Here’s an email I got the other day
I was doing some Google searches yesterday with the following key words:
Employee benefit services
Employee benefit consulting
Employee benefits consulting
Benefits consulting group
Employee benefit consultants in [my state]
Health insurance agent
Group health insurance benefits
None of them resulted in Our Agency, Inc. popping up. What can we do to change that?
First, it’s not exactly like no one has ever used these keywords before. I looked up the number of results for each keyword and put it next to the keyword below. The numbers are huge.
Employee benefit services (14,900,000)
Benefits consultants (1,670,000)
Employee benefit consulting (1,270,000)
Employee benefits consulting (928,000)
Benefits consulting group (6,230,000)
Employee benefit consultants in [my state with a population of approx.10 million] (1,430,000)
Health insurance agent (58,200,000)
Group benefits (868,000,000)
Group health insurance benefits (95,000,000)
How can any agency expect to rank when there are this many pages competing for the first page? Even the least popular of all these keywords, employee benefits consulting, has 928,000 pages competing with each other for top ranking!
Well, here’s a couple of things to consider.
Domain authority – the more DA you have the more likely you’ll be higher ranked. To get DA you need links from lots of other websites that are high authority. PLUS you need high quality content that people come and stay to read.
Sorry, but not a likely scenario for most agencies. The lowest DA appearing on page one for most of these keywords was 40. The average agency has a DA of about 12. This is a logarithmic scale, so getting from 12 to 40 is just not a very likely possibility for the vast majority of insurance agencies. Especially if you’re not hard at work creating back links and writing epic posts for your website.
Long tail keywords – Here’s where the picture gets a little brighter. You may not rank on page one for “Employee benefits consulting” but you can pretty easily rank for “Employee benefits consulting Dodge City Kansas,” if you try.
That is a long tail keyword. If people in Dodge City, Kansas are looking for an employee benefits consulting firm and that’s what they type in, which you might expect. It would work.
For example, when I searched this keyword phrase, Professional Insurance Consultants of Kansas appeard #2 right below www. yellowpages.com. Its DA is only 4! Wow! But it has a pretty high Page Ranking of 20. I won’t go into Page Ranking right now. But that’s a well optimized page.
Of course there are lots of other long tail keywords you might want to use, but this is just a short lesson.
If you’d like me write more about how to improve your website’s SEO ranking, please let me know.
By the way, let me take this opportunity to clear something up about newsletters and SEO. Unless you write your newsletter yourself, placing a newsletter on your website — no matter who provides it, Smarts or any other publisher — unless you have written the newsletter yourself and it’s original content, IT WILL NOT improve your search engine rankings.
That doesn’t mean you shouldn’t have an insurance client newsletter. There are so many other good reasons to have one, such as making your clients think about you often.
Teach, build Trust and keep in Touch with clients and prospects.