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Agent to Agent: Change Up Your Blogging Strategy for the Best Results

By Charlie Downey
Downey Insurance Agency

It is no secret that the recent Panda and Penguin updates from Google have taken a toll on all websites and Internet marketing strategies. As an independent insurance agent, these updates have hit us just as hard as the next agency that has been focusing on SEO practices and blogging. In an effort to make our way to the top of the search engine results, our agency has been blogging on a weekly basis. However, in order to continue to do so, it is important to update and reorganize our blogging strategy since these Google updates have occurred. If not, the content and website could be penalized. That is the last thing we need after making time to create these blog posts!

Here are a few of the changes that should be made:

#1: Break the pattern. Google has been noticing patterns and penalizing sites with them. This may mean posting your blog on the same day of the week, using the same keywords and writing about the same topics. Break up your pattern!

#2: Avoid over-optimizing your blog. While optimization may have been a priority in the past, this has changed due to the recent Google updates. As a best practice, you should only be optimizing keywords once every eight to 10 posts.

#3: Change up the content. Are you constantly blogging about insurance policies? While this is great content, it doesn’t hurt to change it up every once in a while. Instead of focusing on “Massachusetts workers compensation” every week, think about other products to target for fresh ideas and information. Make sure you have a good mix of local content, advice, insurance-related content, general tips, etc.

#4: Focus on quality, not quantity. Avoid quickly writing five blog posts to throw up for each day of the week. Chances are, the quality is not great! Focus on writing quality content for your blog, even if that means once or twice a week. Quality content will be rewarded.

#5: Share your blog posts on social sites. Once you write a post, do not let it sit on your blog. It is important to post the link on social sites such as Facebook, Twitter, LinkedIn or even bookmarking sites such as StumbleUpon or Digg. By sharing the content, our sites have a much better chance of being seen.

From one insurance agent to the next: we understand that it may be hard to find the time to create interesting and unique content. We are insurance agents, not best-selling authors! However, setting aside an hour or two a week to blog about a local event or even an insurance policy is not too much to ask. By doing so, we will only be rewarding ourselves. So what are you waiting for? Be aware of the changes that both Panda and Penguin brought to the table and supercharge your blogging strategy this month.

Charlie Downey is the President at Downey Insurance Agency and has over 25 years experience in the insurance industry. After more than 70 years at its Massachusetts location, Downey expanded and opened offices in New Hampshire and Vermont. They are dedicated to serving the coverage needs of individuals, families and business all across New England.

August 27, 2012