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Travel Insurance Sector Report 2019

Your SEO strategy should be focused on long-term goals. It requires time and effort, so you should measure results and ROI. Travel is one of the most competitive industries to compete for keywords, and as content is a driving force in SEO, it’s crucial that your copy is effective. This report explores the competition for organic search results in the Travel Insurance sector and will give you key metrics for success.

What does our Travel Insurance report cover?


Latest insights


  • You should optimise your keywords for specific items or conditions, such as ‘travel insurance for heart problems’ or travel insurance including laptop cover’, and ensure these are in your titles, headings and on-page copy.
  • You should use different content types such as videos or a table as this could lead to a featured snippet or answer box.
  • Studies suggest that lengthier content tends to rank better than shorter pages, so your content needs to be relevant, helpful and detailed.

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Sector overview

Unlike other travel sectors, there is a consistent trend in this industry – search results are steady throughout the year. This is because travel insurance is a product that is needed for all types of travel. There is a slight increase in search volume at the beginning of summer which is the result of last-minute bookings, but this is not prominent compared to other sectors.

The top three keywords that consumers search for in the Travel Insurance sector are:


  • compare travel insurance
  • travel insurance UK
  • holiday travel insurance


Travel Insurance is a competitive industry, especially with the likes of comparison websites such as Compare the Market. By using keywords such as ‘travel insurance for over 50s’ and ‘travel insurance for medical conditions’, there are still opportunities to improve rankings.


Who currently dominates the market?

Post Office is ranked highest with 128,900 estimated monthly organic searches, this is followed by Insure and Go with 38,880 searches. These top two competitors share 1,576 keywords containing ‘travel insurance’ between them which is 788 keywords more than the remaining competitors.


The majority of the traffic the Post Office receives is due to their high ranking for the main ‘travel insurance’ term, but it doesn’t rank for many more keywords than their competitors.

Content types in the Travel Insurance sector

Content is a crucial factor in SEO and earning online visibility. Data suggests that reviews appear in the majority of search-engine rankings. Images and featured snippets also appear in the rankings but there aren’t many. You should produce content that answers questions regarding travel insurance as there are no instant answers in the SERPs.


Content should be clear and easily digestible – this is measured by the Flesch Reading Ease Score. Generally there is a correlation that the higher the score, the more traffic you receive, and this is evident with Post Office – it has the second-highest reading ease score and brings in the most traffic.


Authority and links

Building links is important as Google will reward you if high-authority sites link to your domain. Google measures this using Domain Authority (DA), which is a measure of how authoritative a website is in terms of its backlink profile. The rankings of each competitor based on Domain Authority can be seen below (out of 100):


Post Office – 73

Holiday Extras – 60

Axa – 57

Staysure – 55

Insure and Go – 52


With the exception of Holiday Extras, usually the higher the DA, the higher the ranking. This is evident with Post Office – it has the highest DA and ranks the highest, whereas Staysure has a lower DA and ranking.


Overall, it’s evident the Travel Insurance sector is extremely competitive, but there are a broad range of groups to target, such as medical conditions and age groups. The Post Office and Insure and Go rank for the broadest range of search terms, but there is an opportunity to take traffic from these sites.


Want more information?

You can download the full report, or alternatively you can contact Ad-Rank Media to discuss this report using the contact details below.


Chad Harwood-Jones (MD)

T: 01442 817080

E: [email protected]

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