Introduction
Understanding which websites are dominating the search results for high-value insurance keywords can provide valuable insights into the competitive landscape. In this post, we highlight the top 50 websites ranking for the top 50 insurance keywords in Singapore, 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 50 insurance keywords in Singapore. 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.
Highlights
- Moneysmart leads with 47.47% visibility, 38 keywords in the top 10, and a strong average position of 25.7.
- FWD.com.sg ranks second with 28.04% visibility, 37 keywords in the top 10, and an average position of 28.9.
- Income.com.sg has the most keywords in the top 10 (41) and an impressive average position of 21.3, despite slightly lower visibility (23.49%).
Top 50 Websites by Search Visibility for Insurance Keywords
| Rank | URL | Visibility | Keywords in top 10 | Average position |
| 1 | moneysmart.sg | 47.47% | 38 | 25.7 |
| 2 | fwd.com.sg | 28.04% | 37 | 28.9 |
| 3 | income.com.sg | 23.49% | 41 | 21.3 |
| 4 | singsaver.com.sg | 18.24% | 30 | 42.8 |
| 5 | directasia.com | 12.72% | 21 | 59.9 |
| 6 | singlife.com | 10.99% | 28 | 47.1 |
| 7 | prudential.com.sg | 8.18% | 16 | 69.4 |
| 8 | aia.com.sg | 7.92% | 14 | 73.3 |
| 9 | libertyinsurance.com.sg | 7.11% | 8 | 84.7 |
| 10 | greateasternlife.com | 6.88% | 26 | 51.4 |
| 11 | moneysense.gov.sg | 6.86% | 9 | 82.7 |
| 12 | etiqa.com.sg | 4.73% | 17 | 68.2 |
| 13 | budgetdirect.com.sg | 4.66% | 13 | 75.4 |
| 14 | aig.sg | 4.07% | 12 | 77.4 |
| 15 | msig.com.sg | 3.35% | 11 | 79.2 |
| 16 | chubb.com | 3.01% | 5 | 90.5 |
| 17 | dbs.com.sg | 2.47% | 11 | 79.6 |
| 18 | lia.org.sg | 2.46% | 3 | 94.3 |
| 19 | seedly.sg | 2.25% | 7 | 86.8 |
| 20 | investopedia.com | 2.19% | 2 | 96.2 |
| 21 | wise.com | 1.70% | 4 | 92.3 |
| 22 | sgcarmart.com | 1.62% | 5 | 90.6 |
| 23 | moh.gov.sg | 1.27% | 3 | 94.2 |
| 24 | yahoo.com | 1.23% | 4 | 92.5 |
| 25 | tokiomarine.com | 1.15% | 4 | 92.6 |
| 26 | insurediy.com.sg | 1.10% | 4 | 92.5 |
| 27 | tiq.com.sg | 0.85% | 3 | 94.4 |
| 28 | gia.org.sg | 0.81% | 2 | 96.2 |
| 29 | mom.gov.sg | 0.80% | 4 | 92.7 |
| 30 | allianzcare.com | 0.79% | 3 | 94.4 |
| 31 | gocompare.com | 0.75% | 2 | 96.2 |
| 32 | bemeta.com.sg | 0.71% | 2 | 96.2 |
| 33 | cea.gov.sg | 0.69% | 1 | 98.0 |
| 34 | gideoninsurance.com.sg | 0.69% | 1 | 98.0 |
| 35 | aonhappytails.com | 0.67% | 2 | 96.2 |
| 36 | comparefirst.sg | 0.66% | 4 | 92.7 |
| 37 | insuremytrip.com | 0.60% | 2 | 96.3 |
| 38 | allianz-assistance.com.sg | 0.57% | 3 | 94.5 |
| 39 | moneyowl.com.sg | 0.56% | 2 | 96.2 |
| 40 | insuremybike.sg | 0.55% | 3 | 94.5 |
| 41 | qbe.com | 0.52% | 1 | 98.1 |
| 42 | skia.sg | 0.52% | 1 | 98.1 |
| 43 | comparethemarket.com | 0.50% | 2 | 96.3 |
| 44 | vanillapup.com | 0.45% | 2 | 96.2 |
| 45 | greateasterngeneral.com | 0.43% | 1 | 98.1 |
| 46 | insureasia.com.sg | 0.43% | 1 | 98.1 |
| 47 | sc.com | 0.43% | 1 | 98.1 |
| 48 | policypal.com | 0.39% | 2 | 96.3 |
| 49 | hsbc.com.sg | 0.37% | 2 | 96.3 |
| 50 | mas.gov.sg | 0.36% | 2 | 96.3 |
Do the rankings change when we look at specific lines of businesses like Health or Life or Auto? Yes they do. Here are the top websites by line of business:
Travel Insurance
- Moneysmart absolutely dominates with 81.16% visibility, 12 keywords in the top 10 and an average position of 1.58, showcasing outstanding dominance.
