Table 4. Data for Auto Insurance

UNIQUE TERMS:61 TOTAL TERMS:176
N=30 QUERY:AUTO INSURANCE
UNIQUE TERMS/N=2.03
TOTAL TERMS/N=5.87
RiPi (%)TERMi
120.45INSURANCE
216.48AUTO
36.82QUOTES
45.11CAR
52.27COMPARE
62.27LIFE
71.70QUOTE
81.70STATE
91.70BEST
101.70RATE
111.70HOME
121.70CENTER
131.70HEALTH
141.14SAVE
151.14INSWEB
161.14OFFICIAL
171.14GMAC
181.14RATES
191.14RV
201.14SITE
211.14FREE
221.14YAHOO
231.14GEICO
241.14AIG
251.14FARM
261.14III
270.57LEARN
280.57GREAT
290.57INSTANT
300.57HOMEOWNERS
310.57SHOP
320.57AROUND
330.57RATINGS
340.57INFORMATION
350.57VEHICLE
360.57TODAY
370.57POSSIBLE
380.57LIBERTY
390.57MUTUAL
400.57PROGRESSIVE
410.57COMPANY
420.57TIPS
430.57INDUSTRY
440.57INSIDER
450.57ONTARIO
460.57GENERAL
470.57INSURE
480.57PRODUCTS
490.57ONLINE
500.57PAYLESS
510.57COVERAGE
520.57THEFT
530.57FCIC
540.57NINE
550.57WAYS
560.57LOWER
570.57COSTS
580.57AIM
590.57CHEAP
600.57AMERICA
610.57ADVANTAGE
UNIQUE TERMS:163 TOTAL TERMS:568
N=100 QUERY:AUTO INSURANCE
UNIQUE TERMS/N=1.63
TOTAL TERMS/N=5.68
RiPi (%)TERMi
122.18INSURANCE
216.37AUTO
35.11QUOTES
44.23CAR
51.76HOME
61.58LIFE
71.41RATES
81.41QUOTE
91.23FREE
101.23CENTER
111.23ONLINE
121.06COMPARE
130.88HEALTH
140.88INFORMATION
150.88CHEAP
160.88CANADA
170.70STATE
180.70AIG
190.70TD
200.70GMAC
210.70AUTOMOBILE
220.70CALIFORNIA
230.70PRICES
240.70CONSUMER
250.53SAVE
260.53INSTANT
270.53RATE
280.53NEW
290.53GROUP
300.53BEST
310.35COMPANY
320.35INSIDER
330.35ONTARIO
340.35FARM
350.35PRODUCTS
360.35GREAT
370.35III
380.35LEARN
390.35RV
400.35HOMEOWNERS
410.35GEICO
420.35TRUST
430.35ALLSTATE
440.35LAW
450.35OFFICIAL
460.35PERSONAL
470.35MONEY
480.35VEHICLE
490.35YAHOO
500.35CARS
510.35USED
520.35CLASSIFIEDS
530.35INSWEB
540.35BUREAU
550.35PROGRAM
560.35DEPARTMENT
570.35SITE
580.35FIND
590.35AAA
600.35FINANCE
610.35SPECIALISTS
620.18ESURANCE
630.18GOVERNMENT
640.18ALBERTA
650.18TOP
660.18INSURANCEHOTLINE
670.18MUTUAL
680.18POSSIBLE
690.18TODAY
700.18TIPS
710.18AVAILABLE
720.18ELECTRIC
730.18INDUSTRY
740.18BETTER
750.18UNDERSTAND
760.18OFFERS
770.18TYPES
780.18INCLUDING
790.18INSURE
800.18LAWS
810.18NJ
820.18RATINGS
830.18LITTLE
840.18BROTHER
850.18COMMERCIAL
860.18REVIEWS
870.18AMICA
880.18MARINE
890.18GENERAL
900.18UMBRELLA
910.18COVERAGE
920.18FAQ
930.18INSTANTLY
940.18SHOP
950.18ARIZONA
960.18HAGERTY
970.18CANADIAN
980.18SNOWMOBILE
990.18ST
1000.18PAUL
1010.18TRAVELERS
1020.18CARBUYER
1030.18AROUND
1040.18PAYLESS
1050.18PROGRESSIVE
1060.18THEFT
1070.18MINUTES
1080.18FARMERS
1090.18GM
1100.18SMARTCOVERAGE
1110.18GMCANADA
1120.18MSN
1130.18ARTICLE
1140.18FCIC
1150.18FINANCING
1160.18NINE
1170.18FINANCIAL
1180.18SERVICES
