Understanding the Right Schema Markup for Service-Area Insurance Agencies: LocalBusiness or InsuranceAgency?
Implementing structured data through schema markup is an essential step to enhance your website’s visibility in search engine results. However, when it comes to service-area businesses—particularly insurance agencies that do not maintain a traditional brick-and-mortar storefront—the choice of schema type can be confusing. Should you use “LocalBusiness” or “InsuranceAgency”? Let’s explore this question to help you make an informed decision.
The Challenge of Schema Selection for Service-Area Businesses
Many insurance professionals operate without a physical office that clients can visit, conducting face-to-face meetings at clients’ locations or virtually. While they serve a defined geographic area, they may not have a physical address listed on their website. This scenario often raises questions about the most appropriate schema type to use for search optimization.
Common Recommendations and Conflicting Advice
Some SEO experts suggest using “@type”: “LocalBusiness” because it is a broad category that encompasses many service businesses operating within specific areas, regardless of a physical storefront. Conversely, others advocate for “@type”: “InsuranceAgency,” which is a more specific schema tailored for insurance providers, potentially providing clearer context to search engines.
Best Practices for Insurance Agencies Without a Physical Storefront
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Use of “InsuranceAgency” Schema
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Specificity: Since your business specifically offers insurance services, “InsuranceAgency” accurately describes your operations.
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Service Area Specification: In the schema, you can define your geographic coverage using the “areasCovered” property, which informs search engines of your service locations without requiring a physical address.
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Incorporating the “LocalBusiness” Schema
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Broader Context: If your website also includes additional local information or if you prefer a more general approach, “LocalBusiness” can be appropriate.
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Supplements: You can combine “LocalBusiness” with other schemas or properties to specify your industry and service area.
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Addresses and Contact Information
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Omitting Physical Address: If you do not wish to display or list a physical address, ensure that the schema does not include an “address” property, but still mentions service areas.
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Contact Points: You can include contact details such as phone number and email to reinforce your local presence.
Recommendations Based on Industry Practice
In the insurance industry and based on best practice guidelines from search engines like Google, using the “InsuranceAgency” schema is generally preferable for insurance service providers. It provides more precise context and can improve local SEO