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47: Target Specific Insurance Demographics Through Different Search Engines

April 5th, 2011Posted by akassover in Google, Insurance Agent Websites, SEO, Tools, Traffic, Videos

In case you’re wondering where I got this amazing data, it all comes from Quantcast.com. Check it out!


It’s Aaron from AgentMethods here talking about insurance agent websites.  We talked so much about Google; always talking about Google.  And it’s true that Google is the biggest search engine out there.  It has about 72% of the American search market overall, but it’s not the only game in town.  There’s MSN and Bing, there’s Yahoo, there’s Ask and there’s lots of other niche search engines.  I think that it’s important to dive in a little bit and look at who is using these search engines and use this data to sort of help you figure out how you can fine tune your efforts to really reach the market you’re targeting.  This is important both for search engine optimization, making sure that you are really reaching your audience.  And also especially important if you’re doing any kind of pay-per-click advertising because you want to make sure that your ads are being seen as much as possible by your audience and you’re not wasting your dollars or your effort on the fine tuning of people who aren’t part of your audience.

*So I want to talk a bit about some of the demographic breakdowns of different search engines and look at how, while Google is the top overall, there are some other search engines that you might want to focus on, and I’ll talk about why.  I mentioned overall the champion, we all know is Google.  They have about 72% of the search market; that’s overall.  But if you look at seniors, which are a market that many of you target, there are some other options.  Now MSN, which comes default-installed on many Microsoft computers, is 17% more likely to have a senior as a visitor than Google is.  There’s 17% more of their make up are over 50.  So if you’re targeting the senior market, going after advertising and optimization at MSN might be a better focus than Google is because 17% more likely of their audience is over 50.  If you’re targeting families, if you’re looking at families with kids, families with kids at home, families with young kids, maybe you’re selling life insurance and you are making a pitch of making sure there’s enough insurance to protect your family in case anything happens to the parent, Google is not the winner overall.  What we’re seeing is that Bing actually –a Bing searcher is 25% more likely to have kids under two.  And an Ask.com searcher is 14% more likely to have kids at all.  So if you’re targeting young kids, Bing is the place to go.  If you’re targeting just families, in general, Ask.com you’ll find is the place to be. *

Now, let’s look at some other groups:  women ‑ Ask.com 14% more likely to be a woman searching in Ask.com than Google.  So if that’s a market you are going after, you’ll want to go there.  And then ethnic minorities, maybe this is a group that you’re targeting, African-Americans, big difference here.  Again Ask.com, an Ask.com searcher is 40% more likely to be African-American than a Google searcher; 40% more of their target is African-Americans.  Bing has more Hispanics than Google, and you’ll see that overall compared to their group makeup, Bing is 20% more likely to have a Hispanic searcher than Google is.  So if these are minority groups that you are focusing on, maybe you sell to the Hispanic market, the African-American market, you’re going to find that Google might not be the best place to spend your advertising dollars and your SEO efforts.

I think it’s pretty interesting to see how different the breakdown of search engines are overall, and that while we look at Google as being the biggest, if you’re looking at niche markets, and there are still really big niche markets, we can see that MSN and Ask are also really good places to focus on.  I think it’s interesting.  I think it’s worth keeping in mind and it really is relevant to selling insurance.

That’s what I have today.  I will have more tomorrow.  Thank you.