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Stunned. I did SEO for a company in that industry and by a country mile the best keyterm was 'mobile phone insurance' ...can't believe the price it has gone for.
Here's the question for you seo guys - if you banged together a half decent site and threw 5k's worth of SEO at it right now, would you get a decent, sustainable roi - could you make it to page 1 and or generate enough longtail in today's world?
My point is today the domain was basically free but might require 5k worth of effort to make any minimal impact. 15 years ago the domain was 5k+ and required nearly zero SEO effort.