Michigan
United StatesAllstate leads the organic results in Michigan. GEICO is cited most in AI answers. They are different brands, which is true in most geographies we measure. An AI Overview appeared on 89.5% of the 19 searches tracked here, citing an average of 6.5 sources.
| # | Carrier | Visibility index |
|---|---|---|
| 01 | Allstate | 100 |
| 02 | Liberty Mutual | 43.8 |
| 03 | GEICO | 40.3 |
| 04 | Progressive | 25.2 |
| 05 | AAA | 19.3 |
| 06 | MAPFRE | 15.1 |
| 07 | Farmers | 7.6 |
| 08 | Mercury Insurance | 7.4 |
| 09 | The General | 7.2 |
| 10 | SafeAuto | 6.3 |
| # | Carrier | Share of carrier citations |
|---|---|---|
| 01 | GEICO | 24.3% |
| 02 | Liberty Mutual | 18.9% |
| 03 | Allstate | 16.2% |
| 04 | Progressive | 13.5% |
| 05 | Nationwide | 10.8% |
| 06 | AAA | 2.7% |
| 07 | Alpha Direct | 2.7% |
| 08 | Amica | 2.7% |
| 09 | Mercury Insurance | 2.7% |
| 10 | State Farm | 2.7% |
| # | Source type | Share of citations |
|---|---|---|
| 01 | carrier | 33.6% |
| 02 | aggregator | 32.7% |
| 03 | publisher | 12.7% |
| 04 | forum | 7.3% |
| 05 | unknown | 5.5% |
| 06 | agency | 2.7% |
| 07 | search | 2.7% |
| 08 | law firm | 0.9% |
| 09 | social | 0.9% |
| 10 | software | 0.9% |
| # | Carrier | Share of mentions |
|---|---|---|
| 01 | GEICO | 20.4% |
| 02 | Progressive | 20.4% |
| 03 | Travelers | 13% |
| 04 | Allstate | 11.1% |
| 05 | Nationwide | 9.3% |
| 06 | USAA | 7.4% |
| 07 | State Farm | 5.6% |
| 08 | Amica | 3.7% |
| 09 | AAA | 1.9% |
| 10 | Erie Insurance | 1.9% |
Being described in the answer and being cited as a source are different things.
| Search intent | Returned an AI Overview |
|---|---|
| comparison | 100% |
| cost | 100% |
| informational | 100% |
| quote | 100% |
| head | 50% |
| near me | 50% |
Public boards list national carriers and aggregate the rest. We will run your brand against this exact query set in Michigan and send you all three scores.
| # | Metro | Leading business | Share of slots | Businesses | Rating |
|---|---|---|---|---|---|
| 01 | Detroit | J. Healan Baker Agency | 19.4% | 10 | 5 |
| 02 | Grand Rapids | West Michigan Insurance, Inc. | 33.3% | 7 | 4.9 |
| 03 | Lansing | Rathbun Insurance | 22.2% | 7 | 4.7 |
Near-me searches are measured per metro, not per state. Each metro has its own board.
The citation table above lists insurers only. This one lists everything the answer actually pointed at, which is a different picture: in Michigan, insurers are 33.6% of cited sources and comparison sites are 32.7%.
| # | Source | Type | Share of citations |
|---|---|---|---|
| 01 | GEICO geico.com | Insurers | 8.2% |
| 02 | Insurify insurify.com | Comparison sites | 8.2% |
| 03 | NerdWallet nerdwallet.com | Comparison sites | 8.2% |
| 04 | US News usnews.com | Publishers | 7.3% |
| 05 | Liberty Mutual libertymutual.com | Insurers | 6.4% |
| 06 | Allstate allstate.com | Insurers | 5.5% |
| 07 | The Zebra thezebra.com | Comparison sites | 5.5% |
| 08 | Progressive progressive.com | Insurers | 4.5% |
| 09 | YouTube youtube.com | Forums | 4.5% |
| 10 | Nationwide nationwide.com | Insurers | 3.6% |
| 11 | Google google.com | Search | 2.7% |
| 12 | LendingTree lendingtree.com | Comparison sites | 2.7% |
| 13 | CarInsurance.com carinsurance.com | Comparison sites | 1.8% |
| 14 | Consumer Reports consumerreports.org | Publishers | 1.8% |
| 15 | Insurance.com insurance.com | Comparison sites | 1.8% |
| 16 | Reddit reddit.com | Forums | 1.8% |
| 17 | SoFi sofi.com | Publishers | 1.8% |
| 18 | aibme.com aibme.com | unknown | 0.9% |
| 19 | A-MAX Auto Insurance amaxinsurance.com | Agencies | 0.9% |
| 20 | Amica amica.com | Insurers | 0.9% |
| 21 | Alpha Direct blog.alphadirect.co.bw | Insurers | 0.9% |
| 22 | Compare.com compare.com | Comparison sites | 0.9% |
| 23 | eInsurance einsurance.com | Comparison sites | 0.9% |
| 24 | Experian experian.com | Publishers | 0.9% |
| 25 | Facebook facebook.com | Social | 0.9% |
| 26 | Faroway faroway.ai | software | 0.9% |
| 27 | Freeway Insurance freeway.com | Agencies | 0.9% |
| 28 | Gallon Law gallonlaw.com | Law firms | 0.9% |
| 29 | howmuchtoinsure.com howmuchtoinsure.com | unknown | 0.9% |
| 30 | Insure.com insure.com | Comparison sites | 0.9% |
| 31 | Leavitt Group leavitt.com | Agencies | 0.9% |
| 32 | MarketWatch marketwatch.com | Publishers | 0.9% |
| 33 | Mercury Insurance mercuryinsurance.com | Insurers | 0.9% |
| 34 | AAA mwg.aaa.com | Insurers | 0.9% |
| 35 | negrettilaw.com negrettilaw.com | unknown | 0.9% |
| 36 | Policygenius policygenius.com | Comparison sites | 0.9% |
| 37 | Quora quora.com | Forums | 0.9% |
| 38 | repairerdrivennews.com repairerdrivennews.com | unknown | 0.9% |
| 39 | Reviews.com reviews.com | Comparison sites | 0.9% |
| 40 | State Farm statefarm.com | Insurers | 0.9% |
Types are assigned from a published list. A source we cannot classify with confidence is left unclassified rather than guessed at.
What is on this page position-weighted organic visibility indexed to the Michigan leader, share of sources cited in AI Overviews, share of answers naming a carrier, and Local Pack presence. The first three use the same 19 searches captured September 2026. Local Pack comes from a separate set of near-me searches measured per metro, joined here.
Never combined the disciplines are reported separately and are not summed. A blended score would hide the only finding that matters, which is where they disagree.
Coverage Google AI Overviews only. ChatGPT, Perplexity and Claude are separate surfaces and are not measured.