ePublishing and SEO for Insurance Agency can provide many agencies with a long-term path to high quality leads from in-profile insurance agency leads. While this does not negate the importance and value of video in web content and SEO, it is important to make sure that ePublsihing doesn’t get overlooked in a well-planned insurance agency marketing plan. Before we get into the details of integrating ePublishing in an insurance lead generation strategy, let’s first review some key terms.
- Article Directory A website that contains a variety of articles on a range of topics. Online magazines are also known as article directories. They publish original articles to increase exposure and website traffic.
- Organic SEO is the process of improving website visibility in search engines’ natural (unpaid organic) search results. SEO techniques can be used by web pages to increase relevancy and improve their chances of being high in search engine rankings (SERP). The top-ranked pages get more clicks which drives more traffic to the websites of insurance agencies. Search engines do not pay fees for clicking on organic links, unlike PPC.
- PPC is an online advertising method that allows you to pay per click. PPC ads generate revenue every time a visitor clicks an online advertisement. Many search engines offer pay per click models, which display sponsored results alongside other relevant results. Web publishers can also use PPC to target specific industries. The advertiser is charged a fee for each click on a PPC advertisement. This can be anywhere from pennies to hundreds of dollars.
- EPublishing is also known as electronic publishing, or digital publishing. This covers the digital publication and distribution of e-books, articles, digital libraries, and catalogs. Electronic publishing is often used to distribute many kinds of content via the Internet. ePublishing is a way to electronically distribute relevant industry content in order to increase website traffic, backlinks, and improve organic SEO to generate more leads for insurance agencies.
- Keywords– These are words or phrases that can be used to identify and explain content. They can either be embedded or externally. Keywords can be used for describing images, documents, databases records, and Web pages. Keywords are used by search engines to index content and return relevant results.
- Long Tail keywords – This type of keyword phrase has three to five words. When a web user is searching for something particular, long tail keywords are used. Long tail keywords can be used to search for specific phrases such as “restaurant business interruption insurance”, “New York owner operator insurance”, Virginia Motorcoach Insurance, and “mid Atlantic PPACA compliance”. Although long tail keywords are less popular than broad keyword phrases, they can still generate high-quality website traffic for agents.
- eMarketing – This article uses eMarketing as an example for outbound digital marketing and content distribution, as opposed to inbound oriented techniques such as ePublishing and organic SEO.
- Backlinks– Backlinks are inbound (inbound) links that point to a website or page. A backlink simply means any link that a website, directory, or website receives from another web node. In SEO strategies at one time, backlinks were important. However, due to a series search engine algorithm changes, quality and relevance of backlinks are now more important than quantity.
Organic SEO and ePublshing are slower methods of generating leads for insurance agencies. PPC (Pay Per Click Ads), for example, can provide faster results but PPC needs to be managed and fed with care. Organic Insurance Agency SEO and ePublishing won’t produce as many leads as integrated eMarketing campaigns and appointment setting campaigns but can be used to complement other marketing initiatives and generate a large number of high-quality leads over the long term. Some insurance agents may be interested in the relationship between ePublishing, and SEO for their agency. ePublishing can bring in good dividends. It can generate hundreds to thousands of views depending on the topic. Once an article has been published, it can attract readers for many months or even years. ePublishing should be integrated tightly into a long-tail keyword analysis for insurance agencies. ePublished articles must be keyword rich and optimized for SEO tags. To optimize calls to actions, backlinks should be targeted at optimized websites pages or landing pages. It should be a win-win situation. This will result in highly relevant content as well as a quality backlink from an industry blog, online magazine or ePublishing platform.
What number of prospects may view an article about insurance agency? It depends on the niche of the article and the marketing strategy used to distribute it. A niche-oriented article about insurance that covers trucking, construction, and restaurant insurance could get 50, 100, or 200 views. If the topic is relevant, timely and pertinent, such as “How to Ensure PPACA compliance for your next renewal or Experience Mod Factors and The Impact on Your Restaurant Insurance Rates”, or “Owner Operator insurance 101 – What a Driver Needs to Know”, these articles can attract thousands of people and remain popular even after the marketing campaigns are over. If you are thinking of web marketing and SEO for insurance, ePulishing could be a valuable tool in your content distribution strategy. Although an integrated strategy is the best option, agents should be aware of the limitations in their time and budget so that they can focus on the most effective ROI-driven lead generation approach.
