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REPORT FOCUS: Natural Search Paid Media Integrated Search

An exclusive snapshot of the online Search landscape

APR 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 April, 3.2 million searches were made by consumers searching for Insurance-related terms on Google UK.

Queries for motor insurance-related keywords accounted for 53% of all searches made for the sector.

The search term 'car insurance' was queried 550,000 times, accounting for 17% 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 65% 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

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April 2015

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The most visible websites and advertisers on Google UK

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April Overview In April 2015, 3.2 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 April, 3.2 million searches were made for insurance-related keywords.

Searches for motor insurance keywords were most popular, accounting for 53% of all searches made for the sector.

Retrospective 12 month view of the online insurance market

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Natural Search Insurance: Overall 3.2 million searches In April 2015, 3.2 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 April, the keyword ‘car insurance’ was queried 550,000 times, accounting for 17% of all searches made for Insurance-related keywords.

moneysupermarket.com was the most visible website, achieving an 86% share of voice through ranking for 1,449 keywords, including the search terms ‘travel insurance’ and ‘cheap car insurance’.

The 20 most visible websites:

gocompare.com attained a 69% share of voice through ranking for 1,086 keywords, including the search terms ‘car insurance’ and ‘van insurance’.


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April 2015

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Insurance: Health Insurance 119,420 searches In April 2015, 119,420 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 April, the keyword ‘health insurance’ was queried 12,100 times, accounting for 10% of all searches made for Health Insurance-related keywords.

bupa.co.uk was the most visible website, achieving a 70% share of voice through ranking for 96 keywords, including the search terms ‘health insurance’ and ‘private health insurance’.


moneysupermarket.com attained a 60% share of voice through ranking for 86 keywords, including the search terms ‘travel insurance pre existing medical’ and ‘medical insurance for travel’.


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Natural Search Insurance: Home Insurance 315,400 searches In April 2015, 315,400 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 April, the keyword ‘home insurance’ was queried 60,500 times, accounting for 19% of all searches made for Home Insurance-related keywords.

moneysupermarket.com was the most visible website, achieving a 91% share of voice through ranking for 243 keywords, including the search terms ‘home insurance’ and ‘house insurance’.


comparethemarket.com attained an 81% share of voice through ranking for 185 keywords, including the search terms ‘home insurance’ and ‘house insurance’.


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April 2015

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Insurance: Motor Insurance 1.7 million searches In April 2015, 1.7 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 April, the keyword ‘car insurance’ was queried 550,000 times, accounting for 32% of all searches made for Motor Insurance-related keywords. moneysupermarket.com was the most visible website, achieving an 89% share of voice through ranking for 676 keywords, including the search terms ‘cheap car insurance’ and ‘car insurance quote’.


confused.com attained an 80% share of voice through ranking for 627 keywords, including the search terms ‘multi car insurance’ and ‘temporary car insurance’.


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Natural Search Insurance: Pet Insurance 183,750 searches In April 2015, 183,750 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 April, the keyword ‘pet insurance’ was queried 90,500 times, accounting for 49% of all searches made for Pet Insurance-related keywords.

petplan.co.uk was the most visible website, achieving an 84% share of voice through ranking for 101 keywords, including the search terms ‘pet insurance’ and ‘cat insurance’. The 20 most visible websites: comparethemarket.com attained a 75% share of voice through ranking for 79 keywords, including the search terms ‘compare pet insurance’ and ‘pet insurance compare’.


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April 2015

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Insurance: Travel Insurance 875,270 searches In April 2015, 875,270 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 April, the keyword ‘travel insurance’ was queried 450,000 times, accounting for 51% of all searches made for Travel Insurance-related keywords. moneysupermarket.com was the most visible website, achieving a 94% share of voice through ranking for 356 keywords, including the search terms ‘travel insurance’ and ‘holiday insurance’.


comparethemarket.com attained a 78% share of voice through ranking for 251 keywords, including the search terms ‘travel insurance compare’ and ‘compare travel insurance’.


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Paid Media Insurance: Overall 3.2 million searches In April 2015, 3.2 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 April, moneysupermarket.com was the most visible advertiser, achieving a 65% share of voice through bidding on 874 keywords, at an average ad position of 5. comparethemarket.com achieved a 52% share of voice through bidding on 805 keywords, at an average ad position of 4.


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April 2015

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Insurance: Health Insurance 119,420 searches In April 2015, 119,420 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 April, saga.co.uk was the most visible advertiser, achieving a 61% share of voice through bidding on 76 keywords, at an average ad position of 3. axappphealthcare.co.uk achieved a 58% share of voice through bidding on 59 keywords, at an average ad position of 2. aviva.co.uk displayed the most visible individual ad creative, achieving a 49% share of voice.

The 5 most visible ad creatives:


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Paid Media Insurance: Home Insurance 315,400 searches In April 2015, 315,400 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 April, moneysupermarket.com was the most visible advertiser, achieving an 86% share of voice through bidding on 216 keywords, at an average ad position of 4. comparethemarket.com achieved a 72% share of voice through bidding on 185 keywords, at an average ad position of 3. insure4retirement.co.uk displayed the most visible individual ad creative, achieving a 42% share of voice.



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April 2015

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Insurance: Motor Insurance 1.7 million searches In April 2015, 1.7 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 April, comparethemarket.com was the most visible advertiser, achieving a 76% share of voice through bidding on 544 keywords, at an average ad position of 5. aviva.co.uk achieved a 72% share of voice through bidding on 388 keywords, at an average ad position of 4. aviva.co.uk displayed the most visible individual ad creative, achieving a 53% share of voice.



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Paid Media Insurance: Pet Insurance 183,750 searches In April 2015, 183,750 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 April, tescobank.com was the most visible advertiser, achieving an 86% share of voice through bidding on 79 keywords, at an average ad position of 4. sainsburysbank.co.uk achieved an 84% share of voice through bidding on 75 keywords, at an average ad position of 3. sainsburysbank.co.uk displayed the most visible individual ad creative, achieving a 65% share of voice.



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April 2015

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Insurance: Travel Insurance 875,270 searches In April 2015, 875,270 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 April, staysure.co.uk was the most visible advertiser, achieving a 91% share of voice through bidding on 323 keywords, at an average ad position of 3. insureandgo.com achieved an 88% share of voice through bidding on 303 keywords, at an average ad position of 3. saga.co.uk displayed the most visible individual ad creative, achieving a 58% share of voice.



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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

moneysupermarket.com and

4 websites achieved strong

moneysupermarket.com and

comparethemarket.com

visibility in the Natural Search

comparethemarket.com

achieved strong Integrated

listings.

achieved strong visibility in the

Search Visibility.


Paid Media Space.

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April 2015

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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 tables 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.


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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 April 2015.

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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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