Do you have a content strategy in place at your insurance agency? Good! If you don’t, consider the benefits: increased traffic to your website, a way to generate a following, assert your expertise, and of course, help your SEO – which, ultimately, helps you generate leads.
Are you convinced? We hope so. Whether you have a content strategy in place already or you are just starting out, there is one important thing to consider that will help bring success to everything you do: a keyword strategy. Using content marketing to its full potential is best done by having a keyword strategy.
However, for someone who has never thought to use keywords before, we understand that this can be a confusing, new endeavor. Two important things to consider:
What keywords are getting search volume?
Are your keywords relevant, unique and provide increased value to the content?
If you want to find keywords to use, start with Google. Google has a Keyword Tool that allows you to search topics, words, and long-tailed keywords. You can see how often the terms are being searched locally and globally, as well as the rate of competition. This can help you determine ideas for your content as well as which keywords are best to implement in your writing.
Once you understand which keywords you should be using, you next have to determine how to use them. Doing this is as easy as thinking of your own search habits. Will the keyword use aid in a user’s search results? Keywords should always flow naturally in your content. In fact, stuffing your content with keywords will do the opposite of what you intended when it comes to search and website traffic. And of course, is your information, using that specific keyword, unique and interesting? That is what will keep someone on your page. The keyword might bring them in, but the content will keep them there. So get out there and produce some great content!
About the Author: Daniel W. Post, CIC, is the President of Post Insurance Services and is responsible for all facets of the business from sales, service, marketing, administration and the company’s strategic direction. Although he leads the agency, Post continues to act as a field agent, growing his book of business – specifically in the construction, manufacturing and technology sectors.