Mapfre, Mutua Madrileña and Allianz lead the SEO ranking of the insurance sector in Spain

He Spanish insurance sector is in full transformationwith rising numbers. In 2023, total premiums increased by 18%reaching the 76,463 million of euros. In this context, innovation opportunities are closely linked to digitalization, and the SEO It has become a strategic ally for insurers, allowing them to improve their positioning in search results and connect with a more fragmented and demanding audience.

In the second wave of SEO Report in the insurance sectorGood Rebels analyzes the digital strategies of insurers in terms of their organic visibility, web traffic, brand search or user experience, elements that are increasingly determining factors in attracting customers in the digital environment. In the opinion of Ugo Smith, Head of Search en Good Rebels«SEO is not only about improving search engine positioning, but also about deeply understanding the needs of users. Implementing an effective SEO strategy means offering a personalized and relevant experience in each phase of the customer journey. Furthermore, taking advantage of synergies between SEO and SEM allows insurers to maximize their visibility, thus achieving effective reach and a greater return on investment in an increasingly competitive digital environment.

Mapfre, leader in organic visibility and PPC savings

Mapfre consolidates itself as the highest-rated insurer in the study (78 points out of 100). Thanks to its solid strategy, it achieves a high volume of organic traffic (1.8 million visits per month), which allows it to save approximately 1.5 million euros per month in PPC.

With more than 81,000 keywords positioned in the top 10, Mutua Madrileña obtains a significant competitive advantage, which places it among the insurers with the greatest presence in the first results of the SERP. However, Mapfre presents a clear area for improvement in terms of web performance, as it obtains low scores in Core Web Vitalswith technical aspects such as Cumulative Layout Shift (0,3) and the Interaction to Next Paint (INP) (329) that require optimization.

Mutua Madrileña, the most sought after brand

The report shows that Mutua Madrileña occupies a privileged place in the consumer’s mind, with a total of 368,000 monthly searches of your name on Google. This strength reflects the high recognition that the brand has, being the first that a user remembers when searching for insurance companies on the internet.

The insurer benefits from this organic traffic, achieving a monthly savings on campaigns payment of 907.300 eurosthe second highest after Mapfre. In addition, Mutua obtains high traffic directed to its business pages, with a 94,5% of your terms positioned on the first page of results. However, despite its good loading speed, in mobile environments it has room for improvement (33/100 points) and in Core Web Vitals such as Interaction to Next Paint (INP) (263).

Allianz, a brand with authority but without visibility

Allianz stands out as the insurer with best performance in User Experience (19.6/20)obtaining the best score in loading speed, which guarantees a fluid experience on both desktop and mobile devices. However, his organic traffic and visibility are in an intermediate position compared to their competitors, indicating opportunities for improvement in traffic capture and in his SEO strategy to maximize savings in acquisition costs.

Although Allianz ranks third in domain popularity, its number of ranked keywords is lower than the industry average, affecting its visibility in relevant searches. The insurer could boost its presence in the SERP through a more effective focus on keywords that increase their positioning in the current competitive environment.