SEO Benchmark 2025: The Top 10 Insurance Companies in Germany
TL;DR
- Allianz leads the 2025 SEO benchmark of Germany’s top 10 insurance companies. HUK is close behind.
- The leaders get more visibility per URL: lean information architecture, content that matches search intent, a smart keyword mix.
- Backlink metrics are close across the field. The race for 2025 will be decided on-page.
In 2024, the top 10 insurers fought a tight race for top rankings and visibility in Google.
In the second half of the year, the chasers closed in. There were spectacular overtaking maneuvers, bitter setbacks, unexpected sprints and clever slipstream tactics.
In short: high-speed action, just in the SEO savanna.
Using classic metrics and ratio metrics, we analyze which insurer offers the best overall package in visibility, rankings, information architecture, content and backlinks in 2025.
Who comes out ahead? Who loses ground? And which tactical lessons does insurance SEO hold for 2025?
Time for a deep dive into SEO for insurance companies, with hard facts, surprising insights and an outlook on the next laps.
Contents
A close chase among the top 10 insurers in 2024
Looking back: Allianz held the SEO lead, but 2024 was anything but a relaxed run at the top.
In the fourth quarter, Allianz lost around a third of its visibility. Before year-end, it showed resilience and recovered strongly in December.
HUK held second place almost all year, but trailed Allianz by a wide margin until mid-year. At the same time, it had to hold off ERGO and R+V.
In the second half of the year, HUK hit the turbo. It pulled away from its chasers and noticeably narrowed the gap to Allianz.
The closest chasers of Allianz, HUK, ERGO and R+V, reshuffled from mid-2024 onward.
ERGO briefly moved ahead of HUK in April. In August, R+V passed ERGO for a moment. A tight field with constant position changes.
While HUK pulled further ahead, ERGO and R+V fell back slightly.
DEVK’s rise stands out. At the start of the year, it hardly played a role among the chasers.
Toward the end of 2024, DEVK seized its chance with a strong final sprint and now competes on equal terms in the upper midfield.
A regular competitor analysis turns such position changes into concrete actions.
Visibility trend of the top 10 insurers in 2024
The visibility trend reveals the central pattern: results-driven use of URLs, a clear information architecture and the right content in the right place decide who wins the top search results.
Allianz and HUK score with optimized structures. Many chasers still have a lot of potential in content, information architecture and other on-page SEO measures.
So the exciting question for 2025 is: who can catch up, and who loses ground?
SEO comparison of the top 10 insurers in absolute numbers
We selected the field based on market share, product range and website visibility.
Accordingly, we chose the insurance companies that perform best on these criteria.
With a different focus or weighting, the top 10 could of course look different. Based on our criteria, the following ranking emerged.
Data collected on December 20, 2024:
Key SEO metrics of the top 10 insurers at a glance
| Insurer | VI | Organic traffic | Organic traffic value | Keywords (DE) | Top 10 keywords (DE) | Ranking URLs | Ref. domains (k) | Links (k) | Trust Flow | Citation Flow |
|---|---|---|---|---|---|---|---|---|---|---|
 Allianz.de
| 31.42 | 2,043,773 | 6,096,423 | 444,464 | 124,020 | 2,205 | 6.39 | 712 | 65 | 62 |
 Huk.de
| 29.61 | 1,846,507 | 5,778,168 | 296,202 | 62,581 | 3,252 | 3.25 | 304 | 63 | 53 |
 Ergo.de | 9.29 | 698,119 | 1,606,782 | 378,943 | 61,821 | 3,131 | 3.32 | 2,150 | 42 | 45 |
 DEVK.de | 8.60 | 324,285 | 1,268,163 | 129,185 | 15,283 | 609 | 1.82 | 218 | 60 | 47 |
 Ruv.de | 7.77 | 660,081 | 585,518 | 421,179 | 71,814 | 5,151 | 5.93 | 2,530 | 62 | 52 |
 Zurich.de | 5.54 | 348,887 | 540,852 | 187,129 | 35,796 | 1,829 | 2.17 | 328 | 57 | 49 |
 Gothaer.de | 4.40 | 251,325 | 609,451 | 114,154 | 14,332 | 1,420 | 2.73 | 220 | 62 | 51 |
 Debeka.de | 3.19 | 318,981 | 500,914 | 128,808 | 7,961 | 2,082 | 1.81 | 678 | 57 | 45 |
 Generali.de | 2.97 | 195,923 | 180,894 | 206,698 | 25,637 | 1,473 | 2.8 | 1,210 | 57 | 45 |
 HDI.de | 2.03 | 144,902 | 266,053 | 83,217 | 11,923 | 1,519 | 1.71 | 123 | 47 | 43 |
| Source: digitalagenten analysis based on SISTRIX and Majestic | ||||||||||
Disclaimer: Data quality is decisive for any benchmark. We used SISTRIX for on-page data and Majestic for off-page data. More on the tools in the FAQ.
