Top 10 Insurance Industry Websites by Organic Traffic

Everyone in the insurance industry faces tremendous competition from other companies. Only high-ranking insurance websites tend to get noticed by consumers. When you realize how much competition you face, it becomes clear that you need to find ways to make your website more appealing to search engines and consumers.

The top insurance websites don’t hold their positions due to mere luck. Rather, they use strategic campaigns that improve their rankings and increase traffic, and you can learn from their successes.

Types of Insurance Websites

The term “insurance website” can cover a lot of topics. Insurance companies sell a broad range of policies, including those for:

Cars
Healthcare
Homes
Dental
Life

Some companies sell multiple types of insurance policies while others focus on a specific option. The top 10 insurance websites by traffic will include both types of companies.

Top 10 Insurance-Related Websites

SimilarWeb provides detailed reports about how websites perform. You can’t always rely on the service to give you the specific information that you need, though. The following list offers a prime example of this.

Technically, it lists the top 10 insurance websites by traffic. When you take a closer look, though, you find that some of the websites don’t apply to an English-speaking audience. Others are only partially related to the insurance industry.

Is healthcare.gov really an insurance website? It can help Americans find out whether they qualify for health insurance subsidies. It can also help some Americans explore health insurance policies for their areas. It doesn’t fit the insurance category in the same way as USAA, Kaiser Permanente, or Geico, though.

Before digging into how the top insurance companies manage to attract so much traffic to their websites, it makes sense to edit the list and remove some outliers that don’t truly represent an insurance company’s competitors.

Top 10 U.S. Insurance Company Websites

Below, you will find the edited list of the top 10 insurance company websites.

USAA
Kaiser Permanente
Geico
Progressive
Cigna
State Farm
United Healthcare (UHC)
Allstate
Aetna
Humana

Now, we can take a closer look at their traffic and other metrics to see how well they perform.

1. USAA

Global Rank: 1,680

U.S. Rank: 342

Insurance Rank: 1

Over the last six months (June to November 2020), an average of 19.78 million people per month visited the USAA website. Traffic remained fairly steady over that period. Traffic peaked in July when 24.7 million people visited the site.

While visiting the USAA website, people spent an average of 7 minutes and 51 seconds on the site. They navigated to an average 8.39 pages per visit. The site had a 20% bounce rate, which likely means visitors didn’t see the content they wanted or clicked on the website’s link by accident.

Not surprisingly, nearly all (98.72%) of the site’s traffic came from the United States. Other visits came from:

India (0.21%)
Germany (0.18%)
United Kingdom (0.14%)
Puerto Rico (0.06%)

USAA Website Traffic Sources

Before you can learn anything from USAA’s website, you need to know how people came to the site. The source of traffic matters a lot when creating a strategy to bring more visitors to your site.

Most of USAA’s traffic (85.44%) came from organic keyword searches. Only 14.56% came from PPC campaigns. A meager 1.17% came from social media platforms.

Organic Keywords Used by USAA

USAA’s content marketing strategy involves about 5,620 organic keywords. Clearly, the company did its research. You don’t rank for that many keywords by happenstance.

Some organic keywords contributed to traffic more than others. The top 5 organic keywords are:

"USAA," which attracted 39.83% of traffic.
"USAA login," which attracted 9.19% of traffic.
"USAA insurance," which attracted 1.82% of traffic.
"usaa.com," which attracted 1.48% of traffic.
"usaa.com login," which attracted 0.55% of traffic.

Paid Keywords Used by USAA

Not all of the paid keywords used by USAA apply to insurance. Out of 544 keywords, the top 5 were:

"USAA" (8.53% of traffic)
"USAA insurance" (0.58% of traffic)
"USAA auto insurance" (0.21% of traffic)
"USAA car rental" (0.20% of traffic)
"USSA" (0.18% of traffic)

2. Kaiser Permanente

Global Rank: 1,869

U.S. Rank: 390

Insurance Rank: 3

Over the last six months, Kaiser Permanente has had an average 20.51 million visitors per month. It got its highest number of visitors in October, when 20.7 million people came to the site.

