Are consumers thinking about life insurance? In order to get into the consumer mindset, a good first step is to look at what they are searching online.

We explored what the public-at-large wants to know when it comes to life insurance information, using Google Trends and the keyword tool on Google AdWords. The results are both interesting and lengthy.

Before we delve into the technical aspect of this experiment, you may be wondering: How does this help me? For starters, you can get into the “consumer mindset” and better understand and anticipate their questions and needs. These results also will enable you to better foresee questions from your prospective clients. 

Additionally, the data can guide your marketing strategy. With this knowledge, you can create blog posts providing the information consumers want. You can answer questions on your website or on social media. You can also build presentations using these points of concern, or craft clever opening lines for breaking the ice with new clients. 

Methodology:

Google Trends

On Google Trends, we focused only on the searches done in the United States, and on a few particular keywords or phrases that contain our target language. We then set a date limit for the reports in order to only view a year’s worth of data from January 2015 to January 2016.

Interpreting the charts, numbers and graphs on Google Trends is tricky because these numbers do not represent the absolute search volume. According to Google Trends, the numbers that appear show total searches for a term relative to the total number of searches done on Google over time. However, Google Trends does not reveal the total number of searches.

The results also do not show if there are more people or less people searching for a keyword or keyword phrase. In other words, these keywords are only “trending,” and the numbers in this article are not the total number of searches that people conducted in the U.S. from January 2015 until January 2016. These numbers are only based on the popularity of the search keyword or keyword phrase, according to Google Trends.

Google AdWords

We also used Google AdWords, a keyword tool, to find the most popular keywords or keyword phrases in the U.S. The tool is segmented by product or service, and by product category.

Unlike Google Trends, AdWords provides an estimate of the number of monthly searches for each keyword. The tool also takes into account the exact match for the specific keyword as well as related ideas and phrases that contain that keyword.

The search that we conducted using AdWords only includes 12-month search history data from January 2015 through December 2015. 

On the next page, you will find the results of our keyword and keyword-phrase research based on Google Trends and Google AdWords search data.

Google Trends keywords and phrases:

States that were searching for “life insurance”

*Numbers represent search volume relative to the highest point, which is always 100.

No. 10: New Jersey

Search volume: 77 out of 100

 

No. 8 (tie): South Carolina

Search volume: 78 out of 100

 

No. 8 (tie): South Dakota

Search volume: 78 out of 100

 

No. 7: Iowa

Search volume: 79 out of 100

 

No. 6: Connecticut

Search volume: 80 out of 100

 

No. 5: North Carolina

Search volume: 82 out of 100

 

No. 4 (tie): Louisiana

Search volume: 85 out of 100

 

No. 4 (tie): Delaware

Search volume: 85 out of 100

 

No. 2: Mississippi

Search volume: 97 out of 100

 

No. 1: Alabama

Search volume: 100 out of 100

Google Trends related searches with the keywords “life insurance”:

*Top searches are terms that are most frequently searched in a single session within a particular category, country or region.

Top 5 topics:

1. Life insurance industry

2. Insurance field of study

3. Term life insurance industry

4. Policy

5. MetLife Life insurance company

 

Top rising topics:

1. Voya Financial company

2. Transamerica Corporation insurance company

3. Massachusetts Mutual Life Insurance Company financial planning company

 

Top 5 queries:

1. Term life insurance

2. Whole life insurance

3. Life insurance policy

4. American life insurance

5. Health insurance

 

Top 5 rising queries:

1. Voya life insurance

2. Costco life insurance

3. Athene life insurance

4. Trustage life insurance

5. Freedom life insurance

Google AdWords Keyword ranking:

No. 14 (tie): Best life insurance

Average monthly searches: 1,300

 

No. 14 (tie): Universal life insurance

Average monthly searches: 1,300

 

No. 11 (tie): What is term life insurance

Average monthly searches: 1,600

 

No. 11 (tie): Burial insurance

Average monthly searches: 1,600

 

No. 11 (tie): Life insurance rates

Average monthly searches: 1,600

 

No. 10: Life insurance policy

Average monthly searches: 1,900

 

No. 7 (tie): Global life insurance

Average monthly searches: 2,400

 

No. 7 (tie): New York Life insurance

Average monthly searches: 2,400

 

No. 7 (tie): Term life insurance quotes

Average monthly searches: 2,400

 

No. 6: Life insurance companies

Average monthly searches: 3,600

 

No. 5: Whole life insurance

Average monthly searches: 5,400

 

No. 3 (tie): Term life insurance

Average monthly searches: 6,600

 

No. 3 (tie): Life insurance quotes

Average monthly searches: 6,600

 

No. 2: New York Life

Average monthly searches: 9,900

 

No. 1: Life insurance

Average monthly searches: 22,200

 

See also:

Why advisors’ Google presence is more vital than they think

Lack of consumer awareness a top challenge for bank life sales

What’s really behind the life insurance industry’s sales stall

 

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