Nota técnica sobre el Índice IMAF

Índice IMAF

Information on the General Index

It is done by measuring the positioning in search engines both organic (SEO) and payment (SEM) of the main players in the Spanish insurance sector, distinguishing between insurers and distributors separately, and also with a Global positioning index bringing together both groups of companies.

The SEOGuardian tool is used , able to measure and compare the SEO and SEM positioning of the different competitors analyzed.

The best 500 search terms related to the insurance sector are measured, weighted by their volume of searches and their potential as a keyword within the insurance sector

In the new edition of the index, as of the 3Q2015 edition, we highlight:

The search terms (keywords) have been completely revised and updated to the reality of the current Spanish market.

The data is still published quarterly but considering the positions reached during each month of that quarter.

In the 3Q2015 edition, the previous ranking of 2Q2015 has been maintained for comparability purposes, despite the fact that the selection of keywords to be monitored has been completely renewed and updated. Therefore, from 2Q2015, only the ranking data should be taken as valid, and not the positioning level data. Only the positioning data related to 3Q2015 are valid for analysis.

As of the following 4Q2015 quarter, the comparability will be total between the data of the periods since it will have been completely executed under the new methodology

Information about the indices by branch

It is done by measuring the positioning in search engines both organic (SEO) and payment (SEM) of the main players in the Spanish insurance sector, distinguishing between insurers and distributors separately, and also with a Global Positioning Index bringing together both groups of companies

The SEOGuardian tool is used, able to measure and compare the SEO and SEM positioning of the different competitors analyzed.

In the IMAF Index by branch, the best 200 search terms related to the insurance sector are measured for each of the analyzed branches (AUTO, MOTORCYCLES, HOME, HEALTH, LIFE)

In the new edition of the index, as of the 3Q2015 edition, we highlight:

The search terms (keywords) have been completely revised and updated to the reality of the current Spanish market

The list of keywords to be analyzed for each branch has been expanded from 100 to 200

The data is still published quarterly but considering the positions reached during each month of said quarter

The positioning variable chosen for the analysis in this renewed edition of the index becomes the “Cicability”, defined as the greater or lesser ability to attract traffic depending on whether the domain reaches first positions or not, both in SEO and in SEM.

For extended details on the clicablidad, see the full definition in this link:  http://blog.seoguardian.com/2014/05/posicionamiento-visibilidad-clicabilidad.html

As of the following 4Q2015 quarter, the comparability will be total between the data of the periods since it will have been completely executed under the new methodology.

seo and sem

 

About Juan Betés Novoa

Madrileño especialista en Seguros y apasionado del marketing online y de las nuevas tecnologías
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