Google Basics: How Search Can Grow Your Insurance Business

We all know how Google works: when a person uses Google’s search feature, a set of results and ads based upon relevance are generated and shown on the search engine results page. With millions of searches per day, it can be one of the best places to invest your online marketing resources. Through the use of search engine optimization and advertising, your business can achieve higher visibility in search results; this leads to more traffic and clicks driven to your page. This visibility is commonly accomplished with pay-per-click advertising (PPC) and search engine optimization (SEO).
Utilizing PPC Advertising
With PPC advertising, also commonly referred to as paid search engine advertising, you can bid on keywords relevant to your business, and they will be displayed as Google sponsored text ads at the top, right, and bottom of search results. The benefits of using this PPC advertising are speed and visibility. Upon the successful setup of the PPC campaign, Google can immediately begin displaying your customized ads to potential customers.
Utilizing SEO
The ranked links that are shown on Google’s results page are the most relevant results as determined by Google. In order to appear in these listings, your website and related pages need to be optimized to appear more frequently and at higher ranks in the results. A variety of SEO tactics exist, and using them together can greatly influence your business’ visibility. Some SEO tactics are optimizing your website to be mobile-friendly, frequently updating your social media presence, and frequently posting content.
Benefits of Google+
In terms of social media presence, Google+ carries a lot of weight in Google’s search algorithms. By creating a Google+ page for your business, your website’s visibility can be improved. To get started, you can create a listing with Google’s My Business. While all this information may be a lot to take in at once, each step along the way can produce tangible results as you build your online presence.

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