Table 5. Data for Car Insurance

UNIQUE TERMS:61 TOTAL TERMS:204
N=30 QUERY:CAR INSURANCE
UNIQUE TERMS/N=2.03
TOTAL TERMS/N=6.80
RiPi (%)TERMi
122.55INSURANCE
215.69CAR
37.84UK
43.92QUOTES
53.43AUTO
63.43HOME
73.43CHEAP
83.43ONLINE
92.94TRAVEL
101.96QUOTE
111.47COMPARE
121.47FREE
130.98SITE
140.98SAVE
150.98SHOP
160.98ESURE
170.98GEICO
180.98LIFE
190.98OFFICIAL
200.98A2Z
210.98BROKER
220.49PROGRESSIVE
230.49MORETHAN
240.49INSURE
250.49MOTOR
260.49TESCO
270.49EAGLE
280.49INSWEB
290.49TODAY
300.49BIKE
310.49ROLEX
320.49WATCH
330.49SUBMARINER
340.49YACHTMASTER
350.49DATEJUST
360.49DAYTONA
370.49GMAC
380.49GREAT
390.49RATES
400.49RV
410.49START
420.49SAVING
430.49CHEAPER
440.49BROKERS
450.49WEBSITE
460.49REVIEW
470.49VS
480.49COMPANY
490.49RED
500.49EU
510.49FALKAG
520.49COMPARISON
530.49CONFUSED
540.49EASYCOVER
550.49COMPETITION
560.49MOTORSPORT
570.49SPECIALIST
580.49APPLY
590.49INSTANT
600.49COVER
610.49ADMIRAL
UNIQUE TERMS:188 TOTAL TERMS:660
N=100 QUERY:CAR INSURANCE
UNIQUE TERMS/N=1.88
TOTAL TERMS/N=6.60
RiPi (%)TERMi
121.97INSURANCE
214.85CAR
36.82UK
45.00QUOTES
53.79AUTO
63.18CHEAP
72.58ONLINE
81.97HOME
91.52QUOTE
101.21TRAVEL
111.06MOTOR
121.06COMPARE
131.06LIFE
141.06CARS
150.91COVER
160.76FREE
170.61RATES
180.45NORWICH
190.45INSTANT
200.45NEWS
210.30OFFICIAL
220.30RV
230.30A2Z
240.30BROKER
250.30COMPARISON
260.30SHOP
270.30ESURE
280.30ADMIRAL
290.30COMPANIES
300.30GEICO
310.30UNION
320.30BREAKDOWN
330.30LOANS
340.30ADVICE
350.30CENTER
360.30AZ
370.30PROVIDERS
380.30SITE
390.30NEW
400.30USED
410.30BUY
420.30HEALTH
430.30BUYING
440.30SAVE
450.30BOSTON
460.15TESCO
470.15VS
480.15COMPANY
490.15RED
500.15EU
510.15FALKAG
520.15WEBSITE
530.15CONFUSED
540.15EASYCOVER
550.15COMPETITION
560.15MOTORSPORT
570.15SPECIALIST
580.15APPLY
590.15TODAY
600.15EAGLE
610.15INSWEB
620.15LEADING
630.15REVIEW
640.15BIKE
650.15ROLEX
660.15ASSURANCE
670.15AA
680.15WATCH
690.15SUBMARINER
700.15MOTORING
710.15YACHTMASTER
720.15ROUTES
730.15COVERAGE
740.15RIGHT
750.15COMPARISONMARKET
760.15YAHOO
770.15DATEJUST
780.15ITS
790.15HAGERTY
800.15BELLDIRECT
810.15CO
820.15DIRECTORY
830.15DAYTONA
840.15GMAC
850.15GREAT
860.15MINUTES
870.15SGB
880.15CHEAPEST
890.15WOMEN
900.15LLOYDS
910.15TSB
920.15INSURANCEHOTLINE
930.15AUTOTRADER
940.15PROGRESSIVE
950.15INSURE
960.15RAC
970.15COMPENSATION
980.15CLAIM
990.15BEST
1000.15CALIFORNIA
1010.15ARIZONA
1020.15BUDGET
1030.15PERFORMANCE
1040.15AXA
1050.15HOMEPAGECONTENT
1060.15CREDITNEST
1070.15GUIDE
1080.15STATE
1090.15FARM
1100.15HOMEOWNERS
1110.15SLASHDOT
1120.15ARTICLE
1130.15SID
1140.15TRIALS
1150.15PAYG
1160.15REGISTER
1170.15START
1180.15AMERICA
1190.15PRIVILEGE
