If you want to do SEO for the insurance sector you will need brand and authority

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In the world of SEO and more specifically in the insurance sector, the brand is one of the most relevant factors for obtaining organic visibility .

Below we see an extract of some of the main players in the market, where we have taken into account the existing demand in the search engine for queries of “insurance + brand”:


*Source: Google Keyword Planner. Search demand for the branded keywords “insurance + brand” and their main variants. Organic position may vary depending on aspects such as geolocation, search history, device or the time at which the search is performed.
In the SEO universe, it is essential to work on the brand mainly for two reasons:

It will directly drive your organic visibility for non-brand queries.
If you think about it, it makes sense. If many users start searching for “home insurance + your brand” Google will realize that you are relevant for this type of queries and since its main purpose is for users to find what they are looking for, it will start to reward you by increasing your organic visibility.

The brand will allow you to overcome the ceiling imposed by intense market competition.
Many of those users who search for your brand plus your product/service will end up landing on your website, regardless of how competitive that keyword is.

Below we see the existing demand in the search engine for the keyword “home insurance + brand” considering the main keywords of the same family, together with the organic position they occupy for “home insurance”.


*Source: Google Keyword Planner. Search demand for the branded keywords “insurance + home + brand” and their main variants
Let's look at the case of Línea Directa, Allianz, Seguros Ocaso and finally Verti, where they seem to have difficulty occupying the first results.

Even so, they are to a greater or lesser extent protected by the brand awareness they have for this type of insurance, which ensures them high rates of organic traffic for this type of queries.

Improve your SEO!
Regarding the authority of your website, SEOs rely on different metrics that give us an idea of ​​the strength that different websites can have.

One of them is what we know as “Domain Rating” which is nothing more than an estimated metric that tries to measure the authority of the website.

We then analyze the referring domains, which are those domains that contain external links to our website.

Insurance Domain Rating Reference Domains (follow)
Mapfre 77 3.678
Pelayo 61 876
Hotline 60 1.662
Allianz 72 2.510
Sunset 48 467
Verti 52 578
Saint Lucia 64 1.352
*Data extracted using Ahrefs, where only the main hosts of each domain have been considered.
We can see how, with this extract from some of the main players in the market, fishing and forestry email database list the domain authority they have is, in most cases, gigantic.

Carrying out a content strategy with publications that can be shared and linked by third parties, as well as actively developing link building strategies, are essential actions within the sector.

Related to this, part of the work of an SEO consists of doing a link profile analysis, carrying out an extraction of all incoming links from external sites to determine their quality and find new opportunities that help us increase the authority of the sites.

If you already have a well-defined architecture and brand-building strategies, don't forget valuable content.
For this point I would like to reiterate what I mentioned earlier, the importance of search intent. This is surely one of the actions that we SEOs carry out where we must be more precise.

I show this through several examples.

If we analyze what the search engine displays for the query “insurance for car with foreign registration,” we see that the vast majority of results are of an informational nature.

Therefore, if we wanted to generate content that could appear in the first results, the best option would surely not be to generate a purely transactional landing page, but rather informative content that satisfies all the concerns behind the query.

Let's take another example and, to avoid getting sidetracked, we continue with “home insurance”, where we see that the transactional results of the different insurance companies predominate, as they try to capture the largest number of leads possible.

However, in SEO we must always understand the intention behind each query. When you decide to take out home insurance, it is more than likely that you will not take it out on the first site you land on directly from the web.

It is a well-considered decision and before signing up you should compare prices, coverage, guarantees, speak with an agent, etc.

That is why offering valuable content, where you resolve all the concerns that a user may have regarding this insurance in the simplest way possible, will surely help you increase your conversion rates.

Follow a content strategy and increase your database
It's time to talk about the blog. If we analyze the main portals, we see that the vast majority use a directory to manage all the content of a more informational nature.

You will need to analyze your target audience and carry out keyword studies that allow you to select queries related to your sector in order to select different topics and be able to plan a publication frequency.

Although the content strategy will probably not result in an increase in customers in the short/medium term, it can help you in a number of ways:

It allows you to increase awareness and consideration of your brand , reaching users in the early stages of the sales funnel.
It will allow you to generate lead magnet strategies by offering additional resources such as downloadable content or newsletters with which you can expand your database of potential clients.
You will be able to divert a portion of your traffic volume to service URLs.
It will allow you to transfer the internal authority of your site to service URLs.
CONCLUSIONS

Make sure you have an optimal architecture for your website , taking into account search intent and grouping the different URLs by keywords that share semantics.
It is necessary to generate brand recognition campaigns in order to increase searches for your brand.
Generate valuable content. It is necessary to understand what the user expects to find when faced with a query in order to resolve it in the best possible way.
Follow a content strategy that allows you to reach users in the early stages of the sales funnel. Take advantage of this opportunity to implement strategies that increase your database of potential customers.