to tailoring your pages and content to these audiences.
It isn’t all just Facebook and Instagram either. Q&A sites such as Quora are hugely popular among those engaging in shopping-specific research, and there are a few others besides. If you could optimize your content for social medium searches and remain on top of the algorithm changes of each service, your insurance firm could reap considerable rewards.
As search patterns change and online behaviors evolve, it is essential to remain ahead of the curve to take advantage of new developments as they come. It is especially important to be aware of the latest tools and interfaces used for searching and learn how to use them to your benefit.
For insurance firms that have long relied on traditional search paradigms, dealing with diverse and seemingly complex search factors might be a bit daunting. But it is well worth investing time, effort, and resources in getting a handle on them, given the many valuable opportunities they offer.
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.
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