When looking for new ways to reach a digital audience, agents and insurance companies don’t need to look any further than their Momentum Edge agency profile. Here’s why.
Why SEO Matters More Than Ever
Consumers are increasingly using digital tools to research insurance before they engage with an agent or carrier. According to the 2025 J.D. Power U.S. Insurance Shopping Study, more than half (57%) of auto insurance customers actively shopped for a new policy in the past year, the highest rate recorded in the study’s 19-year history, and many shoppers begin their search online using digital channels before contacting an agent or carrier.
This trend shows that visibility in search results is now a crucial part of being discovered by potential buyers. Search engine optimization (SEO) helps independent agents, MGAs, wholesalers, and carriers appear where consumers are already looking — early in their decision process — increasing the likelihood of capturing interest before prospects move on to other options.
Off-Page SEO: Authority Signals That Matter
One of the most important parts of a successful SEO strategy goes beyond your own site. Known as off-page SEO, these tactics focus on activities that don’t involve your website at all — such as link building, content marketing, social media and reviews.
Off page SEO tactics work to increase your site’s domain authority, which ultimately impacts your ranking in search results. The higher your authority, the higher you rank. The higher you rank, the more likely it will be for someone to choose your link over someone else’s from search results.
One of the best ways to build your authority is through link building, or backlinks. Links to your website from other relevant, authority websites tell search engines that your site is legitimate. While it isn’t always easy to get third parties to agree to link to your website, Momentum Edge agents and insurance company partners have an advantage.
A Momentum Edge Agent Case Study
We recently interviewed an agent who understands the value of backlinks extremely well.
New agency owner, Ryan Hanley, spent the majority of his career on the marketing side of the insurance industry. As former CMO of Agency Nation, he produced numerous articles, videos and podcasts focusing on digital marketing strategies for insurance agents. When he later started his own agency, Rogue Risk, part of the SEO strategy for his agency was to get a Momentum Edge agency profile.
“It’s worth the backlink,” he explains. “What [the platform] is doing is helping push my website, Rogue Risk, further up the search rankings for any search term that I could potentially rank for.”
How a Momentum Edge Agency Profile Improves SEO
Whether you’re an independent agent or an insurance company, being listed on the Momentum Edge platform gives you a presence on one of the most popular insurance websites in the United States. That listing alone is a powerful way to gain additional brand visibility. But the benefits go well beyond visibility for agent and insurance company subscribers1.
1) Backlinks
As mentioned earlier, the backbone of an off-page SEO strategy is link building. It is also one of the more time-consuming and difficult things to do. Luckily, agencies and insurance companies with a Momentum Edge profile get a backlink to their website automatically. This backlink tells Google and other search engines that your website is legitimate and that increases your site’s domain authority.
2) Domain Authority
When it comes to backlinks, quality is better than quantity. A link from a high authority website affects your ranking more than lower authority sites. Search engines regularly crawl Momentum Edge pages, which helps profiles get indexed and refreshed more consistently. Our high domain authority helps strengthen the value of the backlink to your agency website.
3) Social Media Links
Your profile also contains links to your social media properties. Just as providing a backlink to your website from a high domain rating site helps your website rank, the follow links to your social media pages helps them come up for your brand name on page one of Google. Facebook profiles need links, too, in order to rank on page one.
Having your social media links in your agency profile will help your business show up in multiple search results. Texan Insurance is a case in point. When Googling this agency’s name, you will see them dominate page one with their various web properties, including their Facebook profile.
4) Keywords
Your profile contains words that you want to rank for, such as your specialties, products offered and states served. When consumers search for the type of the insurance they want, there’s a great chance your agency’s profile will be among the top results. Take Burr Insurance, for example. When searching for homeowners insurance in their geographic location, their Momentum Edge agency profile shows up on page one for those search terms.
And it doesn’t just work for insurance shopper traffic. Insurance companies that have an agent resource page on the Momentum Edge platform will come up for searches by agents as well. Check out this example for The Main Street America Group. If an agent types in “Main Street America agent resources” into Google, their resource page is number one on Google, followed by their other agent-relevant web pages!
5) Reviews
Momentum Edge agency profiles also contain consumer reviews, which are indexed by web crawlers. Consumer star rating appears in online search results, as shown in the agency profile featured below, building immediate brand trust with insurance consumers searching for your services. Even better — online consumer reviews optimize your profile’s searchability, giving your profile a notable ranking search boost over time.
(By the way, all reviews are routed through an internal review process before being published to your agency profile. Only favorable reviews are shared publicly, but we notify you via email of any reviews you receive, which you can also access anytime from your account.)
6) Content Pages
Momentum Edge publishes hundreds of keyword-rich content pages each month to help us rank for top insurance search terms (over 150,000 insurance keywords, in fact). One of the reasons we do this is to help our agents and insurance company partners reap the benefits. Rather than dedicating hours of internal resources to rank for these keywords on their own site, they opt to be featured on our content pages instead2. This way someone looking for flower shop insurance, for example, will be directed to one of our high-ranking pages and they will see Momentum Edge insurance companies and agencies who offer that type of insurance. We do all the work and you get all the credit!
Insurance companies and agencies need to recognize the importance of off-page SEO because the digital consumer is here to stay. Backlinks, social media and keyword content all play into a healthy off-page SEO strategy and Momentum Edge is dedicated to helping you get there with Momentum Edge programs for agencies and insurance companies.
1 Agencies with an Edge SEO subscription and insurance companies with a Level 1 Company subscription
2 Agencies with an Edge Preferred subscription and insurance companies with a Level 2 Company subscription
