30% of Traffic to Insurance Sites Came from Search in June

How do auto insurance brands stack up in the search results? How much do they rely on search traffic to their websites? New data coming from Millward Brown Digital explains.

Across the carriers studied in June, approximately three in 10 website visits were generated from search engines. State Farm had the highest percentage of traffic to its site from search, at approximately 36 percent, according to Millward Brown.


Despite the fact that GEICO and Progressive were third and fourth on that list, respectively, they outperformed other brands in the search results for generic “auto insurance” searches.

“Consumers often use generic rather than brand-specific keywords when shopping for auto insurance online,” said a Millward Brown Digital representative.

So, the analysis focused on these types of searches for Q2 2014 and found that GEICO “appeared at least once, as either a paid or natural listing, on 67 percent of all resulting search results pages.”


However, Progressive saw an average of three listings per search results page.

“Progressive’s aggressive strategy of maximizing the number of appearances it generates per page, combined with its strong presence in general, resulted in the highest click-through capture rate of its peers,” said a representative of Millward Brown Digital.

In Q2, Progressive captured 10.4 percent of all clicks from generic auto insurance searches, compared to GEICO at 6.2 percent at and Esurance at 4.9 percent.

Back in February, Kenshoo came out with data that showed auto, health, and life were amongst the most competitive types of insurance in the search results. Kenshoo’s data also supported the ideas that the majority of search volume was around non-branded terms in that sector.

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