Consumer searches for Insurance at their highest

By Krishna Rao

Greenlight’s “Insurance Sector Report – Issue 17” profiles consumer search behavior and the most popular keywords used when they went to Google UK in July to look for health, pet, home, travel and motor insurance. The report reveals total search volumes by sector and the most visible sites to searchers.

According to the research, search volumes for insurance peaked in July, totaling 3.2 million, up by 1.3 million on February’s level, when they were at their lowest for the year.

Totaling 1.7 million, the motor insurance sub-sector accounted for the majority (53%) of queries.

The travel insurance segment followed, making up a 28% share of all insurance-related searches with the three most queried terms being ‘travel insurance’, ‘holiday insurance’ and ‘cheap travel insurance’.

10% (338,620) of consumer internet searches for insurance in July pertained to home insurance and the rise of the “accidental landlord”, compliments of the new generation of buy-to-let property owners, looks to have impacted trends in this category.

Whilst household/home insurance terms dominated, cumulatively accounting for 40% of queries, those pertaining to landlord insurance accounted for 12%, a far greater share when compared to buildings insurance-related queries. Combined, they made up just 4% of home insurance-related searches.

Greenlight’s research found was the most visible website for insurance overall, achieving an 84% and 70% share of voice in the organic* and paid** listings, respectively. However, it did not dominate in all sub-sectors.

In the natural listings for example, and topped Greenlight’s league tables charting the most visible sites for the health and pet insurance categories, respectively. In the paid listings, was the most visible site for home insurance only. meanwhile was the most visible in social media.


*Natural /organic Search – Listings in search engine results pages that appear because of their relevance to the search terms.

**Paid Media – an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.

Greenlight’s “Insurance Sector Report – Issue 17” profiles consumer search behaviour in this sector. It assesses which brands, websites and advertisers are the most visible in natural, paid media results, and social media and hence have the greatest share of consideration when consumers go to Google UK to search health, pet, home, travel and motor insurance.

About the author

Krishna Rao is PR for Greenlight.

Greenlight is a leading independent digital marketing agency. With over 100 blue-chip clients including Santander, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.

Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York.



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