The greenlight sector - Greenlight Digital

The greenlight sector

REPORT FOCUS: Health Insurance Home Insurance Motor Insurance Pet Insurance Travel Insurance

An exclusive snapshot of the online Search landscape

OCT 2015

Report Overview Executive Summary This report profiles search behaviour for the online Insurance sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Insurance-related terms. In our analysis we established that:

In October, 3 million searches were made by consumers searching for Insurance-related terms on Google UK.

Queries for motor insurance keywords accounted for 58% of all searches made for the sector.

The search term 'car insurance' was queried 550,000 times, accounting for 18% of all searches made for the sector.

moneysupermarket.com was the most visible website in the Natural Search listings, achieving a 79% share of voice.

moneysupermarket.com was the most visible advertiser in the Paid Media space, achieving a 70% share of voice.

moneysupermarket.com ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice in the Natural Search and Paid Media listings.

Percentage breakdown of searches made for each subsector:

Insurance Sector Report

|

October 2015

|

The most visible websites and advertisers on Google UK

2

October Overview In October 2015, 3 million searches were made for Insurance-related terms. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Insurance market in the past 12 months. Number of searches by subsector At a glance In October, 3 million searches were made for insurance keywords.

Searches for motor insurance keywords were most popular, accounting for 58% of all searches made for the sector.

Retrospective 12 month view

Get in touch to discuss your site’s specific performance

|

www.greenlightdigital.com

|

T: +44 (0)20 7253 7000

3

Natural Search Insurance: Overall 3 million searches In October 2015, 3 million searches were made by consumers searching for Insurance-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 3,317 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘car insurance’ was queried 550,000 times, accounting for 18% of all searches made for Insurance-related keywords.

moneysupermarket.com was the most visible website, achieving a 79% share of voice through ranking for 1,478 keywords, including the search terms ‘car insurance quote’ and ‘cheap car insurance’.

The 20 most visible websites:

comparethemarket.com attained a 71% share of voice through ranking for 1,035 keywords, including the search terms ‘travel insurance’ and ‘compare car insurance’.


|

October 2015

|


4

Insurance: Health Insurance 120,390 searches In October 2015, 120,390 searches were made by consumers searching for health insurance-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 483 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘health insurance’ was queried 14,800 times, accounting for 12% of all searches made for Health Insurance-related keywords. bupa.co.uk was the most visible website, achieving a 65% share of voice through ranking for 94 keywords, including the search terms ‘health insurance’ and ‘private health insurance’.


moneysupermarket.com attained a 59% share of voice through ranking for 83 keywords, including the search term ‘health insurance uk’.


|


|

T: +44 (0)20 7253 7000

5

Natural Search Insurance: Home Insurance 361,010 searches In October 2015, 361,010 searches were made by consumers searching for home insurance-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 669 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘home insurance’ was queried 74,000 times, accounting for 20% of all searches made for Home Insurance-related keywords. comparethemarket.com was the most visible website, achieving an 82% share of voice through ranking for 186 keywords, including the search terms ‘home insurance’ and ‘house insurance’.


moneysupermarket.com attained an 82% share of voice through ranking for 233 keywords, including the search terms ‘buildings insurance’ and ‘home insurance quotes’.


|

October 2015

|


6

Insurance: Motor Insurance 1.8 million searches In October 2015, 1.8 million searches were made by consumers searching for motor insurance-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,227 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘car insurance’ was queried 550,000 times, accounting for 30% of all searches made for Motor Insurance-related keywords. confused.com was the most visible website, achieving an 83% share of voice through ranking for 644 keywords, including the search terms ‘temporary car insurance’ and ‘short term car insurance’.


moneysupermarket.com attained an 82% share of voice through ranking for 682 keywords, including the search terms ‘car insurance quote’ and ‘cheap car insurance’.


|


|

T: +44 (0)20 7253 7000

7

Natural Search Insurance: Pet Insurance 196,920 searches In October 2015, 196,920 searches were made by consumers searching for pet insurance-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 250 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘pet insurance’ was queried 90,500 times, accounting for 46% of all searches made for Pet Insurance-related keywords.

petplan.co.uk was the most visible website, achieving an 85% share of voice through ranking for 112 keywords, including the search terms ‘pet insurance’ and ‘pet insurance uk’. The 20 most visible websites: comparethemarket.com attained a 77% share of voice through ranking for 85 keywords, including the search terms ‘dog insurance’ and ‘pet insurance compare’.


|

October 2015

|


8

Insurance: Travel Insurance 608,500 searches In October 2015, 608,500 searches were made by consumers searching for travel insurance-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 688 keywords analysed. Top 10 search terms: Overview: In October, the keyword ‘travel insurance’ was queried 301,000 times, accounting for 49% of all searches made for Travel Insurance-related keywords. moneysupermarket.com was the most visible website, achieving an 88% share of voice through ranking for 381 keywords, including the search terms ‘cheap travel insurance’ and ‘travel insurance comparison’.


