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Arlo Gibb

Written by Arlo Gibb

How to Write an Effective Insurance Blog      [10 Steps]

 

Many have tried and many have failed in attempting to write effective blog posts, particularly within the insurance industry.

 

 

You see…

 

 

Most believe it is an opportunity to promote their business.

 

 

However, this couldn’t be further from the truth. If it’s all me, me, me then you are going to lose any visitors you attract to the blog post immediately.

 

 

It is a great opportunity to educate your potential customers though, and draw them in towards your insurance business by helping them answer the questions they are searching online.

 

 

This gets your foot in the door for when they make a decision about who they want to do business with.

 

 

In this article I will give you a goldmine of guidelines to follow so you can write effective blog posts to attract new insurance business.

 

 

 

1. FOCUS KEYWORD

 

If your aim is to get your blog post to rank in Google so that potential customers can find your insurance business when searching for answers, then you need to select a focus keyword for your blog post.

 

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 The focus keyword you select has to align with the topic of the blog and is what you want the article to rank for organically in Google.

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When selecting the focus keyword you must understand the precise intent of the keyword. If not, what you’re writing about and what you’re trying to optimise your blog article for may be conflicting and provide no value to the reader and confuse search engines such as Google.

 

 

A focus keyword made up of 3 or more words is known as a long tail keyword. Long tail keywords are a lot easier to interpret when it comes to establishing intent and also enables you to write blog posts that are very specific to attract hyper specific types of people looking for insurance.

 

 

For example: “Contractors public liability insurance explained”.

 

 

Tips:

 

  • Searcher intent is all about getting in the mind of the person that entered a particular keyword.What do they want? Why did they enter words in Google search in that order?

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  • When writing your blog post you have to keep the intent of the person searching this keyword at the forefront of your mind.

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  • The exact match of the focus keyword should be used within the first 100 words of the blog post and should be used naturally throughout the rest of the article but importantly, never over used.

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  • Purposely vary the syntax of the focus keyword throughout the body of the article (ie - "dog treats", "doggy treats", "treats for dogs").  Search engines understand if the wording is broken up and if you use variants or even synonyms.  This also enables the search engine to understand what the article is about in more context.

 

 

Read: 10 KILLER BLOG TOPICS TO INCREASE INSURANCE SALES

 

 

 

2. BLOG TITLE

 

Titles are what sell content.

 

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They represent the article in search engines, email and on social media. It’s what entices the reader to click on your article and is the make or break of a good blog post.

 

 

Tips:

 

  • Craft titles fewer than 65 characters long so that they don’t get cut short on the search engine results page.

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  • When possible, use the focus keyword as an exact match in your blog titles, however, this isn't crucial as long as the title is engaging and reflects the intent of the focus keyword and what the post is about.

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Read: SIMPLE FORMULA FOR WRITING KICK ARSE TITLES

 

 

 

3. LSI KEYWORDS

 

 LSI keywords are words and phrases with a high degree of correlation to your target topic.

 

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For example: Google's algorithm uses them to help determine content quality and relevance to the search term.

 

 

Tips:

 

  • For your focus keyword use at least 1 or 2 LSI keywords in every blog article.

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  • It is easy to find LSI keywords for any focus keyword, just search for the focus keyword in Google and scroll to the bottom of the page where it says "searches related to…".

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  • Using synonym variants is another great way also.

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From my keyword research, I like to group keywords that are directly related to the focus keyword I have chosen. This also provides frequently searched sub topics to concentrate on when writing the blog post, ensuring that I cover the topic thoroughly and increasing its chances in ranking well in Google.

 

 

Read: HOW TO FIND LSI KEYWORDS AND USE THEM TO BOOST SEO TRAFFIC

 

 

 

4. WHITE SPACE

 

 White space is the empty space on the page.

 

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It helps the reader focus on your content, not the clutter. Spaces between each paragraph or even each line of text, makes for easier reading. Space around images on the page draws the reader’s attention to them.

 

 

Tips:

 

  • When you blog, white space is your friend.

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  • Use a lot of white space. Don’t write more than 2-3 lines per paragraph. This makes the body of the blog post easier to scan and digest.

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  • Include sub headers, bullets, numbers and or bolding to make articles as easily digestible as possible.

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  • Sections can be as helpful to you, as the blogger, as they can be to your readers. For you, they force you to break your writing into chunks that represent the main points of your post. They serve as a great way to stay organised and make sure that each piece of information in your post is living under the right section.

