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Why a long tail search strategy is key for insurance companies

Written by Jo Seward: Digital marketing manager.
· 4 minute read

Insurance is a notoriously competitive market – especially online. Comparison sites are making it increasingly difficult for insurers themselves to establish an online presence for their brand, and although they will often partner with aggregators, this ‘third-party’ method of generating business shouldn’t be relied upon long term.

Comparison site domination

A search engine’s job is to provide users with the most useful, relevant search results. In that respect, comparison sites are a search engines dream, and it’s no surprise that they are favoured for the high volume search terms.

Search ‘home insurance’ and you’ll see the big household names – Moneysupermarket, Compare the Market, MSE, Go Compare, Confused, USwitch… huge brands with substantial websites that naturally attract high quality backlinks and social engagement. The perfect cocktail for page 1 results.

For independent brands trying to make an impact in the home insurance niche, it seems near impossible for them to get even close to the top.

The truth is, it probably is impossible to gain traction for such a huge keyword without paying for it. With over 90,000 searches a month, search engines are going to provide users with sites they know will fulfil the search request. After home insurance? Here’s hundreds of companies providing just that, all neatly aggregated for your convenience.

There are however ways for insurance companies to build up a search presence in a much more strategic way…

Think long tail

As technology evolves and becomes more intuitive, people are changing the way they interact with it. Consumers now search in a much more specific manner – they know that algorithms are sophisticated enough these days to answer more complex queries.

Take for example the search term ‘home insurance for property over 100 years old’ – far fewer searches on average, but these people are much further on in their search journey. They know exactly what they need and are looking more intently for companies that offer just that. For this reason, conversion rates for longer tailed search terms tend to be much higher.

long tail keywords

The ‘trophy’ keywords may well get the traffic, but an SEO strategy should always focus on conversions. Thorough keyword research is essential when planning your strategy, and you’ll begin to uncover lower competition keywords that are within your reach, and much more targeted.

Think about the niche services your insurance company offers, and you’ll be sure to find areas that aren’t dominated by aggregators from an organic perspective. These should be the ones you optimise for.

What does your audience want to know?

Conversational search queries are becoming the norm, and people will literally ask questions looking for a direct answer.

Insurance is a great example of a topic that opens up a multitude of questions from people doing their research before committing to a purchase. Incorporating these into your content strategy is a great way of not only drastically improving your search presence, but providing value for the user as well. A user that could potentially turn into a customer …

Take for example the question ‘is an engagement ring covered under home insurance?’. This query brings up a much more varied mix of results, and none of which look to directly answer the question.

Finding opportunities like this can really make your brand stand out from the crowd.

Although your content may not convert there and then, visitors are likely to remember your brand for the right reasons when they eventually reach the ‘buyer’ stage of the search journey.

Establishing an organic presence in the insurance industry can be difficult, but think outside the box, explore the different niches your company offers, and as always, aim to provide value to the visitor through your content marketing. If the big keywords seem unattainable, there will always be a plethora of long tail opportunities for you to explore.

If you’re an insurance company struggling to make an impact organically, don’t hesitate to get in touch.