The customer gets year #1 for free. At the end of the year we approach them and ask if they want to renew. If they appreciate your software, they usually do.
And since my replies were being rate limited, I'll respond to your long-tail question above. We have tried a lot of long tail keywords, but they have such low frequency that Adwords penalizes you (low quality score) for using them, which means you pay more per click account-wide. That is why I say get to know Adwords - there are a lot of gotchas.
It sounds like they are selling to the enterprise customers, in which case you'd typically have first year of support included in the price (perhaps itemized separately to allow for creative tax accounting on customer's end) and the renewal will be in a year from the original sale. Again, typically, not automatic, but through persistent nagging.
