{ "captureDate": "2026-10-25T14:30:56.902Z", "study": { "slug": "insurance-agency-brands-maps", "question": "Who holds the Google Maps top 20 for insurance agency in large metros and small cities: independent agencies, agents of the big captive carriers (State Farm, Allstate, Farmers, Farm Bureau and others), or storefront auto insurance chains; how many reviews do the listings carry; and once review count is held roughly constant, does carrying a national brand move a listing up the list?", "lane": "maps" }, "sample": { "markets": 22, "serpCalls": 0, "resultsSeen": 440, "paginationRepeats": 0, "failedMarkets": [], "marketsWithNoResults": [], "excluded": 73, "excludedReasons": [ [ "unverifiable listing: a keyword name (an SR-22 filing name, a price word such as low cost or affordable, or the city and the word insurance) with at most twenty reviews and no website, a template or broken site on a keyword domain, a multi-state lead site, a page about another state or a distant area code, so it could not be confirmed as a local agency", 64 ], [ "insurance carrier or national online insurer headquarters or office, not a local agency", 6 ], [ "insurance carrier claims office, not an agency that sells policies", 3 ] ], "uniqueBusinesses": 367, "reachable": 0, "pageCountMeasured": 0, "pageCountMissing": null, "siteUnmeasurable": 22, "siteUnmeasurableReasons": [ [ "no website", 20 ], [ "directory, marketplace or social platform", 2 ] ] }, "distributions": { "rating": { "n": 367, "min": 3.2, "p25": 4.7, "median": 4.9, "p75": 4.9, "p90": 5, "max": 5, "mean": 4.76 }, "reviews": { "n": 367, "min": 1, "p25": 30, "median": 87, "p75": 248, "p90": 458, "max": 5491, "mean": 214.15 }, "nameWords": { "n": 367, "min": 1, "p25": 3, "median": 3, "p75": 4, "p90": 6, "max": 12, "mean": 3.74 }, "categoryCount": { "n": 367, "min": 1, "p25": 1, "median": 5, "p75": 6, "p90": 7, "max": 10, "mean": 4.11 }, "hoursPerWeek": { "n": 362, "min": 20, "p25": 40, "median": 42.5, "p75": 46, "p90": 56, "max": 168, "mean": 48.52 }, "daysOpen": { "n": 362, "min": 3, "p25": 5, "median": 5, "p75": 6, "p90": 6, "max": 7, "mean": 5.31 } }, "adoption": { "isChain": { "yes": 94, "outOf": 367, "pct": 26 }, "hasWebsite": { "yes": 347, "outOf": 367, "pct": 95 }, "hasOwnWebsite": { "yes": 345, "outOf": 367, "pct": 94 }, "hasPhone": { "yes": 365, "outOf": 367, "pct": 99 }, "nameHasService": { "yes": 360, "outOf": 367, "pct": 98 }, "nameHasCity": { "yes": 21, "outOf": 367, "pct": 6 }, "nameHasState": { "yes": 17, "outOf": 367, "pct": 5 }, "nameHasGeo": { "yes": 34, "outOf": 367, "pct": 9 }, "hoursListed": { "yes": 362, "outOf": 367, "pct": 99 }, "open24All": { "yes": 10, "outOf": 367, "pct": 3 }, "open24Any": { "yes": 13, "outOf": 367, "pct": 4 }, "openWeekends": { "yes": 27, "outOf": 362, "pct": 7 }, "openSunday": { "yes": 28, "outOf": 362, "pct": 8 }, "openSaturday": { "yes": 91, "outOf": 362, "pct": 25 }, "openFriday": { "yes": 358, "outOf": 362, "pct": 99 }, "openMonday": { "yes": 362, "outOf": 362, "pct": 100 }, "openToday": { "yes": 28, "outOf": 362, "pct": 8 }, "openAtSearch": { "yes": 27, "outOf": 362, "pct": 7 }, "linksToHomepage": { "yes": 267, "outOf": 345, "pct": 77 }, "linksToInnerPage": { "yes": 78, "outOf": 345, "pct": 23 }, "linksToLocationPage": { "yes": 65, "outOf": 345, "pct": 19 }, "linkPathNamesMarketCity": { "yes": 63, "outOf": 345, "pct": 18 }, "linkHasUtm": { "yes": 49, "outOf": 345, "pct": 14 }, "linkHasAnyParams": { "yes": 70, "outOf": 345, "pct": 20 } }, "correlations": { "rankVs_rating": { "n": 367, "rho": -0.039, "significant": false, "strength": "no meaningful relationship" }, "rankVs_reviews": { "n": 367, "rho": -0.292, "significant": true, "strength": "weak" }, "rankVs_nameWords": { "n": 367, "rho": 0.133, "significant": true, "strength": "weak" }, "rankVs_categoryCount": { "n": 367, "rho": -0.13, "significant": true, "strength": "weak" }, "rankVs_hoursPerWeek": { "n": 362, "rho": -0.115, "significant": true, "strength": "weak" }, "rankVs_daysOpen": { "n": 362, "rho": -0.109, "significant": true, "strength": "weak" }, "ratingVs_reviews": { "n": 367, "rho": 0.248, "significant": true, "strength": "weak" } }, "markets": { "perMarket": [ { "market": "Indianapolis, Indiana", "resultsSeen": 20, "excluded": 4, "kept": 16, "reasons": { "unverifiable listing: a keyword name (an SR-22 filing name, a price word such as low cost or affordable, or the city and the word insurance) with at most twenty reviews and no website, a template or broken site on a keyword domain, a multi-state lead site, a page about another state or a distant area code, so it could not be confirmed as a local agency": 4 }, "firstKeptRank": 2 }, { "market": "Columbus, Ohio", "resultsSeen": 