| They're still out there. Insurance websites plagued | | | | more information. |
| with redundant screens and confusing site maps. | | | | Where does SEO come in? |
| Beware! The problem is getting worse, not better. | | | | When done correctly, SEO copywriting pairs |
| With the proliferation of vendors hocking search | | | | persuasive copy with purposeful use of targeted |
| engine optimization (SEO) services, many | | | | keywords and phrases. Web page text and on-page |
| unsuspecting insurance companies and brokers are | | | | elements are written in a way that reads well for |
| receiving new websites that are easy to find but | | | | both people and search engines. Its purpose is to |
| terrible to read and navigate. | | | | rank highly in the search engines for targeted terms |
| There's no question - If you want to rank well for | | | | and get more high-quality traffic to your insurance |
| the insurance products and services you promote, | | | | website - without sacrificing your visitor experience. |
| you have to build a search engine optimized site. But, | | | | Here are a few SEO copywriting tips to help improve |
| in the process of doing so, you also have to pay | | | | your insurance website's content so that it ranks well |
| close attention to persuasive experience optimization | | | | in the search engines. |
| (PEO). | | | | 1. Write well. Quality content is an important factor |
| In other words, you must create compelling website | | | | when it comes to increasing traffic and rankings. If |
| content that leaves readers yearning for more. Sure, | | | | people find your content useful, they will link to it and |
| pages should be optimized, targeting specific, relevant | | | | tell their friends about it. Google and other search |
| search terms so search engines know what each | | | | engines also like useful, well-written content. Make |
| screen is about and who might want to read it. But | | | | use of your targeted keywords throughout the copy. |
| that's not enough. The copy must be written | | | | Keep your content compelling, credible and clear. |
| persuasively so once readers find you, they can | | | | 2. Strive for keyword density in your copy. Your |
| easily see that you're the best company to help | | | | targeted keywords should appear at the beginning, in |
| them - you honor their time and you provide value. | | | | most paragraphs, and somewhere near the end. The |
| Then, and only then, will your insurance website | | | | higher the keyword density (number of times the |
| transition visitors to clients. | | | | word is used on the page), the more relevant to the |
| Let's take a minute to look closer at PEO. | | | | search string a page becomes. But don't stuff your |
| How will they know you're the best company to help | | | | copy with keywords. It sounds unnatural and the |
| them? They'll know if you demonstrate your | | | | search engines don't like it. |
| expertise instead of just describing it. Instead of | | | | 3. Define your page with a strategic page title. The |
| stockpiling your insurance website with empty, | | | | page title is more important to search engines than |
| keyword-rich yet meaningless phrases, provide | | | | ordinary text on the page. If you have the same |
| potential clients success stories, testimonials, case | | | | keyword density as your competitor, but have |
| studies and examples. Throw in a few offers so they | | | | targeted keywords in the page title as well, you |
| can request a white paper or an analysis to learn | | | | should rank higher than the competition. |
| more. | | | | 4. Use synonyms of your keywords. Use as many |
| How will they know you honor their time? They'll | | | | different words that are relevant to the title |
| know because your insurance website will be logically | | | | keyword as possible. If you use a range of terms |
| and intuitively organized without layers and layers of | | | | that are relevant to the theme, search engines will |
| screens. Clients don't want to search for information - | | | | see the page as credible and useful. If your copy |
| they want it to be easy. | | | | repeats the same keywords again and again, search |
| How will they know you provide value? Because you'll | | | | engines will see the page as less informative and not |
| give away just a bit of your expertise right there on | | | | useful. |
| your site. You'll provide just enough valuable | | | | Once you've created compelling and optimized |
| information to pique their interest and get some | | | | content, start link building by getting quality back-links |
| positive energy flowing. And, as I stated before, | | | | to your website. |
| you'll include some offers for readers to request | | | | |