Some of the best insurance niches are in hard-to-place lines of coverage.
Whether it’s products liability, medical malpractice, sub-standard auto or life insurance for people with health problems. That’s where Chris Huntley found his niche.
He’s positioned himself as an expert at finding life insurance for people with tough medical issues. “From bad hearts to missing parts, we’ve got you covered,” says his jaunty tagline.
Chris’s life insurance blog is one of the best I’ve seen: https://www.insuranceblogbychris.com/blog/
Chris started it about 8 years ago and traffic from his posts now generates 1000 to 1200 leads per month.
I asked Chris the secret of his success. He said that in the beginning he just wrote the kinds of things every life agent writes about — pillar posts, like the difference between term and whole life, who needs life insurance, how much life insurance a person needs and similar topics.
When he started to run out of ideas, someone suggested he write about his most challenging clients.
So he wrote about the challenges of finding a company to insure a man with a heart valve replacement: “Life Insurance Approval after Heart Valve Replacement Surgery” https://www.insuranceblogbychris.com/life-insurance-approval-after-heart-valve-replacement-surgery/.
Nothing clever or profound. The title says just exactly what the article is about. And more importantly, it says exactly what people who have had heart valve surgery type into Google when they’re looking for life insurance.
“Enter the conversation already taking place in your prospect’s mind,” said the great direct mail advertising pioneer Robert Collier.
This post, which he wrote six years ago, got him a top Google ranking. It’s still #1 for the keyword phrase, “insurance for someone with a heart valve replacement” and its variations.
It’s a classic example of using a long tail keyword to get top Google rankings.
So, what’s a long tail keyword?
Long tail keywords evolve from short tail keywords like “Life insurance.”
“Life insurance approval after heart replacement surgery” is a long tail keyword.
Why is it called long tail? Because if you add up all the searches people make for a keyword phrase like “life insurance” you get a very high number compared with the number of searches for a keyword phrase like “Life insurance approval after heart replacement surgery.”
When you plot the searches for “life insurance” and every keyword phrase that contains “life insurance” on a graph, the result looks like a hockey stick where “life insurance” is the blade part and the stick or long tail is all the longer phrases containing “life insurance.”
The point is, there are millions of articles about “life insurance” but very few about “life insurance approval after heart replacement surgery.”
Search the term Chris used for his article yourself or a variation of it. Works in Bing and Yahoo, too. It’s at the top right after the paid ads.
Check out Chris’s blog: https://www.insuranceblogbychris.com/blog/
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