When people visit Kaiser Permanente’s website, they spend an average 6 minutes and 47 seconds viewing 6.86 pages. The site has a 26.21% bounce rate.

Nearly all (98.53%) of Kaiser Permanente’s website traffic comes from the United States. Other sources include:

India (0.16%)
United Kingdom (0.15%)
Mexico (0.13%)
Canada (0.12%)

Website Traffic Sources Kaiser Permanente

Most of Kaiser Permanente’s website traffic (93.64%) comes from organic searches. PPC campaigns attracted 6.36% of the site’s visitors. Social media played a role in 0.98% of the site’s traffic.

Organic Keywords Used by Kaiser Permanente

Kaiser Permanente’s content marketing strategy includes 18,884 organic keywords. That’s a considerable amount of research that has probably contributed to its high traffic rate. Identifying so many keywords, however, could mean that results get spread out more than they do with most websites. As a result, the top-performing keywords look sluggish compared to those from USAA.

"Kaiser" attracted 10.18% of traffic,
"Kaiser Permanente" attracted 6.28% of traffic.
"Kaiser login" attracted 4.50% of traffic.
"Kaiser Permanente..." attracted 3.18% of traffic.
"kp.org" attracted 2.90% of traffic.

Paid Keywords Used by Kaiser Permanente

All of Kaiser Permanente’s paid keywords include the company’s name. The organization’s prominence as a thought leader and its broad health insurance coverage could have influenced this PPC marketing decision.

"Kaiser" (1.97% of traffic)
"Kaiser Permanente" (1.23% of traffic)
"Kaiser login" (0.63% of traffic)
"Kaiser Permanente..." (0.39% of traffic)
"kp" (0.21% of traffic)

3. Geico

Global Rank: 2,259

U.S. Rank: 451

Insurance Rank: 4

Over the last six months, Geico has averaged 17.47 million visits per month. In July and August, the site received an impressive 20.7 million visitors. It didn’t attract nearly as many visits during other months, though.

Geico’s website visitors spend an average 5 minutes and 29 seconds looking at 6.09 pages. The site has a 36.18% bounce rate.

Geographically, Geico’s traffic came from the following locations:

United States (98.74%)
Canada (0.23%)
United Kingdom (9.12%)
India (0.12%)
Australia (0.05%)

Website Traffic Sources Geico

Organic keywords account for 94.22% of Geico’s search traffic. Paid keywords make up 5.78% of the traffic. Social media brings in about 0.74% of the site’s visitors.

Organic Keywords Used by Geico

Geico’s content marketing strategy uses 7,834 organic keywords. Not surprisingly, this makes the performance of Geico’s top five keywords more similar to USAA’s than Kaiser Permanente’s.

Top five organic keywords by percentage:

"Geico" attracted 41.70% of traffic.
"Geico login" attracted 8.65% of traffic.
"Gieco" attracted 1.75% of traffic.
"Geico insurance..." attracted 1.48% of traffic.
"Geico quote" attracted 1.29% of traffic.

Paid Keywords Used by Geico

Geico only uses 883 paid keywords in its PPC campaign:

"Geico quote" (0.44% of traffic)
"Geico insurance" (0.39% of traffic)
"Gieco" (0.32% of traffic)
"Car insurance" (0.25% of traffic)
"Geico car insurance" (0.24% of traffic)

4. Progressive

Global Rank: 2,662

U.S. Rank: 518

Insurance Rank: 5

From June 2020 to November 2020, Progressive’s website received about 17.26 million visitors per month. The site received its heaviest flow of traffic in July, with 22.5 million visits.

Progressive website’s visitors spend an average 4 minutes and 53 seconds viewing 4.78 pages. It has a 38.14% bounce rate.

