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More Changes In Search

by Larry Neilson, Larry Neilson Blog

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Posted on 20 Oct 10’s CEO Larry Neilson has been writing on his blog a lot about the changes and advances in search and what that means for the insurance industry. Here’s his latest post on the changes taking place:

There are rumblings about a private equity deal that could result in a reverse merger between AOL, which white labels Google’s search engine, and Yahoo, who has a pact with Microsoft’s Bing search technology. Bing is expected to take over Yahoo’s search completely by 2019. This all comes on top of news released today of Google’s increase in search market share from 65.4% to 66.1% and Yahoo’s decline from 17.4% to 16.7%, according to a Bloomberg News report in the Wall Street Journal. Microsoft’s market share edged up to 11.2% from 11.1%.

OK, that’s all very interesting, but how does it affect insurance marketing and insurance SEO? Well for one thing it changes the rules in terms of optimization. The rules have been around for awhile, but it makes it more difficult to break them. The focus will have to be on search outcomes. Links alone won’t do it anymore. It’s going to require more pages of relevant content. Content is the driver behind search results. Links are still important but search engines will reward content which means agency websites need to be larger than the typical 25-50 pages we see today. Think in terms of 75-100 pages to start and build on it from there. It will also be important to constantly add new content and update your website periodically in order to maintain rank.

A couple of days ago I wrote about Google’s new instant search and how it affects short-tail search terms vs. long-tail search terms. If you’re not investing in monetizing your website and generating organic leads from the Internet, you’re missing the opportunity of a lifetime. The time is ripe to earn your rank using long-tail search terms that specifically targets your niche market. I hear a lot of agents tell me that their clients don’t use search engines to find them. Our research shows that 85% of ALL people start their insurance search on-line. That’s 85% of everyone. Our investment in three new websites last year was the best business investment we ever made. We went from one lead every six weeks to six leads per day.

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