A long time ago, I wrote a blog answering this question. Although a few things have remained the same, SEO has changed drastically since then.
Let's go over what you should see when you Google your insurance agency's name.
Before we get started, please make sure you're not logged in to Google. This can skew your results. Use an incognito or private browsing setting to get an accurate picture of what customers see. Now, search for your agency on Google.
Most of what you see on the Google results page is snippets. Snippets are a preview of a website. Your agency’s snippet should be informative and interesting enough for a user to click.
You'll see that the text in blue links to the website and is the title of the web page. The text in green is the web address of the website. The text in black is the description of the website. Of these elements, the blue page title is the most important to your SEO.
Luckily you can change the page title and its description. You can do this by editing your homepage's metadata. Your title and description should reflect the content of that web page, which would include the keywords you are trying to rank for.
Sometimes if your website is popular, you may see site links underneath the black text of the snippet. Those are what Google considers to be the most popular pages on that website.
In this example above, TurboRater, Contact Us and ITC Support are our most popular pages.
As such, they have provided a shortcut to those popular pages. Unfortunately there is no way to tell Google which links should appear there. It is at Google's discretion.
If your agency is well established, a knowledge graph should appear in search results. Knowledge graphs include information at a glance about a specific business. In our case it includes the ITC logo, a map, social media profiles, reviews, and some competitors.
Make sure all the information is correct. Your local information, such as address and phone number should be accurate.
These details, together with your agency name, are significant when building local citations. If you see information that is incorrect then you can suggest a change to Google.
This is also a good place for you to see how many and what kind of reviews your agency has. If there are any negative reviews, be sure to address them. This also serves as a reminder to ask your customers for reviews.
First Page Search Results
The first result when you search for your agency name should be your website. The rest of the first page results should be somehow related to your agency.
There will be other business listings, social media, or your profile on carrier websites. If you don't see information relating to your agency, include your city in the search term.
A lot has changed in the SEO industry since I wrote my original blog 2010. But, it’s still important to work at SEO as a part of a wholesome marketing initiative. If your website appears in the number one in the results, then it is likely a prospect will visit your site. It almost makes those competitors at the bottom of the knowledge graph negligible!