Search Engine Optimization (EN)

Mistakes Insurance Companies Need to Avoid While Using SEO

By Christian
Views: 4933

SEO Can be a Cornerstone of a Company’s Success

Without a thorough awareness of the digital world, it can be impossible to transform an insurance company into a recognized, and profitable entity. SEO stands for search engine optimization and is one of the most effective components that many sectors utilize. You would hear a lot about technical SEO and local SEO as well while researching how SEO works.

With the growth of technology, you must give services to clients in a way that distinguishes you from your competition. To maximize traffic to your website and ROI, you must avoid major SEO mistakes. SEO blunders not only halt the expansion of the business but also place you in a financial bind. You must understand how search engines work, along with different SEO tools to create content and rank higher.

SEO is a strong tool that is simple to use but challenging to master. A well-executed SEO plan will allow you to rank at the top of the search results. You’ll be the first thing consumers encounter when looking for an insurance provider or different insurance covers. We have a list of some of the common mistakes that insurance companies make and must be avoided at all costs.

Not Utilizing Google Analytics Data

Google Analytics is a highly valuable tool for determining where your traffic is coming from, monitoring conversions, and determining which pages are the most popular. Give Google Analytics time to collect enough data once you set it up so that it can produce reports that are relevant to your requirements.

The statistics will be increasingly precise as more people visit your website. You’ll be able to acquire specific reports on numerous subjects, such as your audience and acquisition data. Each report is formatted as a table, with each row representing a dimension (gender and age of visitors, keywords they used to discover you, etc.) and each column representing a statistic (new users, bounce rates, etc.).

Imagine an insurance provider that has been in business for some time without actively using Google Analytics data. They believe that their brand recognition and expertise are enough for an online presence. While their opponents are gaining benefits in the digital world by utilizing data-driven techniques. They would miss many opportunities.

They wouldn’t know which content works well and which needs to be improved. Another downside would be a bad user experience. Without data, they would be unable to assess the ROI of their digital activities. Essentially, this is an instruction for falling behind in the digital race and losing market share as well as revenue.

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Incorrectly Configured Google Analytics Tracking Code

To ensure that your Google Analytics is gathering reliable data, ensure that it is correctly installed. Unfortunately, one of the most prevalent SEO blunders is adding the tracking code incorrectly. Assistance from experts is essential in order to successfully configure the system and ensure that there are no errors.

Imagine that a growing insurance firm has just created a new website to increase its online visibility. However, they skipped the critical step of accurately installing their Google Analytics tracking code on the site. For starters, without properly configured tracking, a business obtains misleading data regarding the performance of its website. Key indicators like as traffic sources, user behavior, and conversion rates are inaccurate, making it impossible to evaluate the efficiency of their SEO efforts.

SEO strategy becomes more focused on guessing rather than practical insights due to a lack of access to correct data. They would be unable to identify high-performing sites or comprehend user journeys if tracking was wrong. This leads to wasted possibilities for improved content and conversions.

Generic Anchor Text

Anchor text helps both visitors and search engines comprehend what the website being linked to is about. Instead of employing generic anchor text phrases, consider selecting keywords that are relevant and effective. In the worst-case scenario, generic anchor text might be misleading to visitors or fail to assist consumers in comprehending where the link leads.

When it comes to improving SEO through anchor text optimization, insurance businesses must find a balance between significance, diversity, and user experience. You may, for example, use your company name as anchor text. This strengthens your brand’s online visibility and is very relevant to your website.

You might also choose certain keywords linked to insurance products and services for which you wish to rank first. They must be naturally integrated into the content. Long-tail keywords that represent your target audience’s special demands and inquiries could also be included. These can be quite helpful in attracting more targeted traffic.

In certain circumstances, just utilize synonyms, comparable terms, and phrases that are relevant to linked content and enrich the user experience. Remember that SEO is an ongoing process, and your anchor text strategies must evolve as your content and SEO goals change. These are only a few alternatives; you have a wide range of options available to you.

Insufficient or Duplicate Content

When investigating successful SEO methods, you’ll regularly hear the expression “content is king.” Pages with minimal or no content are difficult for search engines to interpret, therefore they are often overlooked. There is no specific word count that every website must have. Examine the page’s topic, the sort of content you’re creating, and what your audience expects.

