Every month hundreds of thousands of searches are done on Google by potential customers looking for insurance. These search queries are a window into consumer demand and market value and showing up ahead of the competition for many of these keywords are critical for insurers, agencies and aggregators, evidenced by the high cost per click for some of these keywords. Here are the top 50 insurance keywords in Singapore.
Methodology
To compile this list, we used data from SEMrush, a leading SEO tool. In addition to the top national keywords, we also analyzed keywords with specific Singapore-focused terms, such as “car insurance Singapore,” and compared them with broader keywords like “car insurance.” The keywords were ranked based on their Cost Per Click (CPC) and search volume to identify the top 50 keywords that insurers, agencies, and brokers should prioritize in Singapore.
| Keyword Value Rank | Keyword | Tag | Search Volume | CPC |
| 1 | Travel insurance | Travel | 49500 | $2.99 |
| 2 | travel insurance singapore | Travel | 40500 | $2.98 |
| 3 | car insurance singapore | Auto | 6600 | $9.94 |
| 4 | car insurance | Auto | 4400 | $9.50 |
| 5 | travel insurance promotion | Travel | 8100 | $2.63 |
| 6 | cheapest car insurance singapore | Auto | 1300 | $12.74 |
| 7 | insurance | Generic | 6600 | $2.46 |
| 8 | best travel insurance singapore | Travel | 5400 | $2.14 |
| 9 | car insurance quotes | Auto | 1300 | $7.38 |
| 10 | maid insurance | Maid | 2400 | $3.69 |
| 11 | compare travel insurance | Travel | 3600 | $2.27 |
| 12 | best car insurance singapore | Auto | 880 | $9.28 |
| 13 | insurance singapore | Generic | 2400 | $3.27 |
| 14 | cheapest travel insurance singapore | Travel | 2400 | $3.06 |
| 15 | motor insurance singapore | Auto | 880 | $7.44 |
| 16 | home insurance singapore | Home | 1900 | $3.16 |
| 17 | cheap car insurance | Auto | 480 | $12.27 |
| 18 | motorcycle insurance | Auto | 1300 | $4.35 |
| 19 | insurance company in singapore | Generic | 1900 | $2.93 |
| 20 | maid insurance singapore | Maid | 1600 | $3.46 |
| 21 | motor insurance | Auto | 720 | $7.55 |
| 22 | cheap travel insurance | Travel | 1900 | $2.82 |
| 23 | critical illness insurance | Health | 1900 | $2.72 |
| 24 | car insurance comparison singapore | Auto | 480 | $10.37 |
| 25 | life insurance | Life | 1900 | $2.45 |
| 26 | health insurance singapore | Health | 1900 | $2.42 |
| 27 | home insurance | Home | 1300 | $3.41 |
| 28 | best travel insurance | Travel | 1900 | $2.24 |
| 29 | life insurance singapore | Life | 1000 | $3.37 |
| 30 | sg life insurance | Life | 1000 | $3.37 |
| 31 | annual travel insurance | Travel | 1300 | $2.58 |
| 32 | motorcycle insurance singapore | Auto | 1000 | $3.19 |
| 33 | bike insurance singapore | Auto | 1000 | $3.19 |
| 34 | term life insurance singapore | Life | 880 | $3.52 |
| 35 | buy travel insurance | Travel | 720 | $4.26 |
| 36 | compare travel insurance singapore | Travel | 1300 | $2.29 |
| 37 | term life insurance | Life | 1000 | $2.86 |
| 38 | personal accident insurance | PA | 1600 | $1.77 |
| 39 | term insurance singapore | Life | 880 | $3.21 |
| 40 | dog insurance singapore | Pet | 1000 | $2.77 |
| 41 | cat insurance singapore | Pet | 1000 | $2.77 |
| 42 | travel insurance singapore promotion | Travel | 880 | $3.03 |
| 43 | term insurance | Life | 1000 | $2.64 |
| 44 | public liability insurance | Commercial | 1300 | $1.90 |
| 45 | medical insurance singapore | Health | 720 | $3.31 |
| 46 | cheapest maid insurance | Maid | 880 | $2.70 |
| 47 | insurance agency | Generic | 2400 | $0.94 |
| 48 | critical illness insurance singapore | Health | 720 | $3.12 |
| 49 | professional indemnity insurance | Commercial | 880 | $2.49 |
| 50 | health insurance | Health | 1000 | $2.11 |
Analysis
Travel Insurance Keywords
Travel insurance is the most-searched category in Singapore’s insurance market, with keywords like “travel insurance Singapore” and “cheap travel insurance” driving the highest search volumes, reaching nearly 50,000 monthly searches. This intense demand highlights travel insurance as a high-priority segment for SEO and SEM strategies.
