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.
The 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
AnalysisWhy Your Insurance Agency's AI Employee Doesn't Remember Your Clients
GoHighLevel's AI Employee bundles six separate AI products for $50 to $97 a month per location, and none are documented to share memory. By August 2026, 26 states and D.C. had adopted the NAIC's AI accountability bulletin. The mechanism, sourced live from HighLevel and the NAIC, and the fix.
Sep 17, 2026
ExplainerWill Google Penalize Your Agency's AI-Written Blog?
Google's own spam policy names generative AI directly, but not for being AI. Scaled content abuse is the actual trigger, and only 8.29% of agencies use AI with any real process behind it. Sourced live from Google's spam policy, helpful content guidance, and the Big "I" ACT 2026 Tech Trends Report.
Sep 16, 2026
AnalysisWhy Your Agency's Virtual Assistant Never Signed a HIPAA BAA
A VA who touches a Medicare or ACA client's health details is a HIPAA business associate under federal law, whether anyone put it in writing or not. Business associates are now tied to 43 percent of reported healthcare breaches. What the rule actually requires, sourced live from 45 CFR, 42 CFR, and the NAIC.
Sep 15, 2026
ExplainerWhy Your Insurance Agency's Reviews Show No Stars in Google
Adding review schema to your homepage feels like the fix for missing star ratings, but Google's own policy makes self-reviewed pages ineligible for the star rich result. Where stars actually come from, and what to fix instead, sourced live from Google, BrightLocal, and Whitespark.
Sep 14, 2026
ExplainerWhy Your AI-Written Medicare Ad Might Violate CMS Rules
CMS requires exact disclaimer wording on Medicare marketing and bans misleading claims like "the best plan." ChatGPT doesn't know that rule, and the liability lands on the agent, not the AI tool, sourced from the current federal regulation.
Sep 13, 2026
AnalysisTexas ACA Premiums Jump Again for 2027, Insurers Exit
Texas ACA premiums are rising 13 to 31 percent for 2027, Cigna and Baylor Scott & White are leaving the marketplace, and Open Enrollment is a fixed 76 days. What agents should prepare before renewal notices land, sourced live from KFF, ACA Signups, and CMS.
Sep 12, 2026
AnalysisCMS Just Killed the 48-Hour Scope of Appointment Wait
CMS eliminated the mandatory 48-hour wait between a signed Scope of Appointment and a Medicare sales pitch, effective October 1, 2026, weeks before AEP. What changed, sourced live, and how to keep your booking process from being the new bottleneck.
Sep 11, 2026
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