1200.15FCIC
1210.15NINE
1220.15WAYS
1230.15LOWER
1240.15COSTS
1250.15SAVING
1260.15AUSTRALIA
1270.15AAMI
1280.15OFFERS
1290.15HOUSE
1300.15CONTENTS
1310.15INSTANTLY
1320.15CHEAPER
1330.15LEASING
1340.15EDMUNDS
1350.15GE
1360.15FINANCIAL
1370.15NETWORK
1380.15ANNUITIES
1390.15CORNHILL
1400.15DIRECT
1410.15PROVIDING
1420.15AFFORDABLE
1430.15BBC
1440.15BROKERS
1450.15MAGAZINE
1460.15PAY
1470.15DRIVE
1480.15WORK
1490.15SOURCE
1500.15MERCEDES
1510.15BMW
1520.15RANGE
1530.15ROVER
1540.15FERRARI
1550.15ALLSTATE
1560.15MOTORCYCLE
1570.15VAN
1580.15SOYOUWANNA
1590.15COLLECTOR
1600.15RESULTS
1610.15SIRSEARCH
1620.15AIG
1630.15NOLO
1640.15VEHICLE
1650.15NET
1660.15ROADTESTS
1670.15INFORMATION
1680.15DRIVEMEX
1690.15MEXICAN
1700.15CLASSIC
1710.15DRIVERS
1720.15DIRECTLINE
1730.15LOW
1740.15TIPS
1750.15ICBC
1760.15AUTOPLAN
1770.15MAIN
1780.15PAGE
1790.15SHOPPING
1800.15TOP
1810.15RESOURCES
1820.15GUIDES
1830.15PET
1840.15MORETHAN
1850.15GLOBE
1860.15OPINION
1870.15EDITORIALS
1880.15CAUTION
UNIQUE TERMS:297 TOTAL TERMS:1256
N=200 QUERY:CAR INSURANCE
UNIQUE TERMS/N=1.49
TOTAL TERMS/N=6.28
RiPi (%)TERMi
122.21INSURANCE
215.13CAR
35.49UK
44.22QUOTES
53.58AUTO
62.87ONLINE
72.31CHEAP
81.67HOME
91.51MOTOR
101.35QUOTE
111.11TRAVEL
121.04LIFE
130.88CARS
140.80COMPARE
150.64COVER
160.56FREE
170.48CLASSIC
180.40GUIDE
190.40NEWS
200.40SAVE
210.32NORWICH
220.32AA
230.32ADVICE
240.32CENTER
250.32RATES
260.32NEW
270.32USED
280.32INSTANT
290.32HEALTH
300.32TESCO
310.32INFORMATION
320.32COMPANIES
330.32SERVICES
340.32MONEY
350.24LLOYDS
360.24TSB
370.24UNION
380.24SITE
390.24LOANS
400.24BUY
410.24MOTORING
420.24BUYING
430.24INSURE
440.24DRIVE
450.24COVERAGE
460.24OFFICIAL
470.24TIPS
480.24REVIEWS
490.24NRMA
500.24CO
510.24TECHDIRT
520.24INSURANCEWIDE
530.24ESURE
540.16ITS
550.16A2Z
560.16DIRECTORY
570.16AZ
580.16PROVIDERS
590.16BROKER
600.16COMPANY
610.16RED
620.16AUTOTRADER
630.16EU
640.16FALKAG
650.16COMPARISON
660.16STATE
670.16REVIEW
680.16COSTS
690.16EAGLE
700.16AUSTRALIA
710.16AAMI
720.16ADMIRAL
730.16EDMUNDS
740.16DIRECT
750.16AFFORDABLE
760.16BBC
770.16SHOP
780.16PAY
790.16WATCH
800.16VAN
810.16VEHICLE
820.16NET
830.16ROADTESTS
840.16GMAC
850.16GREAT
860.16LOW
870.16BREAKDOWN
880.16TOP
890.16BOSTON
900.16WEB
910.16GEICO
920.16RV
930.16START
940.16SAVING
950.16BIG
960.16BROTHER
970.16RENTAL
980.16RIGHT
990.16DMV
1000.16TIGER
1010.16COST
1020.16CHEAPER
1030.16BUSINESS
1040.16MSN
1050.16FINANCE
1060.16PROTECTION
1070.16LYCOS
1080.16EXCITE
1090.16SPECIAL
1100.16INSURESUPERMARKET
1110.08SLASHDOT
1120.08ARTICLE
1130.08SID
1140.08TRIALS
1150.08PAYG
1160.08REGISTER
1170.08YACHTMASTER
1180.08AMERICA
1190.08PRIVILEGE
