Promote Your Insurance Agency Website

Before you start purchasing website advertising, it is important to understand how search engines are laid out. In this post I’m going to talk about Google, Yahoo and MSN Live. In my examples below, I used the search term “Insurance, Portland, OR”

View the search results for each:

Google
Yahoo
MSN Live

The following screenshots (Click on any image to enlarge) detail how each search engine displays their search results and paid search.

Organic Search – This area is reserved for normal searches, your insurance agency website will display here depending on how your site matches up with the search term and how well your site is optimized.

Paid Search – The paid search area is reserved for websites who have signed up for an advertising program. It will cost money to have your site added to these sections. The top “banner” section will cost more than the right “column” section.

Local Search - Local search, all three major search engines display local search information. Interestingly, the local search section is located above the organic search area on each site. This really goes to show how IMPORTANT it is that your insurance agency is listed locally. Information on local search: Google, Yahoo and MSN Live.

Google:

Yahoo:

MSN Live:

Everyone knows how beneficial word of mouth advertising can be for your insurance agency. It is no surprise that potential customers will go to Google or another search engine and research a company or a product before making a buying decision. What is the best way to take advantage of customer reviews? Some agencies have a testimonial page on their website. Having a testimonials page on your site is a good practice and the amount of effort required to add the testimonials is very little. I talked a few weeks ago about claiming your business with Google. If you have not done this; stop reading this post and claim your business. 

Google, Yahoo and MSN Live all have local search functionality. All of them also have an area where they allow users to write reviews about a company. Customer reviews can easily put your insurance agency website above the competition all of which can be done easily and for free. In my example to day, I’m going to use one of my favorite pizza restaurants; David’s Pizza located in Spokane Washington. 

David’s has customer reviews on all three major search engines:  

Google: 

Yahoo: 

MSN Live: 

(Click on any of the images above to view the actual listing) 

What does a pizza restaurant have to do with insurance? Search engines don’t care if you are a pizza restaurant or an insurance agency. They all have a local search area for local businesses within these listings there is an area where business owners can upload photos, post hours and update contact information. The more information Google has about your insurance agency the better. 

User reviews work the same way. If you have 10 of your best customers, friends and family write positive reviews about your agency on the three major search engines your insurance agency website value and position will increase. 

Try to think like a search engine. 

Your local listing has ten reviews and your competitor across the street has zero reviews who do you think the search engines will give more credit to? When a customer writes a review Google knows who they are (You are required to login first) they also know other reviews they have made and can score each user’s reviews based off of the quality of reviews they have made. The more reviews the better. 

What about bad reviews? 

Don’t think it has happened before. Upset customers, someone accidentally selecting one star instead of five stars, competitors giving bad reviews to make their own company look better… Since you have already followed my instructions for claiming your business on Google, Yahoo & MSN Live; you also have the ability to agree, disagree or mitigate your comments.

I cannot stress enough how beneficial this can be for promoting your insurance agency website. 

Next week: How to get more reviews about your agency website. 

Over the past 4 weeks I have talked about search engines and why it is important to take the time and make sure your insurance website is submitted to all of the major search engines & directories. Google, Yahoo, MSN Live & DMOZ.

Those are not the only search engines out there, there are others; they may not be as popular as Google or Yahoo but they do have web users searching on them. So how important is it to submit your insurance website to the major search engines? Extremely! Take a look at the list below and see how many search engines (This is only a partial list) scan Google, Yahoo or DMOZ for their own search results.

Just like Google and Yahoo, Microsoft has a live search where you can go and claim your business and enter in your own information.

To claim your business through Microsoft’s Live Search go to: http://maps.live.com/localsearch/YPDefault.aspx

Enter (search for) your insurance agency name and city.

Once you find your insurance agency name in the search results: (If you are unable to locate your insurance agency web site in the search results than you will need to submit your domain to MSN Live Search first.)

Select your agency from the list. (While you are there be sure to give yourself 5 stars!)

On the bottom right of the page under the map there is a link that reads: “Business owners edit listing” (The link may also read: “Change your business listing”)

Select that link and follow the instructions to update your information.

See also:

Google Local Search
Yahoo Local Search

Next week: DMOZ