What this benchmark cannot offer: the competitors’ own data, for example from their internal web analytics tools. Those values would be far more precise, but we do not have access to them.
SISTRIX and Majestic supply third-party data, analytics tools supply first-party data.
Rankings, visibility and organic traffic
- Visibility index
The visibility index (VI) shows how visible a website is in search engines. A high VI means the site appears more often in top positions for relevant queries.
- Organic traffic value
The organic traffic value shows what the organic traffic would cost if it had to be bought as Google Ads. The higher the value, the more economical the SEO tends to be.
- Organic traffic
Organic traffic is the number of visitors who reach a website through unpaid search results.
It is generated only by search engine visibility and the click-through rate (CTR) from the SERPs to the landing page. The value is an estimate by the analysis tool SISTRIX. More in our FAQ.
Visibility index, traffic value and organic traffic of the top 10 insurers
| URL | VI | Organic traffic value (€ million) | Organic traffic |
|---|---|---|---|
 Allianz.de
| 31.42 | 6.09 | 2,043,773 |
 Huk.de
| 29.61 | 5.77 | 1,846,507 |
 Ergo.de | 9.29 | 1.60 | 698,119 |
 DEVK.de | 8.60 | 1.26 | 324,285 |
 Ruv.de | 7.77 | 0.58 | 660,081 |
 Zurich.de | 5.54 | 0.54 | 348,887 |
 Gothaer.de | 4.40 | 0.60 | 251,325 |
 Debeka.de | 3.19 | 0.50 | 318,981 |
 Generali.de | 2.97 | 0.18 | 195,923 |
 HDI.de | 2.03 | 0.26 | 144,902 |
| Source: digitalagenten analysis based on SISTRIX and Majestic | |||
Keywords and ranking URLs
For insurers, it is essential to appear in search results wherever people look for their insurance products and services.
That means covering a broad, topic-relevant keyword spectrum.
In the end, the pages in the first positions get most of the traffic. Rankings are valuable mainly when they reach the top 10.
The more top 10 rankings relative to all rankings, the more successful the search engine optimization.
Keywords and ranking URLs of the top 10 insurers
| Insurer | Top 10 keywords DE | Keywords DE | Ranking URLs | Top 10 share (DE) |
|---|---|---|---|---|
| Allianz.de
| 124,020 | 444,464 | 2,205 | 27.90 % |
| Huk.de
| 62,581 | 296,202 | 3,252 | 21.12 % |
| Ergo.de
| 61,821 | 378,943 | 3,131 | 16.31 % |
| DEVK.de
| 15,283 | 129,185 | 609 | 11.83 % |
| Ruv.de
| 71,814 | 421,179 | 5,151 | 17.05 % |
| Zurich.de
| 35,796 | 187,129 | 1,829 | 19.12 % |
| Gothaer.de
| 14,332 | 114,154 | 1,420 | 12.55 % |
| Debeka.de
| 7,961 | 128,808 | 2,082 | 6.18 % |
| Generali.de
| 25,637 | 206,698 | 1,473 | 12.40 % |
| HDI.de
| 11,923 | 83,217 | 1,519 | 14.32 % |
| Source: digitalagenten analysis based on SISTRIX and Majestic | ||||
The number of ranking URLs is neither automatically positive nor negative.
