By 7 years ago in SEO

Why The AA doesn’t rank for car insurance

The AA is a pretty reputable company in the UK and is an excellent choice if you are looking for some car insurance.

It might surprise you to see that doesn’t rank on the first page when you search for “car insurance” on Google, in fact they are stuck on page 3.

One of the reasons behind this is that they don’t understand the benefits of anchor text, lets look at their linking conditions:

You are not permitted to include a link from your site to our site unless you have agreed to and accepted these Terms and Conditions.The link:

  • must be in one or more of the following text link formats: ‘the AA’, ‘AA’, ‘The Automobile Association’ or ‘';
  • must, when used in body text, appear in the same font and font size as text in which it appears on your site; and
  • may direct traffic to any page on our site.

Your Rights

You may remove the link from your site at any time. To enable us to keep our records up to date, please notify us by email at in the event that you remove the link from your site.

Well, I seem to have broken some of those in my link above so lets see what happens.

By Patrick Altoft. at 1:50PM on Thursday, 18 Oct 2007

Patrick is the Director of Strategy at Branded3 and has spent the last 11 years working on the SEO strategies of some of the UK's largest brands. Patrick’s SEO knowledge and experience is highly regarded by many, and he’s regularly invited to speak at the world’s biggest search conferences and events. Follow Patrick Altoft on Twitter.


6 Responses to “Why The AA doesn’t rank for car insurance”

  1. Watch out Patrick they’ll send round the heavies in luminous jackets wh’ll sing you a song!

  2. Adam Taylor says:

    It’s because they’re not a client of Tamar ;)

  3. PPCBlogger says:

    American Express don’t allow hyperlinking to their site at all…



    Now you are in trouble.

  4. Matthew says:

    I think you should change the font Patrick, so that you are breaking 2 rules out of the 3 ;)

  5. Jason says:

    Found that hard to believe, so i took a look and found plenty of links to that site with insurance keywords in it, so I don’t think that company really enforces that rule much! I think there is more to it than just that.

  6. Anchor text has been a grey area thing when it comes to directing traffic and fromt he looks of things the AA are taking the moral highground but realise that with Search engine optimisation that anchor text does help.

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