Introduction
Understanding which websites are dominating the search results for high-value Property and Casualty (P&C) insurance keywords can provide valuable insights into the competitive landscape. In this post, we highlight the top 20 websites ranking for the most valuable P&C insurance keywords in Canada, 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 P&C insurance keywords in Canada. 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. Non-insurance websites, such as government sites like ontario.ca were excluded from this list. This report looks at Canada as a whole. You can find the provincial breakdown here.
Why This is Important
Ranking in the top 10 for these keywords helps insurance brokers and companies 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.
Highlights
- TD Insurance dominates the top 50 keywords with a visibility level of 58.58%, the highest number of keywords in the top 10 (49), and the lowest average position at 4.4.
- RBC Insurance and Intact Insurance follow, with visibility levels of 14.20% and 12.76%, respectively, showing strong presence in the market.
- Regional players like BCAA, AMA, and CAASCO highlight their dominance in their respective provinces by appearing on this list.
Top 20 Websites by Search Visibility for P&C Insurance Keywords
| No. | Url | Visibility | Keywords in Top 10 | Average position |
| 1 | tdinsurance.com | 58.58% | 49 | 4.4 |
| 2 | rbcinsurance.com | 14.20% | 35 | 33.3 |
| 3 | intact.ca | 12.76% | 31 | 41.2 |
| 4 | cooperators.ca | 11.91% | 20 | 61.6 |
| 5 | bcaa.com | 11.19% | 12 | 77.3 |
| 6 | ama.ab.ca | 7.38% | 15 | 71.5 |
| 7 | pcinsurance.ca | 6.96% | 23 | 56.8 |
| 8 | belairdirect.com | 6.58% | 17 | 67.6 |
| 9 | squareone.ca | 5.64% | 14 | 73.7 |
| 10 | caasco.com | 5.23% | 19 | 64.5 |
| 11 | ratehub.ca | 4.34% | 17 | 68.3 |
| 12 | lowestrates.ca | 3.62% | 14 | 73.8 |
| 13 | sonnet.ca | 3.57% | 14 | 73.8 |
| 14 | westlandinsurance.ca | 3.37% | 11 | 79.3 |
| 15 | brokerlink.ca | 3.20% | 17 | 68.7 |
| 16 | zensurance.com | 3.15% | 6 | 88.4 |
| 17 | rates.ca | 2.95% | 17 | 68.9 |
| 18 | manulife.ca | 2.69% | 2 | 96.1 |
| 19 | bluecross.ca | 2.43% | 2 | 96.1 |
| 20 | allstate.ca | 2.30% | 10 | 81.5 |
Analysis
Do the rankings change when we look at specific lines of businesses like auto or commercial? Yes it does.
The top 20 domains ranking for Auto Insurance keywords
- While TD remains at the top spot, Cooperators and AMA are new additions to the top 3 when we just look at auto insurance keywords
| No. | Url | Visibility | Keywords in Top 10 | Average position |
| 1 | tdinsurance.com | 60.88% | 23 | 2.3 |
| 2 | cooperators.ca | 16.50% | 9 | 62.0 |
| 3 | ama.ab.ca | 13.62% | 12 | 50.3 |
| 4 | rbcinsurance.com | 13.58% | 15 | 37.8 |
| 5 | intact.ca | 10.57% | 15 | 38.5 |
| 6 | pcinsurance.ca | 10.22% | 15 | 38.6 |
| 7 | belairdirect.com | 9.05% | 10 | 58.4 |
| 8 | lowestrates.ca | 7.45% | 13 | 47.1 |
| 9 | brokerlink.ca | 5.42% | 13 | 47.8 |
| 10 | caasco.com | 4.83% | 9 | 63.6 |
| 11 | rates.ca | 3.95% | 11 | 56.4 |
| 12 | alberta.ca | 3.57% | 4 | 83.4 |
| 13 | ratehub.ca | 3.52% | 5 | 79.5 |
| 14 | sonnet.ca | 2.96% | 7 | 71.8 |
| 15 | thinkinsure.ca | 2.95% | 8 | 68.2 |
| 16 | onlia.ca | 2.81% | 5 | 79.7 |
| 17 | sharpinsurance.ca | 2.27% | 5 | 79.8 |
| 18 | allstate.ca | 2.25% | 4 | 83.7 |
| 19 | westlandinsurance.ca | 1.17% | 3 | 88.0 |
| 20 | icbc.com | 1.15% | 2 | 91.9 |
The top 20 domains ranking for Home Insurance keywords:
Again, TD’s dominance is apparent with a visibility score of 66.24%. Some of the sites like BCAA, CAASCO, InsureBC and AMA only operate in specific provinces, but their rankings in their respective provinces are strong enough to get them on this list.