- Top Terms by Volume: “Travel insurance Singapore” and “cheap travel insurance.”
- High Demand Indicator: High search volume suggests significant market interest, making these keywords ideal for broad-reaching campaigns.
- CPC Analysis: CPCs for travel insurance keywords are moderate, making them accessible for budget-conscious SEM campaigns while capturing high-intent traffic.
Health Insurance Keywords
Health insurance is another highly competitive category with strong search volumes, making it a valuable area for SEM investment. Keywords like “health insurance Singapore” and “medical insurance” are frequently searched, showing a consistent demand among Singaporeans.
- Top Terms by Volume: “Health insurance Singapore” and “medical insurance.”
- Moderate CPCs: These keywords are generally accessible for SEM campaigns and offer substantial potential for reaching high-intent consumers interested in personal and family health plans.
- Targeting Strategy: Use these keywords to capture users researching health insurance options, particularly by emphasizing policy comparison and coverage benefits in content.
Car Insurance Keywords
Car insurance is a lucrative, high-CPC category with substantial search volume, reflecting a competitive landscape where agencies are willing to invest more for visibility.
- High CPC Keywords: “Car insurance Singapore” and “cheap car insurance” are among the most expensive, with CPCs reflecting high competition and a valuable customer base.
- Strong Search Volume: With significant monthly searches, these keywords are essential for both SEO and SEM efforts targeting auto insurance buyers.
- Recommendation: Focus on targeted landing pages and high-intent PPC campaigns to maximize visibility for these keywords, which attract budget-sensitive and quality-focused users alike.
Business and Commercial Insurance Keywords
Business insurance keywords have some of the highest CPCs in Singapore’s insurance market, indicating that these leads are valuable and typically more lucrative.
- High CPC Leaders: Keywords like “business insurance Singapore” and “commercial insurance” have top CPC rates, reflecting high competition and strong demand among SMEs and corporates.
- Moderate Search Volume: While not as frequently searched as travel or car insurance, these keywords attract business owners looking for specific coverages, making them valuable for conversion-focused SEM campaigns.
- Optimization Strategy: Use targeted content for niche keywords like “professional liability insurance” to capture specific business segments and improve conversion rates.
Home and Property Insurance Keywords
Home insurance is a moderate-demand category but presents opportunities for capturing niche audiences like homeowners and renters.
- Moderate Search Volume: Keywords like “home insurance Singapore” and “fire insurance” show consistent monthly searches, with lower competition compared to car and travel insurance.
- Lower CPCs: CPCs for home insurance keywords are generally lower, making this an accessible area for campaigns targeting budget-conscious homeowners.
- Niche Targeting Opportunity: Focus on keywords related to specific coverages, such as fire or content insurance, to capture interested users without significant ad spend.
SEO and SEM Strategy Summary
In Singapore’s competitive insurance market:
- Top Volume Categories: Travel insurance leads in search volume, followed by car and health insurance, making them primary targets for SEO and SEM.
- Highest CPCs: Car and business insurance keywords have the highest CPCs, indicating valuable leads and competitive bidding.
- Targeted Campaign Suggestions: Prioritize travel and car insurance keywords for broad-reach campaigns, while focusing on business insurance for high-value lead generation. Home insurance offers a cost-effective opportunity for niche targeting.
By aligning SEO and SEM efforts with these data insights, agencies can optimize for high-demand, high-value keywords that enhance both visibility and return on investment in Singapore’s digital insurance market.
