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 90 insurance keywords in Toronto, 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 90 insurance keywords in Toronto. 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 leads, calls and store visits but also reinforces brand recognition and trust among potential clients.Top 30 Websites by Search Visibility for Insurance SEO Keywords
| Rank | URL | Visibility | Keywords in top 10 | Average position |
| 1 | tdinsurance.com | 43.89% | 90 | 6.6 |
| 2 | rbcinsurance.com | 21.36% | 81 | 22.3 |
| 3 | caasco.com | 19.92% | 72 | 35.5 |
| 4 | intact.ca | 15.43% | 85 | 18.9 |
| 5 | squareone.ca | 15.22% | 73 | 35.7 |
| 6 | rates.ca | 12.23% | 75 | 30.9 |
| 7 | zensurance.com | 11.73% | 27 | 74.2 |
| 8 | thinkinsure.ca | 10.62% | 81 | 32.3 |
| 9 | ratehub.ca | 9.39% | 83 | 26.3 |
| 10 | aviva.ca | 7.30% | 80 | 28.7 |
| 11 | cooperators.ca | 6.93% | 86 | 24.0 |
| 12 | belairdirect.com | 5.83% | 72 | 37.9 |
| 13 | trushieldinsurance.ca | 4.81% | 23 | 78.1 |
| 14 | pcinsurance.ca | 4.79% | 57 | 48.8 |
| 15 | lowestrates.ca | 4.60% | 73 | 41.9 |
| 16 | thepersonal.com | 4.45% | 74 | 43.0 |
| 17 | insurancehotline.com | 4.40% | 52 | 64.7 |
| 18 | sonnet.ca | 4.22% | 69 | 40.7 |
| 19 | mychoice.ca | 4.04% | 61 | 62.6 |
| 20 | brokerlink.ca | 3.91% | 85 | 35.9 |
| 21 | onlia.ca | 3.20% | 68 | 46.7 |
| 22 | desjardins.com | 3.16% | 80 | 39.9 |
| 23 | scotiainsurance.com | 3.01% | 66 | 47.4 |
| 24 | kaseinsurance.com | 2.84% | 23 | 80.3 |
| 25 | allstate.ca | 2.64% | 73 | 45.0 |
| 26 | westlandinsurance.ca | 2.56% | 77 | 48.7 |
| 27 | canada.ca | 2.33% | 45 | 74.5 |
| 28 | mitchinsurance.com | 2.29% | 65 | 57.8 |
| 29 | thebig.ca | 1.74% | 77 | 53.6 |
| 30 | mcdougallinsurance.com | 1.63% | 57 | 63.3 |
Analysis
1. Top Performers in Visibility and Keywords
- tdinsurance.com leads the rankings with the highest visibility (43.89%), 90 keywords in the top 10, and the best average position (6.6). This indicates a strong overall SEO strategy, dominance in high-ranking keywords, and likely a high CTR from search results.
- rbcinsurance.com follows with 21.36% visibility and 81 keywords in the top 10. However, its average position (22.3) suggests room for improvement in SERP rankings to capture more traffic.
- caasco.com ranks third in visibility (19.92%) but has a weaker average position (35.5). Improving rankings for its high-value keywords could enhance its visibility further.
2. High Keyword Count but Lower Visibility
- intact.ca and cooperators.ca have more keywords in the top 10 (85 and 86, respectively) than some higher-ranked websites but achieve lower visibility (15.43% and 6.93%). Their slightly better average positions (~18.9–24.0) indicate they rank more consistently in mid-to-lower top 10 positions, but likely have lower CTRs.
- squareone.ca and rates.ca also have strong keyword presence (73 and 75 in the top 10) but lower visibility, indicating the need to push rankings into higher SERP positions.
3. Specialized vs. Generalist Performance
- zensurance.com (11.73% visibility) and trushieldinsurance.ca (4.81%) focus on niche commercial insurance markets. Despite fewer keywords in the top 10 (27 and 23, respectively), they maintain competitive visibility, likely due to their relevance and authority in specific insurance categories.
- thinkinsure.ca and ratehub.ca have broader keyword coverage (81 and 83 keywords in the top 10, respectively) but rank slightly lower in terms of visibility (10.62% and 9.39%). Their keyword strategies suggest they target a wider audience but may need improvements in ranking positions for higher impact.
4. Emerging Players and Outliers
- kaseinsurance.com and pcinsurance.ca show potential but have weaker average positions (80.3 and 48.8). Their lower visibility (2.84% and 4.79%) suggests the need for stronger content and backlink strategies.
- mcdougallinsurance.com (1.63% visibility, 57 keywords in the top 10, avg. position 63.3) and thebig.ca (1.74% visibility, 77 keywords, avg. position 53.6) indicate that while they have a presence in search, they are not yet competitive enough in higher-ranking positions.
5. High Visibility but Low Average Position
- Websites such as insurancehotline.com (4.40% visibility, avg. position 64.7) and canada.ca (2.33% visibility, avg. position 74.5) have decent visibility but suffer from lower average rankings. Their CTR is likely impacted by not securing top SERP positions, making them less competitive for high-converting traffic.
- mychoice.ca (4.04% visibility, avg. position 62.6) and onlia.ca (3.20% visibility, avg. position 46.7) also fall into this category, with good keyword coverage but lower effectiveness in capturing search traffic.
6. Observations on the Competitive Landscape
- Visibility Leaders: The top 3 websites (tdinsurance.com, rbcinsurance.com, caasco.com) dominate with over 85% of the total visibility, highlighting the importance of strong brand authority and ranking in the top search positions.
- Keyword Coverage: Websites with high keyword presence like intact.ca, cooperators.ca, and brokerlink.ca have broad strategies but could improve their average ranking positions to maximize visibility.
- Niche Players: Websites like zensurance.com and trushieldinsurance.ca could leverage their specialized market focus to improve visibility with strategic content marketing and link-building efforts.
Final Thoughts
Tracking search visibility and keyword rankings for insurance-related websites provides critical insights into the competitive landscape. Market leaders benefit from strong brand authority, while mid-tier and emerging websites can improve rankings by optimizing their SEO and content strategies.
If you’re looking to improve your insurance website’s SEO and climb the rankings, we specialize in SEO, SEM, and digital marketing for the insurance industry. With over a decade of experience, we can help you achieve higher visibility and lead generation. Contact us today to learn more!
