Question. Jason thanks for all the free content. I run an insurance agency and I wanted to explore generating leads through the internet. It seems like using adwords for car insurance would be costly. I learned that insurance is the most sought after keyword on the internet. What other options do I have? SEO? Or should I give up?
First of all, never give up, never surrender! These days, the Internet is almost always a primary – if not THE primary way – new customers will find you and your business. That said, you have to focus on some important issues.
Discovery Paths. I highly recommend you sit down and brainstorm your “discovery paths” – the ways in which potential customers might find you. Here are my conceptual paths –
So first, I recommend you brainstorm possible ways that potential customers might find you, and prioritize which ones are the easiest.
Next, in terms of the “search” path or SEO, the most important idea is to drill down to your keywords. Here, your keywords need to reflect your value proposition as tightly as possible. The saying “Riches are in the Niches” is very appropriate. Rather than trying to compete on the word “insurance,” for example, identify niche or long-tail searches like “Insurance Brokers Tulsa OK,” or “Insurance for high-risk drivers,” or “Health Insurance for Seniors.” Pay attention to the competitive level – and you are looking for tight, niche keywords where you can both win and the potential customer will have an AHA moment and realize you have EXACTLY what they are looking for.
Alternatively, sometimes AdWords can work on broad keywords (e.g., “Insurance”) for a very narrow geographic niche. You can advertise ONLY to people in Toledo, Kansas, for that word and capture the lead by really offering something unique – e.g., personal service.
Think about SEO / marketing as a competitive game. You have to a) choose your sport, b) become an expert, and c) have an edge. There’s no way around that, but once you find your “edge,” your “riches in the niches” you can compete (and win). Good luck!
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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