Part 3 of 4. -- "Insurance" is simply too broad and the competition is too fierce. If you're not on the first two pages for a search term, you'll receive hardly any traffic. And 9 out of the top 10 companies for "insurance" are billion dollar companies. So, you'll never break into the top 50 spots let alone the top 10.
-- 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.
After talking, Matt determined that he'd like to focus on car, home or boat insurance because he knows them well. But, even these three terms are too competitive so we set out to find the term that's "just right".
Well, we uncovered three profitable terms that had a good demand and not much competition. (BTW, never go into business that has no competition because that means no demand unless you're a pioneer) They were: "homeowners insurance", "classic car insurance" and "yacht insurance".
Matt chose to specialize in homeowners insurance, as it was a subject with which he was most familiar, while leaving the opportunity ope for future expansion into his other specializations later. Matt's choice was sound on several levels. While representing himself as a homeowners insurance salesman online, nothing prevents him from building trust with clients and selling them classic car or yacht insurance at a later date. Had he positioned himself as a generic insurance salesman, he likely wouldn't have gotten noticed. Similarly, had he specialized in car or boat insurance then his future expansion would be limited by the fact that those purchasing these types of insurance already owned homes.
OK, so he chose to have a site built about "homeowners insurance" but, because he's an insurance agent licensed in Florida, having people call him from Oregon (or even from Georgia) would actually be a waste of his time. Therefore, we focused his site on "Florida homeowners insurance" and chose the domain name "Florida-homeowners-insurance-choices.com" for the benefit of the search engines. Yet, while that's a good name for the search engines, it's not easy to tell people or put on a business card. So that he'd have the best of both worlds, we simply registered another domain name ("MossHomeownersInsurance.com") and redirected it to his main domain name.
All this is to say that you shouldn't register a domain name first. Instead, let us do the research to find the most profitable keywords for your business.
The second biggest mistake businesses make is purchasing hosting before they determine their needs. Hosting companies run different operating systems with the two most popular being Microsoft Windows and Linux servers. Neither is better or worse than the other and 9 out 10 times either will work for one's needs. However, 1 out of 10 times, only one will meet one's needs.
Furthermore, we have found one system that's simply the best way to conduct business online: Site Build It (SBI). Basically, SBI is a hosting system plus much more. For the price of typical hosting, SBI provides a Website with dozens of built-in, automated tools that practically assure that your success. Frankly, SBI is the right choice for about 95% of all of our clients and because SBI actually takes care of registering your domain name and setting up your hosting, it's another reason that you should not do it yourself. Be sure to checks Parts 1, 2 and 4.
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