Building this domain's report…
Global rank
AI visibility
SEO health
Visits
per month, estimated
Keywords
ranking in Google
Organic share
of all search traffic
LLMS.txt
lines AI engines can read
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Featured
Keywords & Content
Site & Competitors
Building this domain's report…
Global rank
AI visibility
SEO health
Visits
per month, estimated
Keywords
ranking in Google
Organic share
of all search traffic
LLMS.txt
lines AI engines can read
Global rank: Worldwide · 2026-08
#184,109
AI visibility: Grade A+
94
SEO health: Latest audit
93
Visits
8.8K
per month, estimated
Keywords
3.2K
ranking in Google
Organic share
100%
8.8K organic visits
LLMS.txt
Published
145 lines AI engines can read
You're seeing the free preview of directline.com
A snapshot of how directline.com performs in search and in AI answers — every number below is one we hold, not a guess.
What this company does
Direct Line stands out as a major player in the UK insurance market, providing straightforward options for customers to purchase policies online or over the phone. The company focuses on motor insurance, home insurance, pet insurance, landlord cover, business policies and breakdown protection, making everyday protection accessible without unnecessary complications. Its approach centers on reliable service backed by t…
Our read on the site
The overall SEO health of directline.com is strong, with high scores in accessibility, best practices, and SEO. However, there are critical gaps in content and on-page elements that need addressing to enhance visibility and user experience.
Month by month, how much search traffic this domain earns — how much of it is free, and whether it is winning or losing ground.
Monthly visits
8.8K
Latest estimate
Change
No monthly history yet
It starts building from the first scan
Organic visits
8.8K
100% of all traffic
Paid visits
Whether AI engines can read this brand, understand it, and cite it when someone asks about its category.
Grade A+
Scored from this domain's own data — llms.txt, profile completeness, technical health, crawlability and structured data.
The file AI engines read to understand a business. This is what it currently tells them about this one.
Status
Published
AI engines can read it
Lines
145
In the file
Size
7.8K
Characters
Sections
12
The searches this domain already ranks for, and how much traffic they bring it.
Ranking keywords
3.2K
Found in Google for this domain
Visits they bring
8.8K
Estimated organic visits a month
No ranked-keyword data cached for this domain yet.
Ranked Keywords pulls the full list on its first run.
How the site itself performs — speed, accessibility and the technical basics both search crawlers and AI crawlers depend on.
Overall
Excellent
The websites this domain competes with for the same searches and the same AI answers.
The business behind the domain — what it does, where it is, and who runs it.
Direct Line stands out as a major player in the UK insurance market, providing straightforward options for customers to purchase policies online or over the phone. The company focuses on motor insurance, home insurance, pet insurance, landlord cover, business policies and breakdown protection, making everyday protection accessible without unnecessary complications. Its approach centers on reliable service backed by t…
Which markets this brand actually serves, and where the web links to it from.
We only measure visitor geography for domains whose analytics are connected to us. For everyone else this is read live from the web and shown as an estimate — never mixed in with the measured numbers.
No market breakdown available for this brand.
Measured. The country each linking site is hosted in — a real signal of which regions know this brand.
No backlink sample for this domain yet.
Backlink Analytics collects one on its first run.
Who vouches for this domain. Strong, varied links are still the clearest signal of authority — to search engines and to AI engines that cite sources.
We haven't run a backlink crawl for directline.com yet, so there are no link counts to show. Backlink Analytics builds the profile on its first run and it appears here after that.
—
links on file
Neighbours of #184,109 in our worldwide ranking — each with its own report.
You are looking at one domain. directline.com competes in a market, and the same numbers exist for everyone in it — including the sites AI engines recommend instead of yours. Amrut.ai reads all of them, so you can see who is winning, why, and what to change first.
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0
No paid search detected
100%
0%
We don't hold a month-by-month history for this domain yet.
The traffic dashboard builds one from the first scan onwards.
Present
6/8 core fields
100/100
robots ✓ · sitemap ✓
Detected
Fix these first
Updated Jun 9, 2026
# Home | Direct Line ## About Direct Line stands out as a major player in the UK insurance market, providing straightforward options for customers to purchase policies online or over the phone. The company focuses on motor insurance, home insurance, pet insurance, landlord cover, business policies and breakdown protection, making everyday protection accessible without unnecessary complications. Its approach centers on reliable service backed by the resources of the larger NatWest Group. Customers appreciate the ability to handle quotes and claims through digital channels while still having phone support available when needed. Over the years Direct Line has built a reputation for competitive pricing and clear policy terms across its core product lines. The insurer serves both individual households and smaller commercial clients who need tailored protection for vehicles, properties and pets. Digital tools allow users to compare options quickly and complete purchases at their convenience. Claims processes are designed to be efficient, reducing the stress that often comes with insurance events. Direct Line continues to invest in online platforms to keep pace with changing customer expectations. Its product range covers the most common insurance needs for UK residents and businesses alike. The company operates within a competitive sector where trust and claims handling speed matter
Sections in the file
Areas of work
Keywords it claims
Technologies
Products it tells AI about
SEO
Excellent
Performance
Accessibility
Excellent
8 more recommendations, with the exact changes and the pages they apply to, are in the full report.
Audience it targets
UK residents and small business owners · 25-65 · United Kingdom
Company type
Public