In the insurance industry, attracting new leads is crucial for maintaining steady business. Today, one of the best ways to find new customers and pitch them on your products and services is through online blog posts.
But unfortunately, no matter how well written you may feel your blog posts are, they may not be reaching their target audience. Online competition is fierce, and your blog may be getting buried in search results.
Luckily, there are a number of easy steps you can take to optimize your blog posts. This will ensure that the right people find your website, learn about your insurance products and services, and ultimately become your new customers!
Optimize Your Keywords with Research
Perhaps the most important place to start with optimizing your insurance blog is choosing the right keywords to sprinkle throughout your content. By choosing keywords that your prospective customer is searching for, you’ll be more likely to show up in their online results.
However, this isn’t something you should just be blindly guessing at. There are a number of free and paid tools that you can use to find out what keywords your ideal audience is searching for. These search terms aren’t just helpful for your search result rankings, but can serve as starting points for individual blog posts.
Remember, too, that keywords can have numerous variations. You may need to write different blog posts about both “homeowners insurance” and “house insurance,” for example, as these may be unique search terms that rank high among your customer base.
Create Pillar Pages and Topic Clusters
Once you know your relevant SEO keywords, you can start to formulate an overall content strategy for your insurance blog posts. Currently, the best way to organize online content is through pillar pages and clusters.
Let’s break this down: Pillar pages are general landing pages that house broad information pertaining to a topic, and associated cluster pages cover related topics in depth. You can link out to your cluster pages on your pillar page. Using your keyword data, you can map out a content strategy for pillar pages based on generalized keywords, and cluster pages based on hyper-specific keywords that fall underneath those topics.
For the insurance industry, for instance, your pillar page would be a general blog post — along the lines of “What Coverages Should a Restaurant Buy?” On that same page, you’d link out to a number of cluster pages, or articles like “Today's Litigious Environment Calls for Excess Insurance for Restaurants” and “Why Restaurant Owners Are Paying More for Commercial Insurance in 2024.”
Embed Useful Videos and Images Into Your Blogs
Additional non-text content like videos and images can bolster your SEO and improve your overall search rankings. Break up your blog posts with relevant images, including graphs or charts, and the occasional short video.
Make sure that this content is informative and relevant to each individual blog post. For instance, include a chart showing the impact of higher material and supply costs on total insurance values for construction insurance, which can be a helpful visual aid for a blog post on the topic.
On the backend, ensure that the content has descriptions and titles that include relevant keywords. This way, the content itself will show up in image and video search results and therefore promote your overall blog.
Ensure Your Blog Posts Are Technically Sound
Finally, a key factor in ensuring that your blog posts are ranked higher is technical performance. Search engine algorithms take both cybersecurity, such as up-to-date website accreditations and user protections, and website load speed, into account when ranking results.
This can also affect overall user experience and trust. Prospective customers will be less likely to pursue your services if they’re bombarded with popups or if every paragraph is interrupted by an advertisement. Even font and color choices make a difference, as this affects readability and may make you look less credible. If you’re writing on serious topics like insurance, make sure your blog’s overall aesthetic matches this tone.