Unlocking SEO Success: When Should a Insurance Agency Owner Use Practitioner Listings on Google My Business?

Creating a practitioner listing on Google Business Profile (formerly Google My Business) might seem like an easy project. However, if you're an agency owner not well-versed in the best practices and guidelines for representing your business on Google , it can get a bit tricky. What's even more important, though, is knowing the best time to consider using a Google Business Profile practitioner listing.

In this article, we're diving deep into the nitty-gritty details. We'll explore the ideal scenarios where practitioner listings shine for insurance agencies and understand the crucial business information that must stand out.

Let us start by looking at what Google’s definition is. So, let's break it down. An individual practitioner, in simple terms, is a professional who directly interacts with the public and usually has their own dedicated clientele. This category encompasses a wide range of professions, including doctors, dentists, lawyers, financial planners, as well as insurance or real estate agents. When we talk about Business Profiles for these practitioners, it's important to note that they often include specific titles or certifications, such as Dr., MD, JD, Esq., or CFA, to highlight their expertise and qualifications.

If you’re wondering if your insurance agent is allowed a practitioner listing, ask yourself if they do the following:

• Typically work in a customer-facing role, where they directly interact with the public. It's important to note that support staff, on the other hand, should not have their own separate practitioner listing on Google My Business.
• Moreover, the practitioner should be readily reachable at their verified location during the specified hours. This often entails having a distinct office line or dedicated desk line for the practitioner at that particular location.
  

What types of insurance agencies are allowed practitioner listings?

The following common types of insurance agencies are [generally] allowed practitioner listings:

• Independent Insurance Agencies: agencies that work with multiple insurance companies and offer a wide range of insurance products to their clients. They are not tied to a single insurance carrier.
• Captive Insurance Agencies: agents that represent a single insurance company and exclusively sell that company's policies. Examples include State Farm and Allstate agents.
• Health Insurance Agencies: agencies that specialize in health insurance products, including individual health plans, group health insurance for businesses, and Medicare supplements.
• Life Insurance Agencies: agencies that focus on life insurance policies, such as term life insurance, whole life insurance, and universal life insurance.
• Auto Insurance Agencies: agencies that primarily deal with auto insurance policies, including coverage for cars, trucks, motorcycles, and other vehicles.
• Homeowners' Insurance Agencies: agencies that specialize in policies that cover homes, condos, and rental properties. They may also offer renters' insurance.
• Commercial Insurance Agencies: agencies that provide insurance solutions for businesses. This includes liability insurance, property insurance, workers' compensation, and more.
• Travel Insurance Agencies: agencies that focus on travel-related insurance, such as trip cancellation insurance, travel medical insurance, and coverage for lost luggage.
• Pet Insurance Agencies: agencies that offer coverage for veterinary expenses and medical care for pets.
• Specialty Insurance Agencies: agencies that specialize in niche markets, such as marine insurance, aviation insurance, or event insurance.

Should you create a practitioner listings on GMB?

The next question to consider is whether you should create practitioner listings if you don't already have them. In my view, the decision depends on various scenarios and factors.

You should consider creating a practitioner listing when multiple categories apply to your business type. Generally, this is a good idea and a more effective strategy, rather than solely emphasizing the agency office listing and diminishing practitioner listings. It will involve striving to achieve rankings for all Google Business Profiles using different primary categories and keywords. Leveraging the impact of the GBP landing page on ranking can also be strategically advantageous in this project.

Let's consider a scenario where you're an insurance agency based out of Richmond VA that also employs an auto insurance agent. The agent's practitioner listing on Google My Business could link to a webpage that ranks prominently for "auto insurance Richmond VA," while the main Google Business Profile for the insurance agency could direct traffic to the page (most likely the homepage) with the highest organic ranking for general insurance terms. This approach enhances the visibility of both pages without internal competition.

Now, think about another insurance agency. You could optimize the primary Google Business Profile for terms like "home insurance," and then have one agent who specializes in commercial insurance and another who specializes in life insurance. This strategy enables you to capitalize on organic rankings for various insurance-related keywords.

It's important to consider that if your aim is to have all three of your listings rank for the exact same keyword on Google, essentially dominating the entire 3-pack, this strategy is not very realistic. Google has filters in place to prevent the same website from appearing too frequently in the results. Unless you're operating in an extremely niche industry or market, achieving this goal is nearly impossible.

Get in Touch with Your Local SEO Expert at Indispensable Marketing

Are you a well-established local insurance agency in Richmond VA looking to crack the code of Google's local search algorithm? If your goal is to dominate the first page of Google's search results and score new customers, we are your go-to partner. We specialize in local SEO for insurance agencies, offering a proven approach to SEO services to help you succeed.

Whether you're seeking marketing strategy consulting or monthly local SEO services specifically designed for insurance agency, we've got you covered. Contact us today  to learn more and elevate your insurance agency marketing efforts.