Google search/photo courtesy of Emrah Turudu
Insurance-related Google searches reached an all-time high in 2025, according to a report by Insurance SEO & SEM.
Queries for car insurance, home insurance, business insurance, health insurance and life insurance all peaked in 2025, the data showed, with business insurance experiencing the largest surge at an 89% spike in year over growth.
"While AI tools are increasingly used for research and summarization, this data suggests they could be complementary and co-exist with SEO," said Suren Pillai, founder of Insurance SEO & SEM. “With the top insurance keywords hitting record search levels, organic visibility on Google directly translates to customer acquisition opportunities.”
Business insurance:
- Business insurance searches increased 89% in 2025 vs 2024—the largest growth among all insurance categories.
- All top 38 weeks for business insurance searches in the past six years occurred in 2025.
- New York led the nation in business insurance search activity, with the highest proportional interest among all states.
- Searches peaked the week of July 13-19, 2025, following the catastrophic Texas floods.
- 2025 peak score (100) was 2.8x higher than the previous record (36 in 2024).
Home insurance:
- Home insurance searches increased 45% in 2025 vs 2024.
- All top 10 weeks for home insurance searches in the past six years occurred in 2025.
- Florida dominated home insurance search activity nationwide, showing the highest proportional interest.
- Texas ranked #2 for home insurance searches following the July floods (137+ deaths, $1.1B damage).
- Searches peaked the week of July 13-19, 2025, the same week as car and business insurance.
Car insurance:
- Car insurance searches increased 38% in 2025 vs 2024.
- All top 10 weeks for car insurance searches in the past five years occurred in 2025.
- Georgia led the nation in car insurance search activity, showing the highest proportional interest.
- Searches peaked the week of July 13-19, 2025, with a 138% spike from the previous month.
- 2025 peak score (100) was 2.3x higher than the previous record (46 in 2021).
Health insurance:
- Health insurance searches increased 25% in 2025 vs 2024.
- Eight of the top 10 weeks for health insurance searches in the past five years occurred in 2025
- New York led the nation in health insurance search activity.
- Unlike property insurance, health insurance peaked in November (open enrollment season), not July.
- Health insurance showed steady growth every year from 2020-2025, the only category with consistent year-over-year increases.
What does this mean for insurance marketing?
- SEO remains critical: Traditional search engine optimization is not just surviving – It’s generating record high search volumes and organic visibility on Google directly translates to customer acquisition opportunities.
- High-intent traffic: Insurance searches represent some of the highest-intent traffic available. These aren’t casual browsers—they’re consumers actively seeking coverage, often driven by urgent needs or major life events.
- AI search co-existing with SEO: Our view is that both channels will co-exist and serve complementary roles in the customer journey in 2026. AI-powered search tools excel at providing conversational answers to broad exploratory questions, while traditional search engines remain the preferred platform for finding insurance agencies to work with (insurance near me type of searches), along with online quotes.
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