We appreciate you guys joining us again. I really really am excited about search engine optimization for a couple reasons. I know that there’s a shift coming in the market right now, digital marketing is taking a lot of market share from traditional media in general in the insurance industry.
I know this because we spend a million dollars a month on digital marketing, whether it be Google YouTube. Facebook Instagram: well, you know what landing pages whatever just in the insurance space alone, and so I am seeing a shift go massively towards social media. Well, what’s happening is because this massive shift is going towards social media there’s actually a opportunity, because everybody’s focus of digital marketing is now social which is driving up cost its diluting the lead quality.
There’S some issues going on with that. So, on the flip side, what we try to do is try to kind of go in a different direction as the crowd and we’ve kind of figured. That figure that out a little bit, it’s a little bit of a waltz, not to say that social media is where we’re going, not to say that we’re not doing that like the rest of us, but there’s an opportunity that is other places as well. Besides social media – and that is, in my opinion, search engine optimization what is search engine optimization? Obviously, it’s getting your website found on Google to get an organic ranking to get passive lead flow into your business, so we don’t have to pay per lead, but you’re getting passively flows throughout the month.
Also, what’s happening is: is the industry is shifting to less face-to-face? Less walking into the insurance office and more telephone sales doing the multi-state getting your license in multi states. So what happens is you’re kind of fighting the? What’S you if you’re face to face with somebody, you have an opportunity to impress them. You have an opportunity to show up sharp to, basically, you know, show up in a nice car, whatever that is and then, but with digital and with phone sales.
You kind of have to like really exude that that presence as much as possible and a lot of people what’s happening is they’re googling, the company that you’re with they’re googling the carrier talking about they’re googling, you as a person and if you don’t have that brand Figured out and if they Google, you know John Jacobs, Springfield, Missouri and you’re, not on the list. With a website, it’s going to hurt you you’re, going to get less you’re, not going to really realize it, but less people are going to do business with you, because of that I promise.
So what I want to do today is spend a little bit of time. One I’m going to go through about 10 to 15 things that is search engine optimization. All of these things. You could probably google and find mountains of information just as a quick plug. I’M going to be doing a master class December 4th. There’S a link in the description below for you to be able to check out that master class where I’m going to teach this stuff.
For two hours I’m going to go through the tools, I’m going to get everything where I’m going to teach you how to do this, as opposed just talking about it right now, but there’s a lot of you guys that are interested in kind of hearing. Some of this stuff, and probably a lot of you guys that are doing some of it, but not all of it. So I just I don’t want to walk through those specific points. So the first thing that I want to talk about with search engine optimization, that is an important factor – is what I would call premium hosting or like your hosting environment, your site, speed.
You got to make sure that you’re, you know, Google will ding you for having slow site, speed, slow mobile site speeds and the way that you set up your premium hosting is actually important. If you just go for like the cheapest, you know website that you pay $ 49.99 a month or whatever, and they stand up a website. I guarantee you that hosting package that you’re on is poop and you’re going to. Google is going to basically ding you for not having a good hosting environment overall, so you know: we’ve set up our stuff in WP engine and some other hosting environments that are, you know, top tier.
We don’t do the cheapest hosting environment possible right and that’s something that does matter to Google, because they’re, the ones that are sending traffic to your website and one of the first things they check is who’s is hosted with what are the credentials and that leads into The next thing, which is SSL certification, so there used to be sort of a myth that only SSL certification mattered for e-commerce.
Specifically, so it’s not necessarily true anymore, you need it. What will happen is on the Left bar of the of the search, the where the URL is it’ll say not secure. That’S just like I mean just think about the perception that that brings that if you’re going to the website and says not secure, you know you’re going to have this perception that oh, this is guy. Who is this guy he’s not secure? You know what’s going on and a lot of our clients are older people and if they see not secure it kind of, has a tendency to kind of freak some people out, even though they don’t know what that even means, and they for sure don’t want to Put their credit card in, but if they’re putting their email address and trying to go through our lead forms through gated content or reach out to us directly by calling the number on the deal and they see not secure, that’s going to hurt.
You. Google knows that. So they count that against you as well, so with any good SEO strategy. The next thing that you want to make sure that you do is anybody, can you know, shoot an arrow at the wall, walk up to where the arrow landed and draw a bull’s-eye around it right? That’S not what we’re trying to do a search engine organization, we’re trying to do keyword, research to make sure that we know the target that we’re trying to shoot at.
