Video 11 – Optimizing for Different Types of Insurance Terms
Happy Valentine’s Day! What better way to celebrate than to get a little more search engine love. Here’s a tip for increasing the love your site gets from search engines.
I talk a bit about URLs in this video. In case you haven’t seen it already, you might find it handy to take a quick look at last week’s video “What the Heck is a URL and Why Should I Care?”
Hi, this is Aaron Kassover with AgentMethods. One of the challenges we face when we’re optimizing our insurance websites for search engines is that we do a bunch of work targeting our home page. We might target phrases like ‘Insurance Agent Texas’ if we’re in Texas, to try to get traffic there. But if most of us sell multiple kinds of insurance or multiple lines of insurance and you want to be able to get phrases specific to the different types of policies that your prospects are looking for, so I want to talk a bit about some tips for optimizing for different types of phrases to really widened your search results for your insurance website.
Now, we think of websites as a whole, as a website. For example, this might be my website just a quick site map with a home page, a page about life insurance, health insurance, auto insurance; it’s really basic. We think of these as a whole, but search engines think of these as a collection of individual pages. Remember that search engines turn up pages in their results, not sites. So search engines go out and they index individual pages one at a time. They do this by looking at the page’s URL to find the page. So this creates an opportunity for us where normally we will do a bunch of work on our home page and we’ll go and optimize the page itself, look at the title tags, the Meta tags, the content, and then we will get a bunch of inbound links to that page. Now, there’s a limit to this because at some point it sort of saturates what this page is about. We start losing authority for broader terms. For example, we might do really well for Insurance Agent Texas, but not do so well for Auto Insurance Texas, which could be a more important search phrase for us.
So thinking the way that search engines do, we can come back and sort of look at each page individually, no longer think of it as a site, but go through and really find ways to really fine tune our search results and start building links to the Auto page about auto, the Life and Health pages about their topics and rather than focus on the home page, focus on driving traffic and links and search engine optimization to our sub pages so that we can open up a whole new world of phrases we can target. For example, we can now look at Auto Insurance Texas, Auto Agent, Auto Insurance Agent, Affordable Auto Insurance Texas. This gives us a whole new sort of branch in the key word tree, the keyword pyramid, and same with health and life and everything else. So this is something to think about when you are optimizing your site.
Now there is one ‘gotcha’ which is that one page can have multiple URLs. We talked about URLs a week ago and one of the things we mentioned was that the URL includes a host name. So in this case, our site host name is www.insure.com. Now, we might have a site at insure.com where we don’t always use a www, so the URL might be HTTP://insure.com. Both of these URLs can point back to our home page.
Now, because they’re different URLs, search engines are going to see these as different pages. They’ll see your entire site as different pages just because the host name is different. So when you’re going out and doing link building keep this in mind. You want to make sure that you are consistent with the host name you use, that you use a consistent URL for the pages you’re optimizing on so you don’t have this issue where search engines see a page as being different because of a different host name.
Now, if you’re an AgentMethod customer, this issue doesn’t really affect you because we automatically redirect your traffic, so you always use a consistent host name. That way we’re always pointing to the same page even if the host name changes and search engines see that redirect. Otherwise, make sure you’re using a consistent host name when you build links or you’ll split your efforts up.
So this is a strategy you can use. You can really start to target a wide variety of search terms just by thinking in this search structure, thinking about optimizing per pages as opposed to different sites, and you’ll see a huge potential for increasing your traffic just through doing this strategy.
That’s it for today. We’ll have more tomorrow. Thank you.