Insurance Keywords: 200+ Search Terms for Agents & Brokers

In 2025, consumer behavior for life insurance saw a significant shift toward digital, with online research becoming the primary first step for most. By 2025, 69% of insurance customers conduct online research before purchasing a policy, notes Amplispot.

You're publishing blog posts, running Google Ads, and optimizing your website, but are you targeting the right words? The difference between a keyword that generates a quote request and one that attracts a tire-killer is often just a few well-chosen terms. In 2026, insurance-related Google searches hit an all-time high across every major category, with business insurance searches surging 89% year-over-year . That's millions of potential clients typing queries into search bars every single day. The question is: are they finding you?

This founder-to-founder guide delivers a curated list of 200+ insurance keywords organized by category and search intent. No fluff, no filler, just the search terms your potential clients are actually typing into Google when they're ready to buy or research coverage. Whether you specialize in auto, home, life, commercial, or health insurance, you'll find ready-to-use keyword lists that attract qualified leads, not just casual browsers.

You'll walk away with a comprehensive keyword bank segmented by insurance type and buyer intent. You'll also learn how to use these keywords strategically across your website, blog, and ads to attract the clients you actually want to serve.

How to Use This Insurance Keyword List (For Maximum ROI)

A keyword list is only as valuable as your strategy for using it. Here's how to turn these terms into actual clients.

Match keywords to the buyer's journey. Not all searchers are ready to buy.

• Informational keywords (early research) belong in blog content where you can educate and build trust.
• Commercial keywords (comparison shopping) belong on service pages and buyer's guides.
• Transactional keywords (ready to buy) belong on landing pages and in ad campaigns where you can capture immediate action.
  Mixing these up means losing conversions, informational searchers won't buy from a landing page, and transactional searchers won't dig through blog posts to find your phone number.

Localize for your market. Add your city, county, or region to any keyword to capture local searchers. "Auto insurance" becomes "auto insurance [city]." "Life insurance agent" becomes "life insurance agent near me." According to recent data, "near me" searches for life insurance surged 32.10% in 2023 alone. These local searches convert at significantly higher rates because they come from people ready to visit or call.

Use long-tail keywords for quick wins. Longer, more specific phrases have lower competition and higher conversion rates. "Cheapest auto insurance for new drivers" outperforms "car insurance" every time because the searcher has already self-qualified. They're not just browsing, they're a new driver looking for affordable coverage right now. These terms may have lower search volume, but they deliver better clients.

Create content clusters. Group related keywords into topic clusters. Build a pillar page around a broad term like "business insurance" and link to cluster content targeting specific terms like "general liability for contractors" and "workers comp for restaurants." This structure signals to Google that you're an authority on the entire topic, not just someone who wrote one article . It's how you build topical authority that ranks and stays ranked.

Track and refine. Not every keyword will perform equally. Use Google Search Console and analytics to see which terms drive actual inquiries. Double down on what works. Cut what doesn't. Keyword strategy is never "set and forget", it's an ongoing process of refinement based on real data from your actual clients.

Table: Keyword Intent Classification for Insurance

Auto Insurance Keywords (45+ Terms)

Auto insurance searchers are often price-sensitive and urgent. They need coverage quickly, sometimes because they just bought a car, sometimes because their policy is about to lapse. Focus on cost-related terms, coverage questions, and immediate needs.

Home Insurance Keywords (35+ Terms)

Home insurance buyers are often triggered by life events, such as buying a home, renewing a policy, or facing natural disaster risks. Searches for home insurance increased 45% in 2025, with Florida leading the nation in search activity . These homeowners want protection and peace of mind.

Life Insurance Keywords (40+ Terms)

Life insurance searches are often emotional and trust-driven. People search when they have children, buy homes, or start thinking about their family's future. These keywords require content that educates while building confidence in your expertise.

Commercial/Business Insurance Keywords (35+ Terms)

Business insurance searches saw the largest growth of any category in 2025, surging 89% year-over-year . New York led the nation in search activity, and searches peaked following catastrophic events . Business owners are looking to protect their companies and need clear, authoritative information.

Health & Medicare Insurance Keywords (25+ Terms)

Health insurance searchers navigate complex options, especially during open enrollment or life changes. Searches increased 25% in 2025, with New York leading nationwide . Unlike property insurance, health insurance peaked in November during open enrollment season .

High-Intent "Near Me" & Local Insurance Keywords

The power of "near me" cannot be overstated. Searchers using location modifiers are often ready to call or visit, they have the highest conversion potential of any keyword category. Life insurance "near me" searches increased 32.10% in recent years .

