A Primer on Long Tail Keywords
Amit Mehta provided a great post last week about Long Tail Keywords entitled: Are Long Tail Keywords the Holy Grail of Search?
Here are some excerpts and comments about how they relate to insurance.
A long tail keywords is a highly specific keyword containing 4 words or more.
Here’s an example :
buy nike tennis shoes size 10
As you can imagine someone typing in a keywords like : “buy nike tennis shoes size 10″ is READY TO BUY! In other words an effective long tail keywords will have a very high conversion rate.
In insurance, you find specific keywords also convert much better! Try these and consider similar keywords:
- Chicago Illinois Homeowners Insurance (replace Chicago with any city, including small cities, state, or location) - Location-specific keywords usually mean a person is moving to an area or looking for a local agent, which we provide. These convert very high! Similar phrases: Homeowners Insurance in Chicago Illinois, Auto Insurance Agents Chicago, etc.
- Affordable Auto Insurance Quotes - adding a definition of what type of insurance (affordable) is always good. Other examples: Best Auto Insurance Coverage, Compare Multiple Health Insurance Quotes, etc.
- Senior Citizens Auto Insurance - Age-specific (avoid teens, they don’t convert as well), gender-specific, and other qualifiers work great. Other examples: Car Insurance for Women, Life Insurance for Single Mothers, Small Family Health Insurance.
But here’s the thing, a 4+ word keyword will not get a lot of traffic, maybe 1-2 clicks a month. So the trick is to bid on 30k,50k, even a 100k long tails. You can do the math, the traffic will add up.
When I mean long tail, I mean REALLY long tail. C2C bids on several million long tail keywords per merchant. And you thought managing your 10k keyword campaign was intimidating!?!
This means lots of work! But the cost will be lower and the conversions higher. Play with it and see what works for you!