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Summary: India’s health insurance sector is on a rapid growth trajectory, projected to reach $222 billion by 2026, driven by a rising middle class and higher disposable incomes. With this growth comes a significant shift in consumer behavior-online searches have become the first step in evaluating policies, comparing providers, and selecting the right coverage.
Our latest Health Insurance Search Trends Report (FY’25) reveals how search patterns are evolving, with rising demand for specific categories such as senior citizen plans, maternity cover, and family health insurance. The findings underscore the critical role of SEO in connecting insurers with potential customers at the exact moment of decision-making.
For insurers, optimizing digital presence through search-driven strategies is no longer optional. It’s essential. In this blog, we explore the power of SEO in the health insurance sector and break down key insights from our comprehensive report to help businesses stay ahead in this highly competitive landscape.
In this blog, we will delve into the critical importance of SEO in the health insurance sector and understand the key findings from our Health Insurance Search Trends Report comprehensive report.
Within health insurance, the most searched terms in FY’25 revolve around brands and plan-specific queries. Instead of only broad awareness, people are increasingly searching for family coverage, senior citizen plans, and trusted providers.
Common searches include:
To attract more customers, health insurance companies must invest in SEO to rank higher in both branded (53.14% share) and high-intent non-branded queries.
Businesses can also improve organic performance by creating quality content, optimizing for local searches, and focusing on technical, content, user experience, and mobile SEO.
Get insights on evolving customer behaviour, high volume keywords, search trends, and more.
User intent – the motivation behind a search query – plays a critical role in how people engage with health insurance online. In FY’25, search trends show a clear mix of informational, navigational, and transactional intents, each requiring a tailored SEO approach.
Recognizing these intent patterns allows insurers to:
Aligning SEO with user intent ensures content not only ranks well but also meets customers at every stage of their decision-making journey, from awareness to purchase.
Tracking search trends is no longer optional, it’s essential for insurers who want to stay competitive in India’s rapidly evolving health insurance market. According to Techmagnate’s FY’25 Health Insurance Trends Report, searches for health insurance grew by 14.52% YoY, reaching 19.4 lakh queries. This surge reflects rising awareness, digital adoption, and the need for more accessible coverage options.
By analyzing search trends, insurers can:
Search behavior also differs across geographies. While Tier-I cities still dominate total search volumes, Tier-II and Tier-III cities are driving double-digit growth as awareness and adoption expand beyond metros. For example:
For insurers, this means adopting location-specific healthcare SEO strategies – from targeting regional keywords like “best health insurance in Jaipur” to optimizing content in local languages. This ensures policies remain discoverable and relevant to audiences across India.
A strong SEO strategy can lead to increased visibility and greater traffic to provider websites. Moreover, providers can also attract new clients through focused Healthcare SEO services. Providers can distinguish themselves from their competitors, ultimately allowing them to dominate search results and get access to a greater market share.
The Search Trends Report from Techmagnate is designed to equip health insurance organizations with actionable insights to optimize their online presence effectively. While we’ve provided key findings in this blog, we do recommend that you download the full report to fully understand changing consumer behavior shaping the industry.
The report also highlights the leading health insurance providers and explores various opportunities, such as query volume, branded and non-branded keywords, share of voice, and growth prospects.
For companies in the health insurance sector looking to make the most of search engines, it’s a helpful tool.
Overall, branded searches rose by 9.95%, reaching a total of 52.16 lakh queries in FY’25, signaling strong consumer preference for brand-led queries despite declines in specialized covers.
This report is based on an in-depth analysis of health insurance–related search queries using first-party data from Google Keyword Planner. The dataset covers 18,000+ keywords across fiscal years FY 2023–24 and FY 2024–25, offering a comprehensive view of how consumer interest in health insurance is evolving.
With a total analyzed search volume of 98.15 lakh, the study sheds light on emerging patterns in user behavior, insurance categories, and brand-specific demand. Geo-targeting played a critical role, with searches segmented across Tier 1, Tier 2, and other cities in India, highlighting regional differences in adoption and growth.
To ensure accuracy and depth, the analysis also included a sample of 55+ leading insurance brands with significant digital visibility, enabling us to compare branded and non-branded queries.
This structured approach ensures the findings are both comprehensive and representative of the Indian health insurance landscape, providing valuable insights for insurers, marketers, and policy decision-makers.
Collaborating with a trusted healthcare SEO agency can help turn these insights into actionable digital strategies that improve visibility and attract the right customers.
Curious about where the market is headed? Download our full Health Insurance Search Trends Report for detailed insights or read our detailed healthcare case study.
By 2026, India’s health insurance sector is projected to reach $222 billion. This growth is fueled by a rising middle class, higher disposable incomes, and increasing awareness of the importance of comprehensive health coverage.
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