My name is Darmini Kara, I’ve been with ITC for almost 9 years as an SEO consultant. I help our customers with search engine optimization, including blogging, keyword research, backlink building, social media management, onsite optimization and online marketing. I have worked on Peachstate Insurance, who went from 1000 to 2500 leads per month on average over a one year span. I’ve also worked on ECI Agency, who wrote enough business to cover ROI for a year after just 2 months. I’ve helped a local agency here in Dallas who has seen an increase in premiums from online leads by 2926%.
Blogging is important primarily because it is one of the best way to keep the content on site fresh and new. Content is one of the most important aspects in an SEO campaign, which means good quality, useful and relevant content must be added to the site. Blogging is also a great way for new users to find your blog, especially if you are research and writing for what customers are looking for. If you write on a particularly good topic, that blog post can carry your website for many months, even years. I’ve had quite a few customers that have one particular blog post that have continually been visited for months and months on end, which helps to increase their web traffic, and increase their visibility for that particular line of business. If you have a niche market or industry, you can write a series of blogs, that will encourage customers to keep coming back to read your blogs, which helps to make you the expert in their mind, so when it comes to purchase a policy, YOU’RE the first person they think of.
Small to medium size agencies prefer to build a customer base closer to home. It’s easier to build relationships with people if they’re in the same neighborhood that you live in. Larger agencies have the budget and ambition to market further afield, but most insurance agencies are the mom-and-pop type of agency and want to part of their local community. Blogging is one of the best ways to have a local web presence, and to get more traffic from local area.
First figure out who you’re writing for. If you know who your audience, it’s easier to write with them in mind. If you’re writing a blog about dui insurance, then your audience is a high-risk driver, probably someone younger, male, possibly even college-age. If you’re writing about homeowners insurance, you’re probably going to focus on married, middle-income, young to middle-aged couples. Most agency offer many different types of insurance, so these audience profiles will change with the blog post, but it’s still important to consider every time you sit down to write.
Once you have posted your blog, don’t just let it sit on your website. As much as I’d love for Google to find that content piece all by itself, we’re probably going to have to give it a helping hand. So share it, on social media and via email. But also know that your content doesn’t always have to be text. Most people don’t have the time to read full blogs, so maybe post pictures or videos of local community events that you attended. You may even have to experiment and see what your audience responds to the most. Do they like video more than pictures? Insurance agents also have access to stats that you could publish, anonymous stats of course, but that definitely would be unique content, that nobody else has.
Making a blogging schedule is very important, but sticking to it, is even more important. Whether it is weekly or monthly, it has to be done, because you made it and you’re an adult, and a business owner and marketing is important to you. If you need to get help, then delegate some of the writing or research to someone else in the agency. Perhaps they have a talent for it, which will it more enjoyable for them. But consistency is key in all aspects of SEO, including blogging.
Become a resource for your local visitors and your customers will keep coming back to your website see what other information you have to offer. Your blogs will naturally include keywords for your local area, which the search engines will see as well, so as long you are mentioning local places, businesses, streets and landmarks, Google will pick up on it.
Blogging Your Way to Local SEO Success
Blogging Your Way to Local SEO Success
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Who am I? Why you should believe what
I have to say?
Why is blogging important?
• Fresh content for search engines
• Results in new users visiting the site and keeps users
• Helps increase search rankings
• Increases web traffic
Why is local blogging important?
• For agencies who want to build a customer base
close to them
• For agencies who want to have a strong
Blog with a purpose.
Make sure you have answers to the next three
questions before you start blogging, otherwise this
whole thing is pointless.
Who are you writing for?
• Who is your audience?
• Consider age, gender, profession, income level
• Perhaps make general profiles for each blog post
How will you share your content?
• Content = text, images, video, stats
• What does your audience respond to?
When should you blog?
• Consistency is key
• Make a schedule and stick to it
Top 5 Lists
• What are the top restaurants for couples on a
• What are the top parks for families on a Sunday
• What are the top community centers for senior
citizens to meet others like them?
Find a recording of this webinar at
Join us next time on Thursday, January 17th for our
next webinar hosted by Karly Baker, Website
Coordinator, titled “New Year, New Website:
Refreshing Your Insurance Website for 2019”