The insurance industry is big – really big. We’re talking about a market that grows by around $1 trillion dollars in value every year. So, with so many competitors out there, how is it that some companies constantly appear on the first page of the Google search results, and others just fade into the background? Simply put – the top companies have better insurance SEO marketing strategies.
Look at all of the top ranking insurance brands on Google, and you’ll notice they all follow similar strategies. Take a look at Honig Conte Porrrino Insurance.
This company shows up in the coveted Google 3-pack when people search for “Insurance Company New York” on Google – and similar keywords.
Why? Well, they have a bunch of high-quality reviews, just like the other top-ranking companies in the list.
They also rank for more than 1.5k keywords, attracting around 1.4k organic visitors to their website every month. That’s traffic that would otherwise cost about $12.2k to earn through Google Ads.
See what we’re saying? This company hasn’t just “stumbled” onto the top of the Google SERPS. They’re following a distinct insurance SEO marketing strategy. The same strategy we’re going to teach you how to take advantage of today.
Let’s dive in.
What is Insurance SEO Marketing?
Insurance SEO marketing is the strategies that insurance companies use to boost their visibility in search engine result pages and attract more leads and traffics to their website.
Around 70% of people research companies online, and the brands that appear on the first page of the search results earn 95% of their clicks. Basically, if SEO isn’t a major part of your insurance marketing campaign, you’re missing out.
But SEO, or “Search Engine Optimization” is a multi-faceted practice. SEO marketing involves:
- On-page optimization: Tweaking service pages to target key terms like “auto insurance,” “home insurance,” or “business liability coverage.” This involves creating strategic headers, meta descriptions, and using location-based keywords to match the way people search.
- Off-page SEO: Boosting your authority by earning backlinks from trusted sources like financial advice websites, industry blogs, and local news outlets.
- Technical SEO: Making sure your website is fast, mobile-friendly, and user-friendly, with clear navigation and prominent contact information so clients can easily request a quote or find answers to their questions.
- Local SEO: Optimizing your Google Business Profile, building location-specific service pages, and ensuring accurate business listings across directories to dominate “insurance near me” searches.
- Content marketing: Creating blog posts, FAQs, and landing pages that answer common questions like “How much does renters insurance cost?” or “What does full-coverage car insurance include?” to engage prospects actively searching for solutions.
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A great insurance SEO marketing strategy combines all of these things to basically convince search engines (and your customers) that you deserve to get attention online.
Why is Insurance SEO Marketing Important?
It should be pretty obvious why you should be investing in insurance SEO marketing. But in case you’re wondering why you shouldn’t just focus all of your attention on social media or referral marketing instead -here’s the low-down.
68% of online experiences start with a search engine and 92.96% of all global traffic comes to companies through Google Search, Maps, and Images.
When customers look for an insurance company online, they have billions of web pages they can potentially reach. Search engines help customers to sort through their options by organizing results into pages – putting the most relevant results on the first pages of the search results.
When your company shows up on that first page (hopefully close to the top), it attracts more valuable leads to your business, helps showcase your authority, and most importantly, increases revenue – all without you having to spend a fortune on advertising.
With insurance SEO marketing, you have the opportunity to connect with hundreds of thousands of leads constantly. For instance, in the US, more than 27.1k people share for “insurance companies near me” each month.
Your opportunities are even greater if you’re focusing on a specific insurance niche. For instance, here’s an insight into the kind of monthly volume common insurance phrases get:
- Car insurance companies: 246k monthly searches
- Auto insurance companies: 49.5k monthly searches
- Renters insurance: 450k monthly searches
- Cheap car insurance: 301k monthly searches
- Health insurance: 246k, monthly searches
You get the picture.
The more high-volume terms you rank at the top of the SERPs for – the more leads you can generate 24/7. It’s a no-brainer.
Insurance SEO Marketing Strategies: The Expert Guide
Obviously, the purpose of this article isn’t just to tell you all about how important insurance SEO marketing is. We want to show you how to do it correctly too. So here’s the
Insurance SEO Marketing Keyword Research
The first step in any effective insurance SEO marketing strategy is nailing your keyword research. Why? Because keywords are the bread and butter of connecting with your audience. They help you understand not just what people are searching for, but also the intent behind their searches—whether they’re just exploring, comparing options, or ready to buy.