1200.08FCIC
1210.08NINE
1220.08WAYS
1230.08LOWER
1240.08VS
1250.08DATEJUST
1260.08DAYTONA
1270.08TODAY
1280.08OFFERS
1290.08HOUSE
1300.08CONTENTS
1310.08INSTANTLY
1320.08ROUTES
1330.08LEASING
1340.08MORETHAN
1350.08GE
1360.08FINANCIAL
1370.08NETWORK
1380.08ANNUITIES
1390.08CORNHILL
1400.08INSWEB
1410.08PROVIDING
1420.08COMPARISONMARKET
1430.08YAHOO
1440.08CONFUSED
1450.08MAGAZINE
1460.08EASYCOVER
1470.08HAGERTY
1480.08WORK
1490.08SOURCE
1500.08MERCEDES
1510.08BMW
1520.08RANGE
1530.08ROVER
1540.08FERRARI
1550.08ALLSTATE
1560.08MOTORCYCLE
1570.08BELLDIRECT
1580.08SOYOUWANNA
1590.08COLLECTOR
1600.08RESULTS
1610.08SIRSEARCH
1620.08AIG
1630.08NOLO
1640.08COMPETITION
1650.08MOTORSPORT
1660.08SPECIALIST
1670.08APPLY
1680.08DRIVEMEX
1690.08MEXICAN
1700.08PROGRESSIVE
1710.08DRIVERS
1720.08DIRECTLINE
1730.08MINUTES
1740.08SGB
1750.08ICBC
1760.08AUTOPLAN
1770.08MAIN
1780.08PAGE
1790.08SHOPPING
1800.08CHEAPEST
1810.08RESOURCES
1820.08GUIDES
1830.08PET
1840.08WOMEN
1850.08GLOBE
1860.08OPINION
1870.08EDITORIALS
1880.08CAUTION
1890.08BIKE
1900.08HOLIDAY
1910.08ESURANCE
1920.08POLICIES
1930.08EXOTIC
1940.08ROLEX
1950.08FIND
1960.08CENTRE
1970.08CLASSICS
1980.08SPORTS
1990.08INSURANCEHOTLINE
2000.08LEADING
2010.08WEBSITE
2020.08CORPORATE
2030.08INTELLIGENCE
2040.08WIRELESS
2050.08BROKERS
2060.08RAC
2070.08BRAND
2080.08COMPENSATION
2090.08III
2100.08CARBUYINGTIPS
2110.08SCAMS
2120.08AVOID
2130.08SEARCH
2140.08SWINTON
2150.08GO
2160.08CLAIM
2170.08LAW
2180.08LAWS
2190.08RATE
2200.08SAGA
2210.08LINE
2220.08NATWEST
2230.08RUNNING
2240.08BEST
2250.08DEPARTMENT
2260.08VEHICLES
2270.08CALIFORNIA
2280.08TRUST
2290.08COMPREHENSIVE
2300.08ARIZONA
2310.08STAR
2320.08GROUP
2330.08BUDGET
2340.08DRIVING
2350.08DOWN
2360.08FEB
2370.08STUDENT
2380.08PRODUCT
2390.08LEGAL
2400.08GENERAL
2410.08INSUREME
2420.08SMALL
2430.08PERFORMANCE
2440.08ALUMNI
2450.08GOPHER
2460.08DIG
2470.08DEALS
2480.08DEALERS
2490.08GARAGES
2500.08PARTS
2510.08NI
2520.08NORTHERN
2530.08AXA
2540.08CUT
2550.08BILLS
2560.08DECISION
2570.08COMPARISONS
2580.08FISH
2590.08PERSONAL
2600.08HOMEPAGECONTENT
2610.08COVERAGES
2620.08GAS
2630.08RENTALS
2640.08INCOME
2650.08CREDITNEST
2660.08TERM
2670.08CHANNEL
2680.08OBJECT
2690.08FOUND
2700.08LANCASTER
2710.08MODERN
2720.08IRELAND
2730.08SUBMARINER
2740.08SAINSBURY
2750.08BANK
2760.08SPONSORED
2770.08LINK
2780.08INSURETEC
2790.08RBS
2800.08MONEYEXTRA
2810.08NORTHWEST
2820.08ENVIRONMENT
2830.08REFORMS
2840.08NPOWER
2850.08ASSURANCE
2860.08FARM
2870.08INSURERS
2880.08HOMEOWNERS
2890.08WOMENS
2900.08AIM
2910.08TERMS
2920.08CONDITIONS
2930.08KIPLINGER
2940.08MANCHESTER
2950.08UNITED
2960.08MU
2970.08MSMONEY