TSX Webinar - Enhance Your Brokerage’s Online Presence with SEO

TSX: Enhance Your Brokerage’s Online Presence with SEO

March 9, 2017

Presenter & Panelist

Charles Giroux Analyst & Application Developer CSIO

Jeff Roy President & CEO Excalibur Insurance Group

Today’s Agenda • Changing consumer behaviour

• Importance of mobile • What is SEO? (and tactics to use) • Google Analytics

• CSIO Resources

Customers have gone digital

71% of customers use the Internet to research insurance before making a purchase

Customers have gone digital

Customers have gone mobile, including how they research insurance:

use mobile devices

use ONLY mobile devices

use social media

Customers have gone digital DIY(Do-it-yourself) Customer: becoming more comfortable doing insurance business online Aviva Canada: new auto insurance shoppers choosing its direct channel dropped from 40% in 2015 to 36% in 2016 preference for its brokers increased 2% (from 29% in 2015 to 31% in 2016)

preference for its agents increased 3% (from 19% in 2015 to 22% in 2016) Source: Top Broker, March 3, 2017

Mobile-optimized websites – why?

Google favours mobile-friendly sites (April 2015 algorithm update)

Enhanced customer experience Added convenience

VS.

Panelist – website on mobile

Does your brokerage have a mobile-optimized site?

Yes

24%

15%

61%

No, but we are planning on implementing a mobileoptimized website in the near future

No, we have no plans on implementing a mobileoptimized website in the near future

61% of respondents already have a mobile website

Separate vs. responsive mobile sites

Tech Adoption Map – All Progress

mobile-optimized websites increased from 39% in 2015 to 53% in 2016

More details on mobile – white paper

https://www.csio.com/resources-tools/digitalmarketing/mobile-websites

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.

Have you implemented an SEO strategy?

Yes

25% 44%

31%

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

44% have already implemented an SEO strategy

31% plan on implementing one in the near future

SEO – by the numbers…

SEO – organic vs. paid

SEO – keywords

Insurance Brokers *From Google AdWords Keyword Planner

SEO – keywords example

Insurance Brokers *From Google AdWords Keyword Planner

SEO – Google AdWords Keyword Planner

SEO – Google AdWords Keyword Planner

SEO – Link Building 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)

SEO – Google+ Local (public)

SEO – Content Creation Google has made it a top priority to deliver sites with highquality content to their users.

SEO – Content Creation (panelist example)

Blog posts created by Excalibur Insurance, on their site

SEO – Content Creation (panelist example)

Videos created by Excalibur Insurance, hosted on YouTube

SEO – Social Media Having a social media presence of some kind will greatly help your SEO efforts.

SEO – Benefits of SEO strategy

89% experienced improved ranking of their website on Google and other search engines

SEO – More details in white paper & videos

https://www.csio.com/resources-tools/digitalmarketing/search-engine-optimization-seo

SEO – Google algorithm changes Each year, Google changes its search algorithm around 500–600 times Latest “named” major algorithm update was Penguin 4.0 in September 23, 2016

Keep an eye on Moz’s Google Algorithm Change History to stay informed: https://moz.com/google-algorithm-change

SEO – Google Analytics (and other tools) Measure your Success Monitor your Website’s Progress Identify Areas for Improvement

SEO – How do you measure online traffic?

Fairly even split between brokers measuring and not measuring their website performance

SEO – Google Analytics

SEO – Google Analytics (audience overview) 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

SEO – Google Analytics (queries) Keywords your site ranks for (on Google) The average position of your site, for each keyword

Click-through rate of individual pages

SEO – Google Analytics (queries) “Winnipeg insurance broker” keyword search

SEO – Google Analytics (landing pages)

SEO – Google Analytics (track results over time)

SEO – The Essentials 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

SEO – In Summary

How to Get Started with SEO?

CSIO Standards & Solutions

CSIO WEBSITE Members Section gives access to: • CSIO Forms • TSX Webinars (accredited)

Resources: •Articles, White papers •Videos •Twitter: @CSIO •Email: info@csio.com

Thank you for attending our Talk, Share, eXchange!

A link to the recorded webinar will be emailed to all participants shortly.

Stay tuned for the next TSX! Visit CSIO.com