How to Drive AAore People to You r
Website Two Quick Ti ps
Would you like Coogle to direct more people to your
website? Do these two si m ple th i ngs to hel p you r sea rch
engi ne opti m ization (SEO) efforts:
Have a Frequently Asked Questions (fnq) nage
When I ask my workshop attendees why an FAO_ page
might be a good idea, lget answers like:
"So we won't need to answeI the same questions
over and over."
"Some customers don't like to call; they want tof nd
the answers on their own."
Which are both good reasons, of course. But remember
that on the web, we need to cater to two a ud iences: (1)
customers and potentialcustomers, and (2) the search
engi n es.
When people do searches on the lnternet, they are not
looking for advertisements. They are instead ooking for
authoritative content. n our case, they are looking for
information about insurance products and services.
92%of people lookingfor a ocal business start with an
lnternet search, and Coogie has about an BO% market
share among the search engines. Coogle has a so gotten
smarter. Rather than entering just keywords, searchers
rea ize that Coogie is now able to recognize the r ques-
tions (through a process known as semantic search).
Coogle wi reward your business with favorable search
engine rankings if you provide content that is re evant,
authoritative, and sha reable.
With an FAO_ page,you are able to iegitimately enterthe
same insurance questions on your website thatyour
insurance prospects and customers are likely entering
into the search enginel
Just askyourseif what are son.re typical questions about
insurance that my customers and prospects ask about,
then answer them. f you do this in a blog post and attach
that blog to you r website, you have.1 ust u pdated you r
websitel And Coogle rewards websites that are regularly
updated with more favorable search engine rankings.
As an example of how to do this, check out Larry
McClynn's Massachusetts Family lnsurance blog at
ln the book, The New Rules of Markettng and pR: How
'ww.PlAAgencyMarketingGu ide.com
ByTed lanusz
to Use Social Media, OnlineVideo, Mobile Applicattons,
Blogs, News Releases, and Viral Marketing to Reach Buyers
Directly, Larry says:
My blogs are inspired by my customers'ques-
tions. Severalweeks priorto the big game,
wrote'Super Bowl, Super Party, Super Liabi ity.'I
talked about the legal issues around hosting a
party. Keep in mind that friends can sue friends.
Posts like these generate high search engine
rankings and brand me as an expert For many
people, tnsurance is an unfamiliar and intimidat
ing topic.
When the time comes to earn about auto,
home, or life insurance, they use the lnternet
to search for answers to their questions. lf I can
provide those answers, then people wil see me
as an expert, and it may ead to them contacting
me for both advice a nd service.
Consider this other example. i had a question about
replacement bu bs for my pro1ector After I typed in my
question, Coogle d rected me to an FAO_ page that had
the exact question that I had typed AND had the answer.
Cuess what happened next? After I became a better edu
cated consumer, I went to another tab on that same site
and bought a new proJector bulbl
That's what you wantl f you provide credible content for
prospects and customers, they will ultimately reward you
with their business.
You could even tal<e this a step further. lf you are a mem-
ber of Linked n, you could provide a link on your website
to a 500-word articlethatyou created usingthe Linkedln
article template.
Whe n yo u a re on th e Lin ked ln home page, s im ply c ick th e
"Write an article" button at the top middle of the page
and get startedlThen you could reach muitiple audi-
en ce5.
Provide a Glossary of Terms Page
Similarly, this will allowyou to legitimately (rn Coogle's
eyes) "keyword stuff" on your website.
Make a list of the insurance terms that people normally
Continued an page 44
 How to Drive AAore People to You r Website
Two Qu ick Tips ByTed lanusz

type into the search engines that relate to your products
and services, and then provide the deinitions on this
page Don't writelargon but words your customers and
prospects can actualLy re ate to and understand.
ings,your prospects and customers will become rnore
knowledgeab e and could reward you with better salesl
Ted lanusz has been honored to coniribute articles to all erght
annual P A Agency Marketing Cuides and has conducted

With either of these two steps you a re not attem pting to multiple webinarsfor PIA on marketing Becouse Baby Boont-
ers learn about and use soctal media differentlyfrom other
play tricks wrth eith e r th e sea rch e ngines or you r cu sto m -
g e n e rot o n s, Te d co n d u cts h i s wo r ks h o p s fo r i n s u ra n ce o g e nts
i
ers, but instead to simp y prov de va ue.
and insuronce companies who want to use socral media to
produce a bottom line impactfor their agencies and compo
ln both cases, Coogle wi reward you with better ran <-
n p..lD0ln .AO,p OL

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