Insuring Your Success:
Seven Keys That Will Improve Your Search Marketing Immediately
Building Trust w/ Search Engines #1: Be Original
The key to building trust with search engines such as Google is originality. They want to see that you are investing your own time and resources to add value to your audience through your own copywriting and not merely taking it from others. This doesn't mean you can't excerpt from other resources you find online. Do so but make sure you always have as much or more of your own content surrounding it so your originality adds value and highlights your unique value to your users.
Building Trust w/ Search Engines #2: Be Quotable
As you begin to show the original and unique value you bring to the marketplace through your writing and commentary, you want others who also serve your audience in a complimentary way to be able to quote what you have said and then link back to your page from their website.
Building Trust w/ Search Engines #3: Be Relevant
At first, relevance sounds like a no-brainer but as we go deeper you will see why it is often overlooked. Usually one asks a question such as "is this accurate, correct, and relevant to ME?" This is important from a compliance and accuracy standpoint but does little to add value to whomever THEY might be - your intended audience. To be relevant from Google's perspective, you need to write in a way that engages the searcher's (think Retail Agents) perspective. The language, abbreviations, topics, and analogies will be very different - as will the response!
Building Trust w/ Users #1: Be Conversational
Sample Google search result for "diagnostic lab insurance":
Once you have begun to build trust with Google you will start seeing your pages showing up higher on Search Engine Result Pages. To take this further for increased success, you want the words placed in your page Title and Description to be very compelling to someone reading it. This requires writing in a controversial style with short sentences and key points, not just a bunch of keywords thrown in.
Building Trust w/ Users #2: Be Direct
This strategy is also called "deep linking" as the goal; Not to drive people from a
Search to a generalized home page but to a very specific interior page that provides what they are most likely looking for. Due to the increased number of pages to create, this often is not the most efficient way to do things but it is the most successful. As an example, consider a retail agent named Jane who searches Google.com for "worker's compensation insurance baltimore" and views the list of results. The first link shows a general listing page with 20 different types of business insurance including worker's compensation. Jane has to wade through the other info for a few seconds to find what she is looking for. In a second or two she gives up, presses the back button, and clicks the next result at Google.com. This time it brings up a page titled: "Worker's Compensation Insurance: 3 Vital Things Every Business Should Know." From here, the entire page is focused on worker's compensation insurance and how it serve's a business owner, the employees, the retail agent, and has a link to inquire with a worker's compensation expert. The latter example takes a few more minutes to plan and create but will produce 50% or more search engine referrals as well as many more inquiries from the users you are seeking for years to come.
Building Trust w/ Users #3: Be Enabling
Another benefit to #6 is that once each page on your website has its own address, you can bookmark or forward this direct address with no directions to others with ease. Avoid using Flash or other technologies that prevent this.
Building Trust w/ Users #4: Be Open 24/7
Have you ever spent your valuable time attending a meeting and then found out that you couldn't actually take action when it was finished? All that time and at the end, another meeting or call was required to move forward. Frustrating isn't it? This is the same thing that happens online every day. Users such as Jane the Retail Agent search Google for a unique market they are trying to write and find a website that offers more information. Once she spends valuable time reading the relevant pages on the website, she is ready to move to the next step. There's only one problem: It's 2:54 a.m. and no one is in the office. Sure, she could leave a message in the general mailbox or fill out the general contact form on the website but Jane would prefer to get specific information on commissions and a producer agreement. Even better, a free report with the application detailing why representing your Program is so vital for Jane and her client.
Thank you for the opportunity to serve you. Many of these items can be very challenging for companies to execute in a consistent and timely fashion. This prevents them from realizing the benefit this competitive advantage offers.
To enable Program Administrators, MGA’s and Wholesalers to overcome these challenges, CompleteMarkets has been providing a comprehensive marketing service for more than 15 years.
If you would like to see how CompleteMarkets has delivered for others and can accelerate your goals at reaching more Retail Agents please use the link below or call me 800-753-4467 x 5945 to schedule a 15 minute Web demonstration.
http://completemarkets.com/pages/advertisercontact.aspx