Home insurance web searches to rise

Web searches for home insurance look set to rise in the first few months of 2011 as the new year prompts homeowners to review their contents cover, research suggests.

Independent search marketing and technology company Greenlight reviewed industry figures for its quarterly report, highlighting 720 of the most used UK online search terms for home, car and travel insurance.

In October last year, there were more than 1.7 million searches for insurance-related services, with more than half of these relating to car insurance keywords (51%), followed by travel insurance (29%) and home insurance (20%).

Greenlight expects use of the search term "home insurance", which has been relatively underused since April last year, to increase from its October 2010 figure of 49,500 searches.

There were a total of 337,000 home insurance-related inquiries on search engines last October, with "contents insurance" accounting for 22,500 searches, and "buildings insurance" and "home contents insurance" also featuring in the overall figure.

Greenlight lead researcher Simon Hollingsworth said: "Among other facets that online marketers should consider, identifying the most popular terms used to find insurance products and maximising your website's visibility for these keywords is crucial as it impacts on how visible you are to consumers in the search results."

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