How to Generate Leads by Ranking on Google
September 6, 2024
Categories:
Digital Marketing
“Google it” has become the go-to solution for questions we don’t have immediate answers to. Just as the microwave revolutionized dinner time and television transformed entertainment, Google has embedded itself into our daily lives.
For insurance agents, ranking on the first page of Google is a significant tool for lead generation. The majority of search traffic gravitates towards the top five results, making it crucial for your agency to secure one of those spots.
So, how can your agency achieve this? Let’s dive in.
How Google’s Ranking Works
Google’s algorithm determines which websites make it to the top and which don’t. The core of this algorithm revolves around one simple question: “Who is providing the most valuable information to the person who searched?”
Imagine Google’s ranking algorithm as a pie. If your agency can satisfy 70% of Google’s criteria, while your competitor only meets 60%, your website will rank higher. It’s as straightforward as that.
The 4 Ingredients in Google’s Algorithm Pie
1) On-page SEO (20-25% of the pie). This involves optimizing your website for the keywords you want to rank for. For instance, if your goal is to rank for “inland marine insurance”, your website needs a dedicated page featuring those specific terms. Partnering with an experienced web developer who understands SEO can significantly enhance your website’s optimization.
2) Link building (25-30% of the pie). This is the most critical factor in Google’s ranking process. Link building is about how many reputable websites link back to yours. Think of it as a popularity contest, with Google as the judge. If your site has 500 high-quality links and your competitor has 800, Google is likely to rank your competitor higher. The concept behind this is that more links from credible sources indicate that others find your content valuable enough to share.
3) Google reviews (10-15% of the pie). Google values reviews because they are difficult to fake. These reviews are authentic testimonials from real customers, and Google considers their frequency, volume, and ratings when determining your ranking. Reviews play a more significant role in local searches, such as when someone looks for “insurance agent near me.”
4) Various technical factors (30% of the pie). The remaining 30% comprises technical factors like “bounce rate,” “click-through rate,” and “citation signals.” While these factors may carry less weight individually, collectively, they are crucial. They are often the fine-tuning elements that can give you the edge, provided you know how to manage them.
How a Google Ranking Helps Your Agency Grow
The equation is simple: rank highly for relevant keywords, and your website will attract more clicks than your competitors. More clicks lead to more leads, which translates to more customers. Once you establish a strong ranking, it becomes difficult for others to displace you, making SEO a long-term investment in your agency’s growth.
Here are three action items to ensure your agency website SEO is being optimized:
1) On-page SEO audit. Begin by examining your website to identify product pages focused on specific coverages, such as “renters’ insurance” or “E&O insurance.” Without these pages, your chances of ranking for related keywords are slim. If you already have these pages, evaluate how well they are optimized for the targeted keywords.
2) Ranking opportunities. If you’re not ranking for the keywords relevant to your agency, it’s time to expand your website. Start by listing the coverages you want to rank for, then create pages filled with valuable content that will benefit anyone who visits.
3) Links and domain authority. The best way to build links is by creating excellent content for your blog or website. Once you have this content, share it with bloggers or companies in related fields, suggesting they link to it for their audience’s benefit. Additionally, leverage local community relationships for guest posting opportunities, which can also boost your SEO.
We’re confident that with the right approach, any agency can achieve a strong Google ranking. SEO is a competitive field, so the sooner you start, the easier it will be to rise above your competitors.
