For insurance agents looking to grow their business, being present on Google and converting traffic into inbound calls is a huge opportunity. Appearing in Google’s search results is like getting a referral – Google is essentially referring your business to the searcher. Building trust with Google is critical for generating inbound calls from potential clients. Let’s break down how you can strengthen your agency’s presence on Google and ultimately increase your call volume. There are two main things that Google will look for when evaluating your business online: Relevance and prominence.
1. Build Relevance: Show Google What You Offer
Google wants to ensure it connects searchers with businesses that meet their needs. For example, if someone searches for “auto insurance,” Google needs to be confident that your agency provides that service before they refer you to the user. This is why relevance is so important.
Here’s how to provide Google with the information they need to match you with relevant searches:
- Your Google Business Profile: The Google Business Profile is the most direct source of information Google has about your business. Make sure all fields on your profile are complete, accurate, and up to date.
- Your Website: Make sure your website is optimized for Local SEO. In short, this means having unique pages for each service you offer, with appropriate page titles. Make sure your website loads quickly and provides a good user experience. Local business schema is also essential on your website.
- Keywords: Use keywords related to your services, such as “home insurance,” “auto insurance,” or “life insurance,” across your digital channels. Be specific and consistent, even if it sounds a little repetitive.
- Regular Updates: Keep your Google Business Profile and website updated with fresh, relevant content about your services using the Google updates tool.
2. Increase Prominence: Make Your Agency Well-Known
Prominence, as defined by Google, measures how well-known your business is. To build up your agency’s prominence:
- Directory Submissions: Ensure your agency is listed in online directories such as Yelp, Yellow Pages, and local business directories. The best way for Google to confirm that your business is legitimate, is when they see you reference by many other websites.
- Google Reviews: Google uses the number of reviews, the average rating of your reviews, and the frequency of your reviews as ranking factors. If they’re going to recommend you to a user, what better way is there to gauge your quality as a business?
- Social Media Profiles: Maintain active profiles on platforms like Facebook, LinkedIn, and Instagram.
- Google Business Profile: Keep this profile complete and robust, with accurate information, service details, and contact info. Utilizing the lesser-known features of the Google profile shows Google that you are serious about your online presence.
- Content Creation: Publish blog posts, news updates, and articles that highlight your expertise and reinforce your agency’s name across the web.
Think of building prominence as putting your agency’s “billboard” on every corner of the internet. The more references to your business online, the more credible and recognizable you appear to Google.
3. Focus on Conversion: Turn Views into Calls
Visibility is just the first step; the next is ensuring that searchers take action. Even if you’re ranking well on Google, what would make a user choose you over your competitors? Here’s how to optimize your online presence to stand out and get phone calls:
- Reviews: Encourage satisfied customers to leave positive reviews regularly. 92% of consumers say they use online reviews as a part of their purchasing decision.
- Photos: Upload high-quality, professional photos of your office, team, and services to your Google Business Profile.
- Content Updates: Use the Google Business Profile update tool to share posts about your agency, highlight services, and announce special promotions.
- Service Pages: Add product and service pages to your Google Business Profile to clearly showcase the types of insurance you offer.
4. Leverage Call Tracking for Better Insights
Call tracking tools can help you measure the success of your efforts. By tracking who calls, when they call, and where they found you, you can gain insights into which strategies are working best and improve your conversion rates further.
Take Action and Grow Your Agency’s Google Presence
Optimizing your agency’s visibility and credibility on Google takes time and effort, but the payoff is worth it. By focusing on relevance, prominence, and conversion, you can position your agency as a trusted resource for potential customers searching for insurance online.
If you need help implementing these strategies, reach out to us. We specialize in enhancing your agency’s online presence, driving more searches, calls, and referrals to your business. Take the first step today to ensure your agency is the one customers find—and trust—on Google.