Missouri
United StatesLiberty Mutual leads both the organic results and the AI citations in Missouri, which is unusual: it is the less common of the two outcomes. An AI Overview appeared on 86.7% of the 15 searches tracked here, citing an average of 4.9 sources.
| # | Carrier | Visibility index |
|---|---|---|
| 01 | Liberty Mutual | 100 |
| 02 | Allstate | 59.1 |
| 03 | Progressive | 38.6 |
| 04 | Hippo | 29.5 |
| 05 | Farmers | 27.3 |
| 06 | GEICO | 26.4 |
| 07 | Nationwide | 14.5 |
| 08 | State Farm | 13.6 |
| 09 | NJM | 9.1 |
| 10 | Travelers | 6.6 |
| # | Carrier | Share of carrier citations |
|---|---|---|
| 01 | Liberty Mutual | 21.2% |
| 02 | Progressive | 15.2% |
| 03 | Allstate | 12.1% |
| 04 | Kin Insurance | 6.1% |
| 05 | Nationwide | 6.1% |
| 06 | State Farm | 6.1% |
| 07 | Travelers | 6.1% |
| 08 | USAA | 6.1% |
| 09 | Farm Bureau Financial Services | 3% |
| 10 | Farmers | 3% |
| # | Source type | Share of citations |
|---|---|---|
| 01 | carrier | 51.6% |
| 02 | aggregator | 12.5% |
| 03 | forum | 12.5% |
| 04 | publisher | 7.8% |
| 05 | social | 7.8% |
| 06 | unknown | 3.1% |
| 07 | agency | 1.6% |
| 08 | financial institution | 1.6% |
| 09 | regulator | 1.6% |
| # | Carrier | Share of mentions |
|---|---|---|
| 01 | USAA | 11.3% |
| 02 | Allstate | 9.7% |
| 03 | Liberty Mutual | 9.7% |
| 04 | Progressive | 9.7% |
| 05 | State Farm | 9.7% |
| 06 | Nationwide | 8.1% |
| 07 | GEICO | 6.5% |
| 08 | Lemonade | 6.5% |
| 09 | Travelers | 6.5% |
| 10 | Amica | 4.8% |
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 | 0% |
Public boards list national carriers and aggregate the rest. We will run your brand against this exact query set in Missouri and send you all three scores.
| # | Metro | Leading business | Share of slots | Businesses | Rating |
|---|---|---|---|---|---|
| 01 | Kansas City | Kansas City Auto Insurance | 19.4% | 12 | 5 |
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 Missouri, insurers are 51.6% of cited sources and comparison sites are 12.5%.
| # | Source | Type | Share of citations |
|---|---|---|---|
| 01 | YouTube youtube.com | Forums | 12.5% |
| 02 | Liberty Mutual libertymutual.com | Insurers | 10.9% |
| 03 | Progressive progressive.com | Insurers | 7.8% |
| 04 | Allstate allstate.com | Insurers | 6.2% |
| 05 | Facebook facebook.com | Social | 6.2% |
| 06 | NerdWallet nerdwallet.com | Comparison sites | 6.2% |
| 07 | US News usnews.com | Publishers | 4.7% |
| 08 | Kin Insurance kin.com | Insurers | 3.1% |
| 09 | Nationwide nationwide.com | Insurers | 3.1% |
| 10 | State Farm statefarm.com | Insurers | 3.1% |
| 11 | Travelers travelers.com | Insurers | 3.1% |
| 12 | USAA usaa.com | Insurers | 3.1% |
| 13 | Allied Insurance alliedpa.com | Agencies | 1.6% |
| 14 | Bravera Bank bravera.bank | Banks | 1.6% |
| 15 | CNBC cnbc.com | Publishers | 1.6% |
| 16 | South Carolina DOI doi.sc.gov | Regulators | 1.6% |
| 17 | Farmers farmers.com | Insurers | 1.6% |
| 18 | Farm Bureau Financial Services fbfs.com | Insurers | 1.6% |
| 19 | GEICO geico.com | Insurers | 1.6% |
| 20 | Grange Insurance grangeinsurance.com | Insurers | 1.6% |
| 21 | Hippo hippo.com | Insurers | 1.6% |
| 22 | Insurance.com insurance.com | Comparison sites | 1.6% |
| 23 | InsuranceQuotes insurancequotes.com | Comparison sites | 1.6% |
| 24 | LinkedIn linkedin.com | Social | 1.6% |
| 25 | loggerhead.insurance loggerhead.insurance | unknown | 1.6% |
| 26 | AM Best news.ambest.com | Publishers | 1.6% |
| 27 | Policygenius policygenius.com | Comparison sites | 1.6% |
| 28 | The Zebra thezebra.com | Comparison sites | 1.6% |
| 29 | TruStage trustage.com | Insurers | 1.6% |
| 30 | unionplus.org unionplus.org | unknown | 1.6% |
| 31 | Universal Property universalproperty.com | Insurers | 1.6% |
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 Missouri leader, share of sources cited in AI Overviews, share of answers naming a carrier, and Local Pack presence. The first three use the same 15 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.