In most cases, companies operate today with a built-in online component of their business efforts, using it to support and as an adjunct to the traditional means of connecting with consumers. Many have also come to rely on their site as a place where people can request quotes, request to be contacted if they have questions, and provide information for prospects and customers that formerly would have needed a print brochure to impart. That being said, getting one’s name at the top of the heap when someone conducts a search requires some understanding of the latest in insurance SEO trends—such as how the use of mobile devices has a direct effect on it.
As a tool for Internet marketing, search engine optimization has proven itself over and over. However, the thing that always stays the same about this industry is that it is always changing and evolving, with new techniques becoming available every year, and there is no real way to predict what is going to happen. That being said, there are some obvious trends that savvy business executives have become aware of and are quickly exploiting for the good of their companies.
Before, a classic way to get higher page rankings was via inbound likes to one’s site, but it’s more complicated than that now. For one thing, social media is inextricably linked and more important than ever before, with Facebook, LinkedIn, Twitter, Google+ and Pinterest figuring prominently. That’s because the complex algorithms that are fundamental to the “seek and find” capability are being tuned to understand better and react more to the signals these media emit. Their hallmarks are in the currency of shares, posts, likes, comments, and followers. The interaction between the firm and the demographic it is targeting can be part of a very effective search campaign strategy.
A recent survey found that nearly 18 percent of all web traffic is driven from a mobile device, up nearly seven points from the previous year. It is clear that more and more people are accessing the web on the go, using these devices—so it makes sense that firms realize the necessity of producing mobile-optimized content to serve this audience. After all, once people find what they are searching for, they have to be able to see it properly. If the company’s site is not optimized for these viewers, anyone attempting to go there from a tablet or smart phone is in for a big letdown with a destination that is nearly impossible to navigate. Insurance SEO is like a bouncing ball for sure; firms have to follow the bouncing ball at all times to ensure their efforts pay off as well as they are hoping for.