Get Seen in Search

Harnessing reviews to grow your Insurance SEO strategy

Friday, January 26, 2024
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Search engine optimization (SEO) is a powerful tool for most digital marketing strategies. Many consumers search the internet for guidance on the best products and services.

A sound SEO strategy is increasingly important for insurance providers, whether they fall under legacy or Insurtech categories. Customers now require more personalized assistance from this industry to find affordable, customized policies that provide peace of mind.

A study by LSA found that 68% of insurance consumers did not have a specific company in mind when they started their search, indicating intense competition in the industry. 

In today's digital landscape, where trust and visibility are critical, reviews are more than just a "nice-to-have" for insurance companies. They contain extensive customer data and insight that can be well used in SEO strategies. 

Harnessing reviews for SEO growth in the insurance industry offers multiple benefits. In addition to attracting new customers, reviews offer valuable customer data that can be used to optimize website content and meta descriptions to match how people actually search for insurance, thereby boosting organic visibility. 

Given that insurance purchases are tied to the value of life and risk, customers rely on the thoughts and experiences of others for reassurance. Positive testimonials influence potential clients and boost insurance companies' SEO. 

But there is a great deal of advice out there regarding the best SEO strategies for your insurance company needs. As a review platform, we can highlight the benefits of using customer reviews for SEO success. 

Increased visibility 

Navigating the complex and often confusing insurance world can overwhelm customers and marketers alike. Policies can be difficult to understand, compliance regulations can be complex, and high costs can make it hard for consumers to make informed decisions. So, how can insurance companies use reviews to make their services stand out in online searches?

One effective way is to use Review Snippets, which include a star rating, review count, and a short review excerpt. These make your insurance company listing stand out and attract more clicks in a search. Google and other search engines often display review snippets in search results for businesses with profiles on platforms like Trustpilot. 

By integrating Review Snippets into Google search results, insurance companies can both enhance their reputation and make the search experience easier for potential customers. Star ratings hold weight. A study by Speero found that review stars in search engine results significantly improve click-through rates by as much as 35%.

This approach is particularly useful for the insurance industry, which is becoming more niche in terms of customer demand. For example, the global boat insurance market is expected to exceed 1.7 billion by 2027. There’s even insurance for injury caused by ghosts

As a result, prospective insurance customers often search with specific keywords in mind. Did you know that 69% of insurance consumers run searches before scheduling an appointment? Search is the first step for many insurance shoppers to assess their options. It’s best to make the process easier.  

Including Review Snippets in an insurance SEO strategy can help to highlight keywords and clarify the search confusion many customers face when looking for the insurance services they need.

Location, location, location

Since insurance companies often operate through networks with multiple locations, a local SEO strategy becomes crucial for their online marketing strategy. Local SEO ensures your individual branches rank well in local searches, driving relevant leads to your doorstep.

Unsurprisingly, 46% of all Google searches focus on local information, proving the importance of appearing in local search results. This is where Google My Business (GMB) comes in. As the primary tool for managing your online presence and local search visibility, GMB is vital for local SEO.

Customer reviews and star ratings displayed in Google search results directly influence customer interest. Fortunately, Google automatically indexes Trustpilot reviews, showcasing them alongside your GMB listing.

Trustpilot's "Location Reviews" feature takes things further. It allows customers to leave reviews specific to your individual branches, providing valuable insights into local performance.

The benefits of a local SEO strategy include the ability to feature customer reviews in local search results, increase conversions, and compare performance with other insurance agents or brokers in the area. 

Verified social proof

Building trust is crucial in the insurance industry, where decisions often involve significant finances and potential risks. Social proof can help insurance searchers feel more confident in their provider, policy, and service choice. 

Social proof in insurance can come from testimonials, reviews, case studies, and organic social media posts. However, reviews are the most powerful form, with 86% of businesses considering verified reviews critical in their purchase decisions. 

Search engines like Google also use social proof as a trust signal when ranking websites. Positive social proof suggests a reputable and reliable business, potentially leading to higher rankings.

Using a review platform like Trustpilot can help your insurance company accumulate verified and substantial reviews. In addition, third-party review platforms like Trustpilot are more recognised and trusted by customers because Trustpilot reviews haven’t been edited, curated, or even deleted by the insurance provider. 

So, how can you use Trustpilot to collect reviews? 

Insurance company used Trustpilot to build up its reputation in the industry and improve its retention rate. The company did this by inviting customers to share their experiences at key moments in their customer journey. One example is when new clients convert; they request reviews to prove the value of their offering and proposition.

Embracing the power of social proof, particularly through verified reviews on platforms like Trustpilot, builds trust, increases confidence, and boosts SEO. By harnessing the power of verified reviews, your insurance company can stand out in a crowded market and attract clients seeking security and peace of mind.

Key takeaways

  • Reviews are highly useful for insurance SEO, offering valuable customer data and boosting visibility.

  • Positive reviews with specific keywords featured in Review Snippets can influence potential clients and clarify search confusion.

  • Local SEO is crucial for insurance companies with multiple locations, driving relevant leads to your doorstep.

  • Trustpilot's "Location Reviews" feature allows customers to leave reviews specific to individual branches, increasing conversions and comparing performance.

  • Using customer reviews for SEO success can attract new customers and optimize website content.

How Trustpilot can create insurance SEO success with reviews

Overall, customer reviews are an extremely effective tool to enhance an insurance company's SEO strategy.

These reviews fulfil the requirements of insurance seekers, as they provide a trusted and recommended policy or solution that addresses their specific needs, whether it's a sensitive issue like life insurance or a unique policy such as ghost injury coverage. Reviews play a significant role in driving the online search process towards success for insurance providers.

Interested in learning more about Review Snippets and other Trustpilot benefits for Insurance Businesses? Book a demo today to learn how we can help consumers find and choose your business more easily.


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