Link Building for Insurance Mutuals

Link Building is the strategy focused on obtaining external links (called backlinks) that point to a website, and it is carried out with the aim of being considered relevant in the sector by Google, a "reliable source of information," and positioning us in search results; that is why it is so important for SEO.

Link Building must be worked on for mutual insurance companies, car insurers, home insurance, life and health insurance, dental insurance, savings and investment insurance, funeral insurance, or the new online pet insurance... etc. as there is great difficulty in positioning without links, due to the high competition in the sector.

Working on Link Building will help you gain visibility, authority, online reputation, and improve the positioning of your insurance website.

By reading this article, you will learn about the strategies for Link Building for mutual insurance companies.

Let’s go!

Link Building for mutual insurance companies

Welcome to one of the most competitive sectors of Google searches in Spain, with searches like "home insurance" or "car insurance."

You will need powerful links of great authority to position, as most of these domains have high authority and are linked from pages with even higher authority.

It is clear that investment in Link Building matters in this sector.

Therefore, we will see how to work on Link Building to compete, and how to buy quality links to improve positioning and attract more potential clients to your insurance website.

The opposite of the statements made by John Mueller, Senior Analytics at Google, according to which links would be less important, highlighting that Google has been lying about these aspects for the past few years.

Analyze your insurance business competition

It is obvious that to surpass your competition you must first know who they are and what they are doing.

To start, you can search on Google for the keywords you intend to position and the first results that appear, that will be your competition.

Then analyze the keywords they have positioned and the backlinks of the competition.

Select metrics such as domain authority, percentage of dofollow and nofollow links, types of anchor texts, etc. All this information will be very helpful when developing your Link Building strategy.

There are tools to conduct the analysis, some of which offer a free trial version, but if you don’t have time and all this sounds a bit foreign to you, you can hire the link study service from Unancor.

In which we offer you a complete analysis of the websites that are linking to yours, the backlink profile of your competition, among other important data and metrics.

And.. What is a backlink?

It is a link included in an external domain that leads directly to our website. The quantity and, above all, the quality of these links carry a lot of weight when it comes to achieving the best positions in search engines.

Types of backlinks

When we talk about backlinks, you should know that not all of them hold the same value for SEO purposes. This is where the different types of links come into play: dofollow, nofollow, and sponsored.

Dofollow links are those that transfer authority from the site that contains them to the linked website, while nofollow indicates to Google not to follow the link and therefore does not transmit that authority, although you should consider them as they add naturalness and balance the link profile of your insurance site.

Authority equals quality

Domain authority is a score assigned to a website, compared to other websites. To evaluate a domain's authority, Google relies on factors such as domain age, or the quality and quantity of backlinks.
A quality link is one that has authority and comes from a website in the same niche as yours. Link Building strategies for mutual insurance companies must have quality links to be effective and avoid potential penalties.

For example, obtaining backlinks from other insurance mutual websites will give greater authority and relevance to yours.

This will increase the DA of your website, visibility, online reputation, brand recognition, and with all this, positioning. You will also gain more opportunities to generate clients and sales.

At Unancor, we provide you with the means related to yours to publish articles in quality digital media and buy quality links.

It’s very easy, you just have to register, fill in your business details, and our affinity tool will offer you the best blogs and media for your insurance website.

Guest Post

Another way to increase the authority of your insurance website is by obtaining quality links through collaborations with other blogs.

For example; your insurance website should have links from another page of an insurance company.

To obtain these links, look at the blogs of other insurance websites (an example could be the blog of Caser insurance), and write to them proposing a guest article on their blog.

This Link Building strategy is called guest post, and by doing it, you will obtain a good link for your website. Through a guest article, the authority of your website will increase.

Optimized anchor text

Anchor text, or link text, is the visible text of a link that can be clicked.

The anchor text should inform the user of the destination they will be sent to when they click on the link, so using the ideal anchor text will increase the chances of users interacting with it, in addition to being a signal of semantic relevance for Google.

Keywords in the anchor text are a signal to Google about the topic of the linked content.

It should be brief as much as possible, and it must show some relation to the content it links to. Not too generic to avoid not saying anything to the user about the destination they will reach by clicking on it.

Be creative and do not always use the same anchor text, over-optimizing it with the same keywords all the time is just as bad as filling it with phrases like "Click here."

Internal Linking

Interlinking or internal linking is the connection between links on the pages of a website, aimed at providing information of interest to the user.

This is done through an anchor text, also known as link text, which is the word or words that when clicked direct you to the new page.

It is crucial for authority to be distributed correctly within your insurance website. When obtaining links, it is important that the strength gained is distributed properly.

For example, if you want your page "home insurance" to improve its positioning, you can direct internal links towards it to gain strength.

If your internal linking is not well optimized, the strength of your website will be wasted on less important URLs that you do not want to position.

Internal linking also improves user experience, as an internal link serves to indicate to the user that there is another related page that may be of interest to them.