Mobile-Specific Considerations: Many "near me" searches happen on mobile devices. Ensure your Google Business Profile is fully optimized with accurate hours, phone number, and service areas. Your website must be mobile-friendly pages that load slowly or display poorly on phones will lose these ready-to-buy searchers to competitors.

Voice Search Considerations: Voice searches are longer and more conversational. Optimize for phrases like "where can I find affordable car insurance near me," "who is the best life insurance agent in [city]," and "what's the cheapest home insurance company near me." These natural language queries are growing rapidly as more people use voice assistants.

People Also Ask (PAA) Insurance Questions

Google's "People Also Ask" boxes are goldmines for content ideas. These questions represent exactly what searchers want to know—and appearing in these boxes can drive significant traffic while positioning you as an authority.

How to Use PAA Questions in Your Content

Take each PAA question and create a dedicated FAQ section on relevant service pages. For example, on your auto insurance page, include a FAQ section answering the top 5-10 auto questions. Better yet, write a full blog post answering one question comprehensively, then link to it from your service pages.

This strategy increases your chances of appearing in featured snippets (position zero) and voice search results. When Google pulls your answer into a PAA box or featured snippet, you gain instant authority and drive significant traffic.

Quick Implementation Guide:

1. Identify 5-10 PAA questions relevant to each insurance category you serve

2. Create a dedicated FAQ page or section for each category

3. Write 2-3 sentence answers that directly address the question

4. Link to deeper content (blog posts) for readers who want more detail

5. Monitor Google Search Console to see which questions drive traffic

6. Expand on topics that perform well with comprehensive guides

Conclusion

A strategic keyword list is the foundation of every successful insurance marketing campaign, but the list alone won't generate leads. The magic happens when you match the right keywords to the right content format, optimize for local searchers, and consistently track what's working.

The data is clear: insurance searches are at record highs and continuing to grow . Business insurance searches jumped 89% in 2025. Home insurance searches rose 45%. Auto insurance climbed 38%. Millions of potential clients are searching every day for exactly what you offer. The question isn't whether the demand exists, it's whether your website will be there when they search.

Start with this 200+ term list, but never stop refining based on your actual results. Your clients will tell you what keywords work through their searches, their questions, and their business. Listen to that data. Double down on what works. Cut what doesn't.

And remember: keywords are just the beginning. The real work is creating content that answers questions, builds trust, and demonstrates the expertise that makes clients choose you over every other option.

Ready to turn these keywords into a content plan that actually generates quotes and consultations? Let's talk about your specific niche and goals. Book a 15-minute founder-to-founder call, and we will help you prioritize which keywords to target first for maximum ROI based on your market, your competition, and your unique strengths.

Frequently Asked Questions

Q1: How do I know which keywords to target first for my insurance agency?

A1: Start with your highest-margin products and your geographic area. If you specialise in commercial insurance for contractors, target "contractors insurance [your city]" before broad terms like "business insurance." Use keyword research tools to check search volume and competition. Look for terms with decent volume but lower competition; these are your quick wins. Also, check what keywords your competitors rank for and identify gaps where you can compete effectively.

Q2: Should I target short-tail keywords like "life insurance" or long-tail keywords?

A2: Long-tail keywords almost always deliver better ROI for insurance agents. "Life insurance" has enormous competition from national carriers and aggregators. "Final expense insurance for seniors in [your city]" has lower volume but much higher conversion potential. Start with long-tail terms that match your specific expertise, then build authority to compete for broader terms over time.

Q3: How often should I update my keyword strategy?

A3: Review your keyword performance quarterly using Google Search Console and analytics data. See which terms drive traffic and which drive actual inquiries. Update your strategy based on real data, not guesses. Also monitor industry changes, new regulations, emerging risks, or market shifts create new keyword opportunities. The agents who adapt fastest win the most clients.

Q4: Can I target the same keywords across multiple pages on my website?

A4: Avoid competing with yourself. Each page should target a primary keyword and a few related secondary terms. If multiple pages target the same keyword, they'll compete against each other in search results, a phenomenon called keyword cannibalization. Use your keyword research to assign unique primary keywords to each page, then link between related pages to share authority.

Q5: How do People Also Ask questions help with SEO?

A5: PAA questions help you understand exactly what searchers want to know at each stage of their journey. When you answer these questions thoroughly on your site, you increase your chances of appearing in featured snippets, the coveted "position zero" above regular search results. Featured snippets drive significant traffic and position you as the authoritative answer source. Plus, answering real questions creates content that actually helps your potential clients, building trust before they ever contact you.