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  • For your readers, section headers on the page make it easy to comprehend those main points.

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Read: WHAT IS WHITESPACE AND WHY DOES IT MATTER

 

 

 

5. WRITE

 

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Tips:

 

1. Write an introduction (and make it captivating).  Hook them with the first sentence and keep their attention.

 

2. Write the draft/outline of the blog post.

 

3. Write all of your blog post content and provide examples specific to your potential customer (play with analogies). Make every word, phrase & sentence count, use simple yet precise words and shorten your sentences if possible.

 

4. Check the visual appearance of your copy.

 

5. Check your logic and end with a punchy conclusion.

 

6. Edit/proofread your copy and fix formatting.



Read: 9 TIPS FOR MAKING YOUR WRITING MORE INTERESTING

 

 

 

6. INTERNAL LINKS

 

Internal links are links that go from one page on your website to a different page on your website.

 

 

Tips:

 

  • Link to other internal sources on your website that are relevant to the topic you are writing about. One of the benefits of internal linking is that it improves user engagement on your site.

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  • Content links are a strong signal to both the search engine and the user that the content you’re linking to is really good. Readers want that. Therefore, internal linking is helping the reader and your Search Engine Optimisation (SEO).

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  • DON’T use exact match keyword anchor text, for example if your focus keyword is “public liability”, don’t link the text “public liability” to an internal or external webpage. Exact match anchor text can look unnatural and cause the blog post to be devalued when indexed by search engines.

 

 

Read: THE SEVEN COMMANDMENTS OF INTERNAL LINKING

 

 

 

7. EXTERNAL LINKS

 

External or Outbound links are links that point to another website that is not your own.

 

 

When you link out to related sites, it not only helps the search engine to understand your niche, but also helps to increase the trust and quality of your site which plays a vital role in your blog’s SEO.

 

 

Tips:

 

  • Only link to credible resources which have a high domain authority, are highly relevant to your blog post and that will be of great value to your reader.

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  • Vary external links and don’t use the same links often. Avoid overused sites such as Wikipedia, Chamber of Commerce, Ask How, Google, etc.

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  • Again, DON'T use exact match keyword anchor text.

 

 

This doesn’t mean you have to link out to your competitors. For example: the link below is an external link to a resource that is of great value to helping you understand external links. You will notice that this blog post links out to a lot of valuable resources.

 

 

Watch: IS EXTERNAL LINKING GOOD FOR SEO?

 

 

 

8. META DESCRIPTION

 

Meta descriptions provide accurate summaries of web pages. They commonly appear underneath the blue clickable links in a search engine results page (SERP).

 

 

Like your blog title, they are also extremely valuable for enticing searchers to click on your blog post when searchers come across it in the likes of Google’s SERP.

 

 

Tips:

 

  • Write a meta description for your blog article using the exact match focus keyword and no more than 158 characters to ensure it is not cut off on the SERP.

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  • Avoid writing duplicate meta descriptions.

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  • Make sure the meta description is a very accurate representation of the blog content.

 

 

Read: HOW TO CREATE THE RIGHT META DESCRIPTION

 

 

 

9.USE IMAGES

 

Screenshots, diagrams, graphs, infographics, video, illustrations, etc, not only make your blog post look nice but are vital to engage the reader.

 

 

Tips:

 

  • Images visually break your text up to make it easy to scan. They can also help the reader understand your post at a glance.

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  • Stock image sites come in handy for easily sourcing images online and to ensure you aren’t plagiarising images. 

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  • Work with a graphic designer to create custom images for your blogs to make them stand out. This way you can also create a theme that visitors recognise and relate to your insurance brand.

 

 

Read: 8 DATA DRIVEN TIPS FOR USING IMAGES IN BLOG POSTS

 

 

 

10. CONTENT STRUCTURE

 

There are many ways you can structure a blog post and some perform better than others. Experiment with different structures, see what you find easiest to write and what performs best for you.

 

 

For example:

  • Lists

  • How to

  • Q & A

  • Trends

  • FAQ

  • Best of

  • Opinion Curated

  • Cheat Sheets or Checklists

 

 

Read: 12 TYPES OF BLOG POSTS TO DRIVE MORE TRAFFIC TO YOUR BLOG

 

 

So there you have it! 10 critical points to follow and help you get well on your way to creating effective blog posts for your insurance business.

 

 

To learn more about how you can attract potential customers to your website and convert them into qualified leads for your insurance business download our guide  “Website Enhancement for Serious Lead Generation”.

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