2 SEO Strategies For Public Adjusters That Actually Work (You’re Probably Not Doing These)
SEO is like farming.
If you do it right today, it’ll feed you new clients in 3, 4, 5+ months from now.
But you have to watch out for rainstorms — you don’t want your fields to flood. Or the pests… you don’t want your crops infested.
This guide shares 2 tested SEO strategies specifically for public adjusters that will help feed you new clients for years to come (while helping you avoid the common pitfalls).
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Here’s How Your Target Audience Looks for Public Adjusters Online (AKA How They’ll Find You Or Your Competitors)
Let’s use an example that happens all the time:
Someone’s roof gets damaged during a hailstorm.
A week later they’re sitting on the couch watching Netflix with their dog. They pull out their smartphone and type in “hail damage insurance adjuster Denver.”
What do they see? This is what they see.
This is what’s called the Google Local Pack. We’ll get to this in the next section (hint: it’s really important).
What else might people be searching for on Google? Well, Google naturally gives us some insights.
We started typing in “Hail Damage Claim.” Then, Google automatically finished our query with the following results.
We’ll get to what this all means below. We promise you that we’ll come back to the screenshots above and explain them in detail.
The point of showing you this before giving you the 2 strategies?
The point is that people go to Google every single day with their problems. That includes public adjusting related problems.
And if you’re not strategizing for how you can get in front of these people, then you’re missing out.
Let’s jump into the details of the 2 SEO strategies for public adjusters.
SEO Strategy #1: Rank in the Google Local Pack
We talked about the local pack earlier.
But it’s important to understand what’s at stake. Here’s data on how many people search for the keyword “independent insurance claims adjuster Houston.”
40 people per month (or 480 per year) are searching for this EXACT keyword.
This is just one keyword… it doesn’t include variations like:
- “Insurance claim company Houston”
- “Insurance claim help in Houston”
- “Insurance adjuster Houston”
- “Public adjuster Houston”
Lots of people are searching on Google for problems that public adjusters can solve. And those public adjusters that rank in the Google Local Pack will dominate.
Let’s try another. This time for Chicago.
Same thing, the Google Local Pack shows up.
We see that 50 people per month (or 600 per year) are searching in Google for this EXACT keyword.
Again, this is just one keyword… This doesn’t include variations like:
- “Insurance claim company Chicago”
- “Insurance claim help in Chicago”
- “Insurance adjuster Chicago”
- “Public adjuster Chicago”
The lesson here?
People are searching for public adjusters. And they’re searching locally using keywords like “insurance adjuster in [city]”.
The first thing that shows up is the Google Local Pack. About 48% of clicks will go to one of the three businesses in the Google Local Pack.
If you’re not ranking in the Google Local Pack, you’re missing out.
How to Rank in the Google Local Pack
When determining which public adjuster should rank in the Google Local Pack, Google uses something called “ranking factors.”
Basically, ranking factors are just the different elements that Google is looking for.
There are over 200 ranking factors that Google is looking at when determining who to rank in the Google Local Pack.
What does this mean?
Ranking in the Google Local Pack isn’t super straightforward. It’s complicated. There’s not a 3-step process you can follow that will 100% work.
However, we do have some insider knowledge from Google.
We know that your Google My Business profile is the most relevant ranking factor when it comes to the Google Local Pack.
You can see that your Google My Business profile accounts for over 25% of the ranking signals.
How do you optimize your Google My Business profile? What are the important steps?
The answer is complicated. There are dozens of different strategies.
For the sake of time, we’ll talk about two really important strategies that a lot of public adjusters get wrong.
Step 1 To Ranking in the Google Local Pack: Choose the Correct Categories
Categories? What does that mean?
When we type in “public adjuster in [city]”, look at what happens.
We’ll start with Miami.
You’ll see that the main “category” is listed. And you’ll see that 2 out of 3 of the businesses that are ranking use the main category of “Loss Adjuster.” Interesting.
Let’s try New Orleans.
1 out of 3 businesses use “Loss Adjuster.” The other two are “Insurance Agency” and “Insurance Attorney.”
Let’s try one more. This time we’ll use San Francisco as an example.
Again, 2 out of 3 use “Loss Adjuster.”
See the common theme? When people type in “public adjuster in [city]” Google is giving preference to those businesses that use “Loss Adjuster” as their main category. You should probably do the same.
Step 2 To Ranking in the Google Local Pack: Comprehensively Explain Your Business in the Main Description Section
Keyword research is all about figuring out what words or phrases your ideal customers are typing into their favorite search engine to find the product or service that your business is offering.
Localized keyword research puts a spin on keyword research because it adds a specific location or area to the search.
Local keyword research is about figuring out what location-specific words or phrases those customers are typing into the search engine.
As you can see, you get a 750 character limit.
What do you write in this section?
- Explain the main services that your business offers.
- Use keyword-friendliness to match the language that your target audience is using.
- Be as comprehensive as possible. Instead of just saying “We handle claims in the state of Texas” you can say “We’re a team of public adjusters in Texas that handles many types of claims, such as tornado damage, hail damage, hurricane damage, etc.”
SEO Strategy #2: Highly Targeted Content Creation
Let’s go back to how people search for their problems.
To keep consistency, we’ll use hail damage.
When we start typing “hail damage insurance” into Google, it spits out recommended and frequent topics.
You can see some interesting things that people search, like:
- “Hail damage insurance claim limit time”
- “Hail damage insurance process”
What happens when we type in one of these keywords into Google?
All of the websites that are ranking for this keyword have created content that exactly answers this question!
The point? If your website does not exactly answer this question in a piece of content, then you have a 0% chance of ranking for this keyword.
And people typing in “Hail damage insurance claim limit time” are pretty likely to have a hail damage claim that you could make $$$ from.
However, your competitors are ranking. So they’ll win the business.
How to Create Targeted Content
First, you need to find all of the relevant questions and queries that your target audience is searching for.
There are hundreds.
Using a tool called SEMrush, we pulled relevant “question-based queries” that people are searching for that include the word “public adjuster.”
Some of them don’t make sense to write about. But MANY of them are keywords that, if your website ranked for, would add tons of value to your business. Consider the keywords in red:
- How to hire a public adjuster?
- Should I hire a public claims adjuster?
- Why use a public adjuster?
- What is an appropriate fee for a public adjuster?
- How much does a public adjuster charge?
- What does a public adjuster do?
These are all relevant questions that your target audience is searching for!
Second, you need to write the content.
We can share all the technical SEO stuff that you should add to your content when writing it.
But, at the end of the day, here’s what you need to do:
You need to write valuable content that comprehensively answers the reader’s question. Simple enough!
So if the question that the user asks is “should I hire a public adjuster?” then you should answer, as comprehensively as possible, why they should hire a public adjuster.
Not just “Yes, you should hire a public adjuster.”
But “Yes, you should hire a public adjuster. And here are 11 reasons why and evidence/data to prove it.”
Start Implementing These Strategies Today
As a public adjuster, SEO is like farming.
If you don’t sow the seeds today, you’re not going to get SEO leads one month from now… 3 months from now… 6 months from now…
Get started on it today!