Michigan
United StatesNEXT Insurance leads the organic results in Michigan. Progressive Commercial is cited most in AI answers. They are different brands, which is true in most geographies we measure. An AI Overview appeared on 68.4% of the 19 searches tracked here, citing an average of 3 sources.
| # | Carrier | Visibility index |
|---|---|---|
| 01 | NEXT Insurance | 100 |
| 02 | Progressive Commercial | 84.7 |
| 03 | Sentry Insurance | 56.3 |
| 04 | GEICO | 50 |
| 05 | The Hartford | 26.1 |
| 06 | AmTrust | 24.1 |
| 07 | Thimble | 12.1 |
| 08 | Insurance for Nonprofits | 7.5 |
| 09 | Travelers | 6 |
| 10 | Liberty Mutual | 6 |
| # | Carrier | Share of carrier citations |
|---|---|---|
| 01 | Progressive Commercial | 33.3% |
| 02 | GEICO | 13.3% |
| 03 | NEXT Insurance | 13.3% |
| 04 | Sentry Insurance | 13.3% |
| 05 | The Hartford | 13.3% |
| 06 | Thimble | 6.7% |
| 07 | US Assure | 6.7% |
| # | Source type | Share of citations |
|---|---|---|
| 01 | carrier | 38.5% |
| 02 | agency | 15.4% |
| 03 | aggregator | 12.8% |
| 04 | forum | 12.8% |
| 05 | unknown | 10.3% |
| 06 | association | 5.1% |
| 07 | publisher | 5.1% |
| # | Carrier | Share of mentions |
|---|---|---|
| 01 | GEICO | 20% |
| 02 | NEXT Insurance | 16% |
| 03 | Progressive | 12% |
| 04 | Progressive Commercial | 12% |
| 05 | The Hartford | 12% |
| 06 | Sentry Insurance | 8% |
| 07 | Farmers | 4% |
| 08 | Nationwide | 4% |
| 09 | Thimble | 4% |
| 10 | Travelers | 4% |
Being described in the answer and being cited as a source are different things.
| Search intent | Returned an AI Overview |
|---|---|
| unclassified | 68.4% |
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 | Grand Rapids | West Michigan Insurance, Inc. | 33.3% | 8 | 4.9 |
| 02 | Lansing | L.A. Insurance | 25% | 9 | 4.5 |
| 03 | Detroit | L.A. Insurance | 29.6% | 10 | 4.9 |
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 38.5% of cited sources and comparison sites are 12.8%.
| # | Source | Type | Share of citations |
|---|---|---|---|
| 01 | Progressive Commercial progressivecommercial.com | Insurers | 12.8% |
| 02 | YouTube youtube.com | Forums | 12.8% |
| 03 | GEICO geico.com | Insurers | 5.1% |
| 04 | NerdWallet nerdwallet.com | Comparison sites | 5.1% |
| 05 | NEXT Insurance nextinsurance.com | Insurers | 5.1% |
| 06 | Sentry Insurance sentry.com | Insurers | 5.1% |
| 07 | The Hartford thehartford.com | Insurers | 5.1% |
| 08 | Associated Hair Professionals associatedhairprofessionals.com | Associations | 2.6% |
| 09 | Commercial Carrier Journal ccjdigital.com | Publishers | 2.6% |
| 10 | Gallagher Small Business gallaghersmallbusiness.com | Agencies | 2.6% |
| 11 | Gym Insurance gyminsurance.com | Comparison sites | 2.6% |
| 12 | Insurance Conference of Youth Organizations icoyouth.org | Associations | 2.6% |
| 13 | InSocial RA insocialra.com | unknown | 2.6% |
| 14 | intacadvisory.com intacadvisory.com | unknown | 2.6% |
| 15 | Knoxville Insurance Store knoxvilleinsurancestore.com | Agencies | 2.6% |
| 16 | mmanorthwest.com mmanorthwest.com | unknown | 2.6% |
| 17 | Neill Insurance neillinsurance.com | Agencies | 2.6% |
| 18 | Simply Business simplybusiness.com | Comparison sites | 2.6% |
| 19 | Soma Insurance somainsure.com | Agencies | 2.6% |
| 20 | Thimble thimble.com | Insurers | 2.6% |
| 21 | Tower Street Insurance towerstreetinsurance.com | Agencies | 2.6% |
| 22 | Truckwriters truckwriters.com | Agencies | 2.6% |
| 23 | tryplayground.com tryplayground.com | unknown | 2.6% |
| 24 | Turf Magazine turfmagazine.com | Publishers | 2.6% |
| 25 | US Assure usassure.com | Insurers | 2.6% |
| 26 | Zensurance zensurance.com | Comparison sites | 2.6% |
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 November 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.