What matters is the number of rankings per URL, and with it the clustering of topics and the efficient coverage of keywords.
You can rank poorly with many URLs, and you can earn valuable rankings with only a few.
Backlinks, Trust Flow, Citation Flow and referring domains
Backlinks are links from external websites to your own site. Trust Flow measures the quality of these backlinks, Citation Flow their quantity.
Referring domains show how many different websites link to the site, which reflects the diversity of link sources.
A balanced link profile supports strong rankings. It raises domain authority, and Google reads it as a signal of trust and connectedness.
Absolute off-site metrics of the top 10 insurers
| Insurer | Referring domains (k) | Links (k) | Trust Flow | Citation Flow |
|---|---|---|---|---|
| Allianz.de
| 6.39 | 712 | 65 | 58 |
| Huk.de
| 3.25 | 304 | 60 | 51 |
| Ergo.de
| 3.32 | 2150 | 42 | 39 |
| DEVK.de
| 1.82 | 218 | 47 | 38 |
| Ruv.de
| 5.93 | 2530 | 59 | 50 |
| Zurich.de
| 2.17 | 328 | 54 | 46 |
| Gothaer.de
| 2.73 | 220 | 61 | 48 |
| Debeka.de
| 1.81 | 678 | 56 | 42 |
| Generali.de
| 2.8 | 1210 | 48 | 42 |
| HDI.de
| 1.71 | 123 | 53 | 46 |
| Source: digitalagenten analysis based on SISTRIX and Majestic | ||||
Best practices and challenges: benchmarking the top 10 insurers in detail
A race is rarely won by whoever sprints best for a short time. Strategy and stamina matter just as much.
That is why it pays to look beyond the absolute numbers in our tables at ratio metrics for meaningful results.
They explain why each insurer stands where it does, reveal strengths and weaknesses, and allow an outlook on how positions may develop.
The insurance SEO benchmark: download now
For a complete comparison of the most relevant SEO metrics, download the full article with all figures and tables on the top 10 insurers for free:
Efficient information architecture for visibility and traffic
When it comes to smart information architecture and effective, SEO-optimized content, the picture is clear: the current SEO leader Allianz generates around ten times more visibility per URL than the weakest insurers in this category.
Allianz averages a SISTRIX visibility index of 0.0150 per URL.
DEVK follows with 0.014 VI per URL. HUK also uses its URLs comparatively well and keeps the rest of the field at a distance with 0.0091 VI per URL.
Visibility, traffic and rankings per URL of the top 10 insurers
| Insurer | Visibility (VI) / URL | Traffic / URL | Top 10 rankings / URL |
|---|---|---|---|
| Allianz.de
| 0.0150 | 927 | 56 |
| Huk.de
| 0.0091 | 568 | 19 |
| Ergo.de
| 0.0029 | 223 | 20 |
| DEVK.de
| 0.0141 | 532 | 25 |
| Ruv.de
| 0.0015 | 128 | 14 |
| Zurich.de
| 0.0030 | 191 | 20 |
| Gothaer.de
| 0.0030 | 177 | 10 |
| Debeka.de
| 0.0015 | 153 | 4 |
| Generali.de
| 0.0020 | 133 | 17 |
| HDI.de
| 0.0013 | 95 | 8 |
| Source: digitalagenten analysis based on SISTRIX and Majestic | |||
DEVK is extremely efficient, but runs its promising SEO strategy on a small scale with only 609 URLs.
In absolute numbers, this leads to midfield visibility (8.6 visibility points) and midfield traffic (324,285). With few URLs, DEVK seems to do a lot right.
