Referrals from satisfied clients have long been a cornerstone of success for insurance agents. In today’s digital world, Google can be one of your most powerful referrers, connecting you with potential clients actively searching for coverage.
Mobile searches containing “insurance near me” have grown by over 100% in the past two years showing that people now turn to Google just like they would a trusted friend, relying on it to point them to the best local insurance agent.
By building a strong online presence, agents can attract a steady stream of potential clients.
Which Business would you Refer?
Out of these two businesses, which one would you refer to a friend?
You probably trust Agency A – the one with a fully built-out Google Business Profile (GBP), complete with accurate information, high-quality images, and glowing reviews.
Google operates similarly when deciding who to recommend in search results. A well-optimized GBP with relevant business details and a strong review presence signals trustworthiness and credibility, which makes it more likely to be referred by Google to potential clients.
On the other hand, a neglected or incomplete profile may be overlooked, losing valuable opportunities to be seen and chosen by potential customers.
How to Get Google to Refer More Clients to You
1. Optimize Your Website
To increase your chances of being found by potential clients, start by incorporating relevant keywords. Use service-related keywords, such as “auto insurance” or “commercial insurance,” along with location-based keywords like the city or region you serve.
By using Local Business Schema on your site, you can help Google better understand your business’s location and services, improving local search rankings.
Additionally, internal linking within your website to relevant sections creates a well-connected structure that enhances both user experience and SEO. This not only allows visitors to easily navigate your site but also signals to search engines that your content is interconnected and valuable.
Lastly, ensure your website is mobile-friendly and loads quickly, as these factors are crucial for both user experience and search engine rankings. By optimizing your website this way, you increase your chances of being found and referred by Google.
2. Maximize Your Google Business Profile
Google wants to refer businesses that it is confident are a good match for the user’s search query. The primary way Google gets to know your business is through the information you submit on your Google Business Profile.
Claim and fully optimize your GBP to ensure that Google knows you well, and can thereby match you with relevant searches. Make sure your business name, address, and phone number are consistent across all platforms to improve your local SEO.
Add high-quality images that showcase your services, along with a compelling business description that highlights what makes you unique.
Regularly post updates and offers to keep your profile active and engaging, showing Google and potential clients that your business is reliable and up-to-date.
3. Build Trust with Online Reviews
Encourage satisfied clients to leave Google reviews, as positive feedback can significantly enhance your online reputation.
Make it a point to respond to all reviews—both positive and negative—to show that you’re engaged and care about customer feedback. The more positive reviews you have, the more likely your business will improve in credibility and local search rankings.
A well-reviewed business is not only trusted by potential clients but also more likely to be recommended by Google, helping you stand out in a competitive market.
4. Citations
One way Google determines if your business is legitimate is by how often your information is referenced online. These references are called citations. The more places your information appears across reputable sources on the web, the more Google trusts your brand as a recognized entity.
Examples of citations include listings on platforms like Yelp, the Better Business Bureau, Yellow Pages, and industry directories. Social media profiles on Facebook, LinkedIn, and Instagram also play a role.
When your business details are consistent across these platforms, you’re not only building trust with Google, but also making it easier for potential clients to find and connect with you.
While referrals from clients are invaluable, Google can also be a reliable and scalable source of new business.
Optimizing your website, fully leveraging your Google Business Profile, and building a strong base of online reviews are just a few of the things you can do to increase your chances of being “referred” by Google itself.
Need help optimizing your Google presence? Lift Local specializes in improving your Google Business Profile, building your online reputation, and increasing your visibility—so more clients can find you. Contact us today to get started!