If you work on growth or SEO for an insurance brand that is not State Farm, you have probably typed your own category into ChatGPT and watched it recommend seven companies, none of them yours. The instinct after that is to go rewrite a landing page. That is almost always the wrong first move, because you have not measured anything yet. You do not know which questions you lose, which engines you lose them on, or which sources those engines are actually reading.
This is a measurement problem before it is a content problem. Here is how to instrument it.
What the data says you are up against
Geology ran the version of this test that most teams never get around to. In its June 2026 insurance study, 100 insurance buyer prompts went through ChatGPT, Perplexity, Gemini, and Google AI Overviews, tracking 15 insurers. Incumbents took 78 to 82 percent of insurer mentions on ChatGPT, Perplexity, and Gemini, and 66 percent on the more balanced Google AI Overviews.
Two details from that study are the ones you will build your measurement around:
