There are three extremely competitive industries when it comes to ranking in Google Search – finance, insurance and legal. Healthcare and insurance will be lumped together for the purpose of this article. So, why is health insurance such a competitive industry when it comes to SEO and ranking on the front page of Google Search?
When an insurance agency signs up a client or customer, there is the possibility that they are signing them up for life. This means a Blue Cross Blue Shield of North Carolina customer could sign up at age 31 and pay BCBSNC for another 35 years. The same is true when it comes to financial products. When a person buys a home, they often sign a 30 year mortgage. For 30 years, that bank or credit union is able to charge interest on the remaining amount on the loan.
So, if you are an insurance agency hoping to rank for Matthews, NC health insurance, you cannot expect to post a landing page and rank at the top of page one within a few days or weeks. In fact, there is a good chance you may not see your website rank for months or years if the proper SEO, link building and content is not completed.
If you have competitors that have been building their reputation online and offline for decades, do not have delusions of grandeur and hope you can outrank them in a short amount of time. Even with the best SEO experts in the industry, it is still a process to rank on the front page of Google Search for highly competitive keyword phrases.
Our suggestion would be to focus on less competitive keyword phrases in which most of the other businesses in your industry have never published content. This will allow you to rank rather quickly and will tell Google that your website is a serious “player” in terms of the insurance industry.
Health insurance can be somewhat difficult because most agencies are limited with what information they can post online. This means they cannot “break news” or inform their audience of upcoming laws and regulations. The actual insurance company has the authority to post that information. With this being the case, it is a little more difficult to build natural links.
This is why it is imperative to make 100% certain new content is being published on your health insurance website every day. The more high quality content you publish, the better. Over time, natural links will point to your website and you will see progress in terms of search traffic. If you need assistance when it comes to health insurance SEO, reach out to us at firstname.lastname@example.org.