- Income.com.sg follows with 33.42% visibility, 11 keywords in the top 10, and a solid average position of 12.08.
- FWD.com.sg and Singsaver.com.sg both achieve visibility above 20%, ranking 9 keywords each in the top 10, though their average positions hover around 27.
| Rank | Url | Visibility | Keywords in top 10 | Average position |
| 1 | moneysmart.sg | 81.16% | 12 | 1.58 |
| 2 | income.com.sg | 33.42% | 11 | 12.08 |
| 3 | fwd.com.sg | 23.37% | 9 | 27.92 |
| 4 | singsaver.com.sg | 20.44% | 9 | 27.42 |
| 5 | singlife.com | 10.16% | 7 | 44.67 |
| 6 | directasia.com | 9.27% | 7 | 45.17 |
| 7 | msig.com.sg | 8.63% | 6 | 52.50 |
| 8 | wise.com | 7.10% | 4 | 68.00 |
| 9 | yahoo.com | 5.11% | 4 | 68.67 |
| 10 | dbs.com.sg | 5.06% | 4 | 68.75 |
| 11 | insurediy.com.sg | 3.80% | 3 | 76.50 |
| 12 | greateasternlife.com | 3.30% | 4 | 69.17 |
| 13 | gocompare.com | 3.11% | 2 | 84.08 |
| 14 | budgetdirect.com.sg | 2.68% | 2 | 84.25 |
| 15 | insuremytrip.com | 2.50% | 2 | 84.42 |
| 16 | allianz-assistance.com.sg | 2.36% | 3 | 77.00 |
| 17 | etiqa.com.sg | 2.13% | 3 | 77.08 |
| 18 | comparethemarket.com | 2.08% | 2 | 84.50 |
| 19 | policypal.com | 1.63% | 2 | 84.58 |
| 20 | americanexpress.com | 1.37% | 2 | 84.75 |
Health Insurance
- Top Performers: Moneysmart.sg and AIA.com.sg both achieve high visibility at 55.82% and 54.56%, respectively, with 5 keywords in the top 10 and an excellent average position of 2.6.
- Strong Presence: Moneysense.gov.sg, Prudential.com.sg, and Greateasternlife.com also rank for 5 keywords each, with average positions ranging from 4.8 to 6.0, maintaining good visibility (19.62%, 15.38%, and 13.96%).
- Mid-Tier Opportunities:Income.com.sg ranks 4 keywords with a visibility of 12.14% and an average position of 24.8, indicating potential for improvement.
| Rank | Url | Visibility difference | Matches count | Average position |
| 1 | moneysmart.sg | 55.82% | 5 | 2.6 |
| 2 | aia.com.sg | 54.56% | 5 | 2.6 |
| 3 | moneysense.gov.sg | 19.62% | 5 | 4.8 |
| 4 | prudential.com.sg | 15.38% | 5 | 6.0 |
| 5 | greateasternlife.com | 13.96% | 5 | 6.0 |
| 6 | singlife.com | 13.74% | 3 | 42.8 |
| 7 | moh.gov.sg | 12.69% | 3 | 42.4 |
| 8 | income.com.sg | 12.14% | 4 | 24.8 |
| 9 | allianzcare.com | 7.91% | 3 | 44.2 |
| 10 | singsaver.com.sg | 4.18% | 2 | 62.8 |
| 11 | dbs.com.sg | 2.09% | 1 | 81.4 |
| 12 | fwd.com.sg | 1.92% | 1 | 81.6 |
| 13 | raffleshealthinsurance.com | 1.92% | 1 | 81.6 |
| 14 | internationalinsurance.com | 1.65% | 1 | 81.8 |
| 15 | etiqa.com.sg | 1.21% | 1 | 82.0 |
Life Insurance
- Moneysmart.sg leads with 44.66% visibility, ranking 6 keywords in the top 10, with an average position of 16.1.
