In the insurance industry, attracting customers through websites has become as crucial as face-to-face sales. An essential component of this digital strategy is Search Engine Optimization (SEO). However, SEO in the insurance sector requires attention to specific details due to its unique challenges.

In this article, we will explain the importance of SEO in the insurance industry and discuss key points and considerations for SEO strategies within the YMYL (Your Money Your Life) categories.

The Importance of SEO in Insurance Industry

Recently, more companies in the insurance industry are focusing on generating traffic through their websites. SEO is indispensable in this context, but why is it particularly critical in insurance?

Insurance Falls Under YMYL

One reason SEO is vital in insurance is that it falls under the YMYL (Your Money Your Life) category. YMYL refers to content that can significantly impact people’s life or financial stability. According to Google’s Search Quality Evaluator Guidelines, such content is held to higher standards because of its potential impact.

It is mentioned in Google’s officially released Search Quality Evaluator Guidelines, and was advocated to improve the quality of content in search results. Genres included in the YMYL area have significant influence, thus Google’s evaluation criteria become stricter.

In the insurance sector, this means content must meet stringent criteria for reliability and safety.

>> Related Article: What is YMYL? Target Genres and SEO Strategies

The Role of E-A-T in YMYL

In YMYL, “reliability” and “safety” are emphasized. What must be considered here is E-A-T. E-A-T stands for “Expertise,” “Authoritativeness,” and “Trustworthiness,” and it is one of the criteria used by search engines to evaluate websites.

These three elements help a site be recognized as a high-quality source by search engines, particularly vital in sectors like insurance where E-A-T-focused content creation is essential.

Related Article: What is E-A-T? Why Google Values It and How to Address It

The Relationship Between YMYL and SEO

In industries like insurance that fall within the YMYL category, “reliability” and “safety” are crucial. Just as a searcher would trust content about medical symptoms written by a doctor over a personal blog written by a layperson, search engines strive to rank reliable information higher.

Therefore, in the YMYL areas, evaluations depend on whether the content is trustworthy. Of course, the information must be reliable, but it is also important that it is understandable for users. For example, if content is filled with too much jargon, users may not comprehend it and could leave the page.

Thus, the key is creating content that is not only trustworthy but also user-friendly.

Understanding the Significance of Google’s Updates on YMYL

The concept of YMYL was introduced in 2018 and is relatively new, but why has it become so important?

History of Google Updates Related to YMYL

Google has implemented numerous updates, all aimed at improving the accuracy of its search engine. Among these, several updates have specifically targeted the quality of content related to YMYL.

Panda Update

Targeted at eliminating low-quality content, such as copied pages or auto-generated content.

Freshness Update

Prioritizes newer, more relevant information.

WELQ Update

Demotes unreliable sites, such as those spreading fake news, while promoting sites with high expertise and trustworthiness.

Related Article: What is Google’s Algorithm? Updates and Specific Factors [2021 Latest Edition]

The Background for the Emphasis on YMYL

Due to numerous updates, higher quality content now tends to rank higher in search results. Especially in categories that significantly affect people’s lives and finances, it’s crucial that only high-quality content is displayed. Hence, search engines have set stricter evaluation criteria for sites within the YMYL categories to aim for more accurate search results.

SEO Strategies for the Insurance Industry, a YMYL Category

So, what SEO strategies should be implemented in the insurance industry, which falls under the YMYL category? Let’s discuss some key points for effective SEO in insurance.

Earning a Good Reputation

Gone are the days when low-quality sites and information could rank well. Due to Google’s algorithm updates, the reputation of a site has become an increasingly important factor in rankings.

In today’s internet age, reputations can be scrutinized from anywhere, making it crucial to establish a good reputation.

Enriching Site Information

By disclosing ample information on your site, you can promote it as trustworthy. For example, you can include information about the site operators, contact details, and support information.

Beyond disclosing information, creating pages for privacy policies and terms of service is also vital. Enrich the information on your site to offer reassurance and build trust with users.

Clarifying Author Information

In YMYL categories, it’s important to specify who is providing the information. Clear authorship details can reassure readers and build trust. 

This could involve creating profile pages for authors or linking to their blogs or social media.

Clarifying not just who, but what kind of person is providing the information, can further enhance users’ comfort and trust.

