► contents, house and car insurances online - nz seo reach 2014

Which websites are maximising their market share?

Searching for Contents Insurances Online

Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz

2

Calculating share of search

• Rankings Based Reach (RBR)* provides a simple way to compare a

website’s search engine rankings with its competitors.

• RBR is an estimate of the percentage of available search traffic a

website will receive for a set of phrases – this gives the sites share

of search or reach.

• It is weighted based on the popularity of each search phrase and the

relative click through rate (CTR) of each ranking position.

Source: Rankings Based Reach (RBR) is a methodology developed by First, http://www.firstdigital.co.nz

http://www.firstdigital.co.nz/



3

Selected sites

Leading New Zealand house, contents and car insurance sites were selected for Ranking

Based Reach (RBR) performance analysis.

Sites

aa.co.nz insurancepeople.co.nz

aainsurance.co.nz kiwibank.co.nz

ami.co.nz lanterninsurance.co.nz

amp.co.nz mas.co.nz

anz.co.nz northsure.co.nz

asb.co.nz pic.co.nz

bnz.co.nz state.co.nz

crombielockwood.co.nz tower.co.nz

edgeinsurances.co.nz tsbbank.co.nz

fincare.co.nz tulipfinance.co.nz

fintel.co.nz vero.co.nz

firstcreditunion.co.nz westpac.co.nz

fmg.co.nz nzi.co.nz

futurisk.co.nz



4

What are people searching for?

Source: Google Keyword Tool, New Zealand exact match, May 2014

In order to investigate which websites are leading in search we researched frequently used

house, contents and car insurance - related phrases.

Search Phrase

Local

searches

per month

Search Phrase

Local

searches

per month

car insurance 2900 house insurance quote 110

house insurance 1000 cheap car insurance 90

contents insurance 880 house insurance changes 90

car insurance quote 720 landlord insurance 90

house insurance calculator 720 compare car insurance 70

home insurance 590 contents insurance quote 70

home insurance calculator 390 renters insurance 70

classic car insurance 210 third party car insurance 70

car insurance comparison 170 car insurance calculator 50

vehicle insurance 140 compare house insurance 50

contents insurance calculator 110 home insurance quotes 50

home and contents insurance 110 rental property insurance 40

house and contents insurance 110

Total searches per month

8,900

Total searches per year

106,800



5

Google: Search engine results page 1 What the consumer sees: The top of the Google search results page for a search on “contents insurance”

Fintel, Tower and NZI

are also very

prominent within paid

search. In total there

are 11 companies

ranking in the paid

search results.

That represents the

maximum allowable

amount for the 1st

Page and is an

indicator that this

market is highly

competitive.

State, AA Insurance and

AMI are consistently

ranking in the top 3

positions for the paid

search results for the

term “contents

insurance”.

In the organic search

results a large variety

of the analysed

companies rank on

Google’s first page

Despite ranking well

for organic listings,

State, AMI, AA and

Tower are still

investing heavily in

Paid Advertising which

allows them to

dominate the first page

with multiple listings



6

0%

5%

10%

15%

20%

25%

30%

35%

40%

1 2 3 4 5 6 7 8 9 10 11 12

paid organic

Source: Chikita, 2010 (Organic Search) & Accuracast 2009 (Paid Search)

35% of users click

on the top organic

search result

Almost 95% of organic

traffic goes to the top 10

results

The importance of top rankings

Search engine position

Pro

po

rtio

n o

f clic

ks



7

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Ran

kin

gs B

ased

Reach

Rankings Based Reach: Natural Search

Source of ranking data: Google New Zealand, www.google.co.nz, May 2014. * includes all websites under the relevant domain name (eg, including www.)

MASSIVE OPPORTUNITY

The RBR is below 2% for more than half of

all analysed companies, which means that

there is a lot of room for improvement.

The RBR leader is “State” which

reaches a fantastic RBR of 76%.

The closest followers are AMI

Insurance and Tower. Kiwibank

and Westpac are the only banks

ranking in the top 10.

Bigger insurance companies such as

State, Tower or AMI Insurance are

very present within search compared

to the smaller players who will need

sustained focus, if they want to

compete online.



8

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Ran

kin

gs

Based

Reach

Rankings Based Reach: Natural Search (Mobile)

Source of ranking data: Google New Zealand, www.google.co.nz, May 2014.

* includes all websites under the relevant domain name (eg, including www.)

MASSIVE OPPORTUNITY

These websites can compete by

optimising for mobile searches.

State also maintains

its leading RBR

position in mobile

search.

In mobile search, it is more important

than ever to rank on the first page.

Smart phones are frequently used as

shopping tools with 74% of NZ users

having researched a product or

service on their mobile device*.

*Source: Scary eCommerce Statistics , www.ecommerce.org.nz May 2014.


http://www.ecommerce.org.nz/


9

Search trends: Brand search volume

Source: Relative total keyword performance on a normalised scale 1 to 100, Google Trends, New Zealand, May 2014

This Google Trend graph shows high search volumes for different brand names in the insurance category. The Google Trend graph illustrates

that big insurance companies such as State, Tower and AMI Insurance are searched more frequently than banks for insurance.

