Top Websites Ranking for the 50 Most Valuable P&C Insurance Keywords in Canada

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.

Why This is Important

Insurance is a regulated product, and as marketers, it’s challenging to know when someone is in the market for home, auto, or commercial insurance. However, when individuals search for these keywords, their intent is clear—they are actively looking for insurance. This makes SEO critical for insurance brokers and companies aiming to sell insurance products. If your website is not on the first page of search results, you are missing out on the majority of these clicks.

Highlights

  • TD Insurance dominates the top 20 keywords with a visibility level of 58.70%, the highest number of keywords in the top 10 (45), and the lowest average position at 12.1.
  • Intact Insurance and RBC Insurance follow, with visibility levels of 19.24% and 14.25%, respectively, showing strong presence in the market.
  • Zensurance, focusing solely on commercial insurance, ranks within the top 5 overall, demonstrating its stronghold in the commercial insurance sector.
  • Regional players like BCAA, AMA, and CAASCO highlight their dominance in their respective provinces.

Top 20 Websites by Search Visibility for P&C Insurance Keywords

No.UrlVisibilityKeywords in top 10Average position
1tdinsurance.com58.70%4512.1
2intact.ca19.24%3925.5
3rbcinsurance.com14.25%3631.6
4cooperators.ca13.73%2356.0
5zensurance.com8.92%1571.1
6bcaa.com8.33%688.4
7belairdirect.com7.47%1963.9
9squareone.ca4.95%1179.2
10caasco.com4.85%1670.0
11ratehub.ca4.32%1866.5
12pcinsurance.ca3.91%1670.3
13ama.ab.ca3.74%982.9
14hubinternational.com3.54%688.6
15lowestrates.ca2.99%1081.2
16sonnet.ca2.87%1179.4
17westlandinsurance.ca2.46%983.1
18rates.ca1.89%1081.6
19duuo.ca1.68%492.3
20easycover.ca1.58%492.4

Analysis

From the list, we observe several key trends:

  • TD Insurance absolutely dominates with a substantial visibility of 58.7%, indicating its strong presence across multiple high-value keywords. It also has the most keywords in the top 10 and the lowest average position, showcasing its SEO effectiveness.
  • Intact Insurance and RBC Insurance follow with significant visibility, reflecting their strong market presence.
  • Zensurance, despite focusing solely on commercial insurance, ranks within the top 5 overall, underlining its dominance in the commercial insurance sector.
  • Regional players like BCAA, AMA, and CAASCO dominate their respective provinces, highlighting their localized strength.

This post is designed for an overview of who is ranking for the top 10% of P&C insurance keywords in Canada. The results can change depending on the province or the city. If you’re a broker based in a specific province, these reports might be of more use:

Top 50 P&C Keywords in Ontario

The insurance websites ranking for the top 50 keywords in Ontario

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

When we just look at Auto keywords, TD’s dominance becomes even more evident, with a visibility of 74% and an average position of 2.

No.UrlVisibilityKeywords in Top 10Average position
1tdinsurance.com74.01%152.0
2cooperators.ca22.73%942.2
3rbcinsurance.com19.32%1411.1
4intact.ca15.26%1317.9
5belairdirect.com14.54%1036.3
6ama.ab.ca9.71%661.7
7lowestrates.ca9.56%943.5
8pcinsurance.ca7.12%944.3
9caasco.com5.93%756.4
10alberta.ca5.48%474.5
11brokerlink.ca3.08%569.3
12sonnet.ca2.89%475.1
13rates.ca2.75%569.6
14ratehub.ca2.31%381.5
15allstate.ca1.94%381.5
16onlia.ca1.68%381.7
17westlandinsurance.ca1.19%287.8
18thinkinsure.ca0.75%193.7
19desjardins.com0.70%193.8
20scotiainsurance.com0.40%194.0

The top 20 domains ranking for Home Insurance keywords:

Again, TD’s dominance is apparent with a visibility score of 72.46%. Some of the sites like BCAA, CAASCO, InsureBC and AMA only operate in specific provinces, but their rankings for those keywords are strong enough to get them on this list.

No.UrlVisibilityKeywords in Top 10Average position
1tdinsurance.com72.46%161.8
2bcaa.com25.38%569.6
3rbcinsurance.com21.29%164.8
4intact.ca16.19%946.2
5squareone.ca14.96%1040.8
6belairdirect.com9.70%946.8
7caasco.com9.60%947.1
8ratehub.ca8.60%1324.7
9cooperators.ca8.22%664.2
10pcinsurance.ca5.55%759.4
11duuo.ca5.25%476.1
12sonnet.ca5.22%664.8
13westlandinsurance.ca4.50%570.6
14apollocover.com3.97%382.0
15rates.ca3.33%571.1
16insurebc.ca3.30%476.6
17ama.ab.ca2.58%382.4
18onlia.ca1.77%382.8
19brokerlink.ca1.22%288.4
20desjardins.com1.20%288.5

The top 20 domains ranking for Commercial Insurance keywords

With commercial keywords, TD’s dominance is less obvious but it’s still #1.

No.UrlVisibilityKeywords in Top 10Average position
1tdinsurance.com29.10%1227.9
2intact.ca29.04%163.6
3zensurance.com27.88%159.7
4cooperators.ca12.77%758.3
5hubinternational.com10.01%570.3
6easycover.ca4.95%476.1
7trushieldinsurance.ca4.60%665.1
8morisoninsurance.ca3.19%382.3
9ratehub.ca2.75%288.1
10rbcinsurance.com2.06%382.4
11westlandinsurance.ca2.06%288.1
12insurancehero.ca2.01%382.5
13aon.com1.96%288.3
14aig.ca1.91%382.6
15allstate.ca1.87%477.3
16mcdougallinsurance.com1.72%382.8
17beneva.ca1.46%382.9
18bflcanada.ca1.46%382.9
19chubb.com1.36%288.3
20sovereigninsurance.ca1.36%194.0

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.