The challenge for DEVK is to roll out this recipe, proven on a small scale. That means producing more varied content for keywords the target group searches for and embedding it in a broader information architecture.
The success visible in the ratio metrics could be a first explanation for DEVK’s rising visibility in recent months.
Market leader Allianz also dominates organic traffic per URL (927) and top 10 rankings per URL (56).
HUK and DEVK, the direct chasers, reach only slightly more than half of that traffic and trail by more than half in top 10 positions.
Here too, rising chaser DEVK has strong ratio metrics that do not yet show in the absolute numbers, because it lacks breadth and volume.
Catching up through consolidation: bundle, link and target content precisely
The other insurers in our top 10 SEO benchmark have more than enough content. The task is to make it pay off.
Possible measures: merging topically compatible URLs, precise audience targeting and content tailored to search intent.
This also improves user guidance, enables internal links and lets weak content be merged into content pieces that already perform (301 redirects).
An SEO audit shows which URLs qualify for merging, where internal links are missing and whether redirects and indexing work cleanly, ranked by impact.
Duel at the top: rankings and traffic per URL decide first place
After HUK’s chase, the question is whether Allianz can defend its narrow lead or whether HUK will overtake. Allianz still leads in all the on-site metrics above.
In top 10 rankings per URL and SEO traffic per page, Allianz looks almost out of reach.
HUK also needs to catch up on rankings relative to total visibility to overtake Allianz for good. For 2025, most would probably still bet on Allianz.
If HUK improves a little more, that could change soon.
HUK has many URLs with less than 0.1 percent of its total visibility. Finding consolidation options, slimming down and working more efficiently is neither quick nor easy.
Every “weak” URL has to be evaluated for content, then matched with a closely related strong URL, or such a URL has to be created.
Weaker URLs also add up to visibility, which is lost if the merge is not done correctly and consistently. Done right, it pays off.
The fight for visibility is neck and neck, especially in the midfield.
This is where strategic SEO work pays off most: to catch up in 2025, secure a place in the midfield, or even close in on HUK and Allianz again. R+V, for example, briefly overtook HUK in 2024.
An SEO audit rates every URL by content, technology and links.
Key factors for SEO performance in 2025: URL efficiency, architecture and content quality
Regardless of their position in our top 10, the same key factors apply to all insurers that want to stay successful or maximize visibility in 2025:
- Efficient use of URLs:
- Consolidate topically related URLs
- Reduce “weak” URLs by merging or restructuring them
- Optimized information architecture:
- Embed lean structures broadly in content and keyword strategies
- Structure content along the customer journey
- Use logical internal links
- Better content quality:
- Content tailored to the target group and search intent
- Merge related content pieces into comprehensive URLs
- Revisit, extend and optimize existing content
A close race in off-page SEO
Among the ten insurers analyzed, most of the race for top positions and visibility in 2025 will likely be decided on-page.
Off-page, however, there are interesting points and opportunities to stand out from the competition and strengthen positioning.
Trust Flow, Citation Flow and backlinks of the top 10 insurers
- Trust Flow and Citation Flow are mostly good for all competitors
In backlinks and off-site metrics, the field is much closer than in on-site metrics. In Majestic’s Trust Flow and Citation Flow, all ten insurers show good to very good values.
Benchmark leader Allianz has the highest brand reach with a Citation Flow of 62.
Its backlink authority is strong as well, reflected in a Trust Flow of 65.
Unlike on-site, the gap to the runners-up is small: HUK (TF 63 / CF 53), R+V (TF 62 / CF 52) and Gothaer (TF 62 / CF 51).
The other top 10 insurers also show solid values. Their brand reach (Citation Flow) sits in the mid to high 40s.
Trust Flow falls below 40 only for HDI and ERGO. Both can gain ground with link building from high-quality sources.
This applies especially to ERGO, the only insurer with a lower Trust Flow than Citation Flow.
