So, right here on the Pi Intelligence Unit we’ve put collectively a report for the UK insurance coverage sector focussing on 12 main insurance coverage suppliers and comparability websites, and monitoring their model searches over the past 36 months in Google UK.
UK Insurance coverage Manufacturers Chosen:
- Admiral
- LV
- Evaluate The Market
- Go Evaluate
- Hastings Direct
- Esure
- Direct Line
- Aviva
- Axa
- MoneySupermarket
- Confused
- Authorized and Normal
Share of Search Methodology
We tracked the above manufacturers (single time period) in Pi datametrics SEO platform, which delivered 36 months of quantity information. Along with the only time period we added in further particular providers, in addition to basic consumer phrases:
So it could be “model”+ …
- “Model” + insurance coverage
- “Model” + automotive insurance coverage
- “Model” + log-in
- “Model” + journey insurance coverage
- “Model” + medical insurance
- “Model” + house insurance coverage
- “Model” + declare
- “Model” + enterprise insurance coverage
- “Model” + app
Background of the UK Insurance coverage market
The UK insurance coverage sector is the largest in Europe and the 4th largest on the planet. It contributes over £16bn to the UK financial system in taxes and over 320,000 persons are employed within the sector. Briefly, it’s massive, profitable and due to this fact extraordinarily aggressive. Most of us want insurance coverage (68% of us have automotive insurance coverage, 69% have contents) and most of us have to buy new merchandise comparatively repeatedly. So the prominence of the manufacturers inside the sector and their relative media protection is essential to gaining market share for merchandise that are finally intangible.
Search quantity for UK Insurance coverage manufacturers 36 months
We put collectively the above search phrases into collective classes throughout the 12 manufacturers and picked up the search quantity for the earlier 36 months…
Evaluate The Market dominates model searches within the UK Insurance coverage market, with Gocompare and Admiral in 2nd and third.
Whereas Evaluate the Market hits 2m month-to-month searches now and again and Go Evaluate hitting 1m, most different manufacturers are hovering between 200k and 600k month-to-month searches.
Complete annual search quantity 2020-2022 – UK insurance coverage sector
Above are 12 of the biggest insurance coverage suppliers and comparability websites’ model search quantity and progress
By hitting round 20m searches a 12 months from 2020 to 2022, Evaluate the Market was a transparent market chief for UK insurance coverage in search. Second place is Go Evaluate which attracted round half the quantity of its competitor comparability web site.
Regardless of it already being dominant, Evaluate The Market loved a 4% improve over the identical interval, galvanising its primary spot. Admiral, Aviva and LV all noticed a double digit share progress in searches over the interval.
Share of Search 2022-23 UK Insurance coverage market
As you possibly can see comparability websites dominate share of brand searches (comparability websites don’t truly promote their very own insurance coverage packages, however refer the shopper to one of the best obtainable offers from their companions).
The information above exhibits share of manufacturers’ efficiency throughout 73m searches in Google UK for 2022. With relative dominance of those comparability websites, is it right to imagine that the UK client cares extra about price than about which model in relation to buying insurance coverage merchandise?
Share of UK insurance coverage model search timeline 2020-2023
Evaluate The Market’s share of brand name has remained dominant all through the earlier 36 months.
Analysing model searches: “MoneySupermarket” vs “Cash Grocery store”
For this report we now have checked out one model of a reputation for every model, regardless of some having a number of derivatives.
Beforehand Google would mix the amount for a lot of of those derivatives, nonetheless this modified in 2021, as you see for the instance right here for Cash Grocery store v Moneysupermarket.
Moneysupermarket’s total search engine marketing is excellent, performing 2nd in SOV with 12.5% share (see content material part).
For a fuller view of our UK Insurance coverage sector report, together with share of search in addition to search engine marketing share of voice, obtain the report.
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