Talk, Share, eXchange Increasing Your Online Presence
April 28, 2015
Agenda Changing Customer Behaviour Online
Mobile Web SEO (& Social Media) Google Analytics Q&A
Broker Panel
TSX - Increasing Your Online Presence
Jason Galon
General Manager Galon Insurance Brokers
Tyler McDougall
Marketing & IT Coordinator Rhodes & Williams 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
And are using direct writers to do so‌ 28% Direct Writers 72%
Everyone Else
The Mobile Web
Why implement a mobile website? Google favours mobile-friendly sites (April 2015 algorithm update) Enhanced customer experience Added convenience
VS.
Website
GalonInsurance.ca - Mobile
Website
RhodesWilliams.com - Mobile
Survey Results
Does your brokerage have a mobile website? 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% 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
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
SEO…. By the Numbers
SEO
Organic vs. Paid SEO
SEO
Keywords
Insurance Brokers *From Google AdWords Keyword Planner
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 highquality 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
What benefits have you gained from your SEO strategy?
89% experienced improved ranking of their website on Google and other search engines
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
How do you measure your brokerage’s online traffic?
Fairly even split between brokers measuring and not measuring their website performance
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
In Summary
The SEO 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
In Summary
How to Get Started with SEO?
CSIO.com
Learn More… RSVP to our 2015 Members’ Meeting!
Resources: Broker Corner
Advisory Centre
SEO white paper & videos
Twitter: @CSIO Email: info@csio.com
Questions
Questions?
Thank you!
Thank you for attending our Talk, Share, eXchange!
We’ll email you a link to the recorded webinar.
Stay tuned for the next TSX!