Insurance - Who's Successful Online?

I’ve been doing a lot of research into the insurance sector recently, speaking with MDs and marketing managers, drilling down exactly what it takes to see growth online and ultimately generate customers who will stay with the company by using trustworthy content and effective digital marketing strategies.

With that said I have chosen the following six websites to see which one is performing best online -? Allianz Trade in UK & Ireland , Chubb , Churchill Insurance , Lemonade , Endsleigh & Vitality .

Below is data from our new tool ‘Needle’ this is taken from the insurance sector, it evaluates all the top-performing companies and then looks at the context behind how these companies can be so successful. We can use this to benchmark the companies in this study and see what they can do to perform better online to compete more aggressively.

Keyword Research

Above are a few examples of how we can look at multiple keyword trends and understand how people are searching for insurance policies. We can see exactly how volatile this market is and we can dive deeper into how each policy for an insurance company has different trends. As you can imagine companies may want to focus on specific policies to ensure they follow the search data and capture as much of the market as possible. The same goes for negatively trending insurance searches as a company may want to reinvest their money elsewhere to ensure they get a higher return on their investment.

Organic Visibility

Vitality currently has the highest visibility score and is showing little bits of consistent growth from the past 52 weeks, in the middle of the graph we have Endsleigh , which for a while was dominating the visibility index score but is now 2nd to last in this study after seeing a considerable decline. Furthermore, we have Allianz Trade in UK & Ireland and Chubb which have had the same trajectory, showing a bit of growth but nothing massive and has remained quite steady with no real loss or improvement. Allianz Trade in UK & Ireland visibility has been steady and the growth seems to have plateaued, starting strong at the start, being overtaken in the middle and finishing relatively in the same place as before. In dead last we have Lemonade which show no signs of growing, with quite a steady trajectory staying at around 0.3 visibility index.

Organic keywords

Vitality has the most amount of keywords here, but they are closely followed by Endsleigh and Chubb . In 4th we have Lemonade and struggling in the last places is Churchill Insurance and Allianz Trade in UK & Ireland which is quite surprising having known these big names for some time.

Keyword Spread

Referring domains

Chubb here dominates when talking about referring domains, surprisingly in second we have Lemonade and in third we have Vitality . What is truly surprising is that Allianz Trade in UK & Ireland and Churchill Insurance are last, being overtaken by Endsleigh .

Domain Authority

Chubb is riding high with their domain authority, hitting over 80. They are followed by Lemonade and then Vitality . In 4th we have Endsleigh , 5th Allianz Trade in UK & Ireland and last Churchill Insurance .

Summary

This is a very competitive sector. I believe that Chubb is the strongest website, as after doing some more research they have far more pages than the other website, is ranking for a large number of keywords even though they could be doing better, but want strengthens them further is the amount of referring domains they have and as a combination of all these they are performing better than the other companies.

What I do find interesting is how well Lemonade is performing, I would however suggest generating more links and getting it so more keywords are positioned on page 1. With this, I can imagine they will grow in terms of visibility and generate more leads from their online presence.

Churchill Insurance has the most to work on, if we go back to the start of the study we can see the industry averages and what it takes to be in the top 25%. Now that’s 16210 links, 37962 pages, an average of 61 domain authorities and a keyword reach of 425535. Churchill Insurance and others will have to up their SEO game if they want to compete with the larger brands.

All these websites have strong domain authority, yes there are always things you can improve with technical SEO but if you really want to improve organic visibility start focusing more on messy middle content!

Obviously, these are my opinions, given after taking a look at the snapshot data that I have collected. I am sure that if I delved deeper into each piece of information, I would find many more things that would steer my thoughts.