Setting Up Inquiry Forms

YMYL areas are often complex and can be challenging for the average user to understand. Therefore, setting up inquiry forms and customer service can be beneficial.

Inquiry forms serve not only for user questions but also as a channel for third parties to notify if there are any errors or unclear information. Thus, having a point of contact through inquiry forms is crucial.

Involving Expert Supervision

In YMYL areas, where expertise is required, having content supervised by appropriate experts can enhance E-A-T, which in turn, can improve how search engines evaluate your site.

Adding expert supervision also ensures the accuracy of the information, which can reassure users. Therefore, actively engaging with experts to oversee content is crucial for effective E-A-T implementation.

Referencing Information from Official Bodies

In YMYL, information backed by credible research or data is highly valued. If getting expert supervision is challenging, reference information from official bodies and clearly cite these sources to enhance the accuracy of your content.

It’s important to explicitly show users why the information on your site is accurate and trustworthy, using references from credible third-party sources.

Updating Information Regularly

As with Google’s Freshness Update, the freshness of information is now a significant ranking factor. Always keep your content updated, especially in fields like medicine or finance where updates are frequent.

The accuracy of content is vital not just in terms of who and what, but also when. Information should be as current as possible.

Specifying Publication and Update Dates

Related to the importance of freshness, it’s crucial to specify the publication and update dates of content. This not only informs search engines about the timeliness of the information but also reassures visitors to your page about its currency.

Thus, always date your content when creating or updating it.

Implementing SSL

SSL, which encrypts internet data communication to enhance security, is increasingly being adopted across all websites. SSL-certified websites are highly regarded by search engines as trustworthy.

Additionally, some browsers issue warnings when accessing non-SSL sites, which can lead to user drop-offs. Therefore, implementing SSL is essential.

Related Article: The Advantages and Disadvantages of Implementing SSL

Creating and Verifying Content that Meets User Needs

In SEO, not limited to just the YMYL areas but applicable across various sectors, it is crucial to create content that meets user needs. Content that does not address what users want to know will not be recognized as high-quality by search engines.

It is also essential to check whether existing content still aligns with current user needs. User needs evolve over time, so it’s important to regularly reassess whether past content remains relevant.

This is especially critical in YMYL areas, where information updates are frequent.

Registering for Google My Business

For insurance companies with physical locations, using Google My Business can be very effective. This service allows businesses to post their address, operating hours, photos, announcements, and news on Google Maps.

Registration requires verification from Google, but because it places your business in a highly visible location and demands accurate information, it can help build trust with users. When people search for keywords that include a location, Google Maps often appears at the top of the search results, and Google has been increasingly focusing on this type of local SEO (MEO).

Related Article: Google My Business as a Powerful Tool for Attraction! Benefits and How to Register

SEO Considerations for the Insurance Industry

In the YMYL domain, like the insurance industry, it is crucial not to dilute the site with themes that do not belong to the YMYL category. Mixing less critical topics with sensitive ones like insurance can confuse Google about the site’s focus.

A YMYL site needs to specialize and be perceived as reliable. Including multiple themes can confuse users with a mix of information.

Current State of SEO in the Insurance Industry

In Japan, major life insurance companies are generally behind in their web strategies. LifeNet Life Insurance and Aflac are significantly ahead in their web strategies. 

LifeNet, a direct net life insurer that operates without insurance agents, continues to lead in the industry’s web strategy, maintaining top rankings for major keywords like “insurance.”

Foreign companies, including Aflac, Gibraltar Life Insurance, and Orix Life Insurance, are also investing heavily in SEO and web marketing. 

There is anticipation for a comeback from Japan’s established insurance companies.

Summary

The insurance industry has increasingly moved towards digitalization, making internet marketing indispensable. While SEO is essential for all web marketing, YMYL-focused SEO is particularly critical in the insurance sector. Although Google’s standards are stringent in YMYL areas, proper strategies can lead to the creation of high-quality content. It’s vital for insurance industry websites to address users’ concerns with accurate and helpful information.

Author Profile

International Web Consultant Paveena Suphawet

A trilingual professional in English, Thai, and Japanese, she has numerous achievements in international SEO. She studied the latest IT technologies at Assumption International University, Thailand, and majored in International Business at the University of Greenwich, UK. Following her tenure at ExxonMobil’s Thai branch, she became a key member of Admano from its establishment.

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