Google My Business (GMB), now part of Google Business Profile, is a powerful tool for local businesses to enhance their online visibility. One of its most valuable features is GMB Insights, a comprehensive analytics tool that offers valuable data about how customers find and interact with your business listing. Effectively using GMB Insights can help you refine your local marketing strategy, improve customer engagement, and ultimately drive more business.
This guide will walk you through the key GMB Insights metrics and how to use them to achieve local success.
Understanding GMB Insights Metrics
1. How Customers Find You
This section reveals how people discover your business:
Direct Searches: Customers who search for your business name or address directly.
Discovery Searches: Customers who find your business by searching for a category, product, or service (e.g., “coffee shop near me”).
Branded Searches: Customers who find your business through brand-related keywords.
How to Use It:
Monitor changes in discovery searches to gauge the effectiveness of your SEO and local advertising efforts. An increase indicates your visibility is improving for broader search terms.
2. Where Customers View Your Business
This metric breaks down views across different Google services:
Search Views: Number of times your business appears in Google search results.
Maps Views: Number of times customers see your business on Google Maps.
How to Use It:
If Maps views are low, consider optimizing your profile with location-specific keywords. For instance, adding landmarks or neighborhood names can improve your ranking in Maps results.
Customer Interaction Metrics
3. Actions Taken on Your Listing
This includes the number of times customers:
Visit your website from the GMB profile.
Request directions to your business.
Call your business directly from the listing.
How to Use It:
Track these actions to understand customer behavior. For example, a high number of direction requests may indicate strong interest in physical visits. If website visits are low, consider improving your GMB profile with better images, posts, or a more compelling business description.
4. Phone Call Data
This section shows the number of calls received through GMB, including specific times and days.
How to Use It:
Identify peak call times and ensure your staff is ready to handle increased inquiries during those periods. This insight can also help you refine your operating hours or run time-sensitive promotions.
Photo and Review Insights
5. Photo Views and Photo Quantity
GMB shows how often your photos are viewed compared to those of competitors.
How to Use It:
High-quality photos are crucial. If your photo views are low, upload new images showcasing different aspects of your business, like product offerings, interior views, or staff interactions. Regularly updating photos can improve engagement.
6. Review Analytics
While GMB Insights doesn’t provide detailed review data, customer feedback is essential. Positive reviews improve your ranking and attract new customers.
How to Use It:
Respond to reviews promptly and thoughtfully. Use positive feedback in marketing materials and address any negative reviews constructively to show potential customers that you value their input.
Leveraging GMB Insights for Local SEO
Optimize Your GMB Profile:
Ensure your business information is accurate and up-to-date, including your address, phone number, business hours, and services. Use relevant keywords naturally in your description.
Encourage Engagement:
Regularly post updates, offers, and events to keep your profile active.
Encourage satisfied customers to leave reviews.
Monitor and Adapt:
Regularly review your GMB Insights to track performance and identify trends. Adjust your strategy based on what works. For example, if most of your traffic comes from mobile searches, ensure your website is mobile-friendly.
GMB Insights and Analytics offer a wealth of data that can help you understand your audience and improve your local marketing efforts. By tracking key metrics—such as search visibility, customer actions, and photo engagement—you can make data-driven decisions that enhance your online presence and attract more customers. Regularly monitoring and optimizing your Google Business Profile will ensure you stay competitive in the local market, driving long-term success.