This way, you respond to the visitor's needs and improve their navigation and, therefore, the user experience. This benefits SEO positioning.

Therefore, before starting with Link Building, make sure to have good internal linking on your insurance website.

Collaborations with other insurance agencies

Collaborate with other insurance companies. This can include partnerships with insurance broker agencies, specialized in insurance...

Collaborations can result in the creation of joint content, such as webinars or live sessions on social media, providing you with quality links.

You will find websites that are insurance comparators, such as "Rastreator," which compares insurance, energy, mortgages, telephony, and other products.

Here you will find all the insurers and their contact details for collaboration.

On-Page SEO Hand in Hand with Link Building for Mutual Insurance Companies

In this highly competitive sector, On-Page SEO optimization goes hand in hand with the Off-Page SEO aspects mentioned earlier.

And betting on content and optimization within the page will be of great support. It is about creating valuable content that can be linked by other blogs or shared on social media.

• Conduct a specific Keyword Research to target related keywords and less competitive long-tail keywords through blog articles. For example: Does hail cover damages to my car?
• To find more related topics to target, rely on Google’s sections, "More questions" and "Other people also search for" which are related searches made by other users.

Share your content on social media

By sharing your content (links) on your social media, you are promoting Link Building as it increases the possibility that your followers will read and share it.

It is a way to obtain organic links through social media.

Product landing page that converts

• If you look at insurance websites, they all have at first glance on the homepage, a call to action (CTA) that is a "we call you" and a calculator to "calculate your home insurance". When a user arrives at the website, they can calculate the online budget for the perfect home insurance without needing to scroll. This is an optimal user experience. Therefore, when designing your website, keep in mind that before taking any Link Building action, you must have the website optimized to convert users into clients.
• You must include the coverage of each insurance and also consider that the simpler and more intuitive the website structure, the better, as it will be more likely that users navigate on our site for longer, which is a SEO positioning factor.
• Another element that mutual insurance websites also have is chatbots. This form of interaction generates great results, as the user can have someone solve their possible doubts, so that they finally purchase the insurance.
• And of course, the insurance website should display correctly on all types of devices.
  
• Something that is repeated on insurance websites is the frequently asked questions section, and it is normal for the user to have doubts before purchasing the insurance they need.

Which insurance to choose?, How can I calculate the value of my home and furniture?, Does my home insurance cover the ceramic hob?...

EEAT and Link Building for Mutual Insurers

EEAT stands for "Experience, Expertise, Authoritativeness, and Trustworthiness," which translated into Spanish would be: Experience, Knowledge, Authority, and Trust, and it is a set of premises that Google uses to determine the quality of a website.

When we talk about Link Building, we cannot skip EEAT. It is vital for the authority and reputation of a site, as Google positions and values links from reliable sources.
That is, if the websites that point links to your site have a good reputation, Google will understand this as a sign of trust. Therefore, the links you obtain to your insurance website must be of quality to provide authority and relevance.

Local SEO for Insurers

Although the user's search for purchasing insurance starts on the Internet, it usually ends up purchasing at the closest agency.

If your insurance agency has physical locations, you should take advantage of the benefits offered by local SEO.

Create, if you haven’t done so yet, a Google business profile (Google Business Profile) and keep the listing updated with the physical location data and contact information, such as phone number and website.

Add the main category and business information, as well as images of the premises, updates about your services, including the service URL.

And above all, ask your satisfied clients for positive reviews as they are a sign of trust for the user. Since before purchasing the insurance in question, they will research your business. That is why reviews are so important; they generate visibility, credibility, and transparency, which influences visibility, reputation, and SEO positioning.

You can also create profiles on local directory websites.

Link Building Recommendations for Mutual Insurers

• Starting with an SEO audit will help you get off on the right foot with the entire strategy, and you will know where your project stands and what improvement actions need to be taken.
• Choose very well the medium from which you want to obtain the link; it should be from the same niche to appear as natural as possible.
• The link should be hosted in a text of the same theme or related to the article.
• Always quality over quantity; having many links from low-quality sites (poor SEO metrics) is of no use to you. Prioritize obtaining a few high-quality links from relevant insurance websites.
• Anchor text that shows some relation to the content it links to.
• Use the highest possible percentage of dofollow links.
• Optimize your website's loading speed to avoid users abandoning your insurance site. And of course, good hosting is crucial.

Unancor, your support in Link Building for Mutual Insurers

If you have made it this far, you will have seen that Link Building is a key factor to consider if you want to position your insurance website, as it increases authority and online reputation of the site, which is beneficial for gaining the trust of Google and your potential clients.

Improves SEO: Incoming links are one of the most important factors for improving positioning in search results (SERP).

Generates referral traffic: Links from relevant sites not only improve your positioning but can also attract direct traffic from users interested in insurance services, thus increasing your business opportunities.

At Unancor, we advise you, we talk, you tell us about your project, and we design a proposal for media related to your business according to your budget.

We look forward to hearing from you!