Introduction
This list focuses exclusively on websites that rank in the top 10 for the 75 most valuable P&C keywords in Ontario. Since different websites achieve different rankings based on city or province, these results differ from our national report on the top 50 keywords across Canada.
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 75 P&C insurance keywords in Ontario. Only websites with at least one keyword in the top 10 were included. The visibility percentage indicates how strong a website’s rankings are for the given keywords and is tied to the location. We also considered the number of keywords in the top 10 and the average position of these rankings. Websites, such as government sites like ontario.ca or others like ibc.ca were excluded from this list.
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 with a visibility level of 54.12%, the highest number of keywords in the top 10 (68), and the lowest average position at 11.6.
- Intact Insurance and RBC Insurance follow, with visibility levels of 22.23% and 18.20%, respectively, showing strong presence in the market.
- Zensurance, focusing solely on commercial insurance, ranks within the top 5 overall, demonstrating its dominance in the commercial insurance keyword category.
- Manulife is in this list as it ranks in the top 2 for the keyword ‘travel insurance’
- There are a total of 84 websites with at least 1 keyword in the top 10
Top 20 Websites by Search Visibility for P&C Insurance Keywords in Ontario
| No. | Url | Visibility | Keywords in top 10 | Average position |
| 1 | tdinsurance.com | 57.95% | 70 | 8.9 |
| 2 | rbcinsurance.com | 22.94% | 54 | 30.8 |
| 3 | intact.ca | 18.18% | 59 | 25.1 |
| 4 | cooperators.ca | 10.79% | 40 | 49.5 |
| 5 | caasco.com | 8.82% | 36 | 54.8 |
| 6 | zensurance.com | 8.37% | 18 | 76.7 |
| 7 | ratehub.ca | 7.24% | 30 | 62.4 |
| 8 | sonnet.ca | 6.16% | 32 | 60.0 |
| 9 | lowestrates.ca | 5.66% | 25 | 68.8 |
| 10 | squareone.ca | 5.50% | 17 | 78.7 |
| 11 | pcinsurance.ca | 5.42% | 28 | 65.0 |
| 12 | rates.ca | 5.04% | 21 | 73.8 |
| 13 | belairdirect.com | 3.75% | 21 | 73.9 |
| 14 | onlia.ca | 2.96% | 16 | 80.1 |
| 15 | easycover.ca | 2.04% | 6 | 92.5 |
| 16 | thinkinsure.ca | 1.92% | 11 | 86.3 |
| 17 | westlandinsurance.ca | 1.79% | 9 | 88.7 |
| 18 | brokerlink.ca | 1.64% | 13 | 84.1 |
| 19 | mitchinsurance.com | 1.59% | 3 | 96.2 |
| 20 | goldstandardinsurance.ca | 1.44% | 2 | 97.5 |
Breakdown by Auto, Home & Commercial
We’ve split up the results into Auto, Home & Commercial
The top 20 domains ranking for Auto Insurance keywords
- TD Insurance dominates again with auto insurance keywords, with a visibility level of 62.57%
- Lowest rates ranks in the top 5 for auto insurance keywords in Ontario.
- Only 8 websites have more than 10 keywords in the top 10
- There are only 24 websites with at least 1 of the auto insurance keywords in the top 10, making this a highly competitive category.
- AMA is in this list because it ranks for ‘car insurance quote’, even in Ontario.