1190.18COMMISSION
1200.18JC
1210.18TAYLOR
1220.18CA
1230.18CONSUMERINFO
1240.18ANNUITIES
1250.18UNITRIN
1260.18DIRECT
1270.18LOW
1280.18COST
1290.18WAYS
1300.18LOWER
1310.18BELAIRDIRECT
1320.18ASSURANCE
1330.18ASSURANCES
1340.18HABITATION
1350.18VOYAGE
1360.18TDI
1370.18HELP
1380.18TEXANS
1390.18LOOKING
1400.18TEXAS
1410.18COSTS
1420.18FINDER
1430.18JD
1440.18POWER
1450.18SPOT
1460.18JERSEY
1470.18QUALIFY
1480.18AIM
1490.18LIBERTY
1500.18AMERICA
1510.18MORTGAGE
1520.18HELPING
1530.18AIS
1540.18ADVANTAGE
1550.18PROVIDES
1560.18GUIDE
1570.18LEGAL
1580.18FRAUD
1590.18REPORTS
1600.18PRICE
1610.18SERVICE
1620.18LONGER
1630.18AARP
UNIQUE TERMS:321 TOTAL TERMS:1128
N=200 QUERY:AUTO INSURANCE
UNIQUE TERMS/N=1.61
TOTAL TERMS/N=5.64
RiPi (%)TERMi
121.28INSURANCE
216.31AUTO
34.34QUOTES
43.19CAR
51.60HOME
61.51ONLINE
71.42LIFE
81.15FREE
91.06RATES
101.06QUOTE
110.98HEALTH
120.80INFORMATION
130.80CENTER
140.80CHEAP
150.71INSTANT
160.71AAA
170.62AUTOMOBILE
180.62CONSUMER
190.62COMPARE
200.62GUIDE
210.53CANADA
220.53PRICES
230.53SERVICES
240.44GROUP
250.44STATE
260.44SAVE
270.44AIG
280.35SITE
290.35PERSONAL
300.35CALIFORNIA
310.35NEW
320.35CARS
330.35BEST
340.35RATE
350.35DEPARTMENT
360.35GMAC
370.35TD
380.35OFFICIAL
390.27MONEY
400.27HOMEOWNERS
410.27ST
420.27AMERICA
430.27GEICO
440.27USED
450.27INDUSTRY
460.27FINANCIAL
470.27PROGRESSIVE
480.27ALLSTATE
490.27LAW
500.27PRODUCTS
510.27VEHICLE
520.27BUSINESS
530.27STATES
540.27MEXICAN
550.18BETTER
560.18TYPES
570.18LEARN
580.18INSIDER
590.18REVIEWS
600.18AMICA
610.18ONTARIO
620.18COVERAGE
630.18FARM
640.18HAGERTY
650.18GREAT
660.18TRAVELERS
670.18III
680.18WAYS
690.18COSTS
700.18CLASSIFIEDS
710.18FARMERS
720.18MSN
730.18YAHOO
740.18BUREAU
750.18INSWEB
760.18ADVANTAGE
770.18DIRECT
780.18PROGRAM
790.18ESURANCE
800.18TOP
810.18JD
820.18POWER
830.18FIND
840.18LIBERTY
850.18FINANCE
860.18SPECIALISTS
870.18MUTUAL
880.18AARP
890.18ASP
900.18RV
910.18UNITED
920.18TRUST
930.18COMPANY
940.18CLUB
950.18PAGE
960.18LINKS
970.18NEWS
980.18TRUCKS
990.18MOTORCYCLES
1000.18KLEIN
1010.18RENTERS
1020.18DMV
1030.18AVE
1040.18CHECK
1050.18EM
1060.18AFT
1070.09MINUTES
1080.09AVAILABLE
1090.09GM
1100.09SMARTCOVERAGE
1110.09GMCANADA
1120.09ELECTRIC
1130.09ARTICLE
1140.09NINE
1150.09FINANCING
1160.09SHOP
1170.09UNDERSTAND
1180.09OFFERS
1190.09COMMISSION
1200.09JC
1210.09TAYLOR
1220.09CA
1230.09CONSUMERINFO
1240.09ANNUITIES
1250.09UNITRIN
1260.09LOWER
1270.09LOW
1280.09COST
1290.09INCLUDING
1300.09AROUND
1310.09BELAIRDIRECT
1320.09ASSURANCE
1330.09ASSURANCES
1340.09HABITATION
1350.09VOYAGE
1360.09TDI
1370.09HELP
1380.09TEXANS
1390.09LOOKING
1400.09TEXAS
1410.09LAWS
1420.09FINDER
