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Video 58: The New #1 Factor in Insurance SEO

April 20th, 2011Posted by akassover in Insurance Agent Websites, SEO, Social Media, Videos

Transcript:

Hello, it’s Aaron Kassover from AgentMethods talking about insurance websites.  And I’ve talked a lot in my conversation about SEO, search engine optimization, about link building.  And the truth is that with all of these spammy sites, automated link building systems, blog comment systems, link farms, generating spun content, low-quality content with lots of links on it, the sort of the art and science of link building has sort of slid down in downward spiral and search engines know this; the quality of links, the value of backlinks is degrading.  And they’ve kind of create a situation where they’ve put so much emphasis on links in general that – and the site owners have gone out and just focused on building links.

And so now they need to find a way to sort of regain that authority and figure out what links are quality and which ones are not.  And I think it really comes down to the fact that bad links or sort of links in general have sort of a level of anonymity built in where you don’t know who the linker is, don’t know who the site owner is; it’s just anonymous links, anonymous postings, and so they’re looking for ways to take that anonymity out of the equation and to put trust and authority back in.  And it turns out that there is a fantastic way to do this, and that way is through Facebook.  And if you don’t know this, Facebook accounts at least are intended on being tied to a real person, a one-to-one, and so you can’t create a Facebook account for a fictional person or make people up to create a Facebook account.  They’ll go and shut those accounts down.

And so if you have a real person posting on Facebook, this is tied to the real identify , reputation, their – what they share is shown to their friends, and so they treat their Facebook page very differently than they do an anonymous blog or anonymous blog posts where they really want to look for quality, good content, good things to share that they think their friends and their followers will be interested in.  People don’t want to share bad information, sketchy content, and those sorts of things when it’s tied to their name.  They don’t want to share bad stuff on Facebook.

And what this means is that Facebook, links shared on Facebook, pages shared on people’s Facebook profiles, tend to be high quality, higher quality than just an anonymous website.  When somebody sort of puts a link out there, they’re in a sense endorsing it or tying their reputation to it, and so they really only share high quality links.  And search engines have figured this out and as sort of an emphasis to put quality back into their rankings, they have really zeroed in on looking at Facebook shares for a page.  And, in fact, the latest data that we’re seeing on search engines and how they’re ranking, looking at top ranking sites, the number one indicator now of high search engine ranking is the number of Facebook shares.  And this is beating out links.  It’s the number one indicator.  And this is new, this is a big shift.

And what it means is that if you want to really build a page up, you just start thinking about how you can get that page to be shared by people on their Facebook profile.  This is not liked, this is shared.  And so that means a couple of things.  The first of which is you have to think about what content do people share and how can you create content that is high quality, interesting, and share-worthy for people that come to site.

The second thing, which is always the case, is that you have to ask them to share.  You have to explicitly ask them to share because they’re not going to do it on their own.  And the third is you have to make it easy to share either by putting a share button or putting an add this button on your page to make it really easy so the sharing process is streamlines.  So this is something that’s new, it’s something to think about.  Facebook pages, Facebook sharing, are really becoming very important, and so you need to start incorporating it into your promotional strategy if you want to see top search engine rankings, and certainly from sustained top search engine rankings.

So that’s what I’ve got, Facebook sharing.  Now, if you haven’t already done so, just can I ask one favor of you which is to go and like the AgentMethods Facebook page?  I’m going to put a link down in the comments of this blog post.  Just take a second to like it.  We’re going to be doing a lot more with our Facebook profile and I’m going to be talking more about Facebook profiles in the next few days.  And so if you can like it, that will really help get things going.  We’ll like you back, and we’ll start the Facebook conversation that way.  I will have more about social media, about Facebook, and those related topics in the next few days so keep watching.  Thanks.