Insurance Market Report by Zeo Agency, an international digital marketing and SEO agency, compares the first quarters of 2019 and 2020 and presents the user behaviors changed due to the natural catastrophes, COVID 19 in particular, while depicting the its impact on digital marketing and organic traffic
Reports prepared by Zeo Agency to gauge the e-commerce market in periods and in different categories, aim to measure the changes in the market share of websites, detect the changes in the volumes of organic keywords about the market, interpret the actual potential and produce insights.
The market started 2020 with decrease in traffic volumes, while COVID-19 increased brand searches
The report which categorized 60 websites determined via the tools method, indicates that average number of visitors decreased by 5.96% for January-February-March period in 2020 compared to 2019. The decline in the average monthly website visitors rises even higher, by 10% to be precise, when only March is compared to the previous year.
As to the top 10 leader brands in the market, the report shows that popularity in brand searches has declined in January and February compared to 2019. The rise observed towards the end of March follows a parallel trend with the start of COVID-19 impact. Especially when the comparison focuses on 31 March 2019, the rise in searches are clearly seen to continue for the following months.
Earthquakes directly affect insurance searches
Having analyzed 10.000 organic keywords with the highest volume in the traffic of companies, search volume of 62 words related to earthquake (not including DASK which means compulsory earthquake insurance) increased considerably during the first quarter of 2020. It is estimated that the earthquake in Elazığ that occurred on 24 January 2020 and other earthquakes in Manisa were influential on those searches; and when the searches are compared based on locations, an increase of 6% can be seen for searches done from outside big cities.
Compared to the first quarter of 2019, 2.841 of 10.000 words searched during the first half of 2020 show a declining trend, and searches related to vehicles are observed to decline most. As there was bound to be postponements in traffic insurance, which was normally regarded as one of least risky lines, during quarantine period due to COVID-19; there is a clear decline in this area.
“Following rivals closely is as important as monitoring your own performance”
Ezgi Gülsen Yaylı, SEO Team Lead at Zeo Agency, underlined the importance of steps towards Google Core Update, and said: “It is of vital importance to monitor performance regularly and frequently in the insurance market as it one of the markets directly impacted by economic developments. Words, search volumes and traffics can give us many leads going forward. Moreover, this market accommodates many strong players. Therefore, it is as much important to monitor your competition as you monitor your own performance.”
You can read the report from the following link: https://zeo.org/sigorta-sektor-raporu/