The Playbook
The Playbook: AEO, AI, and compliance for insurance agencies.
Build guides, explainers, analysis, and original research for insurance agencies. Every post is anchored to named data and written to be cited by AI engines. The badge on each card tells you which kind it is, and every build guide is collected on one page.
Why Your Agency's Spanish Page Never Gets Cited by AI
Latino consumers are now 29.4% of HealthCare.gov plan selections, up from 20.4% in 2020, and Texas and Florida alone hold more than 18 million Hispanic residents. A 3.25 billion citation study shows AI treats a Spanish query as its own source pool, not a translation. Sourced live from ASPE, Census, Profound, and Google.
Sep 26, 2026
Why ChatGPT Never Names Your Agency for Annuities
Annuity sales hit a record $464.1 billion in 2025, and 79% of American adults still can't define the product. The vertical almost no agency site answers, sourced live from LIMRA, Policygenius, and NAIC.
Sep 25, 2026
AnalysisYour Medicare Website's TPMO Disclaimer Changed for 2027
CMS removed the SHIP reference from the required Medicare TPMO disclaimer and changed when it must be given, effective for CY2027 materials on October 1, 2026. What every agency website, funnel, and script needs to fix before AEP, sourced live from CMS and the federal regulation.
Sep 24, 2026
AnalysisThe Medicare Drug Cost Cap Just Jumped to $2,400 for 2027
CMS finalized the 2027 Part D deductible at $700 and the out-of-pocket cap at $2,400, up from $615 and $2,100. What a static agency cost calculator misses, and what a live one built from one source of truth catches before AEP opens. Sourced live from Medicare.gov, CMS, and KFF.
Sep 23, 2026
ExplainerYour Google Business Profile Is Feeding AI the Wrong Info
Google's own documentation names Business Profile and Merchant Center as inputs to its AI answers, and says the data is compiled from four sources, not just what you typed. Whitespark scores primary category the No. 1 local ranking factor. Sourced live from Google, Whitespark, BrightLocal, and Ahrefs.
Sep 22, 2026
AnalysisRanking Isn't What Gets Insurance Agencies Cited by AI
Ahrefs found only 38% of AI Overview citations rank in Google's top 10, down from 76% a year ago. Conductor found the same pattern in insurance search specifically, and the biggest named brand holds under 3% of citations. Sourced live from Ahrefs, Conductor, and Google Search Central.
Sep 21, 2026
GuideWhat an AI-Built Insurance Website Actually Costs to Run
An agent paid $500 in AI fees for a 15 page site. The same build cost about $3 on a flat plan. Where the markup hides in per call billing, the four rules that keep it off your card, and how the inexpensive build is actually assembled.
Sep 21, 2026
GuideThe Pre-Publish Checklist for an Insurance Website
The gate we run on every page before it goes live: schema, sourcing, agent readiness, compliance, accessibility and speed. Hand the page to an AI coding assistant and it builds you the audit tool that checks your own site.
Sep 21, 2026
GuidePublish a Carrier Network Change the Same Day It Breaks
When a hospital system and a carrier split, a few thousand local people search the same worried question within 72 hours. The five step workflow, the post structure, and the compliance guardrails that keep a fast post accurate.
Sep 21, 2026
GuideWhat Thousands of County Pages Actually Cost to Run
The real monthly cost of running thousands of data backed local pages, why the hosting line is nearly zero and the data line is not, and the four step order that keeps this from becoming thousands of pages nobody should have published.
Sep 21, 2026
AnalysisYour Agency's New AI Agent Never Signed a HIPAA BAA
Claude for Small Business, launched May 13, 2026, runs inside Claude Cowork and connects to QuickBooks, HubSpot, and Google Workspace. Anthropic's own BAA documentation names Claude Cowork directly as excluded from coverage. Sourced live from Anthropic, 45 CFR 160.103, and the Big "I" ACT 2026 Tech Trends Report.
Sep 20, 2026
AnalysisSearch Console Will Show You Your AI Overviews Impressions. It Still Won't Show You the Clicks.
Google's Generative AI performance report reached every Search Console property worldwide by August 31, 2026, and shows impressions, pages, countries, and devices, nothing about clicks, CTR, or queries. Meanwhile Ahrefs found AI Overviews now cut the top page's click-through rate by 58 percent. Sourced live from Google, Ahrefs, and SparkToro.
Sep 18, 2026
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