Independent Insurance Agents with Strong Google Business Profiles Build Strong Businesses

Aug 10, 2023

Getting found online can yield a healthy lead flow for independent insurance agents, a Google Business Profile, previously known as Google My Business (GMB), is a great way to rank organically when people are looking for your services.

What is Google a Google Business Profile?

A Google Business Profile is a free and easy to use tool by Google that helps businesses manage their online presence. It allows you to create and update business information, appear on Google Maps, collect customer reviews, share photos and posts, access analytics, enable messaging, answer questions, and integrate booking services. It’s a vital tool for enhancing local visibility, building trust, and connecting with customers, particularly for businesses targeting local audiences.

How a Google Business Profile can Bring Business to Independent Insurance Agents

When it comes to acquiring leads, there are a few mainstream channels:

  1. Hosting events
  2. Running ads
  3. Buying leads
  4. Referrals
  5. Organic search results

Let’s focus on the last one – organic search results. 

What does “organic search results” mean?

When you type in an inquiry to a web browser’s search bar, there are millions of results that are displayed. The ones that don’t have a “sponsored” label on them are organic.

Google Sponsored Ad ExampleSponsored Label Example

Let’s take the case below with a search for “independent insurance agent for medicare los angeles”. This is rather specific, and yet there are still over 11 million results that appear for that search query.

SERP Example


Google Organic Search Results Example

The ones on the top —,, etc. — are websites that are coming up under an organic search:

There is a lot of work to get a website to rank in the displayed results above.

However, if you keep scrolling, you will notice a map with a few companies listed underneath. Sometimes this map and/or company profiles appear on the side of the search results.

Google Business Search Results

In any event, this is the potential benefit of having a beefy Google Business profile – your business can be one of those listed in the local search engine results.

You can follow the general set-up instructions here: You will need to set up a Google account log-in if you don’t already have one.

Key Factors Independent Insurance Agents Should Include in a Google Business Profile

Setting up a Google Business profile isn’t enough though. You need to include as many details as you can. Let’s look at a few key sections:


Make sure you enter as many company details as you can – business name, phone number, website, business hours etc.

Many independent agents are under the impression that you can only have this type of profile if you have a store front or physical location for customers to come to. This is not true! Here’s a screenshot from a Google Business profile that shows the back-end setting option for this:

Google Business Setup

Be sure to include your service areas though so Google can display your results in the most appropriate searches. Your service area can be states, cities, counties, and even zip codes.


Under services, you will have the option to select specific categories. These must be chosen from the dropdown options. Choose the one that best fits your business. “Insurance broker” is in there though, so hurray!

Insurance Broker category

Once you have selected a category, you can add services under each category. There will be some listed by default, however if what you want isn’t there, you have the option to “Add custom service”. Deciding what to call those custom services is going to take some keyword research on your part, but here’s a jumpstart:

  • Medicare Supplements
  • Medicare Advantage
  • Turning 65
  • Annual Enrollment Period


You need them! They help get your Google Business profile ranked. Ask people for them. Draft an email to clients and include a link for them to leave a review. To find your “Share review form”, go to “Home” on the left toolbar. Halfway down you will see this:

Google Business Review

Don’t forget to reply to each review that you get. Google likes that.


Load up a few images from events you have hosted. Other ideas are images of you. You can even upload videos. Don’t have anything to start with? Utilize some stock photos. Remember, you want to be relevant to your target audience.


This is one of the most important features Independent Insurance Brokers can consistently leverage on Google Business.

Post information about your industry:

  • Blog posts with excerpt and link
  • FAQs
  • Event promotions
  • Links to a page on your website

Include an image if you can.

Note, posts expire after 6 months so make this a regular habit. Remember to incorporate keywords that prospects will be searching by.

How much does it cost to set up a Google Business Profile?

Just your time. This is something that Google puts out for free.

Need additional support?

Let us help you create a killer Google Business profile that brings you leads. We’re here to support you in every way we can.


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