Backlink quality and quantity of the top 10 insurers
| Insurer | Referring domains (k) | Links (k) | Trust Flow | Citation Flow |
|---|---|---|---|---|
| Allianz.de
| 6.39 | 712 | 65 | 58 |
| Huk.de
| 3.25 | 304 | 60 | 51 |
| Ergo.de
| 3.32 | 2150 | 42 | 39 |
| DEVK.de
| 1.82 | 218 | 47 | 38 |
| Ruv.de
| 5.93 | 2530 | 59 | 50 |
| Zurich.de
| 2.17 | 328 | 54 | 46 |
| Gothaer.de
| 2.73 | 220 | 61 | 48 |
| Debeka.de
| 1.81 | 678 | 56 | 42 |
| Generali.de
| 2.8 | 1210 | 48 | 42 |
| HDI.de
| 1.71 | 123 | 53 | 46 |
| Source: digitalagenten analysis based on SISTRIX and Majestic | ||||
- Many referring domains matter more than the total number of inbound links
In referring domains and inbound links, R+V leads clearly with 2.53 million inbound links, followed by ERGO with 2.15 million and Generali with 1.21 million.
Allianz, on the other hand, leads the field with more than 6,000 different backlink sources (referring domains).
Overall, Allianz’s success confirms that referring domains matter more than the number of inbound links.
It is better when many different domains give a “recommendation” through a backlink than when a few domains recommend you, possibly several times.
Allianz has fewer inbound links, but many link sources that independently send a quality signal for rankings.
Backlink source diversity: no automatic driver of visibility
HUK, number two in visibility, has an even more diverse link profile than Allianz by this metric, with 93 backlinks per referring domain. But it has only about half as many linking domains.
On paper, Gothaer (81 links per domain) and HDI (72 links per domain) have the most diverse link profiles.
HDI, however, has by far the fewest inbound links and can gain more off-page by improving Trust Flow and Citation Flow.
Diversity alone does not guarantee strong overall SEO performance, but it should never be neglected.
This ratio is not a causal quality factor, but it hints at backlink diversity. Good off-page values are a prerequisite and a catalyst for successful SEO and further growth.
They are the entry ticket to catch up with the best. To actually do so, all other factors must be right as well, above all on-page.
- Large potential through off-site optimization
To turn backlinks into more visibility, R+V, Generali and Debeka in particular could use their existing links better. The main levers:
- ● Improve the balance between backlink quality and quantity
- ● Choose content-specific anchor texts
- ● Increase link diversity
- ● Distribute link juice through a stringent information architecture and internal links
Good off-page values that do not show in overall performance can also indicate untapped potential on-page.
Strong off-site values: a prerequisite for SEO success, but no guarantee
All visibility winners stand out with good to very good off-site values.
In 2025, however, a simple, clear and structured story tailored to the target group will matter more.
Played out across channels and placed in the digital space, content marketing (off-site, for example through PR) earns the backlinks from relevant, diverse and trustworthy domains.
In short: smart off-page SEO opens the door to SEO success, and on-page measures unlock the full potential.
Insurers with room to grow in backlinks can accelerate the success of their on-page work through targeted optimization.
Commercial efficiency: turning SEO performance into money
The monetary value of traffic is calculated from CPCs (cost per click, the price of an ad click for the keyword).
Even more interesting is how much the average visitor would cost in ad spend, or how much value sits in the average URL.
Disclaimer: Visitor numbers and their value are based on estimates, so the method is prone to error. Still, the patterns it reveals are telling.
