Why should insurance agents and companies care about bounce rate and what in the world is it? 

Insurance companies should care about bounce rate because Google does. Bounce rate is defined as “the percentage of visitors to a particular website who navigate away from the site after viewing only one page.” It basically means the visitor either found what they were looking for and left or didn’t like what they saw and went to another website.


Google has a wonderful articles about this topic. Here is the link: https://support.google.com/analytics/answer/1009409?hl=en They define a bounce as “a single-page session on your site.” Why does it matter? Because Google wants to show the best sites at the top of their search results to stay on top of the search engine market. They have determined the following metrics as vital to determining what site is good and which site stinks:


  • Bounce rate – How many people leave your site without taking any action? If the majority of the public leave your site without clicking on any pages, it must be a bad site and the rank should drop.
  • Session time – How long do people stay on your site? The longer, the better. That is why videos are great to use on websites as well as solid content people like reading. Make the article intriguing right from the start.
  • Back links – The number of people who reference your website on theirs makes a difference.
  • Page Views – How many people view your page


There are many others but those are some big metrics Google looks at when ranking your website.


What is the target bounce rate for an insurance website?  


A website with a 26% – 40% bounce rate is excellent. This means that roughly 7 out of 10 people who visit your website click a link and go deeper into the site. That also means they are interested and want to learn more. Google rewards this with better ranking.


How Can I Get A Good Bounce Rate? (5 Simple Steps)

  1. Know your current bounce rate – Ensure your site has Google Analytics installed
  2. Look at your bounce rate from Audience Overview, Channels, All Traffic & All Pages report on Google Analytics
  3. Build a new version of your home page (or the page that has a high bounce rate) and do A/B variant testing through Google Experiments
  4. Make the website about the visitor instead of about the company. Talk about their issues they are experiencing instead of what you have done. People care about themselves and the more you make the website about them, the more they will click on your website and call you.
  5. Test. Test. Test. Try different ideas. Check out the competition. Put yourself in the shoes of a potential client and build a website page based on that view – not your own. Test out the methods and launch what works the best.


By working on your bounce rate, you both make your website better for your clients (and potential clients) as well as enjoy better rank. It is a win-win.


For more information on bounce rate and how to increase your rank, call Dan at (800) 932-8242. He will provide you with a free evaluation of your website and bounce rate along with very specific ideas of how to increase you new cases.

The Truth About Backlinks-Straight From Google

Backrub…the original name of Google. Did you know? Backrub refers to backlinks – a link from one website to another. It is what originally separated Google from the rest of the search engines.

Why is this important? Because it is one of the most ignored methods of online website marketing today. To read more about the history of this, please read this article by Nathan McAlone from the Business Insider: http://www.businessinsider.com/the-true-story-behind-googles-first-name-backrub-2015-10

A client sent us this email recently:

I do have a follow up question about something we discussed before. I have read about the importance of back links. In these articles, the authors stress the need to ensure that all back links have the exact same address and business title as the website. Even down to the use of the word “Suite 200” versus “Ste. 200”   In your experience, how important is this?   Is this just an attempted selling point by certain website hosting companies?  Does your company take steps to ensure this is done?   – S.

Here was our response:

That is a great question. Don’t be fooled by this kind of tactic. Google, and the other search engines, look at the big picture not this kind of detail that is ignored by the search engine.
A backlink is a link from one website to another. Google’s biggest concern is having relevant backlinks. For example, if your site is linked to a German Dog Food company, that is not a relevant backlink. If your site is linked to your Facebook page, that is a deeply relevant backlink.
If you don’t “disavow” the bad backlinks, your site could get penalized. Here is Google’s article about that:
There is no place in that article, or in our studies, that states that your address is tied to backlinks. The information you provided seems to be a ploy to scare and confuse. 
We follow best practices in regards to SEO and are constantly studying the latest methods to improve your website for your visitor. We have found that the longer someone stays on your site, the deeper they go into your site and the more ways they can find it across the internet – the better your rank will be.
We look forward to working with you.



Google, and the other search engines, look at the following criteria when evaluating your website:

Bounce Rate :

The rate at which people bounce off the website without clicking a link

Session Time :

Average time people stay on your site

Backlinks :

How many relevant links you have pointed to your law firm website

Content :

How fresh and relevant is your content

Compliance :

Is your site mobile and ADA compatible


The search engines review this criteria, and some other metrics, and compare it to your competitors. An Only Insurance Website which follows the rules best and beats their competitors on these metrics will be at the top of search engine results.


The bottom line: Google stays at the top of the search engine game not through tricks or magic but because it produces the best results for their visitors. If you want your site to be at the top, make it great for people visiting your site. Have a lot of relevant, fresh and impactful content about the client – not about you. People care more about themselves and their own issues than about where you went to law school or how many awards you have.


Remembering to put the client first will ensure your site ranks high for years to come.


Welcome to WordPress. This is your first post. Edit or delete it, then start blogging!