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Home insurance to see a surge in online searches
Car hire in Spanish locations topped UK pre-Christmas searches ›
24
th
Jan 2011
Loans and Mortgage related products top consumer online searches
The number of searches made
online by UK consumers for home insurance-related products is
expected to rise in the early part of 2011, according to the latest
independent research by leading independent search marketing and
technology firm, Greenlight. The quarterly research uses industry
data to identify 720 of the most popular search terms used by UK
consumers to find providers of home, travel and car
insurance.
The report, 'Insurance Sector
Report - October 2010, reveals there were over 1.7 million searches
made online in October 2010, for insurance-related products. Terms
pertaining to car insurance were most popular, accounting for more
than half (51%) of all insurance-related searches. Travel insurance
followed with 29%, then home insurance (20%).
Greenlight predicts home
insurance-related searches, which totalled 337,000 in October 2010,
will see an increase in early 2011, as homeowners look to reassess
their insurance options in the New Year.
The term 'home insurance' in
particular, of which searches have remained relatively low since
April 2010, is tipped to increase in popularity. In October 2010,
it accounted for 49,500 searches for home insurance. 'Contents
insurance' (22,500), was the second most popular term used. Others
included 'buildings insurance' and 'home contents
insurance'.
Simon Hollingsworth, lead
researcher at Greenlight says:
"Among other facets that online
marketers should consider, identifying the most popular terms used
to find insurance products and maximising your website's visibility
for these keywords is crucial as it impacts on how visible you are
to consumers in the search results".
"Furthermore, insurers should also plan for
the holiday season, targeting popular travel insurance keywords in
order to channel consumers through to their websites."
Greenlight's report also charts
the 60 most visible insurance websites in both natural* and paid
search**.
In natural search,
MoneySupermarket was the site most visible to searchers. It secured
73% visibility, well ahead of its nearest rivals GoCompare (43%)
and CompareTheMarket (37%).
In paid search however, the
picture was different. GoCompare.com was the most visible
advertiser, with 61% share of voice. It was closely followed by
MoneySupermarket (59%) and Aviva (46%). Greenlight observed a
notable entrant into the top 10 of its league table, USwitch. It
assumed fifth position, achieving 31% share of voice
overall.
The research also found that a
notable number of brands do not have Facebook pages and therefore
are isolated from social media interaction with consumers, a
significant issue for some insurance websites that received
negative consumer commentary.
Top 10 of the 60 most
visible Insurance websites in both in natural and paid search,
UK
|
No.
|
Website/Advertiser
|
Natural Search
|
Paid Search
|
|
1
|
moneysupermarket.com
|
73%
|
59%
|
|
2
|
gocompare.com
|
43%
|
61%
|
|
3
|
confused.com
|
37%
|
45%
|
|
4
|
comparethemarket.com
|
37%
|
27%
|
|
5
|
aviva.co.uk
|
8%
|
46%
|
|
6
|
insureandgo.com
|
18%
|
28%
|
|
7
|
morethan.com
|
32%
|
10%
|
|
8
|
uswitch.com
|
9%
|
31%
|
|
9
|
swiftcover.com
|
17%
|
22%
|
|
10
|
directline.com
|
7%
|
24%
|
Source:
Greenlight
- Ends
-
Notes to
Editors:
*Natural
Search - Listings in search engine results pages
that appear because of their relevance to the search
terms
**Paid
Search - 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 report, 'Insurance
Sector Report October 2010', profiles
search behaviour in this sector. It assesses which brands, websites
and aggregators are the most visible in natural and paid search
results, and hence have the greatest share of consideration when
UK-based searchers go to Google to look for travel, car and home
insurance. For social media, Greenlight's social media popularity
index (SMPI), highlights and ranks the 15 most followed and
proactive brands in social media.
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