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Insurance Brokers SEO Analysis & Resources

Insurance Broker SEO Analysis AustraliaIntroduction

This is an analysis of the Search Engine Optimisation techniques and landscape in the Insurance Brokers industry in Australia with a particular focus on backlink analysis.

Summary

Our analysis suggests that the backlinks in this industry are dominated by affiliations such as partnerships, memberships and sponsorships. We found many industry bodies and ‘groups’ or ‘collectives’ of brokers which had websites and linked out to their member businesses. Further analysis is needed to see if other markets follow the same trends.

Data

We collected a total of 258 unique linking domains, 157 were from .au domains and 101 were from non .au domains.  The analysis is focused on the .au domains only.

Onsite Optimisation

While this analysis is primarily focused on backlink analysis, its helpful to get a sense of the degree of optimisation in the industry. We’ve chosen to use the very simple measure of homepage title optimisation rating on a scale of Not Optimised, Basic Optimisation, Well Optimised & Overly Optimised.

This industry has a fairly high level of competition which is reflected by a relatively high level of onsite optimisation (of the homepage title).

Onsite Optimisation Insurance Broker SEO Analysis

Link Reasons

This section looks at the reasons why websites in this industry give links. Small business backlink profiles are typically dominated by “Attribution Links” which are given for some reason not directly related to the target page (page being linked to) and “Self Created Links” which are links created by someone associated with the target page for the purpose of self promotion. Click the box below for further analysis of the link reasons.

Analysis of Link Reasons (click here)

Attribution (real world activity): 48

Attribution (online activity): 1

Self Created: 73

Value Exchange: 16

No Clear Reason: 5

Attribution Links

Standard Examples;

  • Operating a particular type of business that is trusted enough to be freely recommended by others (Business List, Discussion Mention, Review, Suggestion)
  • Being a part of an exclusive group (Membership Affiliation)
  • Being a client of or provider to a business that links to those on their website (Client – Provider Affiliation)
  • Being a partner or affiliate of a business that links to those on their website (Partner / Affiliate Affiliation)

Other examples;

  • Exhibited at an event
  • Participated in an event
  • Hosted an event
  • Owner won a business award
  • Business won a local radio competition
  • Made a high quality contribution to a website (could be considered ‘self created’)

Self Created Links

The ‘self created’ links in this analysis mostly consist of directories, both industry specific and general. We’ll explain more about those in the ‘directories’ section below.

Another type of self created link is where the business owns several different websites and then links those together.

Value Exchange

Value exchange links are typically given when a business sponsors or donates to a organisation or non profit and are awarded with a link on their ‘sponsors page’ or elsewhere on their website.

No Clear Reason

There were several links where the reason was not obvious. Most of these links appeared in the footer or sidebar and we are reasonably confident that they would turn out to be ‘Partnership / Affiliation’ links if investigated further.

Link Reasons Insurance Broker SEO Analysis

Affiliation Links

Affiliation links are those given due to some kind of affiliation between the source website (website the link is going from) and target website (website link is going to).

Analysis of Affiliation Links (click here)

We found particularly high instances of ‘partnership / affiliate’ and ‘donation / sponsorship’ links in this analysis.

Affiliation Link Types Insurance Broker SEO Analysis

Directories

Business directories are one of the most abundant link building opportunities on the web but many of them have very little to zero value for SEO. The gems that are definitely worth considering are those directories that are topically and/or locationally relevant to your business. This section looks at the directories discovered in this analysis.

Analysis of Directories (click here)

Our analysis turned up nine industry specific directories that you should consider. Note: not all of these directories will be relevant to all insurance brokers. The key is: [Directory name & link] – [Target Topic] – [Target Location] – [Design Quality] – [is the directory ‘followed’ or ‘no followed’] – [is there a cost]

  • Australia Car Insurance Directory – Automotive Insurance Providers and Brokers – Australia – Medium – No – Fully Free
  • Australian Online Finance – Finance – Australia – Low – No – Fully Free
  • Financial Services Directory – Financial Services – Australia – Medium – Yes – Fully Free
  • Go Hospitality – Hospitality – Australia – Medium – No – Fully Free
  • Get Informed on Insurance – Insurance – Australia – Medium – No – Requires Further Investigation
  • City Insurance – Insurance – Australia – High – Fully Free
  • Master Funds – Investment, Finance, Superannuation & Taxation – Australia – Medium – Requires Further Investigation
  • City Lawyers – Lawyers – Australia – Medium – No – Fully Free
  • Motoring Directory – Motoring – Australia – Medium – Yes – Once Off Cost
  • Professional Indemnity Insurance – Professional Indemnity Insurance – Australia – Medium – Yes – Fully Free
  • My Property Swap Directory – Real Estate – Australia – High – Yes – Requires Further Investigation
  • ATUG – Tradesman – Australia – Medium – Yes – Fully Free

For general business directories, see our Australian Business Directories master list.

Article/List Types

Links within articles and lists are usually the most powerful so it helps to know what types of pages are giving these types of links.

Analysis of Article/List Types (click here)

Article Types;

  • News Item (4) – mostly related to events, see the attribution link examples above
  • Guest Contribution (1) – an insurance expert contributing some information on a related website

Link List Types;

  • Business List (8) – labelled as useful links on related websites
  • Web Resource List (1) – this list was majority a ‘business list’ but also had some links to resources

 Article Types Insurance Broker SEO Analysis

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