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Insurance Companies’ Search Strategies Still Heavily Dependent on Paid Search

Conductor

Insurance Companies’ Search Strategies Still Heavily Dependent on Paid Search Conductor Releases Research Report on the Search Strategies of the Top 10 Insurance Companies

January 20, 2010, NEW YORK – Conductor, the premier provider of SEO measurement and optimization technology, today released a research report on the search engine marketing (SEM) strategies of the top property and casualty insurance companies. Insurance is one of the most popular topics for search engine visitors with more than 7 million monthly searches for the top twenty terms alone. This is not lost on the organizations servicing this market, and the insurance providers are establishing their SEM efforts to meet this rapidly growing consumer trend of researching products and services online.

Conductor’s report studied insurance companies’ investments in search, breaking down their natural vs. paid and branded vs. unbranded search traffic, and discovered that their strategies varied widely. Some spent heavily on paid search and received a large percentage of their traffic from paid while others barely invested in paid and received the bulk of their traffic from natural, while others received little overall traffic from search. A few key findings from this report include:

  • 76% of the top ten property and casualty insurance companies’ search traffic comes from natural search.
  • 75% of the top ten property and casualty insurance companies’ search traffic comes from branded keywords.
  • Geico and Progressive were the two most trafficked sites, but each spent more than $200k per day for their search traffic, while State Farm received only 22% less traffic than Progressive yet spent only $6k per day.

The full report can be viewed on Conductor’s website.

About Conductor, Inc. Conductor is a leading provider of SEO measurement and optimization technology, empowering enterprise marketers to manage and improve their SEO efforts. Conductor Searchlight is a subscription-based, software as a service (SaaS) platform which enables customers to gather competitive data, prioritize and improve their decision making, and accurately measure the ROI of their SEO efforts. Conductor also offers a range of associated professional services to its over 250 Fortune 500 and Internet Retailer 500 clients, a majority of the leading interactive agencies, and some of the world’s most prestigious publications. Based in the Gramercy district in Manhattan, the company was founded in 2005, and is one of the fastest growing companies in New York.

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