Finding the AI Visibility Gap in Insurance
Search is shifting from ten blue links to AI-generated answers, and ANWB had no read on where its insurance content stood. We benchmarked it against the competition and left the team a scoring method they can run on every page themselves.
ANWB
- 4.9Mmembers
- ANWB serves across mobility, roadside assistance, travel and insurance
- 3insurance lines
- home, car and travel — audited end to end for AI readiness
- 1883
- the year ANWB was founded, and the authority now being tested by a new kind of search
About the client
ANWB is the Dutch royal touring club and the strongest consumer brand in the Netherlands, serving 4.9 million members across mobility, roadside assistance, travel, and insurance (operating as Unigarant). Founded in 1883, ANWB has spent over a century building trust as the go-to source for Dutch drivers and travelers, a reputation now being tested by a new kind of search engine.
Why were we there?
Search is shifting from ten blue links to AI-generated answers. Google AI Overviews, ChatGPT, and Perplexity increasingly extract, synthesize, and cite information directly, and ANWB's insurance content team needed to know where they stood: was their content actually built to be found, trusted, and quoted by these systems — or was it quietly losing ground as organic traffic patterns shifted?
Rather than guess, ANWB brought DataChef in for a focused AI-Readiness Content Audit covering their home, car, and travel insurance content, with a mandate to turn a vague worry into a concrete, prioritized action plan.
How we helped
We benchmarked ANWB's current visibility in AI-powered search against the competitive landscape, then assessed the underlying content itself — brand authority, topical coverage, and page-level quality — against a scoring framework we built specifically for AI-readiness rather than traditional SEO.
That diagnosis fed directly into an AI-Ready Content Playbook: a practical, prioritized set of recommendations ANWB's team can apply to new and existing content, ranked by effort and impact so quick wins could ship immediately while bigger structural improvements were planned in. We grounded every recommendation in real data: search and analytics tooling validated our findings against ANWB's actual traffic and visibility, so the roadmap reflected what was really happening.
The impact we made
The audit gave ANWB an objective view of where it stands in AI-powered search versus its competitors, with clear strategic gaps identified alongside genuine strengths to build on. More importantly, ANWB's content team walked away with a repeatable, documented method — not just a one-time score — that they can apply to every new and existing page as AI-driven search continues to reshape how their members find them.
Technologies we used
ANWB's content team walked away with a repeatable, documented method — not just a one-time score.
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