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The single most important search phrase for your Web site

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Savvy online agents are investing resources in search engine optimization. There’s no doubt that showing up on the first page of Google, Bing or Yahoo for popular phrases like “life insurance quotes” can bring a tidal wave of business. These high-traffic phrases, however, are extremely competitive and more often than not, bring traffic that is not relevant to your market.

Before focusing on generic insurance-related words or product names, there is one phrase that you should make sure your site ranks well for. People searching for this phrase are looking not just for what you sell, but how to get in touch with you. These prospects are hot and ready to talk now!

So what is this magic phrase? Your name.

Simply put, people searching for your name are looking for you. They want to learn about you, see what you offer, and talk to you. More and more, people are referring their trusted contacts via e-mail or word-of-mouth without providing any contact information, and instead saying “just Google them.”

In a digital world, your Web site is your business card. It’s how your prospects keep track of your contact information and what you offer. Search engines are the rolodex where these business cards are accessed. Being easily found by your name is critical in making sure your contacts and prospects can access you.

If your name is unique, such as “Maurice Szymanski,” showing up well in search engines is relatively easy. But, if you have a more common name, you (and the people searching for you) are going to have to be a little more creative. First, try adding what you do to your name, so people will search for “John Smith life insurance agent.” If that is still too competitive, you can add geographic details, such as “John Smith life insurance agent Houston Texas.” People looking for you will do the same thing.

Check to see if you can find your Web site by searching for your name. If you can’t, make sure you add it at the top of your search engine optimization strategy. Don’t miss out on those hot prospects looking for you!

Aaron Kassover, managing partner of AgentMethods LLC, has spent the last 10 years helping insurance carriers, agencies and brokers bring their services online. He has applied this knowledge to the development of AgentMethods, a Web site platform for insurance agents, agencies and brokers. For more information, visit Aaron’s Web site at

Check out more sales & marketing articles from Aaron Kassover.


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