Founded 1923, running WordPress 5.9.5
Suffolk Insurance Corporation · Suffolk, VA · audited September 1, 2026
Who they are
Hampton Roads independent agency on Market Street in Suffolk, founded in 1923 — 103 years. Member of Keystone Insurers Group. Personal lines, commercial including surety bonds and professional liability, employee benefits, plus life, health, disability, long-term care and Medicare. Appointed by Progressive and Travelers.
What we verified
Quote form and a claims and payments section, per-line pages. No blog. Single location. Running WordPress 5.9.5 with YooTheme — a 2022-era core version, several major releases out of date, which is a live security and maintenance flag as much as an SEO one.
The problem
A century-old agency with commercial, bonds, benefits and Medicare capability had no content and was running on outdated, unpatched infrastructure.
Medicare and surety bonds are both high-intent, question-heavy, answer-shaped categories — exactly what gets cited. Commercial insurance queries return an AI Overview around 63% of the time, so for the commercial book this is a citation contest, not a rankings contest. With no blog and no answer content, Suffolk was absent from it entirely, on a CMS three years behind.
Keystone Insurers Group membership is a market-access credential worth stating. It was nowhere in the positioning.
What we did
Two different fights. Local-intent insurance queries return a Local Pack 92–96% of the time. Commercial queries return an AI Overview about 63% of the time. One is a profile problem, the other is a citation problem.
- Separated the two battles, because they need opposite tactics: personal and local lines are won in the Local Pack, commercial lines are won in AI citations.
- Built line-level and city-level pages for the local book, and rebuilt the Google Business Profile against category, proximity, title and address-in-city.
- For the commercial book, went after earned mentions through LinkersPro — 84% of AI citations trace to earned media and branded web mentions out-correlate backlinks 0.664 to 0.218.
- Ran the Scriblr baseline across ChatGPT, Gemini, Perplexity and AI Overviews against a 22% category median and 44% top quartile mention rate.
- Built out carrier appointments, licensing footprint and named specialisms as structured, citable facts — an assistant recommending an agency names carriers and coverage areas, and cannot cite what is not stated.
- Wrote answer content for the categories buyers actually ask about — bonds, workers comp, coverage limits, claims process — where 29% of customers now bring AI into the journey and 42% of those go on to purchase.
How it was sequenced
Citation baseline across four assistants, GBP rebuild, page architecture and entity cleanup.
Line × city page grid shipped, carrier and licensing facts structured, first earned-mention wave.
Mention velocity sustained, citation rate compounds, freshness cycle running on line and city pages.
The numbers
These are not reported results. Suffolk Insurance Corporation's own reporting has not yet been reconciled against these rows — see how we define a target versus a result.
| Metric | Baseline | Target | Change | Scope |
|---|---|---|---|---|
| AI assistant mention rate | 4% | 19% | +15 pts | share of prompts naming the agency, across 4 assistants; 22% category median |
| Local Pack coverage on '[line] insurance [city]' | 11% | 37% | +236% | share of grid points in the top 3 |
| Non-branded quote requests | index 100 | index 190 | +90% | indexed to engagement start = 100 |
| Commercial-line enquiry share | 18% | 34% | +16 pts | share of enquiries from commercial lines |
Where these targets come from
| Published figure | What it measures | Source |
|---|---|---|
| ~63% | Share of commercial insurance queries returning an AI Overview | BrightEdge via ALM (2026) |
| 22% / 44% | AI mention rate for Fintech & Finance: median and top quartile, non-branded prompts | MaxAEO (vendor benchmark) (2026) |
| 84% | Share of AI citations tracing to earned media (25M+ links, 17 industries) | Muck Rack (2026) |
| 29% / 42% | Auto & home customers using AI somewhere in the insurance journey; share of those who then purchased | J.D. Power (2026) |
Objections this answers
- “Nobody searches for an insurance agent. They go to the comparison sites.”
The proof behind every figure
These are the raw exports Suffolk Insurance Corporation receives, and the ones any number on this page reconciles against. Ask any agency for the equivalent.
- Scriblr prompt-set exports
- Local grid screenshots
- GBP insights
- Mention log with live URLs
- Quote-request source report
Systems used
- Scriblr for AI citation tracking
- LinkersPro for earned mention acquisition
Questions about this engagement
A century-old agency with commercial, bonds, benefits and Medicare capability had no content and was running on outdated, unpatched infrastructure. Medicare and surety bonds are both high-intent, question-heavy, answer-shaped categories — exactly what gets cited. Commercial insurance queries return an AI Overview around 63% of the time, so for the commercial book this is a citation contest, not a rankings contest. With no blog and no answer content, Suffolk was absent from it entirely, on a CMS three years behind.
Audited September 2026: Quote form and a claims and payments section, per-line pages. No blog. Single location. Running WordPress 5.9.5 with YooTheme — a 2022-era core version, several major releases out of date, which is a live security and maintenance flag as much as an SEO one.
Days 0–30: Citation baseline across four assistants, GBP rebuild, page architecture and entity cleanup. Separated the two battles, because they need opposite tactics: personal and local lines are won in the Local Pack, commercial lines are won in AI citations. Built line-level and city-level pages for the local book, and rebuilt the Google Business Profile against category, proximity, title and address-in-city.
Days 0–30 — Citation baseline across four assistants, GBP rebuild, page architecture and entity cleanup. Days 31–90 — Line × city page grid shipped, carrier and licensing facts structured, first earned-mention wave. Days 91–180 — Mention velocity sustained, citation rate compounds, freshness cycle running on line and city pages.
The programme was run against four targets: AI assistant mention rate from 4% to 19% (+15 pts); Local Pack coverage on '[line] insurance [city]' from 11% to 37% (+236%); Non-branded quote requests from index 100 to index 190 (+90%); Commercial-line enquiry share from 18% to 34% (+16 pts). These are the targets the work was set and measured against, derived from the published category benchmarks cited on this page — not figures reported back from Suffolk Insurance Corporation's systems. Measured results replace them here as reporting is reconciled.
No, and any agency that guarantees a number is selling you something. Every benchmark on this page is published by a named third party with a live source link, and every figure we report is reconcilable against the raw exports listed under proof — the ad platform change history, the call recordings, and the client-side booking or policy export. That is the standard we hold ourselves to, and it is the standard you should hold any agency to.
Suffolk Insurance Corporation runs at the Essential tier — $1,500/mo, covering AI SEO. Tier is set by the number of markets, the number of service lines and the reporting cadence, not by hours. Scope is agreed before anything is committed.
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