Big insurance company has no need for keywords

[chillaxin]

this morning I got a reply email from a REALLY BIG insurance company you see them everyday. Well to get to the point I was kindly told this.

We don’t buy (or register) domains that we “keyword” – we build one brand,BIG INSURANCE COMPANY.



We also pursue infringers aggressively who incorporate our marks.

I totally understand where he is coming from. then i started thinking you are number 1 on google for this phrase according to some looking up, your company is paying well into six figures to stay number one. So yes you are depending on keywords. the money you are spending on that could be spent a little more strategically. Dont get me wrong Im not saying hes stupid for not understanding, but If i could stand in front of him and explain this he would change his mind.I mean for a fraction of what they are paying, they could utilize many seo techniques and trim some of the fat off of their online advertising expense.

 

[Jeff]

MAN I JUST WANT TO BE FACE TO FACE.......

^ He'd eat you alive, IMHO. :yell:

What "keyword" domain name(s) ... are we talking about here? :blink:

Kind regards,
Jeff

 

[chillaxin]

honestly he would only eat me alive if i was nervous.I have never been shy. I would show them how they can spend less money and get better results.when i say face to face, i dont mean a yelling contest. i mean them giving me time to explain the point of owning keyword rich domains.

 

[Jeff]

honestly he would only eat me alive if i was nervous.I have never been shy. I would show them how they can spend less money and get better results.when i say face to face, i dont mean a yelling contest. i mean them giving me time to explain the point of owner keyword rich domains.

Good enough, which "keyword rich" domain(s)? :gl:

Jeff

 

[chillaxin]

I have to keep my hand for now.

 

[gazzip]

Nike, Apple, Virgin, Google, Yahoo, Facebook, MySpace etc etc

The world loves brands, they always did and they always will


.

 

[chillaxin]

Yes we do love brands alot. But we also look for what we want in the search bar a heck of a lot.for example when i wanted a new bumper case. I type bumper cases in google

 

[enlytend]

they could utilize many seo techniques and trim some of the fat off of their online advertising expense.

They probably are. And don't assume they're overspending on search advertising - they probably have a team managing that too. Relevant authority site + long-running campaign with good ctr + good management = good quality scores = displays higher and costs less per click than a mediocre or poor Q score.

Actually, he's right - big, established brands don't need keyword domains.

 

[chillaxin]

But you still have the expense of advertising. that is my point. that expense can be streamed lined.

---------- Post added at 04:26 PM ---------- Previous post was at 04:20 PM ----------

It has been said here over and over the majority of people still dont understand the value of domains.Even the people in their IT department dont fully understand it. If corporations fully understood the value I know their business model would change.

 

[enlytend]

Sorry, I added to my post after you posted ... how exactly do you see this keyword domain streamlining their advertising?

 

[gazzip]

But you still have the expense of advertising. that is my point. that expense can be streamed lined.

Does your domain get hundreds or thousands of visitors undeveloped?


.

 

[chillaxin]

Sorry, I added to my post after you posted ... how exactly do you see this keyword domain streamlining their advertising?

simple would it take you a millions dollars to get your best domain to be number one on google? using the seo tactics you know?

---------- Post added at 04:35 PM ---------- Previous post was at 04:33 PM ----------

Does your domain get hundreds or thousands of visitors undeveloped?


.

hundreds yes thousands no. Now this is a lowly parked page. Now what could BIG INSURANCE COMPANY do with 1/10th of their online advertising budget.

 

[enlytend]

Are we talking paid search or organic search? And if the market's for this ONE keyword is that desirable and that competitive, why are you assuming this domain alone would achieve that goal?

If they expand to an additional domain they take away established rankings from their main site AND/OR run the risk of Google considering it a "doorway page"

 

[chillaxin]

Are we talking paid search or organic search? And if the market's for this ONE keyword is that desirable and that competitive, why are you assuming this domain alone would achieve that goal?

I am not assuming that all. Im not saying the domain alone is gonna get the job done. but it will be a big factor in streamlining

 

[enlytend]

Im not saying the domain alone is gonna get the job done. but it will be a big factor in streamlining

I'm just asking "why"? I'd like to hear your reasoning on this. How exactly do you envision them benefitting from using it?

I'm not saying keyword domains aren't useful for SEO - however there's a point where ranking for thousands for terms on an authoritative brand far outweighs the benefits that could be derived from tossing an additional domain into the equation. Would there be a point to Google acquiring "SearchEngine dot com?"

 

[chillaxin]

I'm just asking "why"? I'd like to hear your reasoning on this. How exactly do you envision them benefitting from using it?

I'm not saying keyword domains aren't useful for SEO - however there's a point where ranking for thousands for terms on an authoritative brand far outweighs the benefits that could be derived from tossing an additional domain into the equation. Would there be a point to Google acquiring "SearchEngine dot com?"

The difference between GOOGLE and BIG INSURANCE is this. There is GOOGLE YAHOO BING. Not much competition. BIG competition yes, but still not much. As far as insurance companies go there are a plethora of heavyweights. It all comes down to the "bottom line". first let say 1.8 million is spent a yr on advertising online for the keyword car insurance. why did they spend that money? to get on top of google. some of that money can go into building a portfolio of seod keyword domains that drive more and more search traffic through organic means built over time. Building a solid infrastructure with there budget would benefit them in the future. which would lead to a smaller advertising expense in the long run.

---------- Post added at 05:19 PM ---------- Previous post was at 05:07 PM ----------

but I digress Im going to go chillax and make my next sale.

 

[enlytend]

some of that money can go into building a portfolio of seod keyword domains that drive more and more search traffic through organic means built over time.

Splitting out a piece of an established domain isn't that efficient:

1) Are you going to create new sites on a topic already on the primary domain? If so, you risk them being classified as "doorway pages". (Ask Mercedes how that worked for them).

2) If you're going to MOVE the content to the other domain, you're taking established rankings away from your primary domain and putting them on one which probably has no pre-existing domain authority (so you're starting over at square #1). Even if you "301" the pages, there's going to be some link juice loss (because of the redirect.)

You're also adding to your SEO costs because now you have another domain to manage/promote/monitor. You're just shifting your expenses around, not to mention, adding to the complexity of management. With dubious benefit, because there's no "given" that, especially in a super-competitive niche, there's no reason to assume that your little sub-site is going to outrank your competitors even for that one keyword. Taking that amount of risk based upon ONE ranking factor (which could be devalued at any time) just wouldn't be wise.

When big companies bid for #1-3 in Adwords for very general, generic terms in their industry, they're doing it for brand recognition. Pushing their businesses off to generic DOMAINS would weaken that effort.

 

[chillaxin]

Its called outside of the box. They have the think tank and resources to make it work. Your points are very very valid And would have to be managed. that is just a short term set back. the company that puts the effort/resources into this will benefit in the long run. ok now Im gonna dip out.


I want to make sure everyone knows I'm not saying keywords > Branding. I'm saying they can have synergy and have a better result.

 

[enlytend]

So in a year from now, Google decides "Keyword in the domain has been abused so much by people trying to game the search results - we're going to demote its value as a ranking factor." What do you have now?

 

[chillaxin]

this is an industry with hundreds if not thousands of high searched keywords and keyword phrases. I doubt everything with insurance in it will get devalued. Once again I am speaking of a synergistic relationship. not only of keyword and brand, but also of paid traffic and organic. Remember The point i was getting at is this. even a brand can use some keyword help in one way are another.