Last week I shared content distribution best practices that insurance agents can easily implement. One of the practices I recommended was backlinking. In the world of Search Engine Optimization (SEO), backlinking is one of the most important factors in getting your website to show up on page one of Google search engine results. That’s why I’ll list 3 SEO ideas for insurance agencies that revolve around backlinking.
Before we get into the list, you need to understand what backlinking is.
WHAT IS BACKLINKING?
A link to an external website is called a backlink. Backlinks are also called inbound or incoming links. If another website shared a link to one of your blog posts on their own website, that would be a backlink to your website.
As I mentioned before, backlinking is one of the most important attributes necessary for getting your website to show up on page one of Google search engine results. But, the question remains…
WHY IS BACKLINKING SO IMPORTANT?
Early search engines like Yahoo and Alta Vista based their search engine results completely on webpage content. Then, Google entered the fray and instead focused on how many people linked to a website. Implementing this approach provided better search results as it found websites that were the best source of information for a given topic.
People share links because it has valuable information and quality content. The more backlinks a website has is almost like a stamp of approval from the website’s target audience. Google’s algorithm recognizes this and ranks websites accordingly.
Of course, Google has since updated their algorithm many times over and the significance of backlinking has evolved from quantity to quality. In order to form effective content partnerships you need to be strategic about your backlinking network. Implementing this approach will help you get the most out of the 3 SEO ideas for insurance agencies I list in this post.
In last week’s Broker Tool Belt blog post I recommended creating content partnerships with members of your professional network. However, it’s important to be strategic in who you get to backlink to your website – and by strategic I mean quality over quantity.
To get the most out of your backlinking efforts you need to focus on finding high-quality websites to backlink to your own. Google will actually penalize your website for having numerous low-quality backlinks. To avoid this from happening you should focus on establishing content partnerships with websites that have high Domain Authority.
In my experience, Website SEO Checker is a useful free tool to get some insights into the quality of a website.
If you’d like to get more detailed insights, Moz is a highly respected (subscription based) SEO platform that provides this sort of insight and a suite of SEO solutions.
Now that you have a grasp of the significant role of backlinking plays in SEO, let’s take a look at our list of 3 SEO ideas for insurance agencies that you can implement to get more high-quality backlinks.
1. GUEST BLOGGING
As I mentioned in last week’s post, even well-established companies actively seek out opportunities to get high-quality content. That provides you with the opportunity to integrate your brand and content throughout the insurance online community. Use SEO tools like the Website SEO Checker or Moz to find websites in your industry/network with high domain authority, and reach out to establish a content partnership.
You can also search on Google for quality industry relevant blogs that openly allow guest posts. Once you’ve shortlisted a few websites after reviewing their domain authority, you can submit a request to contribute to their blog. Out of all the SEO ideas for insurance agencies in this list, guest blogging is the quickest and easiest method to get high-quality backlinks from top industry blogs.
2. LIST POSTS
What’s a list post? Well, you’re reading one. It’s an article written in a list format. It lists anything from tips, ideas, strategies, trends, myths, tools, etc. on a specific topic. According to a study from BuzzSumo that analyzed 1 million articles, list posts garnered more backlinks than any other content type.
As you can see in the image above, list posts lead by a large margin. So when you’re writing your next post for your own blog or for a guest blog, consider using a list format. This format packs a lot of information and value into portioned, bite-sized chunks.
3. SHARE RESEARCH AND DATA
Consider why people turn to search engines like Google – for information. What you’ll find is that, in any industry, a lot of online content share statistics from the same source. For example, let’s take a look at Hubspot, a company I regularly reference. Every year they update a specific post called The Ultimate List of Marketing Statistics. It’s a collection of statistics from various sources, categorized by marketing channels. It is an incredibly valuable resource for marketers, and it shows in their Domain Authority metric.
As a benefits broker your client database is made up of multiple companies from a diverse set of industries. You have the opportunity to conduct surveys with your clientele to find interesting, useful statistics on various pain points your audience actively seeks solutions for.
At EaseCentral, we conducted a survey with employers to find out their preferences for benefits and HR technology. We then shared our findings in an infographic which you can check out in my previous blog post Employer Benefits Software Preferences for 2018. This type of original data is a good way to provide useful information for your audience and professional colleagues alike, while creating the opportunity to generate more backlinks in the process.
Building backlinks takes time. Websites that have been leveraging this technique for years (and have been successful at it) are going to have thousands of backlinks helping them dominate the top spots on search engine results. However, to gain any traction in your website’s search engine ranking you need to get more quality incoming links.
The SEO ideas for insurance agencies I listed for you will assist in optimizing your backlinking strategy. Take the time to develop quality content that your audience and peers alike deem worthy of sharing. Then, watch your website rise through the search engine result rankings as your audience grows.
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