► Contents, House and Car Insurances Online - NZ SEO Reach 2014

Which websites are maximising their market share?
Searching for Contents Insurances Online

Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz 2
Calculating share of search
• Rankings Based Reach (RBR)* provides a simple way to compare a
website’s search engine rankings with its competitors.
• RBR is an estimate of the percentage of available search traffic a
website will receive for a set of phrases – this gives the sites share
of search or reach.
• It is weighted based on the popularity of each search phrase and the
relative click through rate (CTR) of each ranking position.
Source: Rankings Based Reach (RBR) is a methodology developed by First, http://www.firstdigital.co.nz

Selected sites
Leading New Zealand house, contents and car insurance sites were selected for Ranking
Based Reach (RBR) performance analysis.
Sites
aa.co.nz insurancepeople.co.nz
aainsurance.co.nz kiwibank.co.nz
ami.co.nz lanterninsurance.co.nz
amp.co.nz mas.co.nz
anz.co.nz northsure.co.nz
asb.co.nz pic.co.nz
bnz.co.nz state.co.nz
crombielockwood.co.nz tower.co.nz
edgeinsurances.co.nz tsbbank.co.nz
fincare.co.nz tulipfinance.co.nz
fintel.co.nz vero.co.nz
firstcreditunion.co.nz westpac.co.nz
fmg.co.nz nzi.co.nz
futurisk.co.nz

What are people searching for?
Source: Google Keyword Tool, New Zealand exact match, May 2014
In order to investigate which websites are leading in search we researched frequently used
house, contents and car insurance - related phrases.
Search Phrase
Local
searches
per month
Search Phrase
Local
searches
per month
car insurance 2900 house insurance quote 110
house insurance 1000 cheap car insurance 90
contents insurance 880 house insurance changes 90
car insurance quote 720 landlord insurance 90
house insurance calculator 720 compare car insurance 70
home insurance 590 contents insurance quote 70
home insurance calculator 390 renters insurance 70
classic car insurance 210 third party car insurance 70
car insurance comparison 170 car insurance calculator 50
vehicle insurance 140 compare house insurance 50
contents insurance calculator 110 home insurance quotes 50
home and contents insurance 110 rental property insurance 40
house and contents insurance 110
Total searches per month
8,900
Total searches per year
106,800

Google: Search engine results page 1
What the consumer sees: The top of the Google search results page for a search on “contents insurance”
Fintel, Tower and NZI
are also very
prominent within paid
search. In total there
are 11 companies
ranking in the paid
search results.
That represents the
maximum allowable
amount for the 1st
Page and is an
indicator that this
market is highly
competitive.
State, AA Insurance and
AMI are consistently
ranking in the top 3
positions for the paid
search results for the
term “contents
insurance”.
In the organic search
results a large variety
of the analysed
companies rank on
Google’s first page
Despite ranking well
for organic listings,
State, AMI, AA and
Tower are still
investing heavily in
Paid Advertising which
allows them to
dominate the first page
with multiple listings

0%
5%
10%
15%
20%
25%
30%
35%
40%
1 2 3 4 5 6 7 8 9 10 11 12
paid organic
Source: Chikita, 2010 (Organic Search) & Accuracast 2009 (Paid Search)
35% of users click
on the top organic
search result
Almost 95% of organic
traffic goes to the top 10
results
The importance of top rankings
Search engine position
Proportionofclicks

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
RankingsBasedReach
Rankings Based Reach: Natural Search
Source of ranking data: Google New Zealand, www.google.co.nz, May 2014.* includes all websites under the relevant domain name (eg, including www.)
MASSIVE OPPORTUNITY
The RBR is below 2% for more than half of
all analysed companies, which means that
there is a lot of room for improvement.
The RBR leader is “State” which
reaches a fantastic RBR of 76%.
The closest followers are AMI
Insurance and Tower. Kiwibank
and Westpac are the only banks
ranking in the top 10.
Bigger insurance companies such as
State, Tower or AMI Insurance are
very present within search compared
to the smaller players who will need
sustained focus, if they want to
compete online.

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
RankingsBasedReach
Rankings Based Reach: Natural Search (Mobile)
Source of ranking data: Google New Zealand, www.google.co.nz, May 2014.
* includes all websites under the relevant domain name (eg, including www.)
MASSIVE OPPORTUNITY
These websites can compete by
optimising for mobile searches.
State also maintains
its leading RBR
position in mobile
search.
In mobile search, it is more important
than ever to rank on the first page.
Smart phones are frequently used as
shopping tools with 74% of NZ users
having researched a product or
service on their mobile device*.
*Source: Scary eCommerce Statistics , www.ecommerce.org.nz May 2014.

Search trends: Brand search volume
Source: Relative total keyword performance on a normalised scale 1 to 100, Google Trends, New Zealand, May 2014
This Google Trend graph shows high search volumes for different brand names in the insurance category. The Google Trend graph illustrates
that big insurance companies such as State, Tower and AMI Insurance are searched more frequently than banks for insurance.
To combat being left behind, banks need to increase their consumer brand recognition for their insurance service.