Traffic value per visitor and per URL of the top 10 insurers
| Insurer | Organic traffic | Organic traffic value | Ranking URLs | Traffic value per visitor (€)* | Traffic value per URL (€) |
|---|---|---|---|---|---|
| Allianz.de
| 2043773 | 6096423 | 2,205 | 2.98 | 2,764 |
| Huk.de
| 1846507 | 5778168 | 3,252 | 3.12 | 1,776 |
| Ergo.de
| 698119 | 1606782 | 3,131 | 2.30 | 5,139 |
| DEVK.de
| 324285 | 1268163 | 609 | 3.90 | 2,082 |
| Ruv.de
| 660081 | 585518 | 5,151 | 0.88 | 113 |
| Zurich.de
| 348887 | 540852 | 1,829 | 1.55 | 295 |
| Gothaer.de
| 251,325 | 609,451 | 1,420 | 2.42 | 429 |
| Debeka.de
| 318981 | 500914 | 2,082 | 1.57 | 240 |
| Generali.de
| 195923 | 180894 | 1,473 | 0.92 | 122 |
| HDI.de
| 144902 | 266053 | 1,519 | 1.83 | 175 |
| Source: digitalagenten analysis based on SISTRIX and Majestic | |||||
While the field is close off-site, the metrics differ widely in traffic, traffic value and above all the ratio metrics: traffic value per visit and per URL.
The absolute numbers from SISTRIX confirm the picture so far. Allianz and HUK achieve the highest organic traffic. ERGO and R+V reach around 0.7 million visits each. Allianz still has almost three times as much.
Traffic value per visitor: the euro value shows real SEO performance
Traffic alone tells only half the story. Only by linking traffic and its monetary value (in euros) can you see how much the insurers saved in opportunity costs through SEO.
After all, traffic that did not come organically would have to be bought, for example through Google Ads (SEA).
The surprising result: DEVK reaches a total traffic value of 1.27 million euros with only 609 ranking URLs.
By comparison, benchmark leader Allianz achieves 6.1 million, almost five times as much, but with 2,205 ranking URLs.
DEVK’s average value per URL of 2,100 euros is therefore not far from Allianz at 2,800 euros.
A pure online store usually achieves a much higher euro value per URL and per visit than a publisher.
The reason is obvious: stores compete with other stores for commercially valuable keywords, a competition that drives up the CPC.
Publishers often rely on a broad mass of informational keywords with little commercial value.
This is where it gets exciting: insurers sit between these two extremes. They need commercially valuable keywords to reach transactional goals.
At the same time, their products need explanation, so they also have to target informational keywords to build reach and meet potential customers at their search intent.
The result is a varied content and keyword mix of transactional and informational content, developed along the customer journey.
How well the content fits can be measured with two central metrics: the average organic traffic value per visitor and the average value per URL.
The right content mix lowers opportunity costs
R+V, Zurich, Debeka, Generali and HDI are partly well below two euros per visitor and below 300 euros per URL. This suggests their rankings rely mainly on low-value informational keywords.
The leaders Allianz, HUK, ERGO and DEVK reach much higher values: all are in the four-digit euro range per URL and achieve two to more than three euros per visitor.
These figures point to a stronger focus on commercially valuable keywords and transactional content.
As explained, the sweet spot for insurers lies in the value per visitor and per URL.
The insurers between two and three euros per visitor also lead in visibility, which supports this.
Insurers with low values should analyze their content mix more closely, especially the ratio of guide content to dedicated product pages. Possible optimizations:
- ● Align product pages with transactional keywords to attract more relevant, higher-value traffic.
- ● Rebalance the content mix between informational and transactional content.
- ● Reduce opportunity costs by ranking organically for target keywords that are otherwise covered only by ads.
A clear focus on transactional keywords brings economic benefits and improves the user experience, because content addresses user needs more precisely.
In the long run, both visibility and the trust of the target group benefit.
A performance marketing strategy aligns SEO and ads so that no budget is spent twice.
