Masters of MarketingPerforming an SEO Audit on your Insurance Website

John DessommesSEO Coordinator

Welcome to Masters of Marketing!We will begin the webinar promptly at 12:00pm, CST.• Today I'll be talking about How to perform an SEO audit on your insurance website

• Follow us on Twitter for more tips, tricks, and the latest digital marketing news: #MastersMktg

• If you have questions during the webinar, please use the chat window and I will answer all questions at the end.

• Join us next time (8/18 at 12pm, CST). Website Coordinator Matt Farrell will cover: Keeping Up With the Carriers: How Your Website Can Compete

SAVE THE DATE: AgentCon 2017 will be held April 20-21, 2017 at the DFW Hilton Lakes Hotel

Thanks for joining us today.John Dessommes800-383-3482 x 125jdessommes@getitc.com

The Value of an SEO Audit• Improves brand visibility• Better usability and user experience• Attracts links and referrals• Effectively communicates intention of

webpages

Search for Your Brand• Search on Google using your full agency

name, city and state• Is your domain 1st organically with 6

sitelinks?• Is there a knowledge graph (the long

rectangular box on the right) with the correct agency logo, map pin, street view and agency info?

Fix Your Brand Presence• If you don’t like any of the 6 sitelinks, you

can request that they be demoted.• Want to make changes to the knowledge

graph? You can, but you must be an official representative first.

How do your URLs look?• Do your URLs contain keywords?• Are your URLs short and user-friendly?• Your URL structure should look like this:

sampleinsurancewebsite.com/auto-insurance/quote

How Does Your Website Read?• Does your website sound spammy?• Is the content on your website on many

other websites?• Are keywords interrupting the natural

reading flow?

Have an Actionable Content Strategy

• Insert your keywords where it sounds natural

• Rewrite spammy and duplicate content• Don’t create multiple pages targeting the

same keywords• Check for spelling and grammatical errors

Pages Titles, What Are They Saying?

• Keep your pages’ titles under 70 characters, because search engines will not show more characters

• Include your main line of business(es) and geographical target on every page

• Do your page titles match the theme of your page?

Describe the Pages on Your Website• Page descriptions describe content just as

page titles do, but you now have 155 characters to work with.

• A good description will at least include your main lines of businesses and targeted geographical areas.

Imagine Optimized Images• Try to use JPEG format when you can. JPEGs

are usually smaller than other formats and typically the image quality won’t suffer.

• Describe the image using the filename and an alt tag.

Backlinking to Other Websites• Don’t link to spammy websites. This will not

help your website nor is it good for user experience.

• Instead, link to authoritative websites.• Use relevant anchor text when linking out.

Don’t Forget Your Heading Tags• Do your H1, H2, H3, etc. tags accurately

reflect the page topic?• Heading tags should include the main

keywords of the page such as your line of business or lines of businesses and your geographical targets.

Thank You for Joining Us!• We will be posting the link of today’s recording on

our blog:http://www.getitc.com/blog/marketing/

• Join us next time (8/18 at 12pm, CST). Website Coordinator Matt Farrell will cover: Keeping Up With the Carriers: How Your Website Can Compete

John Dessommes800-383-3482 x 125jdessommes@getitc.com