1430.09NJ
1440.09AIM
1450.09SPOT
1460.09JERSEY
1470.09QUALIFY
1480.09LITTLE
1490.09BROTHER
1500.09COMMERCIAL
1510.09MORTGAGE
1520.09HELPING
1530.09AIS
1540.09INSURE
1550.09PROVIDES
1560.09GENERAL
1570.09LEGAL
1580.09FRAUD
1590.09REPORTS
1600.09PRICE
1610.09SERVICE
1620.09LONGER
1630.09MARINE
1640.09RESPONSE
1650.09AFFORDABLE
1660.09LOANS
1670.09CREDIT
1680.09CARDS
1690.09CALIF
1700.09DISCOUNT
1710.09RATINGS
1720.09UMBRELLA
1730.09WASHINGTON
1740.09POSSIBLE
1750.09FAQ
1760.09INSTANTLY
1770.09MEXICO
1780.09COMPETITIVE
1790.09MULTIPLE
1800.09SOURCES
1810.09WEBMARKET
1820.09PRICING
1830.09EDMUNDS
1840.09GOVERNMENT
1850.09SOUTH
1860.09SAFETY
1870.09ARIZONA
1880.09OWNERS
1890.09AIGDIRECT
1900.09BUY
1910.09POLICY
1920.09ALBERTA
1930.09ILLINOIS
1940.09DIVISION
1950.09CARBUYINGTIPS
1960.09SCAMS
1970.09AVOID
1980.09ACCIDENT
1990.09FREEALITY
2000.09ONE
2010.09STOP
2020.09HOUSE
2030.09DRIVEMEX
2040.09COVER
2050.09FEDUSA
2060.09LOWEST
2070.09TAG
2080.09JUNCTION
2090.09INDIAN
2100.09CANADIAN
2110.09INDIA
2120.09TERM
2130.09SNOWMOBILE
2140.09TODAY
2150.09INSTITUTIONS
2160.09NOVA
2170.09SCOTIA
2180.09ENVIRONMENT
2190.09MAP
2200.09OHIO
2210.09WELLS
2220.09FARGO
2230.09RECREATION
2240.09RVAA
2250.09MICHIGAN
2260.09COMPARISON
2270.09CENTURY
2280.09HOMEPAGE
2290.09ICBC
2300.09AUTOPLAN
2310.09MAIN
2320.09COMPLAINT
2330.09REPORT
2340.09AMERICAN
2350.09DEPOT
2360.09MICROSOFT
2370.09CUSTOMER
2380.09EVIDENCE
2390.09AON
2400.09INSUREME
2410.09DAVID
2420.09PAUL
2430.09AGENCY
2440.09NY
2450.09NYC
2460.09APARTMENT
2470.09INSURANCEHOTLINE
2480.09FUND
2490.09PROVIDING
2500.09HOMEFAIR
2510.09DISCOUNTS
2520.09PREMIUM
2530.09REDUCTIONS
2540.09CARBUYER
2550.09MOTOR
2560.09VEHICLES
2570.09CONNECTICUT
2580.09VOLITION
2590.09ANALYSIS
2600.09INSURECOM
2610.09SIGMA
2620.09XI
2630.09SCIENTIFIC
2640.09RESEARCH
2650.09SOCIETY
2660.09OPTIONS
2670.09SISS
2680.09UC
2690.09BERKELEY
2700.09BOAT
2710.09PLANE
2720.09NEED
2730.09KNOW
2740.09FORM
2750.09BARRICKS
2760.09PORTAL
2770.09SAFECO
2780.09SAVINGS
2790.09TEACHERS
2800.09PLAN
2810.09WORLD
2820.09INSUREMARKET
2830.09CBC
2840.09READY
2850.09FREEZE
2860.09SECONDS
2870.09CLK
2880.09ATDMT
2890.09PAYLESS
2900.09GO
2910.09SMRTYIRC
2920.09DECISION
2930.09TIPS
2940.09PRUDENTIAL
2950.09AFSCME
2960.09ROYAL
2970.09SUNALLIANCE
2980.09USA
2990.09ORION
3000.09THEFT
3010.09SPECIALTY
3020.09UK
3030.09FLORIDA
3040.09PLANS
3050.09PENNSYLVANIA
3060.09BROUGHT
3070.09PAYING
3080.09RBC
3090.09AUTOPEDIA
3100.09KIPLINGER
3110.09SMART
3120.09SHOPPER
3130.09GAINSURANCE
3140.09AUTORATE
3150.09FCIC
3160.09PLUS
3170.09MEMBER
3180.09BENEFITS
3190.09INSURANCES
3200.09QUOTATION
3210.09STINSURED