Backlink quality and quantity of the top 10 insurers
| Insurer | Referring domains (k) | Links (k) | Trust Flow | Citation Flow |
|---|---|---|---|---|
| Allianz.de
| 6.39 | 712 | 65 | 58 |
| Huk.de
| 3.25 | 304 | 60 | 51 |
| Ergo.de
| 3.32 | 2150 | 42 | 39 |
| DEVK.de
| 1.82 | 218 | 47 | 38 |
| Ruv.de
| 5.93 | 2530 | 59 | 50 |
| Zurich.de
| 2.17 | 328 | 54 | 46 |
| Gothaer.de
| 2.73 | 220 | 61 | 48 |
| Debeka.de
| 1.81 | 678 | 56 | 42 |
| Generali.de
| 2.8 | 1210 | 48 | 42 |
| HDI.de
| 1.71 | 123 | 53 | 46 |
| Source: digitalagenten analysis based on SISTRIX and Majestic | ||||
Strengths and potential of the top 10 insurers in our 2025 SEO benchmark
Allianz: the current SEO leader
Strengths:
- The most efficient use of individual pages in 2025 so far (gets the most visibility out of its URLs).
- Gains a lot of visibility from backlinks, a sign of well-distributed link juice and a strong information architecture.
- A very good mix of commercial and informational keywords.
Potential:
- The diversity of backlink sources can be increased further.
HUK: right on Allianz's heels
Strengths:
- Similarly high efficiency in visibility per page as Allianz.
- Uses backlinks almost as efficiently as Allianz.
- Also a very good mix of commercial and informational keywords.
Potential:
- Slim down and focus the information architecture.
- Diversify backlink sources.
R+V: lots of content with high practical value
Strengths:
- Has a large amount of high-quality content.
- A convincing mix of guides, service and advisory content.
- Ideal conditions for scaling reach.
Potential:
- Optimizing the information architecture and consolidating weaker URLs could strengthen visibility.
- The diversity of backlink sources could be increased.
DEVK: efficient, but too little breadth
Strengths:
- On par with market leader Allianz in the efficient use of individual pages and URLs.
- Very good backlink diversity.
Potential:
- Significantly expand keyword and URL breadth and volume.
- Keep building content with the same focus to keep up in volume.
ERGO: strong off-site, potential on-site
Strengths:
- A good balance of informational and commercial keywords.
Potential:
- Further optimize the efficient use of individual pages (more visibility per URL).
- Backlink diversity can be expanded.
Debeka, Generali, Zurich, Gothaer, HDI: SEO latecomers with big opportunities
Strengths:
- Acceptable to good backlink quantity, quality and diversity offer high potential.
Potential:
- Above all, optimizing the information architecture offers high potential.
- Consolidate weaker URLs and improve internal linking.
- More focus on content relevant to the target group, matched to search intent.
- A balanced ratio of informational keywords and high-CPC keywords (see the CPC sweet spot and opportunity costs).
Conclusion: who is ready to overtake and outperform the competition in SEO?
2024 showed how dynamic and demanding SEO competition in the insurance industry is. Allianz defended its top position again and remains the benchmark for efficiency and reach.
HUK proved that the gap to Allianz can be narrowed significantly. Its impressive progress in on-site optimization was a clear signal to the competition.
Learning from the leaders
The success of Allianz and HUK rests on a clear strategy: the right balance of efficiently used URLs, valuable organic traffic and a targeted focus on commercial keywords.
This interplay gives them a clear lead over the midfield.
For the chasers, this is both the biggest challenge and the biggest opportunity.
They already have enough backlinks and rankings. Targeted on-page optimization can unlock much more.
A focus on building out the information architecture and using URLs more efficiently can help them reach their full potential and keep catching up.
A traffic forecast puts a value on this potential: it shows which traffic and leads additional on-page work can bring and which measures pay off first.
Build on strengths, spot opportunities, use potential
HUK has shown how important targeted optimization is for a successful SEO strategy.
With further improvements, it could become market leader in 2025, or at least put pressure on Allianz and pull further away from the midfield. R+V, ERGO, Debeka, Zurich and Generali also have clear options to climb.
As for DEVK, which recently impressed with efficiency, it remains exciting whether it can scale this approach and continue its upward trend.