Traffic to Progressive comes from:

United States (99.10%)
Canada (0.16%)
Colombia (0.11%)
United Kingdom (0.11%)
India (0.06%)

Website Traffic Sources Progressive

Of its search traffic, 85.90% comes from organic keywords. PPC keywords account for 14.10% of the site’s traffic. Social media brings in 0.82% of traffic. Clearly, Progressive puts a heavier emphasis on its PPC campaigns than the other companies on this list of top 10 insurance websites by traffic.

Organic Keywords Used by Progressive

Progressive only uses 4,970 keywords in its organic content marketing.

"Progressive" attracted 30.74% of traffic.
"Progressive login" attracted 10.50% of traffic.
"Progressive insurance" attracted 6.24% of traffic.
"Progressive insurance quote" attracted 4.00% of traffic.
"Progressive auto insurance" attracted 1.15% of traffic.

Paid Keywords Used by Progressive

Progressive’s PPC campaigns include 2,405 paid keywords.

"Progressive" (5.51% of traffic)
"Progressive insurance" (0.81% of traffic)
"Car insurance" (0.29% of traffic)
"Progressive quote" (0.24% of traffic)
"Progressive auto insurance" (0.24% of traffic)

5. Cigna

Global Rank: 3,118

U.S. Rank: 860

Insurance Rank: 10

From June to November 2020, Cigna’s website received an average 15.63 million visitors per month, with its peak performance in October. The average visitor spends 3 minutes and 25 seconds looking at 4.43 pages. The site has a rather high bounce rate of 54.29%.

While most of Cigna’s traffic comes from United States, the site also gets a surprisingly high percentage of visitors from other countries.

United States (84.40%)
Mexico (4.28%)
Spain (1.69%)
Colombia (1.68%)
India (1.34%)

Website Traffic Sources Cigna

Organic keywords account for 96.88% of Cigna’s search traffic. The website gets 3.12% of its visitors. Social media brings 0.92% of traffic to the website.

Organic Keywords Used by Cigna

Cigna uses 18,677 organic keywords in its content marketing strategy. The huge number of organic keywords can make the top performers look rather weak. Still, they bring impressive amounts of traffic to the site.

"Cigna" attracted 13.23% of traffic.
"Mycigna" attracted 5.29% of traffic.
"Cigna login" attracted 1.85% of traffic.
"My Cigna" attracted 1.61% of traffic.
"Cigna dental" attracted 1.56% of traffic.

Paid Keywords Used by Cigna

Cigna’s PPC campaigns only include 282 paid keywords.

"Cigna" (0.94% of traffic)
"Cigna dental" (0.44% of traffic)
"Dental insurance" (0.17% of traffic)
"Cigna dental insurance" (0.11% of traffic)
"Cigna dental login" (0.05% of traffic)

6. State Farm

Ttri6kq4rpgvbkl7w9d2

Global Rank: 3,335

U.S. Rank: 664

Insurance Rank: 7

From June 2020 to November 2020, State Farm averaged 12.10 million visits per month. The average visitor spend 4 minutes and 38 seconds viewing 6.41 pages. The site has a 33.08% bounce rate.

Nearly all of State Farm’s website visitors come from the United States.

United States (98.96%)
Canada (0.18%)
Mexico (0.11%)
India (0.08%)
United Kingdom (0.08%)

Website Traffic Sources State Farm

Organic keywords account for 93.09% of State Farm’s search traffic. Paid keywords bring in 6.91% of visitors. Social media attracts 1.12%.

Organic Keywords Used by State Farm

State Farm’s content strategy uses 8,404 organic keywords. The top performers include:

"State Farm" attracted 23.18% of traffic.
"Statefarm" attracted 11.77% of traffic.
"State Farm login" attracted 6.31% of traffic.
"Statefarm login" attracted 3.58% of traffic.
"State Farm insurance" attracted 2.35% of traffic.

Paid Keywords Used by State Farm

Considering that so much of State Farm’s traffic comes from paid keywords, it’s a little surprising that it only uses 859 of them, including:

"State Farm" (1.99% of traffic)
"Statefarm" (0.80% of traffic)
"State Farm login" (0.38% of traffic)
"Statefarm login" (0.36% of traffic)
"Car insurance" (0.22% of traffic)

7. United Healthcare (UHC)

Global Rank: 3,401

U.S. Rank: 683

Insurance Rank: 8

Over the past six months, United Healthcare shows it gets an average 12.82 million visitors per month. The average visitor spends 5 minutes and 17 seconds looking at 6.22 pages. The site has a 30.58% bounce rate.

