The “long tail” describes keyword searches that are three words or more. These searches happen less frequently than generic searches on insurance, but they can be valuable. Why? Because they are specific, they often show high intent to purchase and they are easier to rank for in Google.
In aggregate, “long-tail” searches make up a much greater percentage of what Google sees each day than simple searches like “insurance quotes.” There is a famous chart circulated around the internet that illustrates the size, and value, of the long tail.
As an insurance agent, consider the value of a customer that comes to your website from a specific search like “20 year term life quote married over 50 with hypertension.” You immediately know what the person wants to buy. And guess what? The long tail is where small, independent agents have a chance to compete with the big brands and carriers.
Shorter keyword searches are often more generic and informational in their intent. These are not keyword searches that signal an intent to buy:
- Life insurance types
- Insurance companies
The question is, how can you take advantage of the long tail? Here’s how.
First, ask yourself: How do my customers search?
The easiest way to answer this question is a simple exercise. Think back to the last five policies you wrote. Were they unique? What was unique about the customer — their health, their personal situation, their family situation? There should be a perfect, long-tail keyword phrase you could write to describe that customer.
“Well, she was 52, recently divorced, and was taking anxiety medication. But the anxiety had been diagnosed as simple social anxiety because she didn’t do well in crowds. She’s been on the medication for ten years.”
A bit of a complicated case, but that’s beside the point. What’s the keyword phrase for this customer? How would she start her journey with a blank Google search bar? My guess is she would type in: “life insurance for divorced female 52 on anxiety meds.”
That’s a great long-tail phrase! Why? Because it’s:
- Easy to Rank For
It also has a little hair on it, with her medications. If you place it, the commissions will be strong.