A few weeks ago, I needed to purchase medals for my son’s basketball team. I’d heard there was a trophy shop on Main Street in a nearby town, so while I was out running errands, I attempted to swing by and place an order. The attempt was as far as I got. I slowly drove up and down Main Street three times and never saw the shop. I wondered if maybe the store had closed, but upon returning home I searched online and found their phone number in an online directory. I called and was told they were located right next to the Chinese Restaurant, on the left side of the street. The woman said, “No one can ever find us, because our sign isn’t very visible from the street.” Hmmm … do you think this business has a problem?
Unfortunately, many insurance professionals have a similar problem in cyber-world. Clients who are seeking their insurance services simply can’t find them online. Do you fall into this category? How well is your Web site performing in the search engines such as Google, Yahoo, MSN and others? If you’d like to get insurance leads from your site, start by tracking and building your search engine rankings.
What is SERP?
SERP, short for Search Engine Results Page, is the listing of web pages returned by a search engine after a user submits a search query, containing one or more keywords. The results usually include a list of Web sites with a description and a link to the site.
If you have a Web site, and you’d like it to be part of your insurance lead generation strategy, your site’s position in the SERPs should be of prime concern to you. Simply put – if a user can’t find you, how will they ever buy from you?
See how your insurance Web site is performing on the major search engines for keywords of interest by accessing a free rank checker tool online. Or check your search engine rankings manually. Simply go into "incognito mode" of Chrome, enter your keywords and find out where your website shows up. There are usually 10 positions per page. Make routine SERP checks part of your insurance marketing strategy. Track your Web site’s position in the SERPs over time to see if your optimization efforts are improving your search rankings.