How Semantic Search is Changing Insurance Industry Digital Marketing

Insurance industry digital marketing is changing. Gone are the times of paying an “SEO” to shop for a host of links and stuff your website choked with local keywords. These tactics aren’t only less effective, but every now and then, websites are being directly penalized by Google for “Black hat” SEO.

Using proper keywords and acquiring backlinks is still relevant strategy for ranking your insurance agency or carrier website in se’s, however the volume of keywords and accumulation of backlinks must look natural.

These changes are partly derived from Google’s dedication to  the semantic search .

What is Semantic Search?

Don’t feel bad if you’re unfamiliar with the term, “Semantic Search.”

Search marketing expert Mark Traphagen , provides this definition;

“…semantic search is Google’s growing ability to make associations between things in ways in which come toward how we humans make such connections.”

Basically, Google is making an attempt to create search results which give more relevant resources to our actual needs versus which company can play the technical SEO game best. The semantic Web creates an important revenue opportunity for insurance agents and carriers who’re willing to take an extended-view on digital marketing.

By that specialize in building relationships, (what the insurance industry is built on), insurance agents and carriers can stand out in search without the mega marketing budgets in their direct and captive competitors.

How the Insurance Industry Capitalizes on Semantic Search

Semantic search is built on relationships. This indicates we will be able to focus less on growing counting numbers, (i.e. followers, Web traffic, “likes,” etc.), and more at the quality and relevancy of the folks we connect to.

This is networking 101 and will ultimately swing digital marketing success into the wheelhouse of insurance professionals. For the last 100 plus years, insurance agents and carriers have grown their business on relationships and referrals. Inevitably, more quality relationships ends in much more referrals and business growth.

Instead of that specialize in the technical aspects of digital marketing, build human relationships, one by one. This can seem counterintuitive to the mass marketing opportunity digital marketing is meant to present.

It’s time we glance at Web visitors for what they’re, not only units pushing the road graph higher for your Google Analytics account – humans.

In order for people to take an action, which includes filling out a contact form or picking up the telephone for an insurance proposal, some type of relationship need to be established.

3 Ways to Build Human Relationships Online

Focus on Niche Product Offerings

Insurance consumers don’t use Google Search in search of one of the best generalist in insurance. For example, restaurant owners desire to work with an insurance agent well versed in coverages similar to spoilage, workers compensation , and liquor liability. They don’t care in case you also write retail, construction and better education insurance.

Be Geographically Specific

Insurance consumers need to know the obstacles impacting their specific market. Speaking in geographically relevant terminology comes naturally to local and regional insurance professionals. However, most national carriers do a terrible job of building a feeling of geographic understanding in their marketing.

Use Native Advertising

Native advertising is a term used to explain digital marketing in a method that matches the platform and experience of the patron. This suggests fitting your message and marketing to the platform, not shoving one message onto every platform despite it’s relevancy. Adhering to native advertising as a marketing principle shows consumers that: 1) you care about their experience and a couple of) you’re portion of their online community.


By specializing in specific products, in specific locations using the digital marketing methods appropriate for every platform, insurance industry professionals are filling the semantic Web with data points feeding se’s the info they wish.

The “Spray and Pray” approach to marketing online not works (if it ever did). Insurance industry marketing must create relationships with humans while providing se’s with the info to send more insurance consumers their way.

Marketing Photo via Shutterstock

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