The agencies that focus on original content and quality back links will continue to see gains in their search engine optimization (SEO) for Insurance websites. Because of many recent Google Panda algorithm shifts, insurance agencies, brokers and agents who were paying for link building, leveraging duplicate content or making use of link farming tactics noticed a significant drop in their rankings.
It’s important to make agents look for quality ways (which there are many) to make Insurance SEO rankings improve, while avoiding many of these “Black Hat” Insurance SEO tactics that Google will quickly identify and dislikes.
- Do not overuse keywords (keyword stuffing)
Keyword stuffing is putting a keyword phrase, or several, multiple times within a webpage to the extent that whatever is on the page doesn’t even make much sense. This is done so that the keywords are visible to the search engine, with the idea that it will help it rank better in Google, which is often not the case.
- Do not use hidden text (white font color on a white background for example)
While hidden text isn’t as common today as it once was, Google is still warning Webmasters to avoid its usage. When hidden text is mentioned, people often think of the white text on a white background in the footer of a webpage (locating text behind an image is another example). Essentially a Webmaster places this text on a webpage for search engines only (not the user), which is a way to boost rankings that is not seen favorably by Google.
- Do not use automatically generated pages to increase website exposure
Often this will consist of paragraphs of random text that makes no sense to the reader but which may contain search keywords, including:
- Text translated by an automated tool without human review before publishing
- Text generated through automated processes
- Text generated using obfuscation techniques
- Text generated from scraping Atom/RSS feeds or search results, or
- Stitching or combining content from different web pages without adding sufficient value
- Do not use link farms
A link farm is a website (or a group of websites) created only for the purpose of increasing the link popularity of another site by increasing the number of incoming links. Link farming is considered a “black hat” method of search engine optimization (SEO) because the content on the web sites is often of a very low quality. SEO for insurance agencies should avoid these tactics and use only legitimate long-term search optimization strategies.