The coming months will show who takes the decisive steps to secure a lasting SEO position in 2025.
We welcome feedback, ideas and questions, for example about the search engine optimization of your insurance company and its growth potential.
FAQ on the insurance SEO benchmark
Why is SEO crucial for insurance companies?
People search, compare and buy insurance online, or book an appointment with a local agent. This applies to new and existing customers alike.
Google still holds more than 90% of the search market in Germany. That is why large insurers constantly race for top rankings and maximum visibility.
Whoever is found for the right search intent at the right moment can use it efficiently for customer acquisition and brand building.
Insurers that make search engine optimization (SEO) an integral part of their online marketing strategy and win top positions get what every sales-driven business wants:
- More policies and leads (online and offline)
- Higher visibility and more organic traffic on their own website without ad spend
- Successful local targeting through SEO for individual locations
- Product-specific visibility in the target group through keyword optimization
- Synergies within a holistic content marketing strategy
- Long-term cost savings through sustainable rankings
Which tools were used for the benchmark?
SISTRIX: on-page analysis
SISTRIX is particularly suited for:
- Measuring the visibility index
- Detailed competitor analysis including keyword rankings and keyword research (search volume, historical rankings and keyword clusters)
- On-page analysis with technical approaches
The tool reaches its limits in off-site analysis, and in-depth technical SEO issues cannot be captured.
Technical SEO would require a crawler such as Screaming Frog, or Lighthouse or GTmetrix for load time analysis.
Majestic: off-page analysis
For backlinks and off-site SEO, we chose Majestic because of its extensive data:
- Trust Flow and Citation Flow to assess the quality and quantity of backlinks
- One of the largest link databases available for precise analysis
- Historical off-page data to track developments and their impact
In turn, Majestic does not focus on on-page analysis. It lacks advanced keyword metrics, which makes a holistic competitor analysis harder. Together, both tools enable a comprehensive on-site and off-site analysis.
Which formulas are behind the SEO metrics?
Formula for the visibility index:
The formula differs between tools (SISTRIX, Ahrefs, Semrush and others), so values can only be compared within one tool. In general:
Visibility index = ∑ (keyword position × search volume)
Formula for the organic traffic value:
Organic traffic value = cost per click (CPC) for the keyword × organic traffic
Formula for organic traffic:
Organic traffic = number of unpaid website visits from search engines
The traffic figures estimated by SISTRIX can only be a rough outside estimate.
They are based on all keywords and rankings SISTRIX measured for the insurers and the average position-based click probability for each ranking, which results in an assumed number of visitors.
Higher or lower CTRs, more or less well-known brands and similar factors can make this figure vary considerably.
Seasonal fluctuations in search volume are probably reflected as an annual average.
The estimated traffic can therefore deviate from actual traffic to a greater or lesser extent.
The comparison is still meaningful, because the same assumptions, even if possibly inaccurate, apply to all insurers.
Through the SISTRIX index, the method covers the most searched keywords, including those of the insurance industry.
Off-site metrics in the SEO benchmark: Trust Flow, Citation Flow and referring domains
- Trust Flow: a Majestic metric that rates the quality of referring backlinks. The higher the Trust Flow, the more valuable and trustworthy the linking domains.
- Citation Flow: measures the number of backlinks regardless of quality. The more backlinks a website has, the higher its Citation Flow.
- Referring domains: the number of unique domains with at least one backlink to the target page.
- Number of links: the total number of inbound links. This metric is debatable, because the absolute number says little. Many links are not automatically good, few links not automatically bad. Quality is what counts.
Historic Index or Fresh Index for backlinks?
For this insurance SEO benchmark, we used Majestic’s Fresh Index. It is better suited to examine current off-site developments from the outside.
The Historic Index is better suited to view the entire accumulated backlink history over decades.
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Insurance SEO benchmark
Markus Killius
SEO & Content
Lorenz Wacker
Managing Partner