At Crowdcreate, we use tools like SEMRush and Ahrefs to help with this process – and you can use the same tools. These platforms aren’t just for nerds—they’re a goldmine for uncovering the right keywords to help your insurance agency shine.
Here’s how you can get started with SEMRush.
Plug a seed term like “car insurance” into the SEMRush keyword magic tool, and a bunch of keywords should appear, with associated data. The first thing you’re going to focus on is “intent”
Understanding Search Intent
Search intent is the “why” behind the search—understanding it allows you to create content that directly answers your audience’s needs. Here are the four main types of intent and how they apply to insurance SEO:
- Informational Intent: These users are hungry for knowledge. They’re typing queries like “What does full-coverage car insurance include?” or “How to choose the best health insurance plan.”👉 Create blog posts, guides, or FAQs to educate them while showcasing your expertise.
- Navigational Intent: Here, people are looking for something specific—like your company’s name or website. Think searches like “State Farm login” or “Geico phone number.”
👉 Ensure your site is optimized for branded searches and easy navigation. - Commercial Intent: This group is weighing their options. They might search for “best life insurance companies in California” or “compare renters insurance plans.”👉 Use keywords like these in comparison articles, testimonials, and review-driven landing pages.
- Transactional Intent: These are the jackpot users—they’re ready to make a purchase or request a quote. Queries like “buy home insurance now” or “cheap auto insurance quotes” fall here.👉 Add strong calls-to-action (CTAs) like “Get a Quote” or “Start Saving Today” to convert these users immediately.
Here’s an example of what you might see on a web page that ranks high for an “Informational Intent” keyword, like “Long term care insurance”:
And here’s an example of a page that ranks high for a term that has high transactional insurance, like “Car insurance near me”:
Understanding intent is how you make sure you’re tailoring your website pages to what your customers are actually looking for – and what they need.
Balancing Volume and Keyword Difficulty
While intent is a game-changer, you also need to weigh volume and difficulty when deciding which keywords to target. For example:
- High Volume, Low Difficulty: These are the sweet spots. They represent popular terms with less competition—perfect for newer or less-established sites.
- Local Keywords: Terms like “affordable car insurance in Chicago” not only have manageable difficulty but also target your specific audience.
While most of your website will probably be filled with broad keywords, targeting keywords with lower competition levels will make it easier to rank quickly.
For instance, “car insurance South Carolina” with a KD of 39 and a volume of 4.4k is going to be a lot easier to rank for than just “car insurance”.
Research keywords to target on each page of your site, focusing on the specific purpose of each page, for instance:
- Location pages need geographic terms: Local insurance, insurance company California, etc.
- Service pages should reflect specific solutions: Car insurance, car insurance for young drivers, etc.
- About pages need to emphasize trust: Reliable home insurance, trusted life insurance, etc.
- Resource pages should answer questions: How to compare insurance premiums, what is life insurance, etc.
Bonus Tips for Insurance SEO Marketing with Keywords
Want some more advice?
Start by digging into competitor data.
Why reinvent the wheel? Analyze what’s already working for top competitors. Tools like Semrush’s Keyword Gap let you compare your website against others in your niche. Enter your URL alongside up to four competitors and watch the magic unfold.
Look for these opportunities:
- Missing Keywords: Phrases competitors rank for but you don’t.
- Weak Keywords: Terms where competitors outrank you—time to level up!
- Untapped Keywords: Gems where only one or two rivals are ranking.
If you notice competitors ranking for “how to switch car insurance providers,” create a better version. Include practical tips, FAQs, and a downloadable checklist. Outdo them with depth and quality.
Another strategy? Answer customer questions.
Your audience likely has tons of questions about insurance, and these queries are gold for driving traffic. Use tools like Answer the Public or the “Questions” filter in Semrush to find popular queries. For instance:
- “How much does renters insurance cost?”
- “What’s the difference between term and whole life insurance?”
- “Is flood insurance included in homeowners policies?”
Each of these questions can become a blog post or FAQ entry, tailored to demonstrate your authority and drive engagement.
Local Insurance SEO Marketing
Think Local SEO is just for real estate companies or boutique stores? Think again.
