Search Engine Optimization is key to improving the online visibility of your agency. Developing the perfect SEO strategy as part of your inbound marketing will drive more traffic to your website. As more users visit your site, the number of leads that could result in sales and revenue for your business will also increase. But ranking in a search engine’s unpaid results, such as Google, Yahoo, or Bing, is not an easy task. Understanding user intent to match your keywords with queries can become an exhausting activity of trial and error. Do you know whether and how well your SEO efforts are working? In this week’s post, we share how to measure your insurance agency SEO performance.
Create Your SEO Dashboard
As we shared in marketing analytics for insurance agencies, there are different tools to help you obtain insights about your online marketing efforts. Measuring insurance agency SEO performance is not different. In this post, we are going to focus on Google Analytics since it’s a free tool and you probably already have it connected to your website. But you can find other SEO focused paid-for tools like SEMrush or Moz. You could also start with a simpler approach and use a free tool such as SEO Analyzer. You don’t need to install or buy any software, by typing in your URL you will obtain a quick overview of your SEO status.
Before diving into the different aspects to focus on in Google Analytics, we recommend creating your own SEO dashboard within the platform. Although you can build a dashboard from scratch, Google Analytics Solutions Gallery offers already packaged solutions created by analytics experts. Type SEO into the search box, pick the option you like the most, and in one click you will have it available in your Google Analytics customization section.
A dashboard in Google Analytics is a way to visualize your data in the form of widgets. In this case, if you create an SEO dashboard, you will be able to access all of your SEO data on the same page. Depending on the dashboard, the data sections may vary, but most likely you will have access to your organic traffic, the keywords you are ranking for, and the number of conversions you received.
Organic Visits To Your Agency’s Website
Organic traffic, those visitors using search engine results to find your website, is one of the best indicators of the condition of your SEO efforts. For example, a user types into Google’s search box “best insurance agency in New York” and, after scrolling through some results, ends up on your homepage. That specific user will be counted as an organic visit.
By default, your Google Analytics home displays how you acquire users by channel. As you can see in the image below, the channels are divided into Direct, Organic Search, Referral, Social, and others, which includes display and email. Organic search is the one that provides insights about your SEO. For more details, you can click into the acquisition report and learn about the exact number of users, the average session duration, or the bounce rate by channel on each of your landing pages.
When measuring your insurance agency SEO performance, it is important to select a long enough time period to compare and track your progress. If your efforts are working, the traffic from organic search will increase.
Nowadays, it is rare to type the URL directly into the address bar of a browser. Most enter queries into search engines first. We type in a word or a sentence and we expect results with answers to what we are looking for. SEO keywords are the words and sentences in your content that make it possible for people to find your website. A successful keyword is the one that matches users’ search queries.
Picking the right keywords is one of the most essential elements of SEO. Therefore, tracking your keyword ranking needs to be part of the plan when measuring insurance agency SEO performance. When we talk about ranking, we are referring to where your website shows on the search engine results page. For example, if a person types into Google’s search box “best insurance agency in New York” and your website appears as the fifth result, that is your ranking.
The best rankings are located on the first page and, moreover, the first three results are the most desired. To gain insights about your insurance agency SEO performance, determine what the core keywords you want to rank for are and figure out where your website currently ranks for those core terms you are targeting.
By connecting Google Search Console to your Google Analytics and analyzing the SEO dashboard, you will be able to look at the words and sentences your prospects are finding you with. They should match the keywords you are intentionally using in your content. If your website is being found by a set of keywords you are not targeting, think about changing your SEO approach and re-evaluate your keyword selection.
When looking at the list of keywords people are finding you with, remember to split them into branded and non-branded terms. It is different, for example, if a prospect finds you through a well SEO optimized blog post than if they heard about your agency at an event and they type your name into the search engine.
Looking where your website ranks for a list of keywords is not an exact and strict key performance indicator, but it is an overview of your website position and can be used as a reality check. As we mentioned earlier, give the data time to be collected and check the progress while implementing more and more SEO ideas.
Conversions From Organic Traffic
This metric connects SEO to your business success in a more traditional and obvious way. It consists of the number of actual leads and sales that SEO drives for your business. Like tracking any other marketing activity, how does SEO help you sell insurance and grow your agency?
To be able to measure SEO against actions that affect your agency’s revenue, you need to set up goals in Google Analytics. Once you have implemented goals, one of the widgets in your SEO dashboard will establish the relation between organic traffic and your goals by landing page. This means you will be looking at users who converted among the people hitting each page from an organic search.
For example, you can set the goal in Google Analytics as someone who has filled out a specific form on one of your landing pages. Each person who came from a search engine and filled out a form, such as requesting a quote on your services page, will then be counted as an SEO conversion.
Use this report to also establish the quality of your organic traffic. For example, if your overall search traffic is steady, or even increasing, but your SEO conversions are declining, you can determine that the traffic coming from search is not qualified. If that is the case, conduct keyword research and make sure you are targeting the right keywords for your target audience.
We shared three aspects to focus on when measuring your insurance agency SEO performance, but this is only the start. You can always dive into your analytics and personalize your SEO report. For example, you could be interested in the relation of new visits and general visits to determine if you are generating new traffic. Or you could focus on your bounce rate to gather how many people left your website after only viewing one page. A high bounce rate could indicate that the content on your website or on a specific landing page is not matching the keyword the visitors are searching for.
The goal behind measuring your insurance agency SEO performance is to improve your SEO strategy. If you are not gaining feedback from the tactics you are implementing, you won’t be able to determine what is working and what is not and, therefore, you won’t be able to fix what needs to be adjusted. Establishing an effective tracking method for your SEO results is as important as implementing the strategy itself to be able to monitor your progress.