You may think keywords um, just kind of come to you and what you would Google yourself. You need to really do some keyword, research to figure out where the actual search volume is on Google. So there’s lots of tools out there. I’M going to go through some tools on my master class that we use that are free to do all the keyword research. So you want to make sure that you first understand which keywords you’re going after on a search engine, optimization strategy, because if you don’t know where you’re going, you don’t know what you know create content about.
You don’t know how to structure your website. It’S not! It’S! Not the ideal situation for sure, so you know that’s an important thing. Is that key research? So the next thing you got to make sure you do is you know Google ranks websites, predominantly I wouldn’t say predominantly, but well yeah. I would say predominantly based on the amount of content, so I don’t care how good your SEO is on a five-page website.
A 20-page website on the same topic is that structured correctly with SEO is always going to outrank the five-page website, just think about it. If you’re, a user, Google wants to send their users to good educational websites. If Google identifies this website as having five pages of content on a particular keyword and this website of having twenty pages of content on a particular keyword, which one has more domain Authority, you think obviously the one that has more content.
You need a good content strategy. A lot of people, don’t really understand like how to structure that, though, a lot of people think that that means just building a website and then putting a blog feed and just creating all these blog content. That’S not how you do it either, there’s all kinds of ways to screw this thing up. So that’s that’s! The main thing is to have some sort of a content strategy.
Then you got to make sure that you’re doing something all the work that you’re doing you got to have a way to track it. So you want to have an independent source that tracks leads clicks balance rates, content captures which blog posts are your popular ones. So you can create more content around that different markets. Different areas have different hotspots for different keywords. So if you are able to create a big library of blog posts, you can actually see which of your blog posts are getting more traffic, more attention and driving.
Those leads into your overall website that way, so in order to track that, you have to Google Analytics set up, ok, Google Analytics is free to set up it’s not rocket science. What is a little more difficult, though, is setting up the goal. Conversions in the lead, form captures and all that stuff, but just getting analytics on your site is not that hard and it’s free. You just have to have a login set it up.
It’S not it’s not rocket science. So the next thing, while you’re doing analytics, is a tool called Google Webmaster Tools. Google Webmaster Tools is basically the interface that Google gives us as owners of a website, to look at how Google is seeing our website. That’S where errors come up. That’S where Google gives you your sort of information to say this is what’s wrong. This is what’s right. This is what you’re doing good.
This is what you’re doing bad. Also that’s where you submit your sitemap and you basically are able to with Google Webmaster Tools. That’S the interface that we have to tell Google how to crawl our website. If you don’t use Google Webmaster Tools, you’re just waiting for the search engine, robots to crawl, your site and just kind of do a lot of guesswork, which is not how you want to approach in this digital age.
You want to make sure that you have a good foundation set so that I already touched on the sitemap as well. Now. The next thing you got to do is, if you have your content structure, figured out. You’Ve got to make sure that your on-page SEO is. Is fixed what that means is. Is you got to have your page titles, your main descriptions or h1s your copy? You got to look at your keyword, research. You got to make sure all of your meta data is set up correctly in the existing pages and all these blog posts that you’re creating you got to make sure that you’re adding the right keywords and structuring that correctly with a sitemap that was talked about, etc.
But you know, the main thing is: is your page title is if you were able to go up to the tab on Chrome and hover your mouse over the tab, that you’re on a little rectangle will drop down and will give you the key words that you’re Focused on, if you don’t put those into Google specifically, then Google will guess for you. I can’t tell you how many times I go to a website and the page title is home and we’re an insurance agent.
You know why would we want home as our number one keyword that we’re going for on our homepage? That’S silly right! The reason is because no one went in and set it up, so you’re never going to get ranked ever no matter what you do. If you don’t have their correct, correct metadata built out, the next thing that you got to do is go through and make sure that you have all these directory listings sorted out.
So every mention of you or your business on the internet needs to align with the phone number description, address, etc. If there starts to be a bunch of different versions of your address, a bunch of different versions of your name, a bunch of different versions of all these different, you know mentions of your business that are saying it’s here know it’s there and once here’s the phone Number there’s the phone number they do this.