20, "excluded": 7, "kept": 13, "firstKeptRank": 1, "reasons": { "unverifiable listing: a keyword name (an SR-22 filing name, a price word such as low cost or affordable, or the city and the word insurance) with at most twenty reviews and no website, a template or broken site on a keyword domain, a multi-state lead site, a page about another state or a distant area code, so it could not be confirmed as a local agency": 6, "insurance carrier or national online insurer headquarters or office, not a local agency": 1 } }, { "market": "Charlotte, North Carolina", "resultsSeen": 20, "excluded": 1, "kept": 19, "firstKeptRank": 1, "reasons": { "unverifiable listing: a keyword name (an SR-22 filing name, a price word such as low cost or affordable, or the city and the word insurance) with at most twenty reviews and no website, a template or broken site on a keyword domain, a multi-state lead site, a page about another state or a distant area code, so it could not be confirmed as a local agency": 1 } }, { "market": "Nashville, Tennessee", "resultsSeen": 20, "excluded": 7, "kept": 13, "firstKeptRank": 1, "reasons": { "unverifiable listing: a keyword name (an SR-22 filing name, a price word such as low cost or affordable, or the city and the word insurance) with at most twenty reviews and no website, a template or broken site on a keyword domain, a multi-state lead site, a page about another state or a distant area code, so it could not be confirmed as a local agency": 6, "insurance carrier or national online insurer headquarters or office, not a local agency": 1 } }, { "market": "Atlanta, Georgia", "resultsSeen": 20, "excluded": 11, "kept": 9, "firstKeptRank": 1, "reasons": { "unverifiable listing: a keyword name (an SR-22 filing name, a price word such as low cost or affordable, or the city and the word insurance) with at most twenty reviews and no website, a template or broken site on a keyword domain, a multi-state lead site, a page about another state or a distant area code, so it could not be confirmed as a local agency": 11 } }, { "market": "Houston, Texas", "resultsSeen": 20, "excluded": 3, "kept": 17, "firstKeptRank": 1, "reasons": { "unverifiable listing: a keyword name (an SR-22 filing name, a price word such as low cost or 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"Tampa, Florida", "rank": 1, "title": "Omega Insurance Agency Tampa 👍 Auto Insurance, Home Insurance & More", "reviews": 23, "rating": 4.7, "isChain": false, "hasOwnWebsite": true }, { "market": "Milwaukee, Wisconsin", "rank": 2, "title": "Wesley Insurance", "reviews": 21, "rating": 4.3, "isChain": false, "hasOwnWebsite": false }, { "market": "Milwaukee, Wisconsin", "rank": 3, "title": "Santiago Insurance Agency LLC", "reviews": 46, "rating": 4.4, "isChain": false, "hasOwnWebsite": true }, { "market": "St. Louis, Missouri", "rank": 1, "title": "Lp Miceli Inc", "reviews": 142, "rating": 4.9, "isChain": false, "hasOwnWebsite": true }, { "market": "Wausau, Wisconsin", "rank": 2, "title": "Bartelt Insurance Services LLC", "reviews": 28, "rating": 4.4, "isChain": false, "hasOwnWebsite": true }, { "market": "Abilene, Texas", "rank": 1, "title": "American Insurance Agency", "reviews": 71, "rating": 4.5, "isChain": false, "hasOwnWebsite": true }, { "market": "Lawton, Oklahoma", "rank": 1, "title": "Smith & Sons Insurance Agency", "reviews": 29, "rating": 4.9, "isChain": false, "hasOwnWebsite": true }, { "market": "Lawton, Oklahoma", "rank": 3, "title": "Floyd's Insurance Agency", "reviews": 22, "rating": 5, "isChain": false, "hasOwnWebsite": false } ] } }, "location": null, "contrast": { "rating": { "topMedian": 4.9, "topN": 57, "bottomMedian": 4.8, "bottomN": 117 }, "reviews": { "topMedian": 221, "topN": 57, "bottomMedian": 55, "bottomN": 117 }, "nameWords": { "topMedian": 3, "topN": 57, "bottomMedian": 4, "bottomN": 117 }, "categoryCount": { "topMedian": 5, "topN": 57, "bottomMedian": 4, "bottomN": 117 }, "hoursPerWeek": { "topMedian": 44, "topN": 57, "bottomMedian": 42, "bottomN": 114 }, "daysOpen": { "topMedian": 5, "topN": 57, "bottomMedian": 5, "bottomN": 114 } }, "limits": [ "Results were captured once on 2026-10-25, from one location setting per market. Rankings vary by device, personalization and time.", "Rank is the position within this query only. It is not a measure of overall visibility.", "Ratings and review counts are as displayed by Google Maps at capture time and can lag the business's actual reviews.", "Correlation is not causation. A relationship here describes what co-occurs among businesses that already rank, not what causes ranking.", "Businesses appearing in more than one market are counted once." ] }