Google Compare Has Launched in California
As we discussed back in January, Google was set to enter the online auto insurance market in the first quarter of 2015. Right on cue, on March 5, the search giant threw their hat into the ring and officially launched their auto insurance comparison tool, Google Compare for Auto Insurance.
The program is currently only available in California, but Google plans to roll it out to additional states in the future. We can reasonably assume that Google will collect data on how the program goes over in the CA market before rolling out to other states, but only time will tell.
Google Compare allows California users to type in their zip codes and receive up to 13 different auto insurance quotes. The program works with partners like Mercury, MetLife, The General, Foremost, and more. The quotes provided include policy details from each of these companies’ offerings, providing users with more than just price to base their decision on. As with most products and services that Google provides, the goal of this program is to improve the auto insurance shopping experience for search users. Google will always focus on what is best for the user: that will never change. The roll-out of the Compare service aims to support that mission and provide a more intuitive experience for insurance customers online.
According to Jerry Dischler, Google’s Vice President of Product Management (AdWords), “Google Compare products [are] designed to help people make confident, more informed financial decisions.”
Eventually, Google Compare features will include insurance provider ratings and reviews. It will also include what Google is calling “local agent support,” for insurance providers with agent networks. We assume this will benefit captive agencies, like Nationwide agencies.
What Can Local, Independent Agencies Do?
It is still hard to say how this program will affect local, independent insurance agencies. It could very well bring more difficult times in the already competitive organic search market for auto insurance.
However, independent agencies still have an advantage: they are local businesses that can connect to search users in a way big company tools cannot. With Google in the auto insurance market, it will be even more important for agencies to provide their audience with resources that can help them both in their buying decisions and their lifestyle. Your agency can blog about topics that pertain to auto insurance, such as:
- Uninsured Motorist Insurance Coverage ExplainedWhat to Do if You’re in an Accident
- What to Do if You’re in an AccidentFactors that Increase Your Auto Insurance
- Factors that Increase Your Auto Insurance
- Reasons You Need Comprehensive and Collision Coverage
Check out Peakes Insurance’s blog for examples of posts that provide useful information regarding auto insurance (and other products). The idea is to provide these resources to your audience without making your content all about the sale. If you are a continuous source of the information people need, they will keep coming back and looking to you for guidance, and hopefully coverage!
Insurance is one of the most competitive markets in search, with auto insurance being the most competitive product. While Google Compare will more than likely appear toward the top of auto-related search results, agencies still have a competitive edge in the local listing results.
Your agency should be working on gaining reviews on your Google My Business local listing. Reviews will show search users that your agency continues to provide great services and quality coverage to those who work with you. If you are ready, your agency should also integrate Google Plus into your social media strategy.
While the effect Google Compare may have on your organic search traffic is uncertain, if your agency is in California, keep an eye on it. Noticing any downward trending? Are your customers commenting on the tool? Leave your experiences in the comments!