NEWSROOM

Google’s Pagination Comeback: A Game-Changer for Insurance SEO

Search engine optimization (SEO) rules and best practices are constantly in flux. Staying on top of these frequent changes is crucial for insurance brokers and agencies to maintain a strong web presence. Recently, Google made a significant shift by reverting from infinite scroll back to the more familiar pagination in search results.
 
For those new to the concept, let's break down what this means, why the change was made, and how it could impact future SEO rankings for insurance brokers.
 

Understanding Pagination and Infinite Scroll

Pagination is a familiar concept for anyone who has browsed the internet. It divides content into separate pages (found at the bottom of each results page), allowing users to click through each page of search results.
 
On the other hand, infinite scroll continuously loads additional results as the user scrolls down, creating a seemingly endless stream of information. With infinite scroll the tried-and-true goal of SEO that was “ranking on the first page” was somewhat rendered obsolete as positions 11-20 largely saw an increase in click-through rates.
 
Let’s look at how the return to pagination will impact insurance brokers and agencies as well as discuss why Google reverted to begin with.
 

Why Did Google Remove Infinite Scroll?

Google initially introduced infinite scroll to enhance user experience by providing quick access to more results without having to click through multiple pages. This update also sought to make searching on mobile devices (which continues to see growth) more user friendly.
 
However, over time Google noticed infinite scroll also presented several challenges:
 

1. User Experience: While infinite scroll can be convenient, it can also be overwhelming. Users often found it difficult to locate specific results or remember where they saw certain information.
2. Technical Challenges: Infinite scroll demanded more resources from both users and servers, potentially leading to slower load times and increased data usage.
3. Navigation Issues: With infinite scroll, users lose the ability to easily bookmark or share specific pages of search results.
4. ADA Compliance Difficulties: The Americans with Disabilities Act (ADA) sets Standards for Accessible Design, requiring all electronic information and technology — i.e., websites — be accessible to those with disabilities. Infinite scroll made it challenging for users relying on keyboard navigation or screen readers to reach specific content or navigate back to previous sections. With Google’s recent SEO algorithm updates that have shown to favor sites that adhere to ADA site optimization, the fact that infinite scroll was not ADA friendly was a direct conflict of interest.

 
These factors influenced Google's decision to revert to pagination, ensuring a more structured and user-friendly browsing experience.
 

Impact on SEO Rankings and Insurance Brokers

The shift back to pagination brings with it some implications for SEO, particularly in how content is displayed and accessed:
 

• Visibility: With paginated results, the focus returns to the top pages. Websites that rank on the first page have a greater chance of being seen. For insurance brokers, this means optimizing content to appear on the initial pages is more crucial than ever.
• Click-Through Rates (CTR): The return to pagination could lead to higher CTRs for top-ranking pages, as users are more likely to click on results they see immediately. Enhancing SEO meta descriptions and page titles to capture attention can help improve CTR.
• Content Strategy: Insurance brokers should focus on producing high-quality, relevant content that addresses common queries and concerns of their target audience (employers, individuals, etc.). This not only improves rankings but also engages visitors effectively.

SEO Strategies for Insurance Brokers

For insurance brokers navigating this change, the key lies in refining SEO strategies to capitalize on the new structure of search results:

• Prioritize Keyword Optimization: Ensure your content is optimized with relevant keywords that potential clients are searching for, improving your chances of ranking on the first page. Our post about using keyword research to find great content topics for insurance agents can provide some great examples and tips of how to select appropriate keywords for your insurance content marketing development.
• Focus on Local SEO: Emphasize local SEO tactics to attract clients in specific regions. This can be achieved through location-based keywords and Google My Business optimization. Also remember to think about local event and community outreach, which can enhance your agency reputation locally and in turn enhance your company’s online appeal.
• Make Regular Content Updates: Keep your website content fresh and up to date. By regularly updating blogs, articles, and resource content, this signals to Google that your site is active and relevant, which in turn validates them sending search traffic your way.
• Be Conscious of User Experience: Improve your website’s usability by ensuring fast load times, ADA compliance and mobile-friendly design. A seamless user experience can enhance your site's performance in search rankings.

Final Thoughts on Google’s Pagination Comeback

In conclusion, Google's transition back to pagination presents an opportunity for insurance brokers to reassess and enhance their SEO strategies. By focusing on visibility, optimizing content, and improving user experience, brokers can effectively navigate this change, ensuring they remain competitive in the digital landscape.
 

About the Author: Kalup Alexander is Digital Marketing Director for The Word & Brown Companies. He holds a Bachelor of Arts degree in Media Communications and Marketing from Oregon State University and has been at Word & Brown since 2014.