Google Reviews and Your SEO: What You Need to Know Business owners face many challenges as they strive to connect with a steady stream of new customers. Insurance agencies experience the same challenges, which is further complicated by a highly competitive marketplace. The practice of search engine optimization (SEO) attempts to position company websites at or near the top of search results, helping a given company stand out from its competitors. The concept of local search in insurance SEO has ushered in new strategies and factors, including the importance of customer reviews on Google. Google reviews have the potential to positively influence search rankings, and agency owners need to know how to best leverage this exciting new capability. In this guide, we’ll show you how.