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SEO insurance marketing gets more conversational

August 30, 2013

Remember the day when much of the content on insurance websites was chockfull of industry language, foreign to all, except other agents?

The time has come for a more conversational approach, meaning plain English in words everyone understands, even if a concept may be difficult. Insurance companies need to pay attention to this latest trend, as Google is the driving force behind it, and when Google does something, you know it’s going to drive your marketing efforts.

What’s the latest? Casual verbal conversation searches. That is like asking a search engine where the nearest movie theatre is, what times the shows are, what the address is and where is the best parking near the theatre. The near future holds an interesting experience for everyone and that includes insurance agents who want to market their websites in a competitive manner. It’s the best way to stay ahead of the pack when it comes to proper search engine optimization protocol.

Casual verbal conversation searches are just like your neighbor asking you across the back fence where he can get a good set of reasonably priced tires for his 1979 Mustang. It’s people-talk, not search engine speak —- the stilted string of words used to search for something a person needs. This will have a huge impact on how people search for insurance of any kind. Instead of trying to plug in awkward terms to find out about final expense insurance or about Medicare supplements, the person doing the search can just ask something like: “Show me what I need to supplement my Medicare policy.”

The idea of a search engine responding to human-speak enquiries is exciting, but it will not happen overnight. Nonetheless, Google’s reasoning is sound. People want to communicate online the same way they talk. You only have to read a few Twitter or Facebook posts to know that. If you want to stay ahead of your competitors in the insurance marketplace, then make sure you hire a search engine optimization company that not only understands the insurance industry, but practices what it preaches. You find a company that does that, and you are set to meet the future.

Just think about how your customers may find you in the future. Imagine them Googling that they need better drug coverage, a homeowners’ policy that offers replacement, not assessed value, a car insurance policy that covers three teen drivers, and so forth. It’s a brave new world out there for insurance companies who market online. Get into the mainstream of the latest trends now, before you find your website losing traffic.

A conversational approach to searching will change key phrase research and ultimately, how an insurance website (or any website) is optimized. Make sure you work with a search engine optimization company with extensive experience in the insurance industry. Then get ready to ride the wave of success.