Fellocraft Research — Original Study

Motor Insurance SERP Journey & Keyword Intelligence Dashboard

Semrush-based funnel, renewal, opportunity gap, and brand-search view for car insurance and two-wheeler insurance in India.

Scope: Car + Two-Wheeler Brand search + renewal focus April 2026 keyword research
Dark insight strip

Over 85% of motor insurance search demand sits at the comparison stage.

The brands collecting the most motor insurance premium are not the brands winning motor insurance search. Most search demand appears when buyers are already deep in comparison mode — exactly where aggregators have spent a decade building dominance. The brands that close this gap first will structurally reduce their cost of customer acquisition.
Car insurance search volume
~1.03M
599 keywords in dataset; avg ~2,086 per keyword.
Two-wheeler search volume
~607K
476 keywords in dataset; avg ~1,691 per keyword.
Biggest keyword
110,000
“car insurance” is the single largest term in the set.
Lowest-KD goldmine
14
“check bike insurance status” is the lowest-KD standout.
Funnel distribution

Car insurance funnel

MOFU dominates car insurance search demand. Brand/navigation is more meaningful here than in two-wheeler.
Search-demand structure
Search volume mix
Total ~1,030,000
MOFU 712,990
Brand/Nav 90,210
TOFU 77,640
BOFU 30,410
MOFU keywords
216
Average 3,301 volume — the most commercially intense stage.
Brand/Nav keywords
41
Higher branded demand than two-wheeler.
Funnel distribution

Two-wheeler funnel

Two-wheeler is even more MOFU-heavy. Comparison and renewal dominate behavior.
Search-demand structure
Search volume mix
Total ~607,000
MOFU 551,310
TOFU 37,480
BOFU 10,740
Brand/Nav 6,880
MOFU keywords
246
Average 2,241 volume — comparison dominates almost everything.
Vernacular dataset
15
Semrush under-measures Hindi and regional search.
Top keywords by funnel stage

Tabbed keyword intelligence

Switch between car and two-wheeler funnel stages to review top keywords, volumes, KD, and opportunity labels.
Interactive view
KeywordVolumeKDOpportunity
Opportunity gap matrix

High volume + low KD opportunities

Green = very high opportunity, amber = high, grey = more competitive.
Where to move first
KeywordVolKDFunnelWhy it matters
how to lower car insurance12,10024TOFUHigh
Huge gap — nobody owns this well
bike insurance check online12,10025MOFUHigh
Utility — high intent, winnable
GST on car insurance5,40021TOFUHigh
Utility content with low competition
bajaj allianz bike insurance renewal5,40020MOFUHigh
Brand renewal — revenue leakage risk
bike insurance download3,60017MOFUVery high
Utility — almost no competition
GST rate on car insurance2,90018TOFUVery high
Ultra-low KD
consumables in car insurance1,60016TOFUVery high
Add-on education goldmine
engine protect in car insurance88015TOFUVery high
Ultra-low KD, highly specific intent
Renewal cluster

If you don’t rank #1 for your own renewal query, an aggregator captures that customer.

Motor insurance has a distinctive annual renewal cycle, making branded renewal queries a direct revenue defense layer.
Revenue leakage risk
Standout example
5,400 @ KD 20
“bajaj allianz bike insurance renewal” is unusually low difficulty for the volume it carries.
Biggest renewal keyword
60,500
“car insurance renewal” is still structurally aggregator-shaped.
Car renewalHead term
60,500
Bike renewalHead term
33,100
ICICI car renewalBrand query
12,100
Tata AIG car renewalBrand query
9,900
Bajaj 2W renewalBrand query
5,400
Callout: If Bajaj Allianz is not ranking #1 for its own branded bike renewal query, it is effectively paying commission on its own existing customers.
Brand search intelligence

Car branded search volume

Who has the strongest digital mind share in car insurance search.
Brand recall
ICICI Lombard
66,440
Tata AIG
57,150
Acko
55,530
PolicyBazaar
40,450
Bajaj Allianz
38,060
HDFC ERGO
30,320
Digit
12,540
Brand search intelligence

Two-wheeler branded search volume

This is where Acko and Digit’s two-wheeler brand gaps become visually obvious.
2W blind spots
PolicyBazaar
17,200
ICICI Lombard
15,010
Bajaj Allianz
8,250
Acko
2,760
HDFC ERGO
2,250
Tata AIG
1,410
Digit
210
Brand-search insights

What stands out

This panel bridges keyword volume and market behavior.
Narrative layer
Acko’s two-wheeler blind spot: Acko is the 3rd most searched brand for car insurance but barely registers for two-wheeler branded search despite a strong 2W product.
Digit’s brand gap: Two-wheeler GWP is growing fast, but branded search remains tiny. Growth appears channel-led, not brand-search-led.
ICICI Lombard advantage: Strongest branded search presence in both traffic-heavy service and renewal-intent clusters.
Vernacular analysis

Vernacular motor search is under-measured, not absent

Semrush captures only a thin slice of Hindi bike insurance demand. The opportunity is larger than the tool can currently see.
Tool limitation
KeywordVolumeKDNote
bike ka insurance kaise check kare88026Highest vernacular volume in set
bike insurance kaise check kare17031Same intent family
bike ka insurance kaise kare17023How-to intent
sabse sasta bike insurance90N/APrice-sensitive 2W buyer
bike insurance kaise kare90N/AGeneric how-to
Narrative synthesis

What the SERP is really saying

This dashboard is designed to make the strategic implications visible, not just the keyword counts.
Actionable story
The MOFU trap: If brands do not own TOFU, they arrive at MOFU as strangers — after the buyer has already learned the market through aggregator content.
The renewal revenue leak: Branded renewal queries are a defensive moat. Losing them means paying commission to re-acquire your own customers.
Car vs 2W search gap: Car insurance generates far more search demand than two-wheeler despite similar policy volumes, so the content strategy for each segment cannot be the same.