As a title company looking to promote your services, you’re likely focusing much of your efforts around a website. In today’s digital age, it’s among the best ways to reach real estate agents, mortgage lenders, attorneys and bankers – in other words, the people interested in purchasing title insurance from you, your target audience.
But how do you go about making sure that your target audience actually finds your website? Is your title agency marketing strategy focused around more traditional means such as banner ads or billboards, or are you taking advantage of current digital trends?
A few weeks ago, we focused on how social media can benefit your marketing strategy. Today, we’re going even more direct: how search engine optimization, or SEO, helps promote your website to your target audience.
Search engines are a starting point for the vast majority of people browsing the internet. No less than 93 percent of all internet experiences start with a search engine, used as a tool to find helpful information quickly. Savvy marketers know that, and have tried to take advantage of the vast volume of searches by optimizing their website specifically to appear highly in search results of sites like Google and Bing. If you want to be sure people can find your title company online, optimizing your website for search engines is absolutely crucial.
Layers of SEO
Specific methods of optimizing your site for search engines range widely. On the most basic level, knowing what types of keywords your audience searches for is crucial. Do real estate agents search for “title insurance companies,” “insuring a title” or a third variation? Once you know the keyword or phrase resonating with your audience, begin optimizing your site specifically with that keyword in mind.
Second, regular new content is looked upon favorably by search engines like Google. Search engines use a process called “crawling” to look over every single page on your site and determine its relevancy; every time you add a new page, it prompts those search engines to crawl your site again, increasing its chances of ranking highly for specific keywords. As a bonus, you can easily optimize that new content (such as a new blog post) for one of the keywords you found in the first step.
Third, Google determines the relevance of a site in relation to a specific keyword in part based on how many other sites link to it. The more websites link to a specific page, the more of an authority it becomes in Google’s eyes, with determines specific rankings. As a result, building links to your site – which can be done by sharing links to your site on social media – is crucial if you want to rank highly.
Fourth, Google has placed increasing emphasis on responsive design to determine its ranking. Following the trend that 60 percent of all internet browsing is now done from a mobile device, the search engine determined that websites that cater to these mobile users are more helpful than those that don’t. As a result, a responsive website has become increasingly important to achieve good optimization.
The Importance of Ethics
But SEO is not a field in which “anything goes.” In the past, marketers sought to trick Google’s algorithm by methods like artificially building links through illegal services or “cramming” keywords into their sites as much as possible. Recognizing the issue, Google has spent the last few years continuously updating its algorithms to determine which marketers are trying to cheat the system, and punishing them heavily by dropping them or even eliminating them from the rankings.
The lesson is simply: it doesn’t pay to try to cheat the system. Instead, finding an ethical way to SEO that’s focused around relevant content (which just happens to be based on a certain keyword or phrase) that your visitors like enough to share and thus organically build links is the best way to go. Not only will you create a better website for your audience, you’ll also ensure that you won’t ever be punished for circumventing Google’s rules.
Are you interested in marketing your title company to potential clients via SEO? If so, don’t hesitate! Contact us today to get a consultation on how your website can be optimized.