When modern consumers search for insurance coverage, their hunt typically starts online. 

But with so many providers in the marketplace, jostling for control over the valuable digital real estate—a.k.a. search engine results pages (SERPs)—competition over insurance-related keywords can become fierce. 

Here, a well-planned and executed search engine optimization (SEO) strategy can help you stand above the crowd and get in front of ready-to-sign consumers.  

But what are the top three SEO practices for insurers? Let’s discuss. 

SEO Practice #1 — Focus on Producing Premium Quality Content 

At the heart of Google’s algorithm is a simple goal—connecting the searcher with the most relevant and recent response to their query. 

In the past, Google’s search algorithm rewarded quantity over quality. The more keywords you had in a piece and the more frequently you produced content, the better. But that’s changed. 

While keywords remain important, recently, Google has continued to place more emphasis on web pages that foster a good page experience.  

What does that mean? 

They want users to not only have the best information available but also be engaged by the content. That engagement is measured by metrics like dwell time. Then, to help distinguish one insurance page from several similar competitor responses, Google prioritizes content that’s optimized according to page experience signals, such as: 

  • Core Web Vitals 
    • Largest contentful paint that loads in under 2.5 seconds
    • First input delay that is less than 100 milliseconds
    • Cumulative layout shift that is less than .1 
  • A mobile-friendly web page
  • Web pages served on HTTPS 

SEO Practice #2 – Optimize for Voice Search 

New technologies change user behavior, which in turn, impacts Google’s algorithm. For instance, mobile search is now heavily weighted. Therefore, if your site isn’t mobile-friendly, you’ll have trouble ranking highly. 

Similarly, voice assistant technologies like Siri, Alexa, Cortana, and Google Voice have become popular ways to search for products and services like insurance, with 27% of the global online population using voice search on mobile. 

And this technology has caught on the most with older demographics who just so happen to be key insurance consumers. 

According to PR News Wire: “More than half (64%) of voice technology users ages 55+ use voice to search for information, products, and services online, compared to slightly fewer users ages 34-54 (63%) and only 47% of users ages 18-34.” 

You can optimize for voice search by focusing on conversational keywords, using schema markup, and building FAQs pages.  

SEO Practice #3 – Target Local Consumers  

When it comes to insurance, local SEO is a highly targeted strategy that enables you to reach the would-be insurance consumers in your immediate area. If you’re a small provider, this tactic helps you compete with a national company, since they’re less likely to focus on local search. 

Optimizing for local search starts with your Google My Business Page. Once set up, it’s easier for locals to search for you on maps, find your contact info, read reviews, and learn more about your insurance business. 

Ways you can optimize for local search include: 

  • Focusing on hyper-local keywords on both your website and Google My Business
  • Making sure that your Google My Business listing is accurate and up to date 
  • Garnering reviews from satisfied consumers
  • Using location pages 

Semgeeks—The Premier NJ SEO Company

Are you looking for ways to make your insurance company stand out? 

That starts with impactful SEO practices like quality content, voice search, and local SEO. But these are just a few of the ways you can optimize your page. 

Need help with that? We’ve got you covered. As an NJ SEO company, Semgeeks can build a digital marketing campaign that utilizes the most effective and up-to-date practices, including SEO, PPC, social media, email marketing, and more. Contact us today!  


Google Search Central. Understanding page experience in Google Search results. https://developers.google.com/search/docs/advanced/experience/page-experience

Think With Google. Voice Search. https://www.thinkwithgoogle.com/marketing-strategies/search/voice-search-mobile-use-statistics/

PR News Wire. Older Generations More Likely to Use Voice Search, Suggesting a Solution to Generational Digital Divide. https://www.prnewswire.com/news-releases/older-generations-more-likely-to-use-voice-search-suggesting-a-solution-to-generational-digital-divide-300968907.html