Using AI to Improve Your Website's SEO for Insurance Agencies
Insurance agencies can boost their website's organic search traffic by using AI tools, especially Custom GPTs. These tools help create and optimize content that resonates with both search engines and potential clients. John Dietrich, Principal SEO Consultant at Stella Rising, shares practical advice on how to make the most of these technologies for insurance websites.
Content Creation in the Insurance Niche
When creating content specific to insurance, context is key. Tools like ChatGPT offer a feature called Custom GPTs that allow you to upload documents to provide background and style guidelines. This means every prompt you give the AI draws from your preferred writing style and industry knowledge.
To set this up, gather examples of your best content or client-approved posts, plus relevant industry insights and trends. Upload these as reference documents. This ensures the AI generates content aligned with your brand voice and professional standards.
Guidelines and Editorial Briefs
Along with uploading documents, you can provide instructions that the AI will use for every prompt. For example, specify words to avoid, preferred language tone, or experts to cite or exclude. Including brand guidelines helps maintain consistency.
Typically, you start with an editorial brief. You can use AI to create this brief based on your input. The brief guides the content creation process, outlining target keywords, article length, and key points.
Keyword Research
Keyword research still works best with dedicated SEO tools like Semrush or Ahrefs, which provide accurate monthly search volumes. However, if you lack access to these, ChatGPT's deep research feature can help find publicly available keyword data.
After gathering keywords, feed them back into the AI to generate an editorial guide. This guide will identify a main keyword, supporting terms, and suggest article length based on competitor analysis.
Creating and Updating Content
You can even create a Custom GPT solely for generating editorial briefs tailored to your preferences. Once the brief is ready, use another Custom GPT specialized in article writing to produce the content.
The quality of AI-generated articles has improved significantly, but human review remains crucial. A subject matter expert should verify accuracy, while an editor ensures clarity and style.
FAQs and Content Audits
Including FAQs is a smart SEO strategy. Google's "people also ask" section indicates what users commonly query. Adding a dedicated FAQ section or integrating questions into articles helps capture more search traffic.
Use AI tools to draft clear, concise answers to these questions. This approach works well both for new content and for updating existing pages.
Regular content audits are important. Check for outdated information, low-performing pages, or inaccuracies. Insurance regulations and industry facts can change, so keeping your content current builds trust and improves rankings.
Final Thoughts on AI Use
While AI excels at content creation and competitive analysis, it shouldn't replace human oversight. Never publish AI-generated content without expert review to catch errors or gaps.
AI tools are valuable for enhancing your SEO efforts, but they work best as part of a process involving skilled professionals who ensure your website content is accurate, engaging, and aligned with your brand.
For insurance professionals looking to explore AI tools further, there are excellent resources and courses available to help you get started, including options focused on AI writing and prompt engineering. Explore more at Complete AI Training.
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