Digital marketing is changing in every industry, but none more than the insurance industry. There are tactics more appropriate and effective than the search engine optimization and keyword linking of days gone by. Google has made that very clear. Using proper keywords and acquiring backlinks is still relevant strategy for ranking your insurance agency or carrier website in search engines, but the volume of keywords and accumulation of backlinks must look natural.
This change is being driven by semantic search. This kind of search has the ability to make associations between things in ways that come closer to how we humans make such connections. So search results that provide more relevant resources to our actual needs are of a higher value than link driven results. This interesting information came from Small Business Trends in their article, “How Semantic Search is Changing Insurance Industry Digital Marketing.”
Melody K. Smith
Sponsored by Data Harmony, a unit of Access Innovations, the world leader in indexing and making content findable.