This way you’ll have higher inbound traffic, better link building, greater social media shares, etc. First and foremost, it is critical to start keyword research to find the terms and phrases that your target audience is searching for.

By focusing on certain keywords and phrases, you can increase the Google ranking of your website while also producing content that is engaging for your audience. Use a range of content types, such as blog articles, infographics, videos, and podcasts, to keep your audience interested. 

In the early 2010s, J.C. Penney, a large retailer in the United States, was revealed for adopting dubious SEO methods to manipulate search engine results. The New York Times released an investigative article in 2011 demonstrating that they had earned top ranks in Google’s search results with a wide range of highly competitive keywords linked to clothes, home goods, and other retail categories.

These rankings were viewed as suspicious because the website was not expected to have such high awareness on its own. Further inquiry revealed that the company was duplicating information from other e-commerce sites, copying product descriptions and various other content directly. Such scandals must be avoided. 

Keyword Stuffed Content

Keyword stuffing occurs when you repeatedly employ the same keywords or phrases in your website’s content. It is typically obvious and turns off readers. Excessive usage of your target keywords appears spammy and generates a negative user experience. Instead, concentrate on creating distinctive content.

Imagine that an insurance company wants to boost online exposure and search engine ranking and has opted to optimize website content. However, they engaged in keyword stuffing. First of all, the unnatural arrangement of keywords would make the website content harder to read. It would ultimately result in a terrible user experience. Furthermore, search engines such as Google penalize websites for keyword stuffing, so they won’t get organic visitors.

This also undermines the company’s trustworthiness.  Because of such acts, the content also appears inadequate, thus people leave the page fast, increasing bounce rates. In the long term, misleading or false information might lead to legal troubles and harm the company’s reputation. Keyword stuffing is a bad idea that should be avoided in favor of high-quality, user-friendly content that follows SEO best practices.

Generic Meta Descriptions

Although meta descriptions are not ranking criteria, they are crucial. Meta descriptions serve as a brief sales pitch that can assist in raising your click-through rate. A well-written meta-description should include important keywords and be as informative and compelling as possible. It acts as a quick but powerful introduction to your website in search engine results.

Consider a consumer looking for “affordable auto insurance” on Google and receiving two results: The first company’s meta description is the following: “Providing affordable auto insurance solutions. Get a free quote right now!” The second company’s meta description reads, “We offer insurance solutions for your needs. For further details, please contact us.”

In this case, Result 1 delivers a brief, useful meta-description that communicates the page’s significance quickly. It informs readers that they can obtain affordable auto insurance online and even provides a free quote. Result 2, on the other hand, does not identify any specific insurance product or benefit. Users are less likely to click on this result. So bear in mind that a well-optimized meta description improves click-through rates (CTR), which could positively impact your SEO.

Selecting the Wrong Keywords

The keywords you choose should be relevant to the page you’re optimizing. A strong SEO plan should begin with thorough keyword research. To obtain the greatest results in a competitive setting, you must utilize more precise and intent-focused keywords. Remember that focusing on irrelevant keywords can draw in people who have no interest in insurance products or services.

Visitors who arrive at the website because of incorrect keywords are unlikely to become clients. Conversion rates fall as a result, affecting the company’s bottom line. SEO efforts aimed towards the incorrect keywords are a waste of crucial time and resources. Furthermore, choosing the wrong keywords might enable competitors to dominate the relevant phrases. To avoid these negative consequences, you must meticulously arrange everything.

We Orchestrate Cutting-Edge SEO Strategies for Your Growth

Edana, your Swiss SEO agency, can assist your company on its journey to the top of Google pages. Our SEO experts take complete care of your website, making it more popular and fully optimized.

Remember that you must utilize every technique to improve your ranking on search engines like Yahoo, Google, and Bing. Otherwise, your web presence will be insufficient for the global digital environment in which every business operates.

Do you wish to increase your internet visibility? Boost your sales? Want to reach a larger audience and expand your consumer base? Contact us today and take advantage of our cutting-edge solutions to propel your company to the forefront of its industry.

By Christian



With a wealth of experience across different industries, Christian is a leading senior SEO expert. He develops and implements powerful SEO strategies tailored to our customers' specific objectives and requirements.


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