Insurance-related Google searches reached record levels in 2025, according to a report from Insurance SEO & SEM. The data shows that search activity for car, home, business, health and life insurance all peaked during the year.
Business Insurance Searches Post Largest Year-Over-Year Growth
Business insurance recorded the largest increase among all insurance categories. Searches rose 89% in 2025 compared with 2024. All of the top 38 weeks for business insurance searches over the past six years occurred in 2025. New York showed the highest proportional search interest nationwide. Search activity peaked during the week of July 13 to 19, 2025, following the catastrophic Texas floods. The 2025 peak score of 100 was 2.8 times higher than the previous record of 36 set in 2024.
Home Insurance Search Activity Concentrates in Florida and Texas
Home insurance searches increased 45% year over year in 2025. All of the top 10 weeks for home insurance searches over the past six years occurred during the year. Florida led the nation in proportional search interest. Texas ranked second following the July floods, which resulted in more than 137 deaths and an estimated $1.1 billion in damage. Searches peaked during the week of July 13 to 19, 2025.
Car Insurance Searches Peak Mid-July With Sharp Monthly Increase
Car insurance searches rose 38% in 2025 compared with 2024. The top 10 weeks for car insurance searches in the past five years all occurred in 2025. Georgia recorded the highest proportional search interest among states. Searches peaked during the week of July 13 to 19, 2025, with a 138% increase from the previous month. The 2025 peak score of 100 was 2.3 times higher than the prior record of 46 set in 2021.
Health Insurance Searches Rise Steadily and Peak During Open Enrollment
Health insurance searches increased by 25% year-over-year in 2025. Eight of the top 10 weeks for health insurance searches in the past five years occurred during the year. New York led the nation in health insurance search activity. Unlike property insurance lines, health insurance searches peaked in November during open enrollment rather than in July. Health insurance was also the only category to show consistent year-over-year growth from 2020 through 2025.
Report Notes Ongoing Role of SEO Alongside AI Search Tools
The report also addressed implications for insurance marketing. Suren Pillai, founder of Insurance SEO & SEM, said the data suggests artificial intelligence tools and traditional search engine optimization can coexist. He noted that record search levels for top insurance keywords indicate organic visibility on Google continues to connect insurers with customer acquisition opportunities. The report added that insurance searches represent high-intent activity and stated that AI-powered search tools and traditional search engines are expected to serve complementary roles in the customer journey in 2026.
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