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The domain name CAN make a HUGE difference.
I can get great rankings (like #1-5) in semi competitive keywords (nothing like insurance! but competitive enough to make me enough moneyt o be happy) mainly based on the domain (and getting a few quality backlinks).
Another thing that REALLY helps (both seo and actually getting the clicks from the search engines) is making your title tag descriptive (and with your targetted keyword in it).
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