Introduction
Understanding which websites are dominating the search results for high-value insurance SEO keywords can provide valuable insights into the competitive landscape. In this post, we highlight the top 50 websites ranking for the top 100 insurance keywords in Alabama, based on their search visibility. Search visibility is an aggregation of a domain’s rankings across various keywords, offering a clear picture of which sites are performing best in search engine results.
Methodology
To compile this list, we used data from SEMrush, a leading SEO tool. We analyzed the search visibility of domains ranking for the top 100 insurance keywords in Alabama. Only websites with at least one keyword in the top 10 were included. The visibility percentage indicates how often a domain appears in search results for these keywords. We also considered the number of keywords in the top 10 and the average position of these rankings.
Why This is Important
Ranking in the top 10 for these keywords helps insurance agencies and insurers reach a highly targeted audience actively searching for insurance solutions. Increased brand visibility through high search rankings not only drives traffic, calls and brand visits but also reinforces brand recognition and trust among potential clients.
Top 20 Websites by Search Visibility for Insurance SEO Keywords
| No. | URL | Visibility | Keywords in Top 10 | Average position |
| 1 | libertymutual.com | 22.8% | 67 | 42.2 |
| 2 | geico.com | 17.9% | 68 | 41.2 |
| 3 | directauto.com | 17.7% | 47 | 58.7 |
| 4 | allstate.com | 13.2% | 72 | 37.1 |
| 5 | acceptanceinsurance.com | 9.9% | 44 | 65.5 |
| 6 | progressive.com | 9.7% | 78 | 41.0 |
| 7 | statefarm.com | 8.9% | 79 | 37.3 |
| 8 | nerdwallet.com | 6.4% | 64 | 55.6 |
| 9 | nationwide.com | 6.1% | 75 | 39.5 |
| 10 | marketwatch.com | 5.9% | 59 | 59.9 |
| 11 | usnews.com | 5.7% | 54 | 64.1 |
| 12 | thezebra.com | 5.5% | 61 | 54.9 |
| 13 | freewayinsurance.com | 5.3% | 15 | 87.5 |
| 14 | investopedia.com | 4.6% | 44 | 65.9 |
| 15 | uhc.com | 3.6% | 20 | 85.0 |
| 16 | farmers.com | 3.5% | 58 | 58.4 |
| 17 | bankrate.com | 3.2% | 63 | 60.3 |
| 18 | thegeneral.com | 3.0% | 45 | 67.4 |
| 19 | forbes.com | 3.0% | 65 | 55.5 |
| 20 | usagencies.com | 3.0% | 28 | 78.8 |
Analysis
1. Top Performers in Visibility and Keywords
- libertymutual.com has the highest visibility (22.8%) among all sites, with 67 keywords ranking in the top 10 and an average position of 42.2. This indicates strong brand recognition and SEO performance, though their average position suggests room for improvement in keyword-specific rankings.
- geico.com ranks second in visibility (17.9%) and has the highest number of keywords in the top 10 (68). With an average position of 41.2, Geico demonstrates consistent placement across high-value keywords.
2. High Keyword Count but Lower Visibility
- progressive.com and statefarm.com have more keywords in the top 10 (78 and 79, respectively) than the top-ranking websites but achieve lower visibility (9.7% and 8.9%). Their slightly better average positions (~41.0–37.3) indicate they rank more consistently, though their visibility percentages are impacted by competition or lower CTR for these positions.
3. Specialized vs. Generalist Performance
- directauto.com (17.7% visibility) and acceptanceinsurance.com (9.9%) focus more narrowly on auto insurance. Despite fewer keywords in the top 10, they maintain competitive visibility compared to broader platforms like nerdwallet.com or marketwatch.com.
- Generalist websites such as investopedia.com, forbes.com, and usnews.com achieve modest visibility (4.6%, 3.0%, and 5.7%, respectively) with strong keyword counts but typically rank lower on average (positions 55.5–65.9). Their broader content focus likely dilutes their relevance for competitive insurance-specific queries.
4. Emerging Players and Outliers
- freewayinsurance.com shows strong potential despite ranking only 15 keywords in the top 10. Its high average position of 87.5 suggests untapped SEO opportunities for targeted keywords.
- uhc.com and usagencies.com have visibility scores of 3.6% and 3.0%, with limited keywords in the top 10 (20 and 28, respectively) and poor average positions (85.0 and 78.8). These numbers indicate weaker SEO performance or a need for optimization in competitive niches.
5. High Visibility but Low Average Position
- Websites like marketwatch.com (5.9% visibility) and thezebra.com (5.5% visibility) have decent visibility but suffer from lower average positions (59.9 and 54.9). Their CTR may be negatively impacted by not securing higher SERP positions.
6. Observations on Competitive Landscape
- Visibility: The top 3 websites (libertymutual.com, geico.com, directauto.com) control a significant share of visibility (58.4%), highlighting the importance of dominating the top positions.
- Keyword Breadth: Websites with broader keyword strategies, like statefarm.com and progressive.com, tend to focus on maintaining a large keyword footprint but may benefit from improving positions for high-value terms.
- Specialized Players: Websites like freewayinsurance.com and uhc.com should prioritize niche-specific SEO strategies to improve rankings and compete with broader platforms.
7. Recommendations for Improvement
- For Broad Players (e.g., libertymutual.com, geico.com):
- Focus on improving average positions to drive higher CTR and consolidate their lead in visibility.
- For Specialized Players (e.g., freewayinsurance.com, acceptanceinsurance.com):
- Invest in long-tail keyword optimization and backlink strategies to improve relevance and rankings.
- For Generalist Platforms (e.g., investopedia.com, forbes.com):
- Focus on deeper content segmentation to increase relevance for insurance-specific queries.
Understanding which websites dominate the rankings for valuable P&C insurance keywords can help you with:
- Competitive Benchmarking: Compare your website’s visibility and ranking with those of top-performing competitors to identify areas for improvement.
- SEO Strategy Optimization: Focus on the strategies and content types that successful competitors are using to achieve high visibility.
- Content Planning: Develop high-quality content that targets high-value keywords and addresses the needs and queries of your target audience.
Monitoring which websites are ranking for the most valuable insurance SEO keywords can provide critical insights for refining your SEO strategy. By focusing on these top-ranking websites, you can learn from their successes and improve your own online visibility and traffic. Remember, being on the first page of search results is critical for capturing the majority of clicks and converting potential clients.
We specialize in SEO, SEM, lead generation and digital marketing for the insurance industry. With a decade of experience, we can help you get in the list above. Contact us today to learn more about how we can help you.
