What is SEO? SEO stands for search engine optimization. It is the process of driving online traffic to your insurance agency website from search results.

(Related: Does Your Website Make a Good Virtual First Impression?)

SEO can have a big impact on small businesses like insurance agencies. But, there are still many misconceptions about SEO. Keep reading for the most common myths and why they are either inaccurate or dead wrong.

1.  “I don’t have time.”

Let’s face it, insurance agents are busy. Search engine optimization is typically put on the back burner. But, be wary of deprioritizing your agency’s marketing. This kind of procrastination is similar to when email marketing boomed. Agents who didn’t want to embrace it fell behind. While others were making money and utilizing technology, those still putting pen to paper lost business by the truck loads.

Investing time into your agency, your brand and your name will provide a return. As more players come to the field, the competitions become fiercer. Get in now while those participating are reaping the rewards for less.

Getting in at the last moment always depreciates your returns. Dive in and continue to adapt with the ever-changing digital landscape. A colleague of mine explains this in detail in this article.

2. “It isn’t needed in the insurance industry.”

SEO works across all industries. The insurance industry is no exception. In fact, 96% of Americans are shopping online. Based on time constraints and ease of use, this trend is not going to decrease.

With quotes at your fingertips, the property and casualty industry is a fierce online shopping center. The life and health shopping center is a little further behind, but don’t underestimate this. With the constant changes in the health Industry, people are going online for research more and more.

SEO is not only critical for your short-term goals, but your long-term goals too. Insurance is one of the most competitive industries. Why not take every opportunity to make sure you stand out and get recognized over others? If you want to get ahead of the game and stay ahead of the game, get on the court now. Don’t turn back.

3. “No one else is doing it.”

Your competitors are doing it. More and more are doing it every day. Your competitors are using keywords, content, reviews, and thought leadership to attract more business. You can do it too.

With some time and effort (or third-party experts) you can market your agency as a trusted authority. However, you can’t begin without a website with a focused and consistent SEO strategy. You simply won’t show up to those looking for what you offer. However, Joe Smith Agency down the street who is using search engine optimization will. That’s what your potential clients will see and where they will go.

4. “It’s so much money.”

Affordability is a tricky topic as everyone has their own perception of what affordable means. Each agency has its own costs and expenses. The term affordable is subjective. So how do we talk about this? SEO is an investment.

If you don’t want to invest, you can pick up SEO for cheap. But, what you risk is poor content or bad backlinks that could end up hurting your website. These shortcuts, also known as black hat tactics, can end in penalties from search engines. Best not to risk it for the sake of your agency’s online reputation. Go forward with quality SEO tactics that will do you and your agency good. In this case the saying, “it takes money to make money” is true.


Ashleigh Rothhammer is an insurance website and marketing executive with Insurance Technologies Corp., in Denver. She is also a past director of WIFS and the Denver/Rocky Mountain chapter president-elect. She can be reached at arothhammer@getitc.com or at (972) 820-1179.