As a business owner, you’ve probably heard the term search engine optimization (SEO) with regard to driving leads to your website. It’s not enough anymore to have a static website only. Insurance brokers need to adopt a solid SEO strategy to improve page rank so their site achieves the highest position in the top search engines. This is best and most effective way people will find your business!

Marketing experts agree that SEO is largely responsible for creating the maximum number of leads going to a website. So what SEO tactics should insurance brokers consider using for enhancing their lead generation? Here are a few you should implement to get quick results:

1. Quality content and offers. If you don’t already blog, you need to start! There are plenty of free online blogging sites (WordPress, Blogger) where you can set up a simple blog and link it back to your website. It should provide your readers with industry information and topics they desire and will want to share. The same goes for any offers you create. Perhaps you can write a white paper on, for example, how the Affordable Care Act has affected insurance brokers, and offer it on your blog and website. Quality content that your readers are looking for will keep them coming back to you as an expert! Content should center on a keyword phrase which will help you rank for SEO.

2. Create personas. Your SEO strategy needs to map to a specific audience. Think about your customers. What qualities make them unique? Start by choosing three or four different “types” of customers you have. Think about age range, possible interests, how they work, etc. Based on that, create content that these personas would find attractive. Drawing them in with content they care about will drive them to your website, where you can show them what you’re all about!

3. Don’t keyword stuff. Some people try rank for SEO and drive people to your website by stuffing keywords (often awkwardly) throughout their content. This is an ineffective method that immediately makes visitors think your site reads like spam. The best way is to mention one or two keywords within your content—that’s enough to fill the quota to rank for SEO. Just choose a natural search phrase once or twice and let it automatically fit in to what you are trying to say.

4. Engage social media. In addition to your website, you’ll want to take advantage of all the ways you can reach customers, including having a presence on social media—Facebook, Twitter, LinkedIn, or other social networks. People use social media share their interests with their friends and contacts; you want to make sure you and your business are part of that conversation. Your social media presence can benefit your SEO because it gains recognition for your site and its content.