Independent agents have another tool in their arsenal toimprove search-engine optimization, thanks to a recent partnershipbetween a new Internet-marketing firm and the National Associationof Professional Insurance Agents (PIA).

PIA has partnered with Agoragate in an effort to increaseagents’ online visibility, positioning them to be the “LocalInsurance Hero” in their communities when people search forinsurance.

Leonard C. Brevik, PIA’s national executive vice president andCEO, says one of this partnership’s aims is to “help agents reachprofitable and desirable customers” by developing relationships forthe long term in their local communities, as well as to avoidbuyers who are just looking for the best price.

Working through Agoragate, participating agents create a profileand purchase one or more niche microsites for either personal orcommercial-lines insurance. These sites are tied to agents’geographic location of choice and are located at EnhanceInsurance.com.

Alexi Papandon, PIA’s vice president of marketing and affiliaterelations, explains that the search engine is not tied to salesquotes. Rather, the site works off a series of articles aboutinsurance (currently in development). When an individual seeks aparticular keyword or phrase connected to insurance, one of thearticles would appear in that search. After clicking on thearticle, a geographically targeted link to an agent’s micrositewill be displayed, showing that the agent is located in theirarea.

Papandon says this marketing strategy was developed becauseagents said they needed access to Internet marketing but did notwant to go through the expense and effort of redesigning theirwebsites. “This program focuses on the strength of the independentagent and leverages those strengths,” he adds.

The cost for PIA members begins at $1,560 a year ($1,760 fornonmembers) for one microsite line of business, and additionalcosts are based on the number of microsites an individual buys. Thefeature is being offered to PIA members as part of the PIA Brandingprogram that provides marketing material for print and radioadvertising.

In a statement, Jim Holm, president of Agoragate, says thesystem does not provide quotes and there is no plan to add thatfunctionality.

“For the last 20 years I’ve been suggesting that agencies avoidquoting over the phone,” says Holm, a managing general agent wholed the formation of the program. “They need to meet face-to-faceto create a long-term client.”