ChatGPT and other LLMs have seen explosive growth since 2022 and several commentators have predicted that AI search would reduce reliance on traditional search engines.
New analysis of Google Trends insurance keyword data tells a very different story:
Insurance-related searches reached all-time highs in the U.S across car, home, business, health and life insurance keywords in 2025.
Key Findings
- Business insurance searches surged 89% year-over-year in 2025
- The top 38 highest weeks for business insurance searches in the past six years all occurred in 2025
- Car, home, and business insurance searches peaked simultaneously in mid-July 2025 – coinciding with catastrophic flooding in Texas that killed 137+ people and caused $1.1B in damage.
- Life insurance reversed a three-year decline, posting its first growth since 2021
- Data challenges predictions that AI would displace traditional search
Methodology
This analysis examines Google Trends data from the US, from January 2020 through December 2025 across five insurance keywords: business, home, car, health, and life insurance. Google Trends data is indexed on a 0-100 scale, where 100 represents peak search interest during the time period analyzed. Year-over-year percentage changes reflect changes in these index scores, not absolute search volumes. Geographic data represents proportional interest (share of searches by location), not total search volume. Data was collected on 01/01/2026 and analyzed by Insurance SEO SEM.
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 6 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 6 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 5 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
- 8 of the top 10 weeks for health insurance searches in the past 5 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
Life Insurance
- Life insurance searches increased 18% in 2025 vs 2024
- All top 10 weeks for life insurance searches in the past 5 years occurred in 2025
- Life insurance reversed a 3-year decline, showing first positive growth since 2021
- Mississippi led the nation in life insurance search activity
- Searches peaked the week of July 27, 2025—two weeks after the property insurance spike
State-Level Highlights
- New York led the U.S. in proportional business insurance search activity
- Florida showed the highest proportional interest in home insurance searches
- Texas ranked #2 nationally for home insurance searches
- Southern states consistently ranked highest for property insurance-related searches
2025 Was a Record Year Across All Insurance Categories
While business insurance showed the most dramatic growth, it was not alone.
Average search interest in 2025 reached its highest point on record for:
- Home insurance
- Car insurance
- Health insurance
- Life insurance
| Google Search Index Max Score By Year | ||||||
| Search Keyword | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 |
| Business Insurance | 20 | 27 | 27 | 28 | 36 | 100 |
| Home Insurance | 24 | 38 | 43 | 37 | 44 | 100 |
| Car Insurance | 26 | 46 | 32 | 39 | 43 | 100 |
| Health Insurance | 33 | 56 | 53 | 57 | 78 | 100 |
| Life Insurance | 62 | 80 | 86 | 77 | 81 | 100 |
Canada Shows A Similar Pattern
The 2025 insurance search surge extended beyond U.S. borders. In Canada, business, health, and life insurance searches also reached all-time highs in 2025, with business insurance surpassing its previous 2020 pandemic peak. View full Canada analysis →
What This Means for Insurance Marketing
The implications for insurance carriers, agencies, and brokers are clear:
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.
About This Analysis
Insurance SEO SEM is a search marketing agency specializing in insurance SEO/SEM and lead generation. This analysis is based on publicly available Google Trends data from 2020-2025.
Media Contact:
Suren Pillai
Founder, Insurance SEO SEM
Email: Suren@insuranceseosem.com
Website: insuranceseosem.com
