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Get your Business Found on Google with Local SEO

January 25, 2022

BrightFire is one of the leading insurance web design and digital marketing providers in the United States.  In this episode, they will share what you need to do to get ranked on Google in your local market. 

What is Local SEO

Local SEO is your chance to get found by local consumers who prefer to work with local insurance agents instead of the large call centers or corporate insurance agencies.

According to Bob Whitis, the Director of Operations at BrightFire, the goal of local SEO is to improve the visibility of your business for local consumers who are searching online for the services your business provides. Local SEO is different from national or global SEO in that the search engine sees the intent of the search as local and serves localized results.

This all begins with the search and whether the search engine thinks the intent of a search is local or not. Google and other search engines treat some search terms as local and treat other searches as not having a local intent.

How does Google determine local rankings:

  • Relevance – Relevance is a gauge of how well Google thinks your Google Business Profile data matches a given search. This is one reason why it’s so important to have a verified Google Business Profile.  Make sure you fill it out completely and accurately.
  • Distance – Distance considers your business location compared to the location of the person doing the search. Sometimes this may be explicitly stated in the search by including a city name. Other times Google may use the data they have about the person doing the search.  This includes when the person didn’t include a city name or other local identifier in their search.
  • Prominence – Prominence is a measure of how well-known a business is. When it comes to this aspect of ranking factors, Google uses the information it finds about your business from across the web.  These searches can include other websites that link to your website, online articles about your business, and online business directories that your business is listed in. The best approach for the typical local insurance agency to build prominence with Google is through local listings or local citations.

Other things to consider to Rank on Google:

  • You need a website that is properly built with respect to SEO. – Without doing a deep dive into SEO as far as how to build your website, you need to be mindful of page titles, headings, meta descriptions, structured data, and text content.
  • Set up your local listings. Use the big-name directories like Facebook, Yelp, Bing, Apple Maps, Superpages, and Yellow Pages.  There are many other smaller directories you should also consider. 
  • Keep in mind that it can take time to build momentum and prominence in Google. Many agents are looking for a quick fix to be number one in Google by tomorrow.  This solution doesn’t exist as far as SEO is concerned. However, once you implement these strategies and stick to them, your visibility and lead generation will grow over time. 

3 Takeaways from Today’s Episode:

  1.  When it comes to SEO, don’t try to rank on a national scale. Focus on becoming the top agent or agency in your local area. As the industry becomes more competitive, this stuff really matters.
  2.  To succeed in 2022 and beyond, you need to be collecting and responding to online reviews. It’s important to respond to these reviews, whether positive or negative, as quickly and professionally as possible.
  3.  Managing a website and local SEO is no simple task, so if you’re looking for a partner to manage all of this for you – we have your back.

As part of our partnership with BrightFire, they are offering $50 in account credit to any agents who enroll. Visit www.brightfire.com/thebrokerageinc for pricing and to see what’s possible with BrightFire.

And remember we have a complete library of podcasts to help you grow your business. You can listen to all of our Broker Link episodes in our Podcast library here!


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