Nobody do that. Google sees that as inconsistent and they actually ding that against you on the flip side, if you have it all set up correctly, not only does that bring you inbound links, it also gives you authority with Google as well, because it’s all consistent and it’s more trusted. Basically so that brings me into a sort of link. Building link building is still a thing with with search engine optimization, it’s not near as important as it once was, link building used to be the actual SEO strategy that we all use, which was called the link wheel.
So he had your you know your main website and had your different websites that you would link to, and Google would look at all the links to a website then give domain authority based on that final site. That was being linked to because well, a lot of people are linking to it. Then that site must be. You know the most authoritative on this particular keyword. Well, Google realized that people started the game that system, and so they they links are still important.
But it’s not as important as it used to be, but you still want to try and get some organic links. If you can, whether it be through PR releases, there’s plenty of press release, you know systems, you can submit a press release with your link and they’ll. Give you a link and there’s social links you can do, but the directory listing also will get you those links as well. The only thing I don’t love about link building is it’s hard to like the Google is getting more and more, they don’t want you to buy links in any way, and so, if you have any system, that’s sort of selling links to you, you can actually get In trouble by buying links big-time, I’ve had to have clients.
You know. Google has like a naughty corner that if they catch you doing things, it’s called blackhat SEO. They’Ll put you in the naughty corner and it’ll. Take you off their search engine altogether. So the last thing I want to kind of go through is some sort of ongoing review system. Google does look at reviews and a star rating of those reviews embedded in your website as a indication of performance.
It’S weird how they do it. It didn’t used to be a thing, but Google realizes that consumers use review star ratings and reviews and amount of reviews as a point of authority as a point of basically a website that has 50 reviews on. It means that it had 50 customers come in and and pay attention enough to leave the review. So Google actually does look at that stuff. You’Ve got to set it up correctly, but it is.
It is important to look at and then you’re really just at the end of day, if it’s it may seem overwhelming, but it’s all a project that you can kind of work on and move towards. So there’s always a next level to get to a search engine. Optimization, there’s always the next level to actually arrive and what you’ll find it with a good social search engine optimization strategy is that over time you will get increased traffic you’ll start to get lead flows.
I can’t tell you how many customer customers I’ve helped where they’ve had paid ads and search engine optimization, so they got your paid ads, driving the leads and then you’ve got your search engine optimization. Finally, they catch up and then cut the paid altogether. That’S happened. I mean more times than I can count done. Millions of dollars of search engine optimization over my seven years of digital marketing and that’s like our biggest win, is when we can basically say you know what we just have to pay 10 bucks, a click just to get.
You know X amount of clicks. It would cost us X amount of dollars now we’re getting that amount of clicks organically. Let’S cut the paid altogether focus on sort of Lee developing over here, but not usually use Google paid tools any any further, but on the flip side, by the way, Google does use AdWords data conversion rates etc. To give you a thought in your website as well, so one way to get a bump on your search engine or optimisation rankings is to have an AdWords campaign with decent conversion rates driving traffic to your site.
Because Google does look at that information as well, because they’ll, say wow, you know here they’re paying $ 10 per click. You know they have a ten percent conversion rate on this particular landing page. They must be an authority on this particular keyword and they do bump up your domain authority by doing that so guys. I would love to kind of teach you more about this with actionable steps of how to execute this yourself.
Um, it’s not rocket science. I can get you you can even do this with your own wicks and Squarespace site. You don’t even need a wordpress site to do some of this stuff. So what I would love to do is invite you guys to our masterclass. That’S going to be happening December. 4Th and you will see the link in the description below and we would love to see you guys there I’m going to teach you all this stuff, it’s going to be two-hour, I’m going to record it if you sign up for it, I’m going to give you The recording and everything is going to be sort of laid out a little bit more simply in steps we’re going to take more time to unpack each of these things and walk through all of them together.
So thank you so much for your time. It’S really not as mystifying as people think it’s really just a matter of work ethic and executing and creating content strategies in a bit, but but most importantly, making sure it’s structured the right way so that you’re building authority towards the keywords that matter. That’S that’s! What SEO is basically so thanks for joining us, I look forward to seeing on the Masterclass.
Also you can reach out with the link below start here. If you want me to a site audit and look at your actual search engine, optimization of your site, if you’re interested in working with an insurance professional to help you with your search engine, optimization think about this guys if content, marketing and content, that means writing custom Content, you want an insurance, professional and insurance only person that is only insurance marketing to be writing the content for your insurance website.
Trust me it’s. It will help so anyways. Thank you guys for joining us. We will talk to you next time.
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