a fishing net (Image: Thinkstock)

Last week, I talked about how you, as an agent, can create the kind of content that will attract potential prospects to your website.

(Related: How to Create ‘Pillar Pages’ That Will Make Your Web Traffic Take Off)

Here’s a look at another great strategy for improving website performance: long-tail content.

Long-tail content is content that attracts visitors who are likely to pay for your products or services.

Cheaper (and Better)

Everyone would love to be on page 1 of Google for popular short-tail keywords like “Life Insurance,” “Car Insurance,” “Health Insurance,” or even “Pet Insurance.”

If you’re an independent agent or advisor, that’s unrealistic, because of the strength of the companies that are on page 1.

The short keywords listed above generate hundreds of thousands of searches per month.

But, guess what?

Long-tail keywords like “buy term life insurance online” or “instant homeowners insurance quote” are easier to rank for, and they are better for converting visitors into clients.

It’s easier to find commercial intent in those long-tail keywords, and it’s easier to rank at or near the top of the results for all of the variations for those keywords.

Visitor Motives

If you create content to fit the short-tail keyword “Life Insurance,” you try to rank for that keyword, your reader could be coming to your site for anything related to “Life insurance.” The keyword itself does not reflect any specific intent, or any specific action that the visitor might wish to take.

If you create content around a long-tail keyword like “how to buy life insurance online instantly,” your customers not only know what they want to do — “buy renters insurance” — they also know they want to buy it “online.”

This keyword has several variations that you would also rank for, like “life insurance buy online” or “instantly buy life insurance online.”

If you focus on finding long-tail keywords that have a low keyword difficulty and a high purchase intent, not only will you increase your traffic, you will also increase your conversions.

If you don’t have a paid program to do this research you can use Ubersuggest. It’s one of the best free tools for looking up keywords.

Next week, I’ll talk about a way to reduce the cost of creating great content.

— Connect with ThinkAdvisor Life/Health on LinkedIn and Twitter.


Sa El (Photo: Simply Insurance)

Sa El is the co-founder of Simply Insurance. He is a licensed life and health insurance agent.