- Income.com.sg achieves 40.74% visibility with 7 keywords in the top 10 and an outstanding average position of 2.3.
- Prudential.com.sg has 33.44% visibility, 7 keywords in the top 10, and an excellent average position of 3.4.
- Singlife.com, FWD.com.sg, AIA.com.sg, and Greateasternlife.com all rank for 7 keywords each, with average positions ranging between 5.4 and 6.6, maintaining competitive visibility levels.
| Rank | URL | Visibility | Keywords in Top 10 | Average position |
| 1 | moneysmart.sg | 44.66% | 6 | 16.1 |
| 2 | income.com.sg | 40.74% | 7 | 2.3 |
| 3 | moneysense.gov.sg | 34.97% | 4 | 44.4 |
| 4 | prudential.com.sg | 33.44% | 7 | 3.4 |
| 5 | singlife.com | 25.67% | 7 | 5.4 |
| 6 | fwd.com.sg | 16.25% | 7 | 5.4 |
| 7 | greateasternlife.com | 14.21% | 7 | 6.6 |
| 8 | aia.com.sg | 12.91% | 7 | 6.1 |
| 9 | comparefirst.sg | 4.71% | 4 | 47.7 |
| 10 | moneyowl.com.sg | 4.00% | 2 | 73.0 |
| 11 | dbs.com.sg | 2.35% | 2 | 74.0 |
| 12 | investopedia.com | 1.37% | 1 | 86.9 |
| 13 | hsbc.com.sg | 1.18% | 1 | 87.0 |
| 14 | etiqa.com.sg | 0.86% | 1 | 87.1 |
| 15 | manulife.com.sg | 0.86% | 1 | 87.1 |
Auto Insurance
This is the only category that Moneysmart does not dominate, coming in at 4th place overall.
- FWD.com.sg leads with 52.88% visibility, 12 keywords in the top 10, and an excellent average position of 3.3.
- Directasia.com closely follows with 42.24% visibility, 12 keywords in the top 10, and an impressive average position of 3.2.
- Singsaver.com.sg achieves 39.61% visibility with 11 keywords in the top 10 and a strong average position of 13.2.
| Rank | URL | Visibility | Matches count | Average position |
| 1 | fwd.com.sg | 52.88% | 12 | 3.3 |
| 2 | directasia.com | 42.24% | 12 | 3.2 |
| 3 | singsaver.com.sg | 39.61% | 11 | 13.2 |
| 4 | moneysmart.sg | 15.93% | 8 | 35.8 |
| 5 | budgetdirect.com.sg | 15.87% | 10 | 20.8 |
| 6 | income.com.sg | 13.76% | 9 | 28.9 |
| 7 | aig.sg | 9.02% | 5 | 60.2 |
| 8 | singlife.com | 8.65% | 6 | 53.1 |
| 9 | sgcarmart.com | 6.75% | 5 | 60.8 |
| 10 | seedly.sg | 5.04% | 3 | 76.3 |
| 11 | greateasternlife.com | 4.35% | 4 | 69.0 |
| 12 | tiq.com.sg | 3.55% | 3 | 76.5 |
| 13 | bemeta.com.sg | 2.98% | 2 | 84.3 |
| 14 | etiqa.com.sg | 2.88% | 3 | 76.8 |
| 15 | libertyinsurance.com.sg | 2.75% | 3 | 76.6 |
| 16 | insuremybike.sg | 2.29% | 3 | 77.1 |
| 17 | comparexpress.com | 1.40% | 1 | 92.1 |
| 18 | trustbank.sg | 1.19% | 2 | 84.9 |
| 19 | lta.gov.sg | 1.01% | 2 | 85.0 |
| 20 | dbs.com.sg | 0.94% | 1 | 92.2 |
| 21 | tokiomarine.com | 0.94% | 1 | 92.2 |
| 22 | allianz.sg | 0.87% | 1 | 92.3 |
| 23 | insurediy.com.sg | 0.80% | 1 | 92.3 |
| 24 | insuremycar.com.sg | 0.80% | 1 | 92.3 |
| 25 | sompo.com.sg | 0.80% | 1 | 92.3 |
How to Use This Information
Understanding which websites dominate the rankings for valuable 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.
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