Website Marketing: What You Ought To Understand Before Getting Started (Part 3)
Part 3 of 4. — The term “insurance” is too broad, and is subject to fierce competition. If your business isn’t listed in the first two pages of search results then its likelihood of being noticed is quite low, and most of the top insurance companies are billion dollar businesses. As such, the chances of a small business ranking favorably with such a keyword are quite low.
– Just as with our flower shop example above, Matt could benefit by specializing. There are many types of insurance: home, car, life, etc. Unless he sells every type, it makes little sense to use such a generic term. Even if he does sell many types of insurance, it makes more sense to create a unique site customized for each type than it does to lump them all together.

