Updated August 2026. The data below was captured in 2024 and is kept as a record of that moment. Where our current monthly measurement supersedes it, we say so inline rather than quietly overwriting it. The live equivalent is the Insurance Visibility Index.
Which sites actually hold the search results for pet insurance, and what kind of sites are they? This looks at domain visibility across the top 40 US pet insurance keywords.
Top 20 domains by search visibility
| # | Domain | Visibility | Keywords in top 10 | Average position |
|---|---|---|---|---|
| 1 | nerdwallet.com | 48.56% | 30 | 26.8 |
| 2 | aspcapetinsurance.com | 42.99% | 34 | 17.9 |
| 3 | pawlicy.com | 25.49% | 26 | 37.8 |
| 4 | petinsurance.com | 25.41% | 24 | 41.8 |
| 5 | reddit.com | 19.80% | 29 | 30.1 |
| 6 | progressive.com | 12.55% | 23 | 45.3 |
| 7 | petsbest.com | 11.19% | 20 | 53.0 |
| 8 | trupanion.com | 10.89% | 22 | 48.0 |
| 9 | healthypawspetinsurance.com | 7.71% | 18 | 58.0 |
| 10 | petinsurancereview.com | 7.56% | 16 | 62.5 |
| 11 | geico.com | 6.90% | 14 | 67.2 |
| 12 | bankrate.com | 6.74% | 7 | 83.4 |
| 13 | lemonade.com | 5.91% | 13 | 69.9 |
| 14 | metlifepetinsurance.com | 5.24% | 3 | 92.8 |
| 15 | getodie.com | 4.55% | 4 | 90.3 |
| 16 | embracepetinsurance.com | 3.42% | 12 | 72.1 |
| 17 | bivvy.com | 3.20% | 3 | 92.8 |
| 18 | petco.com | 2.80% | 11 | 74.8 |
| 19 | costco.com | 2.58% | 9 | 79.1 |
| 20 | forbes.com | 2.50% | 1 | 97.5 |
Visibility aggregates a domain’s rankings across the keyword set. Only domains with at least one keyword in the top ten were included.
What the table shows
A comparison site leads a category of insurers. NerdWallet holds the highest visibility, ahead of every pet insurer including the ASPCA. That is the defining feature of the list.
The specialist beats the generalist on quality of ranking. ASPCA has the best average position at 17.9 and the most keywords in the top ten at 34, while NerdWallet ranks slightly more broadly at worse average positions. Depth in a niche beats breadth of authority on position, even where it loses on aggregate visibility.
Reddit is fifth. A forum, with 29 keywords in the top ten. That is not an anomaly of this category: in our August 2026 measurement of car and business insurance, forums including Reddit and Quora supplied a meaningful share of the sources Google cites in its AI answers.
National carriers underperform in a niche. Progressive, GEICO and Lemonade all rank broadly but at average positions in the 45 to 70 range. Brand strength in auto does not transfer into pet.
What has changed since this was captured
Two things, and both matter more than the ordering above.
First, the results page itself. Our current measurement finds that on coverage and pricing questions across insurance lines, Google writes its own answer roughly 98% of the time. A visibility table describes who is ranked; it does not describe whether that ranking still produces a visit.
Second, who Google credits. Being in the top ten and being used as a source for an AI answer are different outcomes, and we now measure them separately. The domains that dominate a visibility table are not always the ones being cited.
A pet insurance edition of the Index is planned. Until then, the table above stands as a 2024 record of the organic layer only.
Method
Domain visibility across the top 40 US pet insurance keywords, captured December 2024. Visibility is an aggregate of rankings across the keyword set; average position is calculated across all ranked keywords, not only those in the top ten, which is why several domains show a top-ten count alongside an average position well below ten.