Organic or Local SEO: What Works Better for Insurance Agencies?

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As an insurance agency owner, landing your agency on the first page of Google search results might be the difference between six leads a month and 30. But how does a search engine like Google decide which company is credible enough to be displayed on the first page of search results? Well, the answer is your website’s search engine ranking is determined by search engine optimization (SEO). Your website’s ranking will decide the number of visitors it will attract eventually. However, a spectacular 90 percent of all website clicks originate from the best five search query output positions. So, how can you get a higher ranking on search engines? Should you concentrate more on local SEO or organic SEO for your insurance agency website?

The basic difference between organic and local search is that local search is restricted to a physical area. For instance, if a potential customer searches for your agency in a particular area, the search engine knows there is a nearby business. Search engines try to give the searcher precisely what he or she is searching for.

How Organic Search Works

Organic SEO is a practice of optimizing your insurance agency website to make it search engine-friendly and get it ranked higher for relevant keywords. It usually revolves around a website and is not associated with a brick-and-mortar business. Businesses that aim at organic SEO can be full-fledged websites that may or may not have a geographical location. Bloggers, online marketers and Internet-based businesses employ organic SEO to work toward improving their rankings and increasing their website traffic. Websites that have useful content and can provide value to users will rank in the organic results.

Now, if you are a private insurance agency in New Jersey, how will you let your target audience know about your existence? That is where local SEO comes into the picture. Some of the best practices of organic SEO include quality link building, high domain authority, outstanding content and including relevant keywords in headings and paragraphs.

How Local SEO Works

The key difference between organic and local search is that local search has a geographical element attached to it. For instance, if a searcher searches for business with the location, the search engine knows that the search has local intent. In some cases, search engines will assume local intent.

According to a study, around four out of five searchers use search engines to direct local searches. For local insurance agencies, local SEO is critical. This is because around 50 percent of searches are local. In addition, a survey of search engines found that nearly 60 percent of potential customers who searched for a local business online reached their desired destination within a day.

How to Improve Your Local Search Results


Maximizing your insurance agency’s online presence means increasing the online visibility of your brand to target customers. Here are four quick steps to help maximize your online presence and improve local search results:

1. NAP (Name, address and phone number): It is critical to keep consistent NAP across all online platforms to improve branding and eliminate confusion.

2. Online directories: Today’s customers rely more on local online directories to search and choose their next insurance agency. Make sure you are present on local directories such as Yelp, Google+ and TripAdvisor.

3. Online reviews: Ask your customers to post reviews of your agency on Google+ or another online platform you use. Not only does this look good for your agency but it builds trust with other potential customers.

4. Social networks: Social networks can help you engage with both potential and returning customers to improve service and share updates about your business. This also adds to your online presence.

Organic SEO or Local SEO?

Insurance agencies that go with organic SEO usually aim to rank for specific keywords and useful content. On the other hand, agencies that work on local search marketing campaigns aim to rank for a particular geographical location.

The choice of doing organic SEO or local SEO depends on your products, service, target audience and organizational goals. If your target customers are not restricted to a specific location, it is better to go for organic SEO. On the other hand, if you provide services in a particular geographical area, then local SEO will work for you.


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