Strategy

Choose the Right SEO Firm for Your Insurance Agency

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When you’re ready to elevate your agency’s online presence, working with an SEO firm can be a game-changer. However, selecting the right SEO partner for many insurance agencies can be a giant leap into the unknown. Here’s how to evaluate firms and ask the right questions to ensure you make a confident, informed choice.

Key Areas of SEO Expertise to Look For

A reputable SEO firm should be able to demonstrate experience across several core areas, each crucial to a successful digital marketing strategy. Here are the main areas you’ll want a firm to be proficient in:

  • Insurance-Specific SEO Knowledge
    Look for an SEO firm that understands the insurance industry. They should be familiar with search trends, keywords, and regulatory guidelines specific to your field. This expertise ensures they can target terms that drive qualified leads rather than general traffic. 

  • On-Page SEO
    On-page SEO includes optimizing individual pages to help them rank in search engines. Your chosen firm should be adept at improving title tags, meta descriptions, and header tags, as well as ensuring your content is optimized without keyword stuffing. Moz’s guide to on-page SEO offers a comprehensive overview of what’s involved.

  • Off-Page SEO
    Effective SEO goes beyond your website. A good firm will have strategies to build high-quality backlinks from reputable sites. Ask them about their approach to link-building and how they prioritize quality over quantity. 

"As an agency new to digital marketing, selecting the right SEO firm made all the difference in the world."
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Blake M.
Agency Principal
  • Technical SEO. Technical SEO is all about site speed, mobile-friendliness, and proper indexing. Your SEO partner should be able to spot and fix issues that could be holding your site back, such as broken links, duplicate content, or slow loading times.
  • Local SEO Expertise. For insurance agencies, appearing in local search results is crucial. A great SEO firm will understand how to optimize for local search terms, improve your Google Business Profile, and ensure you appear in local listings.
  • Content Strategy and Creation. Content is at the heart of SEO. The firm you hire should have a clear strategy for creating or improving content that resonates with your target audience and builds trust over time. This may include blog posts, guides, or resources for insurance shoppers.
SEO may appear complicated, but it doesn't have to be.

Essential Questions to Ask

Once you know what to look for in expertise, it’s time to dig deeper by asking questions that reveal how the firm works and whether they’re the right fit for your agency. Here are some questions to help guide your decision:

  • Can you share results you’ve achieved for other clients, particularly in insurance?
    While past performance doesn’t guarantee future success, examples of work with other insurance clients can reveal their experience with similar challenges and their ability to generate leads.

  • How do you stay updated on SEO changes?
    Search engine algorithms evolve constantly. Ensure the firm prioritizes staying current through continued education and connections with SEO communities.

  • What tools do you use, and how will you use them to benefit our SEO?
    SEO tools can provide deep insights into rankings, keywords, and site health. Ask which tools they use and how they leverage them to support strategy, especially around competitor analysis and keyword tracking. This guide to essential SEO tools can help you understand what tools are available and why they matter.

Ask the right questions before you pick an SEO firm.
  • How will you communicate with us, and how often?
    SEO can take time, and regular updates can keep you informed and aligned with their approach. Clarify whether you’ll receive monthly reports, bi-weekly check-ins, or other forms of communication.

  • What are your link-building practices?
    Link-building is essential, but some methods can be risky. Avoid firms that promise “quick wins” with massive numbers of links. Instead, look for those who prioritize relevant, quality links and are transparent about their process. Backlinko’s guide on link-building dives deeper into best practices.

  • How do you measure success?
    Different agencies may define success differently—some look at organic traffic, others focus on rankings or lead conversions. Ensure their success metrics align with your goals and understand how they measure ROI for insurance-specific keywords.

  • What happens if results don’t meet expectations?
    Honest SEO firms will acknowledge that SEO is complex and doesn’t always yield immediate results. Ask about their contingency plans and how they adjust strategies if they see stagnation.

Conclusion: Choosing with Confidence

Selecting the right SEO firm is about aligning expertise, strategy, and transparency. By focusing on their experience in key SEO areas and asking the right questions, your agency can build a strong partnership that positions you for growth in a digital-first world.

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