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Practice Management > Building Your Business

Five strategies to get links to your insurance Web site

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Aaron KassoverTo succeed in search engine optimization, your Web site pages need to become the authoritative source on each respective topic.

How do you do this? You do this by having other trusted and relevant pages link to your site. Search engines look at these inbound links as votes of confidence toward your content, and keep track of the keywords on the linking page as well as the “anchor text” (the text used in the link) to help determine keyword relevance of your page.

Make a plan to consistently develop links back to your site. This is an ongoing process that takes work. Avoid link-building schemes that automate this process as they can appear unnatural and fishy to search engines, putting your site at risk of getting black-listed. Instead, focus on getting links back to your site using the following strategies:

1. Article marketing – Write short articles related to your target phrases and post them on,, or other article syndication sites.

2. Guest writing – Contact owners of related sites such as community sites, real estate or financial planning blogs, or local business sites, and offer to write an article for their sites. Keep the articles educational, and to the point. Link back to your site in your short bio.

3. Insurance directories – List your site on insurance and small-business specific directories. Here’s a list of free insurance directories.

4. Local directories and local search – Make sure you show up in local business directories. These are both nationally maintained directories like Yelp and Google Local and locally maintained directories like neighborhood business sites and local chambers of commerce.

5. Trade links – Get other services and professionals to link to you by linking to them. The recommended strategy for doing this is to be proactive. Begin by creating a resources page and linking out. Then, contact the businesses you link to requesting they link back to you. (See how Brandon Stuerke does it: “How to team up with CPAs“)

Looking for more information on generating your own Internet leads? Download my free eBook, Make Money While You Sleep: A Step -by-Step Guide to Generating Leads from Your Website, at

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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