What is InsuranceAgency schema?
InsuranceAgency is a schema.org type, a subtype of FinancialService and LocalBusiness, used to describe an insurance agency with its name, address, phone, hours, area served and the types of insurance it offers.
It sits on the home page or each office page and helps Google match the website with the agency's Business Profile.
You can add areaServed, licence details in description, and links to coverage pages to show what the agency sells.
InsuranceAgency schema properties
| Property | Example |
|---|---|
| @type | InsuranceAgency |
| name, url, logo | Agency name and branding |
| address, geo, telephone | Each office location |
| areaServed | States, provinces or cities you are licensed in |
| openingHoursSpecification | Office hours |
| makesOffer or hasOfferCatalog | Home, auto, life, business insurance |
| sameAs | Directory and social profiles |
How agencies should use it
- 1Add one block per office page.
- 2Match details exactly to each Business Profile.
- 3List cover types offered, linking to coverage pages.
- 4Add agent Person markup on agent bio pages with worksFor.
- 5Validate the markup after updates.
InsuranceAgency schema example
{
"@context": "https://schema.org",
"@type": "InsuranceAgency",
"name": "Example Insurance Group",
"address": { "@type": "PostalAddress", "addressLocality": "Austin", "addressRegion": "TX", "addressCountry": "US" },
"telephone": "+1 512 000 0000",
"areaServed": "Austin, TX"
}InsuranceAgency SEO tips
One page per line of cover
Separate pages for auto, home, life and business insurance match how people search.
Show licences
Display licence numbers and carriers represented to build trust.
Local pages for each office
Each office needs its own page, profile and schema block.
InsuranceAgency schema for independent agents
Independent agencies that represent several carriers can use InsuranceAgency markup on each office page and list the lines of cover they offer on the visible page. Keep licence details and carrier lists up to date, since customers and regulators both check them.
InsuranceAgency schema and reviews
Reviews strongly influence which agency a customer calls. Ask satisfied clients for Google reviews, reply to each one and show selected testimonials on your site where your regulator allows. Schema describes the agency, but reviews win the click.
InsuranceAgency schema step by step
- 1Use InsuranceAgency for each agency office.
- 2Add name, address, phone, URL and geo coordinates.
- 3Add opening hours and areaServed.
- 4Describe lines of cover in page text and markup.
- 5Link agents with Person markup and worksFor.
- 6Add sameAs links to the Google profile and carrier agent locator pages.
- 7Test with the Rich Results Test.
Agency pages that support schema
Schema works when the page shows the same facts. Each office page should list the agency name, address, hours, lines of cover, carriers represented, licensed agents and how to get a quote. Local details, such as common regional risks like hail, wildfire or flooding, make the page useful and unique.
Keep the name and phone identical across the website, Google profile, carrier locators and directories. Mismatched details are common for agencies that changed carriers or merged, and they confuse both customers and search engines.
Key InsuranceAgency properties
name and address
The agency name as licensed and the office address customers visit.
telephone and url
The main office phone and the page URL for that office.
openingHoursSpecification
Office hours, including Saturday hours or appointment only times.
InsuranceAgency schema checklist
- 1One block per office page.
- 2Details match the Google profile.
- 3Lines of cover listed accurately.
- 4Agents linked with Person markup.
- 5Markup tested after site changes.
Agency markup and carrier changes
When an agency adds or drops carriers, update the page text, schema and Google profile together. Old carrier names left in markup can mislead customers and AI answers.
Why InsuranceAgency schema matters for SEO
It strengthens local signals for map pack searches like "insurance agent near me".
It gives AI tools clear facts about your agency.
How InsuranceAgency schema works
InsuranceAgency markup covers three areas.
Identity
name, logo, url, sameAs profiles.
Location
address, geo, telephone, openingHours, areaServed.
Offering
hasOfferCatalog or makesOffer listing cover types.
A three office agency adds InsuranceAgency schema to each office page with its own address and hours. Each office now shows correctly in local results.
InsuranceAgency schema checklist
- ✓Use one block per office
- ✓Match NAP to the Business Profile
- ✓Add areaServed
- ✓List cover types offered
- ✓Link to social and directory profiles
- ✓Validate the markup
Common InsuranceAgency schema mistakes
One block for all offices
Locations get mixed up.
Wrong type
Generic Organization misses local signals.
Mismatched hours
Confuses searchers.
No validation
Errors go unnoticed.
InsuranceAgency schema FAQs
What is InsuranceAgency schema?
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Schema.org markup that describes an insurance agency and its location.
Where should I add it?
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On the home page and on each office location page.
Can I list cover types?
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Yes, using makesOffer or hasOfferCatalog.
Should captive agents use InsuranceAgency schema?
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Yes, for their own office page, while following the carrier's brand rules.
Can InsuranceAgency schema list languages spoken?
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Yes. Use knowsLanguage to show languages your agents speak, which helps customers who prefer to buy cover in their own language.
Can insurance agencies ask for reviews?
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Usually yes, without offering incentives, and within your regulator's rules.
Does InsuranceAgency schema help with carrier locators?
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Not directly. Carrier locators use their own data. Keep your details consistent there so search engines see the same information everywhere.
Does InsuranceAgency schema help AI answers?
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Clear, consistent agency details help AI tools describe your agency correctly when people ask for local insurance agents.
Is InsuranceAgency a LocalBusiness?
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Yes, it is a subtype of both LocalBusiness and FinancialService.
Does it help local SEO?
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It supports local signals and consistency with your Business Profile.
How do I test it?
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Use the Schema Markup Validator or Rich Results Test.
Should InsuranceAgency schema include licence numbers?
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Showing licence numbers in page text is often required in insurance advertising. You can also add them as identifiers in markup, keeping them consistent with state records.
What schema type fits a broker?
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InsuranceAgency is the closest fit for brokers and agencies.
Should each agent have their own page?
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Yes, if they serve clients directly; it helps name searches.
Should online only insurance brokers use InsuranceAgency schema?
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They can use it with areaServed and no public address if customers do not visit, or Organization markup if they operate nationally.
Should multi office agencies share one schema block?
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No. Give each office its own page and markup so every location is described accurately.