Skip to content
is it 50/50 across LOB or do certain lines demand more attention than others? List your products in the order of highest priority - lowest priorityAuto - N/A only 1 lineMOAT: Home priority (30%), 2nd priority Renter and cycle (15% each), 3rd priority boat and RV (15% each) - 5% all other LOBCommercial: Commercial Auto 80% & Business 20%
Auto - nothing - will let us know if something comes upMOAT - Powersport - we have the infoPowersport - April + the next 18 months across all statesused to inform strategy and nothing to be viewed as fact/legal approved to be put on geico.com.Commercial - we are planning to start marketing telematics for truck and commercial auto in Q3, as the roll out should be completed by Q2. So, yes, we should plan on adding that.
Personal Auto: wanted to know if there is plan to create pages for popular model for Hyundai, Ford, Honda and moreMOAT - Commercial: Yes, basically our new commercial lines products of commercial auto, heavy truck insurance and business insurance. we are new in all of those product categories.Trucking Barrier: GEICO ranks last in Trust. Need to work on building Trust. They need to know that GEICO can take care of themIf you use the wrong imagery of a truck they will lose trust. They want to know you know them and you know their products. Using the wrong type of truck imagery makes you look rookie and they won’t trust you. Business Insurance Barrier: most lack coverage knowledge. Need to work on educational content.saving message is important to both. They want the best they can afford. They don’t want to pay more but they don’t want cheap either. They want the best they can avoidTrade Artisans are contractorsDriven dreamers are businesses that have auto for their business such as cleaning services or food trucks
MOAT: Regarding all home and renters pages, please proceed with generic language since we don’t underwrite the product. The only discount that can/should be referenced unique to GEICO is the ability to get a discount for bundling with Auto insurance.Personal Auto:Commercial: Avoid rideshare, HazMat for Trucking, as well as tow truck insurance for commercial Auto.
Understand the end user profile: what is the target audience pain points, frustration, interest, motivationWhat do their target audience care most aboutAny additional insights they want to provide HomeownersCommercial Auto Insurance Refers to the insurance specifically for the vehicle; when it comes to truckers, the policy covers their trucks & the payload they are hauling. Commercial Auto policies are how GEICO will profit from this venture. Business Insurance Is a larger bucket of coverages that can cover everything from your physical to your employees. Business Insurance is not how GEICO will profit, but it is a vehicle to get businesses in the door & sell them on Auto policies. Please note that business insurance does not apply to Truckers.Based on this targeting business that have vehicles like locksmith, electrician, plumbing might be beneficial
SEO Workbook
- Pages
Share
Explore
LOB Priority & Seasonality
What mix would they want to see in content production or refresh
What new product, coverage, discounts are they rolling out (if any)? If we’re rolling out new products & features what’s the timeline?
How does seasonality factor in across LOBs -
Auto
The chart below depicts inquiries over time. You’ll notice historical peaks and depressions within the charts below. For example, an increase during tax season coming up vs the traditional decrease during the holidays.
YoY Total Inquiries (Aggregators Removed):
LexisNexis Auto Insurance Shopping Trends:
Seasonality Trend
MOAT Seasonality
Homeowners, Renters, Cycle, Boat, and RV
Specialty lines like ID Theft, Jewelry, Pet, Flood, Life, and Travel (Caveat stands that with only 2 years of data and no paid media, this may be influenced by sales and email strategies.)
Commercial Auto and Business
Commercial auto and truck insurance have a pronounced peak season in April and May. Business insurance is more level throughout the year. Then, there is a mini peak in October for commercial auto and truck.
Any existing gaps or concerns from the pod leads perspectives? Are there products lagging in awareness that you’ve identified? Something we offer but most people don’t associate us with?
Are there topics we should avoid - products we currently don’t carry or sensitive topics we should stay away from?
What’s their high level goals:
awareness, conversion for each LOB. We need to create content around all intent (informational, transactional, navigational, commercial) for SEO reasons but understanding their need will steer effort (Eg. Is it a new product and does more effort needs to be put into awareness - it might need informational intent)
Target Audience Needs
Personal Auto
2025_Auto_Planning_Full_11.5.24.pptx
10.9 MB
MOAT
2025 Home Design Targets.pptx
2.7 MB
2025 Cycle Design Targets.pptx
2.3 MB
Geico Power Sports Summary.pptx
15.6 MB
Commercial Business
Do they have design target information (similar to home and auto PowerPoint doc above) that they could send us so we have an understanding of our target customers?
Progressive is the Goliath, and this category isn’t known for switching. Half of truckers (50%) haven’t switched insurance in the last five years. It’s about confidence in the insurer for trucking, not just savings. While they may cross shop online, they usually lean on their agents' knowledge to choose a company they perceive as knowing their business.
Want to print your doc?
This is not the way.
This is not the way.
Try clicking the ⋯ next to your doc name or using a keyboard shortcut (
CtrlP
) instead.