When you’re thinking about how to optimize your insurance agency for local search, there are quite a few things to keep in mind. In part one of this series, we explained some of those things. In part two, we’re going to share common pitfalls to avoid when implementing this strategy.

Those pitfalls include:

• Not utilizing social: Social media is a key tool for an insurance agency for brand building and generating local search leads. 24% of local search is conducted via Facebook’s mobile app, which makes it the second most utilized mobile app for local search after Google Maps. Social profiles also give your agency a face in the community and a place the public can get to know the culture of your agency. When using Facebook and Twitter try posting about local events and creating a network of local businesses and be sure to fill out the information section in its entirety.

• Refraining from including as much info as possible, when creating a social profile or local listing: On Google, there are many places to input information. Try to fill out every single one. Be sure to include NAP (name, address, and phone) as well as a tagline, the website URL for your contact page, what products and brands you carry, and a picture. The more information you include, the more reputable the agency looks through the eyes of a search engine and an online shopper.

• Not monitoring Yelp and review sites: Nobody likes a bad review. The best way to handle it is to respond with an apology and an offer to help. Take the time to monitor reviews from sites like Yelp and Angie’s List. A potential customer could be turned away easily but may be swayed by a thoughtful comment from an agency owner.

• Not using the location in long tail keywords: Once everything is optimized off site, it is time to look back at the content on your site. Make sure there is a healthy amount of local content, and informational insurance content. Using keyword phrases like “Insurance deals in Houston” or “Massachusetts Renters Insurance Rates” will help to boost your local SEO, however, don’t keyword stuff by mentioning your city or town in every sentence. Remember to keep it balanced.

Local SEO is incredibly impactful in the world of search. Google data suggests that 1 in 5 searches have local content. These profiles take only minutes to set up and are free to use. Be sure to avoid these common pitfalls in order to give your agency the best shot at a high local ranking.