72.1% of insurance agency websites don't use InsuranceAgency schema, the code that tells Google a site belongs to an insurance agency, while 31.5% miss a basic SEO element on their homepage, the fifth lowest rate of 15 industries.
Analysis of 419 insurance agency websites · US insurance agency Google Business Profiles and their websites, September 2026
Key Findings
- 1.72.1% of insurance agency websites don't use InsuranceAgency schema, the code that tells search engines the site belongs to an insurance agency.
- 2.32% of insurance agency websites have no schema markup of any kind, close to the 32.9% average across 15 industries.
- 3.31.5% of insurance agency websites miss at least one basic SEO element on their homepage, the fifth lowest rate of 15 industries and below the 37.9% average.
- 4.21.2% of insurance agency homepages have no H1 heading, the main headline search engines read to understand a page, the most common basic problem.
- 5.20.5% of insurance agency homepages have a title too long to show in full in Google's results, against a 20.1% average across 15 industries.
Summary
A family buys its first house and needs homeowners insurance before closing. They search for an insurance agent in town, and Google shows national carriers, comparison websites and a few local agencies. The local agency that search engines understand clearly has a chance to be the one they call.
Search engines rely on a few basic signals to understand what a page is about: a page title, a short description, a main heading, a secure connection and schema markup, code that states in machine-readable terms that this is an insurance agency, what coverage it offers, where it is and how to reach it. They cost almost nothing to add and help Google's results and its AI answers describe the agency correctly.
Most insurance agencies skip the most specific one. 72.1% of insurance agency websites don't use InsuranceAgency schema. On the other basics, insurance agencies do better than most: 31.5% miss at least one of the four on their homepage, the fifth lowest rate of 15 industries, most often the main H1 heading.
What we measured
In September 2026 we took 419 insurance agency websites listed on US Google Business Profiles and checked each homepage for four basics: a title tag, the page name shown as the blue link in search results; a meta description, the summary Google can show under that link; at least one H1 heading, the main headline on the page; and HTTPS, the secure connection shown by the padlock in a browser. A site fails the basic check if its homepage misses any of the four.
We also recorded whether the homepage title was too long to show in full on Google, whether any page on the site could not be added to Google's index, whether the site had an XML sitemap, the file that lists a site's pages for search engines, and which schema types each site used. Schema markup is code that states in machine-readable terms what a business is, where it is and what it does. We ran the same checks on websites in 15 industries, from accounting to HVAC, so each insurance figure can be compared with the 15-industry average.
Seven in ten insurance websites never tell Google they are an agency
Schema.org, the shared vocabulary Google and other search engines read, has a type made for insurance agencies: InsuranceAgency. It lets an agency state its name, address, phone number, hours and lines of coverage in a form search engines can use directly. 27.9% of insurance agency websites use it, which leaves seven agencies in ten without it.
32% of insurance agency websites have no schema at all, close to the 32.9% average across 15 industries. The most common types on insurance websites are PostalAddress (on 37% of insurance agency websites), WebSite (36%), Organization (31%) and InsuranceAgency (28%). 33.5% use any local business type, the family of schema types that marks a site as a business with a location.
Insurance websites get most of the basics right
That is below the 37.9% average across 15 industries and the fifth lowest rate of the 15. The most common gap is a missing H1 heading, on 21.2% of insurance agency homepages, followed by a missing meta description on 19.6%. Both are below the industry averages of 24.5% and 23%. Missing page titles (2.4%) and sites without HTTPS (2.1%) are rare.
Source: Suff Digital analysis of 419 insurance agency websites · US insurance agency Google Business Profiles and their websites, September 2026
| Check | Insurance agencies | 15-industry average |
|---|---|---|
| Fail at least one basic check | 31.5% | 37.9% |
| No H1 heading | 21.2% | 24.5% |
| No meta description | 19.6% | 23% |
| Title too long | 20.5% | 20.1% |
| No XML sitemap | 17.2% | 18.3% |
| Page not indexable | 11.9% | 15.2% |
| No title tag | 2.4% | 2.8% |
| Not on HTTPS | 2.1% | 2.2% |
| No schema markup | 32% | 32.9% |
Titles are the one check where insurance websites sit above the average: 20.5% of insurance agency homepages have a title too long to show in full, against 20.1%, for example when an agency lists every line of coverage in it. 17.2% have no XML sitemap and 11.9% have at least one page Google cannot add to its index, both below the average.
Insurance ranks fifth best of 15 industries
Across the 15 industries, the share of websites failing at least one basic check runs from 26% for HVAC companies to 53.1% for accounting firms. Insurance agencies, at 31.5%, sit just behind the local trades and dental practices and ahead of auto dealers.
Source: Suff Digital analysis of 419 insurance agency websites · US insurance agency Google Business Profiles and their websites, September 2026
WordPress runs 29.6% of insurance agency websites, and insurance sites on WordPress fail the basic checks 35.5% of the time. Many agency websites are provided by carriers or agency platforms, where titles, descriptions and schema come from the vendor's templates.
What this means for insurance agents
Add InsuranceAgency schema to your homepage with your agency name, address, phone number, hours and the lines of coverage you write. Seven agencies in ten don't have it, and it helps Google and AI answers describe your agency correctly when someone nearby searches for an insurance agent.
Then give each line of coverage, such as auto, home, life and business insurance, its own page with a title, meta description and H1 that name the coverage and your city, and keep each title under about 60 characters. If your site is provided by a carrier or agency platform, check that it lets you edit these fields. Our seo for insurance companies work starts with exactly these checks.
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<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/insurance-website-seo-audit">72% of Insurance Agency Websites Have No Insurance Agency Schema - Suff Digital</a></p>
Cite this study
Suff Digital. (2026). 72% of Insurance Agency Websites Have No Insurance Agency Schema. https://www.suffdigital.com/resources/data-studies/insurance-website-seo-audit
72% of Insurance Agency Websites Have No Insurance Agency Schema - Suff Digital - https://www.suffdigital.com/resources/data-studies/insurance-website-seo-audit