Local SEO is the secret sauce to getting your insurance agency in front of nearby clients when they need you most. Why? Because when someone searches for “insurance agents near me” or “car insurance in [city],” Google’s Local 3-Pack takes center stage. This high-visibility spot features three local businesses and is prime digital real estate.
Here’s how you can get your agency to show up here.
Claim and Optimize your Google Business Profile
Your Google Business Profile is the crown jewel of local SEO. With more than 90% of searches happening on Google, your GBP isn’t just a listing—it’s your agency’s virtual storefront.
Showing up in Google Maps, local search results, and even mobile “near me” searches starts with a well-optimized profile.
Here’s how to make your GBP work harder for you:
Claim and Complete Your Profile:
Start by claiming your free GBP (if you haven’t already). Add your agency’s name, address, and phone number (NAP)—double-check for accuracy. Even small inconsistencies can make Google question your credibility.
Use Local Keywords:
Write a compelling business description that integrates terms like “affordable car insurance in [city]” or “expert life insurance agents.” Highlight your services and what sets your agency apart.
Be as locally-focused as possible. For instance, nothing says “New York pride” quite like this description from a top-ranking New York insurance company:
Leverage Categories and Services:
Add every relevant category, from “auto insurance” to “business liability insurance.” Be specific—this improves your chances of appearing in specialized searches.
Add High-Impact Photos:
Showcase your team, office, and customer interactions. Google loves fresh content, and potential clients love transparency. Post images like:
- A friendly agent meeting with clients (builds trust)
- Your office signage (confirms legitimacy)
- Branded materials like brochures or vehicles (reinforces professionalism)
Invest in Collecting Reviews
We mentioned at the top of this page that reviews are one of the main things that separate the top-ranking insurance companies from their competitors.
That’s because Google actively uses reviews to determine how likely your company is to be relevant to a particular customer and their needs.
Notice how all of the top companies in the 3-pack have reviews?
So, how do you get reviews? The only real option is to ask for them.
Estrella Insurance asks for reviews right on the home page of its website. But you can go even further than that. Here are some top tips for success:
- Ask at the Right Time: Timing is everything. Request reviews immediately after a client has a positive interaction, such as signing a policy or receiving expert advice.
- Make It Effortless: Simplify the process with direct links to your GBP review page, QR codes on business cards, invoices, or office posters or follow-up emails or texts thanking clients and inviting feedback.
Respond to Every Review: Whether glowing or critical, always respond. Thank satisfied clients, and for negative reviews, apologize and offer a solution.
Get Citations
Local citations—mentions of your business name, address, and phone number (NAP) across the web—are a trust signal to Google. The more consistent your citations, the higher Google’s confidence in your business.
Where to List Your Agency:
- Industry directories (e.g., TrustedChoice, Insurance.com)
- Local directories (e.g., Yelp, Angi)
- Community resources (e.g., Chamber of Commerce websites)
On-Page Insurance SEO Marketing
On-page SEO is the art of fine-tuning your website’s elements to improve search rankings and attract the right audience. For US insurance companies, this means crafting a site that speaks to both potential clients and Google’s algorithm. Let’s dive into how to optimize your insurance agency’s website for on-page SEO success.
Know Where to Use Your Keywords
Every page on your site has specific areas where keywords pack the biggest punch. Placing them in these key locations helps Google and your audience understand the page’s purpose.
Key Areas for Keywords:
Title Tags:
- Appears as the clickable headline in search results.
- Keep it between 50–60 characters and include the target keyword early.
- Example: “Affordable Auto Insurance in Texas – [Your Agency Name].”
Meta Descriptions:
- The snippet under the title tag in search results.
- Incorporate your keyword naturally and stay under 155 characters.
- Example: “Protect your car and budget with affordable auto insurance from [Your Agency Name] in Texas. Get a free quote today.”
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Headings and Subheadings:
- Your page’s main headline should include the target keyword.
- Example: “Life Insurance Solutions Tailored for Families in California.”
- Avoid duplicating H1 tags across pages—each should be unique.
- Use complementary keyword phrases in subheadings.
Alt Text for Images:
- Describe each image using keywords to boost SEO and improve accessibility.
- Example: “Insurance agent reviewing coverage options with a young family in an office.”
Leverage Schema Markup for Rich Snippets
Schema markup sounds like a complicated thing – but it’s really just something that helps search engines understand your content better. For insurance companies, it can highlight essential details directly in search results, like star ratings, services offered, and operating hours.