| No. | Url | Visibility | Keywords in top 10 | Average position |
| 1 | tdinsurance.com | 62.57% | 21 | 2.5 |
| 2 | rbcinsurance.com | 31.32% | 18 | 17.2 |
| 3 | cooperators.ca | 15.69% | 15 | 31.7 |
| 4 | lowestrates.ca | 15.52% | 16 | 28.3 |
| 5 | intact.ca | 12.30% | 14 | 36.5 |
| 6 | caasco.com | 7.55% | 12 | 46.6 |
| 7 | belairdirect.com | 7.29% | 10 | 55.3 |
| 8 | sonnet.ca | 7.27% | 12 | 46.6 |
| 9 | pcinsurance.ca | 7.00% | 12 | 47.1 |
| 10 | onlia.ca | 6.67% | 9 | 59.8 |
| 11 | ratehub.ca | 5.43% | 6 | 72.9 |
| 12 | mitchinsurance.com | 5.22% | 2 | 90.9 |
| 13 | rates.ca | 4.72% | 10 | 56.3 |
| 14 | allstate.ca | 1.43% | 3 | 86.8 |
| 15 | brokerlink.ca | 1.35% | 3 | 86.9 |
| 16 | thinkinsure.ca | 1.32% | 3 | 86.8 |
| 17 | scotiainsurance.com | 1.18% | 3 | 87.0 |
| 18 | desjardins.com | 0.58% | 2 | 91.4 |
| 19 | canadadrives.ca | 0.54% | 1 | 95.5 |
| 20 | ama.ab.ca | 0.065411 | 1 | 95.6 |
The top 20 domains ranking for Home Insurance keywords:
- Again, TD’s dominance is apparent with a visibility score of 64.6%
| No. | Url | Visibility difference | Matches count | Average position |
| 1 | tdinsurance.com | 64.60% | 30 | 5.0 |
| 2 | rbcinsurance.com | 28.58% | 29 | 10.1 |
| 3 | intact.ca | 24.48% | 26 | 19.9 |
| 4 | caasco.com | 14.96% | 21 | 35.7 |
| 5 | squareone.ca | 13.31% | 17 | 48.4 |
| 6 | ratehub.ca | 12.88% | 21 | 36.3 |
| 7 | sonnet.ca | 9.07% | 17 | 48.3 |
| 8 | rates.ca | 7.84% | 9 | 72.4 |
| 9 | pcinsurance.ca | 7.83% | 15 | 54.3 |
| 10 | cooperators.ca | 5.95% | 13 | 60.6 |
| 11 | goldstandardinsurance.ca | 3.49% | 2 | 93.9 |
| 12 | duuo.ca | 2.78% | 4 | 87.6 |
| 13 | belairdirect.com | 2.73% | 9 | 73.3 |
| 14 | brokerlink.ca | 2.41% | 7 | 79.2 |
| 15 | apollocover.com | 2.17% | 4 | 87.8 |
| 16 | lowestrates.ca | 2.15% | 7 | 79.3 |
| 17 | thinkinsure.ca | 2.07% | 4 | 87.9 |
| 18 | onlia.ca | 1.81% | 6 | 82.2 |
| 19 | aviva.ca | 1.61% | 4 | 88.1 |
| 20 | scotiainsurance.com | 1.21% | 4 | 88.1 |
The top 20 domains ranking for Commercial Insurance keywords
- While TD is still number 1 overall, Zensurance is a close competitor with more keywords in the top 10 and a better average position. TD has a better visibility score because it ranks higher for the biggest keywords.
| No. | Url | Visibility | Matches count | Average position |
| 1 | tdinsurance.com | 38.60% | 15 | 19.6 |
| 2 | zensurance.com | 34.86% | 18 | 2.9 |
| 3 | intact.ca | 18.93% | 17 | 10.0 |
| 4 | cooperators.ca | 13.52% | 9 | 52.4 |
| 5 | easycover.ca | 8.50% | 6 | 68.6 |
| 6 | westlandinsurance.ca | 5.75% | 6 | 68.4 |
| 7 | trushieldinsurance.ca | 4.58% | 7 | 64.0 |
| 8 | morisoninsurance.ca | 4.53% | 6 | 68.8 |
| 9 | insurancehero.ca | 2.88% | 5 | 74.4 |
| 10 | hubinternational.com | 2.38% | 2 | 89.3 |
| 11 | aon.com | 2.08% | 3 | 84.6 |
| 12 | thinkinsure.ca | 1.97% | 3 | 84.5 |
| 13 | allstate.ca | 1.94% | 4 | 79.7 |
| 14 | ratehub.ca | 1.91% | 2 | 89.6 |
| 15 | mcdougallinsurance.com | 1.80% | 3 | 84.6 |
| 16 | northbridgeinsurance.ca | 1.45% | 3 | 84.8 |
| 17 | insureon.com | 1.37% | 3 | 84.8 |
| 18 | aviva.ca | 1.27% | 2 | 89.7 |
| 19 | chubb.com | 1.25% | 2 | 89.6 |
| 20 | aig.ca | 1.21% | 2 | 89.6 |
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.
