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Video 5 – Understanding the Keyword Pyramid

February 4th, 2011Posted by akassover in Google, Insurance Agent Websites, SEO

Have a question about your insurance website? Let me know what you want to talk about in future videos in the comments.

Transcript:  

Hi, this is Aaron Kassover from AgentMethods.  The past couple of days, we’ve talked a lot about doing some keyword research using tools like the Google keyword estimator to see traffic and using the ‘allintitle’ search to see how much competition there is out there.  I thought today, I’d talk a bit more about a tool that you can use to help find keywords that you might want to target.  This is what I call the ‘keyword pyramid.’  Basically, the way the keyword pyramid works is that at the top of the pyramid you’ve got words like insurance, which is what all of our sites are about, insurance.  Underneath that you’ve got different – for example, different types of insurance.  You might have life insurance, health insurance, or car or auto insurance, and so on.  You can keep going from there.  Underneath each of these then you’re going to have things like Texas health insurance, affordable health insurance, health insurance agent.  You get the picture.  And then we can just keep on going.  Under Texas health insurance, we’ll have a bunch more — low cost Texas health insurance, Texas health insurance agent quotes.  You can really just kind of keep on going.  This goes really forever getting more and more detailed.

There are a couple of things that are important about this keyword pyramid.  The first of which is the idea of competition.  Basically, as you move up the pyramid, the higher up you go, the more competitive the words are.  So obviously, the word insurance is going to have a ton of competition.  We know it’s going to be in a ton of titles and optimized for title pages.  Life insurance or health insurance is going to be pretty darn competitive, as well.  Then we get down to Texas health insurance, slightly less competitive, Texas health insurance agents, Texas health insurance quotes, less competitive.  And so, it’s best to start lower in the pyramid if you’re trying to target new phrases because you’re going to find less competition.  And also what you’ll see is that you’re not going to be able to rank for something like health insurance if you can’t rank for something like affordable health insurance or health insurance agent.  Basically, whatever keyword you’re targeting, you have to go one level down the pyramid at least and be successful in those phrases before you are successful at the phrase above.

An example of that, the number one site for the phrase health insurance right now is eHealthInsurance.  If you look at how many keywords beneath that they’re ranking for, they have an organic search ranking where they’re bringing in traffic from 14,000 different keywords.  You can imagine that’s because there’s a huge pyramid of all kinds of different phrases and related terms beneath health insurance.  They’ve got 14,000.  So if they couldn’t get something like Texas health insurance, they couldn’t get health insurance itself.

The second thing to think about is moving down the pyramid.  As you go down, searches get more specific.  So somebody who’s searching for just insurance, we don’t know really what they want.  We don’t know where they are.  They might be looking for a job in insurance.  They might be looking to get license insurance.  They’re not necessarily looking to buy insurance from us in our state.  But as you move down to health insurance or health insurance Texas or affordable health insurance Texas, we get more and more specific in what the searcher is looking for.  Somebody who is looking further down the pyramid is probably more likely to be somebody who is looking for what we want to sell.  They are zeroing in on their options, they’re focusing on finding out specific information, and this is a great chance for you to not just get traffic, but to get traffic that’s relevant to your site, your traffic, your content, what you sell, and where you sell it.

I always recommend the more down the pyramid you can get, if you can get lots of terms in this wide base of the pyramid, you’re going to be better off than getting terms higher up.  If you can dominate terms with Texas health insurance, you’re going to get less traffic than health insurance itself, but if you’re selling insurance in Texas you’re going to get a lot more relevant traffic.  So that’s the keyword pyramid.  Keep it in mind when you’re planning out your keywords; doing your research.  One more thing before I go, which is I want to hear what else you want to know about websites and selling insurance online.  Take a few minutes, maybe just post a comment, if you have a question, something you’re wondering about, let me know and I’ll cover it in a future video.

Thank you very much and I’ll see you soon.