Rich snippets grab attention, instil trust, and make your listing stand out. Imagine showing up for “affordable life insurance in Dallas” with a 4.9-star rating and hundreds of glowing reviews.
How to Add Schema Markup:
- Use Google’s Schema Markup Generator (it’s free).
- Choose “Local Business” as the data type.
- Tag elements like:
- Business name and address
- Contact information
- Services offered
- Reviews and ratings
- Generate the HTML and paste it into your page’s header code.
Not tech-savvy? No problem—this is a great task for a developer from Crowdcreate. Schema markup might feel like a hassle, but the results are worth it.
Find On-page SEO Opportunities on Current Pages
Your website isn’t a “set it and forget it” project. Regularly reviewing your pages for optimization opportunities is crucial to staying competitive.
Use the SEMRush On-page SEO checker to automate the process of finding ways to enhance the content you already have.
Click the blue “Ideas” button for any page to view the suggestions. You might see suggestions for:
- Adding more interesting or informative content.
- Creating better meta descriptions.
- Reducing keywords in your content
- Securing featured snippets
Practical Examples for Insurance Agencies
Here’s how on-page SEO works in real life for US insurance companies:
Service Pages:
Target specific terms like “Business Liability Insurance for Small Businesses” or “Comprehensive Car Insurance in New York.”
Include a call-to-action: “Get a Free Quote Today.”
Blog Posts:
Address common concerns like “How to Choose the Best Health Insurance Plan” or “5 Myths About Life Insurance.”
Use keywords in headlines, subheadings, and image alt text.
Location Pages:
Create pages for specific areas: “Affordable Home Insurance in San Diego” or “Top-Rated Insurance Brokers in Chicago.”
Add local details to boost relevance.
Content Marketing for Insurance SEO Marketing
Creating high-quality, helpful content tailored to your audience is one of the most effective ways to boost SEO, attract leads, and build credibility for your insurance company. Content marketing does more than drive traffic—it positions your agency as the trusted expert people turn to when they need guidance on coverage decisions.
Here’s how to make content a powerful tool for your insurance SEO marketing strategy.
Answer Your Customer’s Questions
Many potential customers start their insurance journey by searching for answers to their questions. Think queries like:
- “How much does renters insurance cost?”
- “What does full-coverage auto insurance include?”
- “Do I need life insurance in my 20s?”
Your agency is perfectly positioned to answer these questions with in-depth, user-friendly blog posts. For example:
- Step-by-Step Guidance: Explain complex processes like filing an insurance claim, calculating coverage needs, or comparing policy options.
- Practical Examples: Break down insurance concepts with relatable scenarios, like how homeowners insurance protects against storm damage or how umbrella insurance adds extra liability coverage.
- Calls-to-Action: Provide a clear path to contact your agency or request a quote for readers who are ready to take the next step.
Pro Tip: To stand out from competitors, follow Google’s E-E-A-T guidelines:
- Experience: Share real-world examples and testimonials from customers.
- Expertise: Include bios for your content authors, highlighting their credentials, insurance licenses, and years of industry experience.
- Authoritativeness: Incorporate quotes or insights from subject matter experts (SMEs) on your team.
- Trustworthiness: Use case studies, accurate data, and reliable sources to build credibility.
Here’s a great example of an informative blog that answers customer questions in the Geico website:
Include Semantic Keywords in Your Content
Semantic keywords—those closely related to your primary keywords—help Google understand the broader context of your content. By targeting these terms, you can rank for a wider range of searches and create more comprehensive resources.
How to Find Semantic Keywords:
- Check Google’s “People Also Ask” section for questions to incorporate into your content.
- Analyze your competitors’ top-performing pages for additional keyword ideas.
Example: If your target keyword is “home insurance in Texas,” related semantic keywords might include:
- “Best homeowners insurance policies in Texas.”
- “What does home insurance cover?”
- “Average cost of homeowners insurance in Texas.”
Incorporate these naturally throughout your blog posts, service pages, and FAQs.
Create Interactive and Engaging Content Formats
Differentiate your content with interactive formats that encourage engagement and build trust. Ideas include:
- Insurance Calculators: Offer tools like a home insurance cost estimator or life insurance needs calculator to provide instant value.