comparethemarket.com attained an 85% share of voice through ranking for 262 keywords, including the search terms ‘travel insurance’ and ‘holiday insurance’.


|


|

T: +44 (0)20 7253 7000

9

Paid Media Insurance: Overall 3 million searches In October 2015, 3 million searches were made for Insurance-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 3,317 keywords analysed. The 30 most visible advertisers: At a glance: In October, moneysupermarket.com was the most visible advertiser, achieving a 70% share of voice through bidding on 872 keywords, at an average ad position of 5.

comparethemarket.com achieved a 61% share of voice through bidding on 851 keywords, at an average ad position of 5.


|

October 2015

|


10

Insurance: Health Insurance 120,390 searches In October 2015, 120,390 searches were made for health insurance-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 483 keywords analysed. The 20 most visible advertisers: At a glance: In October, bestmedicalcover.co.uk was the most visible advertiser, achieving a 65% share of voice through bidding on 104 keywords, at an average ad position of 6.

bupa.co.uk achieved a 60% share of voice through bidding on 72 keywords, at an average ad position of 3.

the-phc.co.uk displayed the most visible individual ad creative, achieving a 38% share of voice.

The 5 most visible ad creatives:


|


|

T: +44 (0)20 7253 7000

11

Paid Media Insurance: Home Insurance 361,010 searches In October 2015, 361,010 searches were made for home insurance-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 669 keywords analysed. The 20 most visible advertisers: At a glance: In October, moneysupermarket.com was the most visible advertiser, achieving a 77% share of voice through bidding on 174 keywords, at an average ad position of 5.

comparethemarket.com achieved a 71% share of voice through bidding on 193 keywords, at an average ad position of 4. insure4retirement.co.uk displayed the most visible individual ad creative, achieving a 54% share of voice.



|

October 2015

|


12

Insurance: Motor Insurance 1.8 million searches In October 2015, 1.8 million searches were made for motor insurance-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,227 keywords analysed. The 20 most visible advertisers: At a glance: In October, gocompare.com was the most visible advertiser, achieving an 83% share of voice through bidding on 445 keywords, at an average ad position of 2. comparethemarket.com achieved an 81% share of voice through bidding on 569 keywords, at an average ad position of 5. aviva.co.uk displayed the most visible individual ad creative, achieving a 60% share of voice.



|


|

T: +44 (0)20 7253 7000

13

Paid Media Insurance: Pet Insurance 196,920 searches In October 2015, 196,920 searches were made for pet insurance-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 250 keywords analysed. The 20 most visible advertisers: At a glance: In October, tescobank.com was the most visible advertiser, achieving an 85% share of voice through bidding on 81 keywords, at an average ad position of 4. moneysupermarket.com achieved an 83% share of voice through bidding on 91 keywords, at an average ad position of 5. directline.com displayed the most visible individual ad creative, achieving a 49% share of voice.



|

October 2015

|


14

Insurance: Travel Insurance 608,500 searches In October 2015, 608,500 searches were made for travel insurance-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 688 keywords analysed. The 20 most visible advertisers: At a glance: In October, insureandgo.com was the most visible advertiser, achieving an 86% share of voice through bidding on 319 keywords, at an average ad position of 3. google.co.uk achieved an 84% share of voice through bidding on 310 keywords, at an average ad position of 2. google.co.uk displayed the most visible individual ad creative, achieving a 63% share of voice.



|


|

T: +44 (0)20 7253 7000

15

Integrated Search Which websites/advertisers were most visible overall on Google UK? The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.

Strong Natural Search visibility

Strong Integrated Search visibility

Poor Integrated Search visibility

Strong Paid Media visibility

3 websites achieved strong



Integrated Search Visibility.

visibility in the Natural Search

visibility in the Paid Media

listings.

Space.


|

October 2015

|


16

The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league table below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. The 40 most visible websites overall: At a glance moneysupermarket.com featured at the top of our integrated search league table, as its combined share of voice was most dominant.

comparethemarket.com ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings.


|


|

T: +44 (0)20 7253 7000

17

About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 3,317 Insurance-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s OneHydra platform, which collected volumes for the associated keywords. OneHydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK.

The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Digital Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work.

All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Insurance sector in October 2015.

Bespoke Sector Reports

Get in touch

If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad.

Contact Phil Armorgie Business Development Director T: +44 (0) 20 3326 6224 Email: [email protected]

Download free reports Greenlight’s Research & Insights team produce Sector Reports analysing 27 different online industries. To view and download all FREE reports, visit

www.greenlightdigital.com/blog


|

October 2015

|


18