To combat being left behind, banks need to increase their consumer brand recognition for their insurance service.



10

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

Car insurance Content insurance House insurance Neither

Consumer Research: Are most Kiwis insured?

This representative survey was carried out by 3Di Research on

the Great Sites platform May 2014 (n=2,226).

Question 1: Do you currently have a content, house or car

insurance?

The majority of Kiwis are

insured pretty well as most of

them have a car and content

insurance.

Only a minority (4% of all

respondents) mentioned

that they didn’t have any of

the insurances.



11

• The main reason for Kiwis not being insured is the fact that they don’t have a house or

a car.

• Interestingly, there were also a few respondents who answered that they would take

the risk of being uninsured.

• Only a small number of Kiwis mentioned that they would not trust insurance providers.

Consumer Research: Reasons for not being insured

Question 2: Why don’t you have one of the mentioned insurances

(house, content and car)?


the Great Sites platform May 2014 (n=92).



12

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Go directly to the website of a known insurance provider

Visit the physical branch of a known insurance provider

(bank or other provider)

Search for insurance information on

Google

Seek recommendations

from friends or family

Other (Please specify)

Visit other financial websites (such as

interest.co.nz)

Consumer Research: Where do people find information?

Question 3: Typically, where is the first place you go to find

information about a content, house or car insurance?



Most Kiwis search for insurance information on the website of a

known provider, but also 1 out of 6 respondents go to Google’s

search engine. High rankings for insurance related phrases in

the search engine can be hugely beneficial to increase leads &

sales.

In the “Other”

section most

Kiwis mentioned

that they would

contact their

Broker.



13

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

At the call centre Make a branch visit On the website

Consumer Research: How do Kiwis apply for insurances?

Question 4: If you need to buy one of the above or all 3

insurances, how will you apply?



Most respondents said they would

phone the call centre to apply for one

of the above mentioned insurances,

just under 35% would make a branch

visit, and 1 out of 5 Kiwis mentioned

they would be happy to apply on the

companies website.



14

3.00

3.20

3.40

3.60

3.80

4.00

4.20

4.40

4.60

4.80

Professional advice

Range of cover options

Easy termination Reputation and credibility

Responsiveness of agent

Discount packages (for more than one insurance at the same provider)

Transparent policy

Consumer Research: Most important when considering an insurance

Question 5: What is most important to you when considering

a content and/or house insurance? (Rank the following on a

scale of 1-5, 1 being least important, 5 of great importance)



Kiwis perceive professional

advice as the most important

factor when considering a

content or house insurance.

Surprisingly, a transparent policy

seems not to be a major

motivator when considering

content or house insurance.


• Currently, State stands out in the search landscape followed by AMI

Insurance, Tower and AA capturing a big proportion of the demand thanks to

prominent organic and paid search presence.

• Search results are broadly dispersed among a wide range of competitors,

even more so in mobile. In this competitive insurance market, retailers are

missing out on what is probably the most cost effective marketing channel by

not investing in a robust and smart search strategy.

• In our survey we revealed that Kiwis considered professional advice as the

most important factor when considering house or contents insurance,

followed by the range of cover options. Companies need to continually

improve in delivering trusted, professional insurance advice, especially

through online touch points.

• Furthermore we discovered that just 1 out of 25 Kiwis do not have any

insurance (house, content or car), as they simply didn’t own a house or a car

or wanted coverage but it was perceived as too expensive. A few

respondents also mentioned that they would rather take the risk of being

uninsured.

• A considered digital strategy that integrates both organic and paid

search should be a key customer acquisition and revenue driver for

house, content and car insurance providers.

Summary &

Observations

House, contents and car insurance


16

About FIRST.

Respected digital veterans are the foundation our agency is built upon: each team holds

a core capability that feeds into a business’ digital requirements. Our expertise in digital

has been built on over 14 years’ experience in digital strategy, analytics, conversion,

search marketing and digital campaigns.

FIRST, our award-winning team of internet marketers, has helped over 300 companies

across 100 industries achieve digital success. We provide companies with a digital

roadmap to success centered around a “digitally led” sales and marketing strategy.

Our services span search (SEO and SEM), email, performance media, conversion

optimisation and advanced analytics. Most importantly, our work is underpinned by a

focus on delivering the return on investment our clients expect.



17

Contact us

Contact FIRST to find out more.

Phone +64 (9) 920 1740

Email [email protected]

Web http://www.firstdigital.co.nz

http://www.linkedin.com/company/first-digital

http://www.firstdigital.co.nz/blog


Our Vision

To be highly sought after for

making a measurable

difference

Our Mission

We’re a team focused on

transforming businesses and

creating market leaders

through digital marketing.

We innovate, test and

optimise to create a

competitive advantage to

dominate the digital channel.

Our data-driven approach

will keep things simple and

make a measurable

difference.

Our Focus

As a Google Certified

Analytics Partner (GACP),

and Certified Optimizely

Partner we focus on smart

customer acquisition using

search and performance

media, maximising

conversion using best

practice CRO and helping

NZ businesses making the

best possible decisions

based on accurate,

actionable web analytics.

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► contents, house and car insurances online - nz seo reach 2014

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