Nearly all of UHC’s website traffic comes from the United States.

United States (99.37%)
India (0.14%)
Mexico (0.06%)
Canada (0.05%)
United Kingdom (0.03%)

Website Traffic Sources United Healthcare

Organic keywords account for 93.42% of United Healthcare’s website traffic. Paid keywords attract 6.58% of visitors. Social media brings 1.79% of visitors to the site.

Organic Keywords Used by United Healthcare

United Healthcare uses 8,992 organic keywords in its content strategy. Top performers include:

"United Healthcare" attracted 11.82% of traffic.
"Unitedhealthcare" attracted 9.78% of traffic.
"UHC" attracted 4.09% of traffic.
"United Health Care" attracted 3.53% of traffic.
"Unitedhealthcare login" attracted 1.97% of traffic.

Paid Keywords Used by United Healthcare

United Healthcare only has 380 paid keywords in its PPC campaigns.

"Unitedhealthcare" (1.24% of traffic)
"United Healthcare" (1.14% of traffic)
"United Health Care" (0.28% of traffic)
"UHC" (0.27% of traffic)
"United health" (0.07% of traffic)

8. Allstate

Global Rank: 4,085

U.S. Rank: 809

Insurance Rank: 9

From June to November 2020, Allstate’s website served an average 11.75 million visitors per month. The average person spent 3 minutes and 49 seconds viewing 4.74 pages. The site has a somewhat high bounce rate of 41.18%.

While most of Allstate’s traffic comes from within the U.S., it gets a fairly significant percentage of visitors from other countries, too.

United States (97.51%)
Canada (0.45%)
United Kingdom (0.32%)
India (0.24%)
Mexico (0.10%)

Website Traffic Sources Allstate

Of Allstate’s search traffic, organic keywords account for 92.96% of visits. Paid keywords brought 7.04% of traffic to the site. Social media was just shy of 1% at 0.98%.

Organic Keywords Used by Allstate

Allstate has 10,161 organic keywords in its content. It’s interesting to note that one of the top five performers includes a misspelling of Allstate. Enough people are confused about whether the company is named “Allstate” or “All State” that marketers use both terms in their content.

"Allstate" attracted 20.99% of traffic.
"Allstate login" attracted 10.39% of traffic.
"Allstate insurance" attracted 1.51% of traffic.
"All State" attracted 1.44% of traffic.
"Allstate insurance login" attracted 1.27% of traffic.

Paid Keywords Used by Allstate

Allstate pays for 290 keywords in its PPC campaigns. The top five keywords are:

"Allstate" (3.53% of traffic)
"Allstate insurance" (0.28% of traffic)
"All State" (0.26% of traffic)
"Car insurance" (0.14% of traffic)
"All State car insurance" (0.13% of traffic)

9. Aetna

Global Rank: 4,521

U.S. Rank: 909

Insurance Rank: 11

The amount of traffic dips quickly when you reach Aetna. Its website receives an average 7.74 million visits per month. The average visitor, however, spends 7 minutes and 31 seconds viewing 9.51 pages. It has a relatively low 22.73% bounce rate.

Traffic to Aetna’s site comes from:

United States (97.06%)
India (1.16%)
Canada (0.37%)
United Kingdom (0.14%)
United Arab Emirates (0.14%)

Website Traffic Sources Aetna

Organic keywords account for 97.07% of Aetna’s search traffic. Paid keywords bring in 2.93% of the site’s visitors. Social media attracts 1.27% of its traffic.

Organic Keywords Used by Aetna

Aetna uses 9,028 organic keywords in its content. Despite the relatively small number of organic keywords, the best performer doesn’t even bring 20% of traffic to the site.

