If you’re an insurance agent, you’ve probably asked yourself: How do I show up when someone searches for “insurance agents near me”?
The answer? Google rankings – and yes, they are kind of a big deal!
In our recent webinar with our partner Catalyit, called Google Rankings Are No Joke: Get Found, Get Clients, No Fooling Around, Casey Preston – VP of Insurance at Experience.com and Casey Nelson – Director of Consulting at Catalyit, unpacked exactly why visibility on Google matters so much for insurance agencies – and how you can climb those rankings.
Watch the on-demand webinar hosted by Experience.com and Catalyit to learn exactly how insurance agents can climb Google rankings, attract more leads, and grow their business—starting now.
Here’s a quick look at what we covered – and what you can start doing today to stand out online.
Why Google Rankings Matter More Than Ever
We live in a world where nearly every consumer journey starts with the search bar.
Roughly 97% of people look online to find local businesses, and 90% of people read online reviews before making a decision. For insurance agencies, this means your digital presence can directly impact your ability to attract and retain clients.
Higher ranking on Google leads to more visibility. More visibility = more clicks, more leads, and ultimately, more policies sold. It’s not just about being online – it’s about being easily found, trusted, and chosen.
How Does Google (And Other Search Engines) Decide Who Ranks?
Google’s algorithm may seem like a mystery, but it’s actually built on a few straightforward principles.
First, there’s relevance. Google wants to show results that best match what someone is searching for. If a user types “home insurance in Austin,” your business is more likely to appear if your website and profile include those exact terms. By using language your customers are likely to search for, you help Google understand what you do—and increase your chances of showing up in the right results.
Next is proximity. For local searches, location is a big factor. Google favors businesses that are physically close to the person doing the search. That’s why keeping your address and service areas accurate on your Google Business Profile and across directories is essential. It helps ensure you’re considered relevant not just in what you offer, but where you offer it.
Then comes prominence, which is essentially your online reputation. Google looks at how well-known and credible your business appears—factoring in things like online reviews, mentions on trusted websites, and backlinks from other domains. The more positive signals you send, the more authority you build in Google’s eyes.
Finally, engagement and activity also play a role. This part often surprises people. Google notices when your business is actively managing its online presence. Regular social media posts, blog updates, and timely responses to reviews all show that your business is not just present, but paying attention—and that makes a difference in your visibility.
Reviews Are More Than Just Stars – They’re a Growth Engine
If there’s one theme we emphasized during the webinar, it’s this: online reviews can make or break your business. Consumers trust reviews almost as much as personal recommendations. They influence purchasing decisions and, importantly, they influence your Google rankings.
Agencies and professionals with higher star ratings tend to get more clicks and generate more leads. In fact, businesses with 4.5 stars or higher often see triple the number of inquiries compared to lower-rated competitors. On top of that, reviews provide valuable feedback that can help you refine your service and improve client experience.
Local Search Starts With Your Google Business Profile
Your Google Business Profile (GBP) is oftentimes the first impression people have of your agency. Making sure it is up-to-date and optimized is one of the easiest ways to boost your online visibility. That means making sure your name, address, and phone number are accurate, adding relevant photos, posting regular updates, and using the keywords your clients are searching for. When done consistently, this helps your profile appear in local search results: more exposure = more business.
Check Out Our Ultimate Guide to Google Business Profile Optimization
Small SEO Tweaks To Your Website Can Make A Big Impact
It’s not the flashy part, but it matters! While it may be tempting to overlook the technical side of SEO, it plays a significant role in your visibility. Things like faster load times (especially on mobile), mobile-friendly design, and keyword optimization for your website can make all the difference in how well your site performs in search results. Adding backlinks from industry publications and local directories can also aid in how Google ranks your agency.
Final Thoughts
You don’t have to chase algorithms to improve your Google ranking – it’s about consistently showing up for your audience. It’s about earning trust through reviews, staying active online, and making it easy for clients to find and connect with you. At the end of the day, your reputation is your greatest asset—and your strongest growth tool.
If you’re ready to take control of your online presence and grow your agency with confidence, we’re here to help.
Because at Experience.com, we believe when you create better experiences, better business follows!
