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visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Insurance-related ... voice
The greenlight sector

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

An exclusive snapshot of the online Search landscape

JAN 2016

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 January, 3.6 million searches were made by consumers searching for Insurance-related terms on Google UK.

Queries for motor insurance keywords accounted for 57% of all searches made for the sector.

The search term 'car insurance' was queried 673,000 times, accounting for 19% of all searches made for the sector.

moneysupermarket.com was the most visible website in the Natural Search listings, achieving an 86% share of voice.

moneysupermarket.com was the most visible advertiser in the Paid Media space, achieving a 73% 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:

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January Overview In January 2016, 3.6 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 January, 3.6 million searches were made for insurance keywords.

Searches for motor insurance keywords were most popular, accounting for 57% of all searches made for the sector.

Retrospective 12 month view

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Natural Search Insurance: Overall 3.6 million searches In January 2016, 3.6 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 January, the keyword ‘car insurance’ was queried 673,000 times, accounting for 19% of all searches made for Insurance-related keywords.

moneysupermarket.com was the most visible website, achieving an 86% share of voice through ranking for 1,250 keywords, including the search terms ‘travel insurance’ and ‘cheap car insurance’.

The 20 most visible websites:

comparethemarket.com attained a 73% share of voice through ranking for 897 keywords, including the search terms ‘travel insurance’ and ‘compare car insurance’.

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Insurance: Health Insurance 129,220 searches In January 2016, 129,220 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 January, the keyword ‘health insurance’ was queried 14,800 times, accounting for 11% of all searches made for Health Insurance-related keywords. bupa.co.uk was the most visible website, achieving a 64% share of voice through ranking for 84 keywords, including the search terms ‘health insurance’ and ‘private health care’. The 20 most visible websites: moneysupermarket.com attained a 56% share of voice through ranking for 67 keywords, including the search terms ‘private health insurance’ and ‘private medical insurance’.

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Natural Search Insurance: Home Insurance 391,820 searches In January 2016, 391,820 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 January, the keyword ‘home insurance’ was queried 74,000 times, accounting for 19% of all searches made for Home Insurance-related keywords. moneysupermarket.com was the most visible website, achieving an 87% share of voice through ranking for 230 keywords, including the search terms ‘home insurance quotes’ and ‘buildings The 20 most visible websites:

insurance’. comparethemarket.com attained an 84% share of voice through ranking for 185 keywords, including the search terms ‘home insurance’ and ‘house insurance’.

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Insurance: Motor Insurance 2 million searches In January 2016, 2 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 January, the keyword ‘car insurance’ was queried 673,000 times, accounting for 33% of all searches made for Motor Insurance-related keywords. moneysupermarket.com was the most visible website, achieving an 88% share of voice through ranking for 619 keywords, including the search terms ‘cheap car insurance’ and ‘car The 20 most visible websites:

insurance quotes’. confused.com attained an 83% share of voice through ranking for 580 keywords, including the search terms ‘temporary car insurance’ and ‘short term car insurance’.

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Natural Search Insurance: Pet Insurance 241,610 searches In January 2016, 241,610 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 January, the keyword ‘pet insurance’ was queried 110,000 times, accounting for 46% of all searches made for Pet Insurance-related keywords.

petplan.co.uk was the most visible website, achieving an 86% share of voice through ranking for 100 keywords, including the search terms ‘pet insurance’ and ‘dog insurance’. The 20 most visible websites: comparethemarket.com attained a 78% share of voice through ranking for 83 keywords, including the search terms ‘dog insurance’ and ‘pet insurance comparison’.

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Insurance: Travel Insurance 774,130 searches In January 2016, 774,130 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 January, the keyword ‘travel insurance’ was queried 368,000 times, accounting for 48% of all searches made for Travel Insurance-related keywords. moneysupermarket.com was the most visible website, achieving a 91% share of voice through ranking for 241 keywords, including the search terms ‘travel insurance’ and ‘cheap travel The 20 most visible websites:

insurance’. comparethemarket.com attained an 84% share of voice through ranking for 178 keywords, including the search terms ‘travel insurance’ and ‘holiday insurance’.

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Paid Media Insurance: Overall 3.6 million searches In January 2016, 3.6 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 January, moneysupermarket.com was the most visible advertiser, achieving a 73% share of voice through bidding on 899 keywords, at an average ad position of 5.

gocompare.com achieved a 71% share of voice through bidding on 842 keywords, at an average ad position of 3.

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Insurance: Health Insurance 129,220 searches In January 2016, 129,220 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 January, axappphealthcare.co.uk was the most visible advertiser, achieving a 58% share of voice through bidding on 59 keywords, at an average ad position of 2.

bupa.co.uk achieved a 55% share of voice through bidding on 56 keywords, at an average ad position of 3.

ukprivateinsurance.co.uk displayed the most visible individual ad creative, achieving a 40% share of voice.

The 5 most visible ad creatives:

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Paid Media Insurance: Home Insurance 391,820 searches In January 2016, 391,820 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 January, moneysupermarket.com was the most visible advertiser, achieving an 80% share of voice through bidding on 188 keywords, at an average ad position of 5.

gocompare.com achieved a 74% share of voice through bidding on 171 keywords, at an average ad position of 3. churchill.com displayed the most visible individual ad creative, achieving a 40% share of voice.

The 5 most visible ad creatives:

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Insurance: Motor Insurance 2 million searches In January 2016, 2 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 January, gocompare.com was the most visible advertiser, achieving an 87% share of voice through bidding on 467 keywords, at an average ad position of 2. comparethemarket.com achieved an 81% share of voice through bidding on 517 keywords, at an average ad position of 6. google.co.uk displayed the most visible individual ad creative, achieving a 53% share of voice.

The 5 most visible ad creatives:

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Paid Media Insurance: Pet Insurance 241,610 searches In January 2016, 241,610 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 January, comparethemarket.com was the most visible advertiser, achieving an 86% share of voice through bidding on 79 keywords, at an average ad position of 6. animalfriends.co.uk achieved an 85% share of voice through bidding on 82 keywords, at an average ad position of 4. comparethemarket.com displayed the most visible individual ad creative, achieving a 57% share of voice.

The 5 most visible ad creatives:

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Insurance: Travel Insurance 774,130 searches In January 2016, 774,130 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 January, insureandgo.com was the most visible advertiser, achieving an 83% share of voice through bidding on 198 keywords, at an average ad position of 3. moneysupermarket.com achieved an 82% share of voice through bidding on 177 keywords, at an average ad position of 6. google.co.uk displayed the most visible individual ad creative, achieving a 59% share of voice.

The 5 most visible ad creatives:

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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

4 websites achieved strong

7 websites achieved strong

Integrated Search Visibility.

visibility in the Natural Search

visibility in the Paid Media

listings.

Space.

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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.

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

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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 January 2016.

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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]

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