Talk, Share, eXchange
April 28, 2015
Increasing Your Online
Presence
Agenda
Changing Customer Behaviour Online
Mobile Web
SEO (& Social Media)
Google Analytics
Q&A
Broker Panel
Tyler McDougall Marketing & IT Coordinator Rhodes & Williams Insurance Brokers
TSX - Increasing Your Online Presence
Jason Galon General Manager Galon Insurance Brokers
Customer Trends
Customers have gone digital: they expect us to do the same
71% of customers use the Internet to research
insurance before making a purchase
Changing Customer
Customers have gone mobile, including how
they research insurance:
use mobile
devices use ONLY
mobile
devices
use social
media
Changing Customer
DIY(Do-it-yourself) Customer: becoming more
comfortable doing insurance business online
51% of auto insurance shoppers use online quoting
72%
28%
And are using direct writers to do
so…
Direct Writers
Everyone Else
The Mobile Web
Why implement a mobile website?
VS.
Google favours mobile-friendly sites (April 2015 algorithm update)
Enhanced customer experience
Added convenience
GalonInsurance.ca - Mobile
Website
RhodesWilliams.com - Mobile
Website
Survey Results
Does your brokerage have a mobile website?
61% 15%
24%
Yes
No, but we are planning on
implementing a mobile-
optimized website in the near
future
No, we have no plans on
implementing a mobile-
optimized website in the near
future
61% already have a mobile website
The Mobile Web
Separate vs. Responsive
White paper
Get more details from the CSIO mobile
white paper
www.csio.com/mobile-websites
SEO
What is SEO or Search Engine
Optimization? SEO is the process of ensuring that search engines such as Google give your website high priority, placing it near the top of the list of results when potential
customers search for insurance.
Can be as valuable as a corner storefront, greatly increasing your website’s visibility and share of digital traffic.
VS.
Survey Results
44% have already implemented an SEO strategy
31% plan on implementing one in the near future
Have you implemented an SEO Strategy?
44%
31%
25%
Yes
No, we currently do not have
an SEO strategy but we are
working on implementing one
in the near future
No, we have no plans on
implementing an SEO strategy
SEO
SEO….
By the Numbers
SEO
Organic vs. Paid SEO
SEO
*From Google AdWords Keyword Planner
Insurance Brokers
Keywords
SEO
Keywords
SEO
Keywords
Google AdWords Keyword Planner:
SEO
Keywords
SEO
Link Building & Authoritativeness
Backlinks are incoming hyperlinks linking from
another website to your own.
Relationship-based link building: establishing
relationships with authority site owners.
Create links to your National &
Provincial Broker Association
Websites
SEO
Google+ Local – Admin Perspective
SEO
Google+ Local – Customer Perspective
SEO
Content Creation Google has made it a top priority to deliver sites with high-
quality content to their users.
SEO
Blog posts created by Galon Insurance Brokers,
hosted on their site
SEO
Videos created by Rhodes & Williams Insurance
Brokers, hosted on YouTube
SEO
Social Media
Having a social media presence of some kind will greatly help your SEO efforts.
SEO
89% experienced improved ranking of their
website on Google and other search engines
What benefits have you gained from your SEO strategy?
White paper
Check out the SEO white paper & videos
CSIO.com/search-engine-optimization
Web Measurement
Google Analytics (and other tools)
Measure your Success
Monitor your Website’s Progress
Identify Areas for Improvement
Web Measurement
Fairly even split between brokers measuring and
not measuring their website performance
How do you measure your brokerage’s
online traffic?
Google Analytics
Google Analytics
Audience Overview tab
Sessions – Period of time a user is actively engaged on your site
Users – Includes both new and returning users
Bounce Rate – Percentage of single-page visits
Google Analytics
SEO Queries Report Keywords your site ranks for (on Google)
The average position of your site, for each keyword
Click-through rate of individual pages
Google Analytics
SEO Queries Report cont’d
“Winnipeg insurance broker” keyword search
Google Analytics
Landing Pages Report
Google Analytics
Tracking SEO Results over Time
The SEO Essentials
In Summary
Create a modern, user-friendly website
Have a mobile-optimized website
Establish an SEO strategy
Create useful content
Establish a social media presence
Build relationships with authoritative websites
Optimize your site for display on local search
Track & refine your SEO, e.g. Google Analytics
How to Get Started with SEO?
In Summary
Learn More…
CSIO.com
Broker Corner
Advisory Centre
SEO white paper & videos
Twitter: @CSIO
Email: [email protected]
Resources:
RSVP to our 2015
Members’ Meeting!
Questions?
Questions
Thank you for attending our
Talk, Share, eXchange!
Thank you!
We’ll email you a link to the recorded webinar.
Stay tuned for the next TSX!
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