As today's insurance shoppers near a purchase, they often turn to the online community seeking validation. (Photo: iStock) As today’s insurance shoppers near a purchase, they often turn to the online community seeking validation. (Photo: iStock)

Many times, a consumer’s digital insurance experience starts with an online search with a long-tail keyword search such as “cheapest car insurance” or “best home insurance in Florida.”

As these individuals and businesses educate themselves on the options available to them, their search becomes more specific. For example, instead of searching for “best auto insurance companies,” consumers may undertake branded keyword searches for “Geico reviews” or “reviews of insurance agents near me.”

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