0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Car insurance Content insurance House insurance Neither
Consumer Research: Are most Kiwis insured?
This representative survey was carried out by 3Di Research on
the Great Sites platform May 2014 (n=2,226).
Question 1: Do you currently have a content, house or car
insurance?
The majority of Kiwis are
insured pretty well as most of
them have a car and content
insurance.
Only a minority (4% of all
respondents) mentioned
that they didn’t have any of
the insurances.

• The main reason for Kiwis not being insured is the fact that they don’t have a house or
a car.
• Interestingly, there were also a few respondents who answered that they would take
the risk of being uninsured.
• Only a small number of Kiwis mentioned that they would not trust insurance providers.
Consumer Research: Reasons for not being insured
Question 2: Why don’t you have one of the mentioned insurances
(house, content and car)?
the Great Sites platform May 2014 (n=92).

0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Go directly to the
website of a known
insurance provider
Visit the physical
branch of a known
insurance provider
(bank or other
provider)
Search for insurance
information on
Google
Seek
recommendations
from friends or family
Other (Please
specify)
Visit other financial
websites (such as
interest.co.nz)
Consumer Research: Where do people find information?
Question 3: Typically, where is the first place you go to find
information about a content, house or car insurance?
Most Kiwis search for insurance information on the website of a
known provider, but also 1 out of 6 respondents go to Google’s
search engine. High rankings for insurance related phrases in
the search engine can be hugely beneficial to increase leads &
sales.
In the “Other”
section most
Kiwis mentioned
that they would
contact their
Broker.

0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
At the call centre Make a branch visit On the website
Consumer Research: How do Kiwis apply for insurances?
Question 4: If you need to buy one of the above or all 3
insurances, how will you apply?
Most respondents said they would
phone the call centre to apply for one
of the above mentioned insurances,
just under 35% would make a branch
visit, and 1 out of 5 Kiwis mentioned
they would be happy to apply on the
companies website.

3.00
3.20
3.40
3.60
3.80
4.00
4.20
4.40
4.60
4.80
Professional
advice
Range of cover
options
Easy termination Reputation and
credibility
Responsiveness of
agent
Discount packages
(for more than one
insurance at the
same provider)
Transparent policy
Consumer Research: Most important when considering an insurance
Question 5: What is most important to you when considering
a content and/or house insurance? (Rank the following on a
scale of 1-5, 1 being least important, 5 of great importance)
Kiwis perceive professional
advice as the most important
factor when considering a
content or house insurance.
Surprisingly, a transparent policy
seems not to be a major
motivator when considering
content or house insurance.

• Currently, State stands out in the search landscape followed by AMI
Insurance, Tower and AA capturing a big proportion of the demand thanks to
prominent organic and paid search presence.
• Search results are broadly dispersed among a wide range of competitors,
even more so in mobile. In this competitive insurance market, retailers are
missing out on what is probably the most cost effective marketing channel by
not investing in a robust and smart search strategy.
• In our survey we revealed that Kiwis considered professional advice as the
most important factor when considering house or contents insurance,
followed by the range of cover options. Companies need to continually
improve in delivering trusted, professional insurance advice, especially
through online touch points.
• Furthermore we discovered that just 1 out of 25 Kiwis do not have any
insurance (house, content or car), as they simply didn’t own a house or a car
or wanted coverage but it was perceived as too expensive. A few
respondents also mentioned that they would rather take the risk of being
uninsured.
• A considered digital strategy that integrates both organic and paid
search should be a key customer acquisition and revenue driver for
house, content and car insurance providers.
Summary &
Observations
House, contents and car insurance

About FIRST.
Respected digital veterans are the foundation our agency is built upon: each team holds
a core capability that feeds into a business’ digital requirements. Our expertise in digital
has been built on over 14 years’ experience in digital strategy, analytics, conversion,
search marketing and digital campaigns.
FIRST, our award-winning team of internet marketers, has helped over 300 companies
across 100 industries achieve digital success. We provide companies with a digital
roadmap to success centered around a “digitally led” sales and marketing strategy.
Our services span search (SEO and SEM), email, performance media, conversion
optimisation and advanced analytics. Most importantly, our work is underpinned by a
focus on delivering the return on investment our clients expect.

Contact us
Contact FIRST to find out more.
Phone +64 (9) 920 1740
Email info@firstdigital.co.nz
Web http://www.firstdigital.co.nz
http://www.linkedin.com/company/first-digital
http://www.firstdigital.co.nz/blog
Copyright © FIRST., part of the BeyondD Pty Ltd Group. http://www.firstdigital.co.nz
Our Vision
To be highly sought after for
making a measurable
difference
Our Mission
We’re a team focused on
transforming businesses and
creating market leaders
through digital marketing.
We innovate, test and
optimise to create a
competitive advantage to
dominate the digital channel.
Our data-driven approach
will keep things simple and
make a measurable
difference.
Our Focus
As a Google Certified
Analytics Partner (GACP),
and Certified Optimizely
Partner we focus on smart
customer acquisition using
search and performance
media, maximising
conversion using best
practice CRO and helping
NZ businesses making the
best possible decisions
based on accurate,
actionable web analytics.
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► Contents, House and Car Insurances Online - NZ SEO Reach 2014

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► Contents, House and Car Insurances Online - NZ SEO Reach 2014