Google My Business is a great marketing tool when used correctly.
We are a big believer that Google My Business can be the biggest referrer of visitors, traffic, calls and leads to any local business if it is managed correctly. One of the most effective ways to boost your visibility in local search results and engage with your audience is through the management of your GMB profile. Understanding how to leverage GMB analytics and insights can be a game-changer for any local business. In this article from CTO Digital, we’ll explore the actionable insights you can gain from GMB analytics and how to use them to improve your online presence and drive real-world results.
Understanding GMB Analytics
Google My Business provides a wealth of data and insights about how your business appears in Google Search and Maps. These analytics help you understand your online performance, customer interactions, and areas for improvement. To access GMB analytics, log in to your GMB account and click on the “Insights” tab. Here are some key metrics and insights you’ll find:
GMB analytics reveals the search terms customers used to find your business. This insight can help you understand what keywords and phrases are driving traffic to your listing. Analyse these queries to identify opportunities to optimise your GMB profile and website content.
Actionable Tip: Incorporate high-performing keywords into your GMB profile and website content to improve your visibility in local search results.
You can track the actions customers take when they interact with your GMB listing. This includes clicking to call your business, requesting directions, and visiting your website. Understanding these actions can help you tailor your GMB strategy.
Actionable Tip: Focus on optimising your website for mobile devices and ensure that your contact information is easily accessible.
GMB analytics also provides data on the number of photos associated with your listing and how often they’re viewed. Engaging visuals can significantly impact a potential customer’s decision.
Actionable Tip: Regularly update and add high-quality photos to your GMB profile, showcasing your products, services, and the overall ambiance of your business.
GMB analytics offers insights into the age, gender, and location of your audience. Understanding your customer demographics can help you tailor your marketing efforts more effectively.
Actionable Tip: Use this data to refine your targeting for online advertising campaigns and create content that resonates with your specific audience.
Knowing when customers are most likely to visit your business can help you optimise your operational hours and staffing.
Actionable Tip: Adjust your business hours to match peak visitation times, ensuring you’re available when your customers need you.
GMB analytics also allows you to compare your performance with that of competitors. This competitive data can be invaluable for benchmarking and strategy development.
Actionable Tip: Study your competitors’ GMB profiles to identify areas where you can differentiate and stand out.
Taking Action Based on GMB Analytics
Now that you understand the insights available through GMB analytics, let’s delve into actionable steps you can take to improve your online presence and drive tangible results:
Optimise Your GMB Profile
Use the search queries data to identify relevant keywords and phrases. Ensure that your GMB profile is complete and up-to-date, including accurate business information, images, and categories. Craft a compelling business description that incorporates high-performing keywords.
Actionable Tip: Regularly review your GMB profile and make updates as needed to keep it fresh and informative.
Enhance Customer Experience
Analyse customer actions to improve their experience. Make sure your website is mobile-responsive, and your contact information is prominently displayed. Respond promptly to customer inquiries and reviews on your GMB listing to build trust and engagement.
Actionable Tip: Set up messaging options on your GMB listing to facilitate direct communication with potential customers.
Leverage the photo engagement data to curate an appealing visual story of your business. High-quality, professionally shot photos can create a lasting impression on potential customers.
Actionable Tip: Invest in professional photography or hire a local photographer to capture the essence of your business.
Utilise customer demographics data to refine your marketing campaigns. Tailor your messaging and advertising efforts to resonate with your target audience’s age, gender, and location.
Actionable Tip: Create personalised ad campaigns that address the specific needs and preferences of different customer segments.
Optimise Operational Hours
Based on the popular times data, adjust your business hours to match peak visitation periods. Ensure that you have adequate staffing during these times to provide the best customer experience.
Actionable Tip: Use scheduling software to streamline staffing and operations management.
Continuously monitor your competitors’ GMB profiles and marketing strategies. Identify gaps and opportunities to differentiate your business and gain a competitive edge.
Actionable Tip: Implement A/B testing to assess the effectiveness of different GMB strategies and refine your approach over time.
To evaluate the impact of your actions based on GMB analytics, you need to establish clear key performance indicators (KPIs) and track them over time. Here are some essential KPIs to consider:
Increased Impressions: Monitor the number of times your GMB listing appears in search results.
Improved Click-Through Rate (CTR): Track the percentage of users who click on your listing after viewing it.
Higher Conversion Rate: Measure the rate at which users take desired actions, such as calling your business or requesting directions.
Positive Reviews: Monitor the quantity and quality of customer reviews on your GMB listing.
Website Traffic: Analyse the traffic coming from your GMB listing to your website.
Sales or Bookings: If applicable, track the increase in sales or bookings attributed to your GMB efforts.
Local Pack Ranking: Assess your position in the local pack (the map and business listings displayed prominently in local search results).
By regularly reviewing these KPIs, you can gauge the effectiveness of your GMB strategy and make data-driven adjustments as needed.
Making The Most of GMB
Google My Business analytics provides digital marketing enthusiasts like CTO Digital with a treasure trove of data to enhance their online presence and drive real-world results. By understanding and acting upon the insights offered by GMB analytics, you can optimise your GMB profile, engage with your audience effectively, and outperform your competitors in the local search landscape. Remember that success in digital marketing requires a commitment to ongoing analysis and improvement, so make GMB analytics an integral part of your strategy. With the right approach, your business can thrive in the digital age and continue to go above and beyond for your clients. If you didn’t catch it, we recently written an article on GMB suspension. If your GMB has been suspended, then you may find this article interesting.