"Aetna" attracted 18.90% of traffic.
"Aetna login" attracted 12.18% of traffic.
"Aetna member login" attracted 1.33% of traffic.
"HSA vs FSA" attracted 1.22% of traffic.
"Aetna dental" attracted 1.21% of traffic.

Paid Keywords Used by Aetna

Aetna seems to know that it has a slightly confusing name. The company’s 334 paid keywords include misspellings of its name.

"Aetna" (1.36% of traffic)
"Aetna insurance" (0.16% of traffic)
"Atena" (0.13% of traffic)
"Aetna health insurance" (0.08% of traffic)
"Aenta" (0.05% of traffic)

10. Humana

Global Rank: 6,963

U.S. Rank: 1,395

Insurance Rank: 14

During a six-month period, Humana averages about 5.91 million visits per month. The typical visitor spends 8 minutes and 33 seconds viewing 7.16 pages. The site has a 29.83% bounce rate.

Humana traffic comes from the following countries:

United States (98.09%)
India (1.01%)
Uruguay (0.15%)
Philippines (0.11%)
Canada (0.10%)

Website Traffic Sources Humana

Of Humana’s search traffic, 87.98% comes from organic keywords. It gets 12.02% of its traffic from paid keywords. Social media brings 0.84% of traffic to the site.

Organic Keywords Used by Humana

Huamana’s content includes 5,078 organic keywords. With such a small number, you would expect its top performer to attract nearly half of the site’s traffic. That isn’t the case, though.

"Humana" attracted 15.24% of traffic.
"Humana login" attracted 5.19% of traffic.
"Humana.com" attracted 2.43% of traffic.
"Humana Medicare" attracted 1.92% of traffic.
"Myhumana" attracted 1.49% of traffic.

Paid Keywords Used by Humana

Humana uses 416 paid keywords. Its top performers are:

"Humana" (3.53% of traffic)
"Humana Medicare" (0.71% of traffic)
"Humana Medicare…" (0.37% of traffic)
"Humana dental" (0.32% of traffic)
"Humana Medicare…" (0.27% of traffic)

Content Marketing Grows Website Traffic

The data makes it obvious that content marketing that focuses on organic keywords gives the top 10 insurance websites by traffic an advantage over their competitors. Paid keywords rarely account for 1% of a site’s traffic.

Can Your Insurance Website Get a Higher Ranking?

The good news is that you don’t have to spend a lot of money on PPC campaigns to compete with insurance websites. You will get better results by dedicating your time and effort to content marketing that focuses on high-performance keywords.

However, determining which keywords to use can become problematic for small businesses because the best keyword research tools often cost hundreds of dollars per month. On top of that, you have to pay someone to write optimized content that will attract search engines. Your pages also need to hold the attention of human readers. It’s a delicate balance that demands special skills.

Your insurance website can get a higher ranking, but you probably need to find outside help to reach your goal. Scripted offers managed and self-serve memberships that will help you reach your target audience and increase your ranking.

Hire Experienced Insurance Writers on Scripted

Not every company needs a full-service solution that researches organic keywords and tracks metrics. If you have someone on your team with experience managing content marketing campaigns, you can save money by outsourcing your content needs to Scripted writers.

Scripted has high standards that few writers can meet. Applicants must pass writing, grammar, and SEO tests before they can join the platform. We only invite about 2% of applicants to join our network. Maintaining high standards makes it possible for Scripted to ensure the quality of its services.

Choosing to work with a Scripted writer also gives you the opportunity to find someone with experience working in the insurance industry. You could hire a general writer who can research topics and give your readers surface-level information. However, hiring someone with insurance experience makes it more likely that your website’s visitors will get accurate information that they need to choose plans, file forms, and learn more about protecting themselves.

Get started today by browsing some of the top insurance writers on Scripted. Each profile includes client reviews, a reliability score, and writing samples. Find the right person for your content so you can start pushing your website closer to the top of search engine results.

Published by Kevin O'Connor on Tuesday, February 2, 2021 in Industries.