SEO for insurance agents

SEO for Insurance Agents

If you’re an insurance agent and your website isn’t bringing in traffic from search engines, you may have started researching SEO for insurance agents. If you aren’t ranking well in Google, you are missing out on a whole lot of business. Google is the number one way that customers find businesses on the internet.

I am an Albuquerque SEO consultant, but I work with insurance agents across the country to help them improve their search engine placement in Google and Google Maps.

 Download my FREE guide to generating leads from Google. My free guide will teach you how to set up your Google My Business account, how to rank better in Google Maps, and how to generate leads from Google.


Just because you have a professionally designed website, doesn’t mean it’s optimized for search engines. On-page optimization is the foundation of SEO. If your site isn’t optimized for your keywords, you’re not going to rank well in Google.

Whenever I work with a new insurance agency, I review their website’s search engine optimization and placement in Google. What surprises me the most is how many professionally designed insurance websites are not search-engine optimized. Often the sites I review were designed by an insurance agency marketing company that promises search engine optimization in their package. Read the details on your insurance website package. Most of the time they are not actively managing your SEO, even though their marketing says their websites are search engine optimized.


When I look at insurance businesses that rank well in Google Maps, I can tell that most of them have hired an SEO company to get them to the top. If you are an independent insurance agent with a small budget, you are competing with agencies who have a dedicated seo agency working for them.

Can you get your insurance website to rank well in Google without hiring an SEO agency? Absolutely! If you’re willing to do the work. I wrote this SEO guide for independent insurance agents like you. Use these tips to get your insurance website ranking better in local search.

However, If you don’t want to do the work yourself, schedule a call with me to discuss how I can help you rank better in search engines and get more traffic to your insurance website. I specialize in local SEO for insurance agents.


pretty female insurance agent writing SEO notes down

#1 SEO Optimize Your Insurance Website

The first step to ranking well in Google is on-page optimization. On-page SEO is all about what you do on your page to make your insurance website perform better in Google. A website that is optimized for search engines will have a unique title, keywords, meta tags, and content for each page .Each page of your insurance website should be individually optimized for Google, using keywords in the title, headers and links.

Make sure your website contains schema markup code. Schema markup is structured data that tells Google more about your business location. I recommend hiring an SEO professional to do the on-page optimization for your insurance website, but you can do this yourself.

#2 Get An SSL Certificate

In 2014, Google started using https as a ranking signal. Website security is a top priority for Google, which is why having an SSL certificate is a must-have when it comes to SEO. A lot of hosting companies provide free SSL certificates as part of their hosting plan, but if your website does not have an SSL certificate, you will want to purchase one.

This is not only a good practice for search engine optimization, but for your visitors. Every major browser now displays a message in the address bar that says Not Secure if a website is missing an SSL certificate. Visitors may leave your website if it is not secure. Having a secure website is especially important for financial websites like insurance companies.

*Update: In 2021, Google released a major update. If your website does not have an SSL certificate it will significantly affect your placement in their search engine.

ssl certificate for insurance website

#3 Create An XML Sitemap For Your Insurance Website

An xml sitemap is basically a list of all of your site’s urls. If you don’t have an xml sitemap,
Google will have to find all of your urls by crawling through your site. An xml helps Google to easily locate all your links. Once you create an XML sitemap, you can submit it to Google using Google Search Console.

#4 Complete Every Section Of Your Google Business Profile

If you want your insurance business to be found in Google Maps, you need to have a Google  Business Profile. Setting up a Google Business Profile is easy. Make sure your business has a proper description and that you fill out every section of your profile, including creating a google website. You might be tempted to skip the Google website since you have your own website. Your Google website won’t hurt you, and will help you to rank better in Google Maps.

#5 Start A Blog For Your Insurance Website

I tell every single business owner to start a blog. A business blog is the best SEO tool for business websites. Having a blog will allow you to drive traffic to your website from Google through more specific or targeted keyword searches. A blog also creates fresh content, which Google loves. And, it’s an excellent way to develop internal backlinks for your website.  And if you need some insurance blog topics to write about on your blog, I have a list to get you started.

insurance agent looking at Google analytics stats

#6 Set Up Google Analytics And Google Search Console

Setting up Google Analytics is easy. Google Analytics is a free tool for webmasters. It will provide you with all kinds of information about your website traffic, including how many people visit your website, what pages they visit, and where they are located.

Google search console is another tool that can be linked with your Google Analytics account. It will give you data about your search engine traffic, including top search queries, landing pages, and click throughs from Google. You can use the data from Google Search Console to improve your SEO and content on your website.

#7 Add Your Insurance Business To Citation Directories

Getting your insurance business listed in the Google Map Pack (the top 3 listings you see in Google Maps) will bring customers to your physical location and your website. But, how do you get into the Google Map pack?

Citations are crucial to getting your business listed in the Google Map Pack. A citation is any website mention of your business’ name, address, and phone number. Google uses citations to determine where you are located and how relevant your business is to a local search result.

Add your business to citation directories like UpCity. Make sure you’re listed in all the major citation directories like Bing Places, Manta, and Yahoo Local, but also look for local business directories to add your business to.

See my SEO advice on:
The Importance Of Directories For Online Visibility

#8 Get your customers to leave you Google Reviews

One of the ways consumers decide who to do business with is by reading a company’s online reviews. Google knows that reviews help customers decide which businesses to trust. This is why Google reviews play such an important factor in how your business ranks in Google.

If you want to improve your Google ranking, encourage your customers to leave a Google review of your business and respond to customers who leave reviews.


I have tried to provide you with quality SEO tips to help you rank better in Google. If you want to learn more about SEO and social media marketing read my internet marketing blog or follow me on Facebook.

SEO is really not that hard to learn, but it is time consuming. Even if you know everything there is to know about SEO, getting your website to rank well in Google requires a lot of work. You have to submit your site to citation directories, write SEO content, and get backlinks to your website.

If you’re interested in ranking better in Google, give me a call at or text me at (505) 302-5408 for a free consultation. I truly am a badass at SEO for insurance agents!

*Disclaimer: This post may contain affiliate links, which means I may receive a commission if you click on any of the links within my posts.  However, all of the opinions shared on my blog are my own.



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Patty Malowney, Owner of Badass Web Goddess Digital Marketing Agency

About Patty Malowney

I am Patty Malowney, the creator of Badass Web Goddess. I am an Albuquerque SEO and digital marketing consultant.  I started my first internet business in 2004 with a $40 garage sale computer and a whole lot of determination.  I sold my first website, to the dating company in 2008. My website was acquired by another company where I worked as a consultant and editor until July, 2019.

After encouragement from friends and family, I decided to branch out on my own and start my own consulting business.  I offer advice and services to local businesses on how they can rank better in Google.

In addition to running Badass Web Goddess, I am an avid blogger. I run several blogs including my digital marketing blog here at Badass Web Goddess.  If you love my blog, Follow Me on Facebook or Twitter!

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