- Infographics: Visualize complex concepts like “What affects your auto insurance premium?” in an easy-to-understand format.
- Videos: Create explainer videos about policy types, customer testimonials, or step-by-step claims filing guides.
Quizzes: Develop quizzes like “What Type of Life Insurance Is Best for You?” to personalize the user experience.
Showcase Success Stories and Case Studies
People trust real-world examples over abstract promises. Highlight customer success stories or case studies that show how your insurance solutions have helped others. For example:
- A family protected from financial hardship after a home fire, thanks to their homeowners insurance policy.
- A small business that stayed afloat after a liability claim, thanks to a tailored commercial policy.
- A young professional who secured affordable life insurance with no medical exam.
Pair these stories with testimonials and statistics to reinforce their impact.
Technical Insurance SEO Marketing Strategies
Technical SEO ensures your website functions smoothly, loads quickly, and meets modern web standards. A technically optimized site not only improves your search rankings but also keeps visitors engaged, building trust and driving conversions for your insurance agency. Even if you’re not a tech wizard, tools and strategies can simplify the process. Let’s dive in.
Run a Comprehensive SEO Audit
An SEO audit is the foundation for improving your site’s technical performance. It identifies issues that may harm your rankings, like broken links, crawl errors, or slow-loading pages. For insurance companies, a seamless website experience is critical to converting visitors into leads.
How to Conduct an Audit:
Tools like Semrush’s Site Audit or Ahrefs’ Site Explorer provide user-friendly insights into your site’s health.
- Enter your website URL and initiate an audit.
- The tool categorizes issues by severity (Errors, Warnings, Notices).
- Focus on These Key Issues:
- Broken Links: Ensure all internal and external links are functional. Broken links not only frustrate users but also harm SEO.
- Keyword Cannibalization: Avoid having multiple pages targeting the same keywords—this confuses search engines.
- Duplicate Content: Use canonical tags to tell search engines which version of duplicate content to prioritize.
Mobile Responsiveness: Use Google’s Mobile-Friendly Test to ensure your site performs well on smartphones and tablets.
Optimize Loading Speed
A fast-loading website is critical—especially for time-sensitive searches like “cheap auto insurance near me” or “quick life insurance quotes.” Studies show that 53% of visitors leave a site that takes longer than 3 seconds to load. Speed matters for both user experience and rankings.
Tools to Analyze Speed:
GTMetrix: Offers a detailed speed analysis and highlights specific areas for improvement.
Google PageSpeed Insights: Provides metrics for mobile and desktop performance, including Core Web Vitals.
Key Factors Affecting Speed:
- Image Optimization: Large image files can slow your site. Compress images with tools like TinyPNG or ShortPixel. Use next-gen formats like WebP for better performance.
- Enable Browser Caching: Browser caching stores elements of your site locally on users’ devices, reducing load times for repeat visits.
- Minify Code: Remove unnecessary spaces, comments, and characters from HTML, CSS, and JavaScript files using tools like Minify Code or WP Rocket.
Reduce Redirects: Too many redirects slow your site. Streamline your site structure to minimize unnecessary redirect chains.
Ensure Mobile-Friendliness
With over 60% of web traffic coming from mobile devices, your insurance website must deliver a seamless mobile experience. A poorly optimized mobile site can lead to high bounce rates and lost leads.
Mobile Optimization Tips:
- Responsive Design: Use a responsive template or framework like Bootstrap to ensure your site adapts to various screen sizes.
- Clickable CTAs: Ensure buttons like “Get a Quote” or “Call Now” are large and easy to tap.
- Readable Text: Avoid small fonts that require zooming; keep text legible without pinching the screen.
Pop-Up Management: Use non-intrusive pop-ups or overlays, as intrusive interstitials can frustrate users and hurt rankings.
Enhance Site Crawlability and Indexability
Search engines need to understand your site’s structure to rank it effectively. Ensure your insurance site is crawlable and indexable.
Best Practices:
- XML Sitemap: Create and submit a sitemap to Google Search Console to help search engines understand your site’s structure.
- Robots.txt File: Use this file to guide search engines on which pages to crawl and which to ignore (e.g., thank-you pages).
- Breadcrumb Navigation: Implement breadcrumbs to improve internal linking and help users navigate your site.