| Url | Visibility | Keywords in Top 10 | Average position |
| tdinsurance.com | 66.24% | 18 | 2.4 |
| bcaa.com | 29.82% | 10 | 47.3 |
| rbcinsurance.com | 19.08% | 16 | 15.2 |
| squareone.ca | 15.22% | 13 | 32.0 |
| intact.ca | 14.87% | 9 | 52.1 |
| caasco.com | 8.03% | 9 | 53.1 |
| ratehub.ca | 7.54% | 12 | 38.0 |
| belairdirect.com | 6.70% | 7 | 63.2 |
| pcinsurance.ca | 6.26% | 8 | 58.4 |
| cooperators.ca | 6.18% | 5 | 73.3 |
| sonnet.ca | 6.14% | 7 | 63.2 |
| westlandinsurance.ca | 6.03% | 6 | 68.4 |
| duuo.ca | 4.67% | 4 | 78.7 |
| insurebc.ca | 4.43% | 5 | 73.8 |
| apollocover.com | 3.83% | 3 | 83.9 |
| rates.ca | 3.14% | 6 | 69.4 |
| ama.ab.ca | 3.11% | 3 | 84.2 |
| brokerlink.ca | 1.95% | 4 | 79.6 |
| desjardins.com | 1.91% | 4 | 79.7 |
| onlia.ca | 1.45% | 3 | 84.7 |
The top 20 domains ranking for Commercial Insurance keywords
With commercial keywords, TD’s dominance is less obvious but it’s still #1. Zensurance is #2 nationally for commercial insurance keywords.
| No. | Url | Visibility | Keywords in Top 10 | Average position |
| 1 | tdinsurance.com | 45.97% | 6 | 3.3 |
| 2 | zensurance.com | 26.24% | 6 | 3.3 |
| 3 | intact.ca | 19.46% | 6 | 5.2 |
| 4 | cooperators.ca | 14.70% | 4 | 36.5 |
| 5 | morisoninsurance.ca | 7.97% | 2 | 67.8 |
| 6 | westlandinsurance.ca | 5.49% | 2 | 68.3 |
| 7 | allstate.ca | 5.36% | 4 | 39.2 |
| 8 | trushieldinsurance.ca | 5.22% | 2 | 68.7 |
| 9 | bcaa.com | 3.80% | 2 | 69.2 |
| 10 | insurancehero.ca | 3.62% | 2 | 68.8 |
| 11 | thinkinsure.ca | 3.34% | 2 | 69.2 |
| 12 | mcdougallinsurance.com | 2.98% | 2 | 69.5 |
| 13 | wawanesa.com | 2.79% | 1 | 84.2 |
| 14 | beneva.ca | 1.88% | 1 | 84.3 |
| 15 | northbridgeinsurance.ca | 1.88% | 1 | 84.3 |
| 16 | hubinternational.com | 1.74% | 1 | 84.5 |
| 17 | rbcinsurance.com | 1.74% | 1 | 84.5 |
| 18 | aig.ca | 1.60% | 1 | 84.7 |
| 19 | aon.com | 1.37% | 1 | 84.8 |
| 20 | palcanada.com | 1.01% | 1 | 85.0 |
How to Use This Information
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 P&C insurance 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.