Fix Orphan Pages: Ensure every page is linked to at least one other page to prevent it from being overlooked by crawlers.
Link Building and Off-Page Insurance SEO Marketing
Finally, we come to your off-page insurance SEO marketing strategies – primarily link building.
Link building is a cornerstone of SEO, particularly for insurance companies looking to establish credibility and climb search engine rankings. A strong backlink profile not only improves your visibility but also positions your agency as a trusted authority in a competitive market.
Here’s how to master the art of link building.
Check Out Your Competitor’s Backlinks
Use SEMRush’s Backlink Analytics tool to find out where your competitors are getting their backlinks. This will give you a roadmap for identifying high-quality opportunities and filling gaps in your own strategy.
Visit the “Referring Domains” report to see who links to your competitors most often. These are the people you want to encourage to link to your website too.
Look for directories, blogs, and news outlets linking to competitors. For instance, If a competitor is listed on TrustedChoice.com, you can reach out to get your agency listed as well.
Target High-Authority Sites with Guest Posts and Contributions
For insurance companies, collaborating with reputable websites in related niches is a powerful way to build backlinks and establish thought leadership. Focus on websites that align with your audience and industry.
High-Potential Guest Post Targets:
- Financial Planning Blogs: Contribute articles like “How to Choose the Best Life Insurance Plan for Your Family.”
- Real Estate Websites: Write posts such as “Home Insurance Tips for First-Time Buyers.”
- Small Business Resources: Offer guides like “Must-Have Business Insurance Policies for Entrepreneurs.”
Here’s an example of the kind of content you could contribute to a reputable website:
Build Relationships with Local Organizations and Media
Local backlinks can be a game-changer for insurance companies targeting specific regions. Partner with organizations and media outlets in your area to create mutually beneficial relationships.
Ideas for Local Link Building:
- Chamber of Commerce Listings: Ensure your agency is listed on your local Chamber of Commerce website.
- Community Events: Sponsor local events or initiatives and request a backlink from the event’s website.
- Local News Features: Pitch stories about your agency’s impact in the community, such as helping clients navigate disaster claims or providing financial literacy workshops.
Monitor and Maintain High-Quality Backlinks
When it comes to backlinks, quality beats quantity. Links from low-quality or spammy websites can hurt your SEO, so regular monitoring is essential.
How to Spot Toxic Links:
Use Semrush’s Backlink Audit Tool:
- Review your Overall Toxicity Score and identify problematic links.
- Look for backlinks from sites with low domain authority, irrelevant content, or spammy practices.
Tackle Problematic Links:
- Reach out to the site owner to request removal of the link.
- If removal isn’t possible, disavow toxic links via Google’s Disavow Tool.
- Use Semrush to export a disavow file and upload it to Google.
Pro Tip:
Disavowing links should be a last resort, used only when spammy links are significantly affecting your rankings or have caused a penalty.
Build Links Through Interactive and Shareable Content
Creating engaging, shareable content not only attracts users but also encourages other websites to link back to your site.
Content Ideas for Insurance Companies:
- Infographics: Visualize complex topics like “How Auto Insurance Premiums Are Calculated” or “What Does Homeowners Insurance Cover?”
- Interactive Tools: Develop calculators for “How Much Life Insurance Do You Need?” or “Business Liability Risk Assessment.”
- Resource Guides: Offer comprehensive guides such as “Navigating Claims After a Hurricane” or “Small Business Insurance 101.”
Promote these resources through email outreach, social media, and industry forums to increase backlinks. Here’s an example of a blog post created by Progressive Insurance that other companies might want to “link back to” when they’re educating their customers:
Get More Clients with Insurance SEO Marketing
Insurance SEO marketing isn’t something you master overnight.
It takes time to build a multi-faceted plan that constantly drives leads to your business. But with a little research, work, and the right support, the results can be phenomenal.
At Crowdcreate, we excel in building comprehensive SEO marketing strategies for insurance companies. We can help you navigate everything from on-page and off-page SEO, to technical SEO analysis, and even content marketing,
Why miss out on all of the leads you could be getting just by ranking higher for the best keywords in your industry? Contact Crowdcreate, and start unlocking the benefits of insurance SEO for your brand. Get your free quote today.
