Being visible online is as important in today’s technological age as having an excellent product or service. One of the best methods for attracting customers near you is Google My Business (GMB). GMB allows your company to appear in Google Search and Google Maps, allowing customers to find you when they need you the most.
But creating your GMB profile is only the first step. To properly make the most of it, you need to understand GMB Insights, which provides information about how customers interact with your listings. These conclusions might help you plan your local marketing strategy and expand your business more effectively.
In this blog, we’ll walk you through what GMB Insights are, which metrics to track, and how to use them to improve your local marketing efforts.
What Are GMB Insights?
A feature of the Google My Business connection is GMB Insights. It provides you with useful information about how people find your business, how they interact with your listing, and what actions they take after viewing it.
You may access GMB Insights by logging into your GMB account and selecting your business. Once there, choose the “Insights” tab from the dashboard’s left side. This section displays data from the previous week, month, or quarter, depending on your preferences.
The goal of GMB Insights is to help you better understand your audience. It displays how well your listing is performing, allowing you to make informed marketing decisions based on real data.
Key GMB Metrics to Track
Understanding the right metrics is the key to using GMB Insights effectively. Here are some of the most important ones:
1. How Customers Search for Your Business
This shows how people found your business on Google.
- Direct Searches: These are customers who typed your business name or address directly.
- Discovery Searches: People who searched for a product, service, or category and found your business in the results.
- Branded Searches: Searches that include a brand related to your business.
Why it matters: If you’re getting more discovery searches, it means your business is reaching new people. If most searches are direct, you’re doing a great job with brand awareness.
2. Where Customers View Your Business on Google
This tells you where your listing is being seen on Google Search or Google Maps.
- Search Views: Appearances in regular Google search results.
- Map Views: Appearances in Google Maps results.
Why it matters: Knowing where people find you helps you decide where to focus your efforts. For example, if most views come from Maps, make sure your address and directions are accurate and clear.
3. Customer Actions
This shows what people do after they see your listing.
- Visit your website
- Request directions
- Call your business
Why it matters: These actions show real interest. If people are clicking to call you or visit your site, your listing is doing its job.
4. Photo Views and Quantity
See how many photos you’ve uploaded and how often they’re being viewed, compared to other businesses like yours.
Why it matters: Better photos can result in greater interaction and views. If you’re behind your competitors in photo views, it might be time to update your gallery.
5. Popular Times and Queries
- Popular Times: It indicates when the most people visit your business.
- Queries: Lists the search terms people use to find your business.
Why it matters: Knowing your busiest times can help you adjust your staff or run special promotions. Popular queries can guide your content and keyword strategy.
How to Use Insights to Improve Local Marketing
Now that you know what GMB Insights offers, let’s talk about how to use that data to make better marketing decisions.
1. Optimize Keywords and Content Based on Search Behavior
If you notice certain keywords appearing often in your queries, consider adding those words to your website, blog posts, and GMB description. This helps with local SEO and makes your business more likely to show up in future searches.
2. Improve Your Local SEO with Top-Performing Queries
Use high-performing search queries to guide your SEO strategy. Add them to your meta titles, image alt text, and FAQs. This will improve your chances of ranking higher in local search results.
3. Adjust Business Hours or Promotions Based on Popular Times
If you see a lot of traffic during certain hours, consider running time-based promotions. For example, if you’re a restaurant and your peak time is 6–8 PM, offer a dinner special during that window to increase sales.
4. Enhance Visuals to Outperform Competitors
If your photo views are lower than those of similar businesses, upload better photos. Include images of your storefront, products, staff, and happy customers. Make sure they’re clear, bright, and high-quality.
5. Tailor CTAs Based on Customer Action Trends
If many users are clicking “Call,” make sure someone always answers on time. If people often request directions, ensure your address is correct and your business is easy to find. Use clear, helpful CTAs (calls to action) like “Call Now,” “Book Online,” or “Visit Us Today.”
Bonus Tips
Want to take your GMB strategy even further? Here are a few extra tips:
1. Encourage Reviews to Boost Visibility
Positive reviews make your business look trustworthy and can help you rank higher on Google. Ask happy customers to leave a review after a good experience.
2. Regularly Update Your GMB Profile
Keep your profile fresh. Update your hours during holidays, add new photos, and respond to reviews. Google favors active and updated listings.
3. Use Posts and Offers to Stay Active
Posts on GMB can be used to share information, promotions, and events. Use this feature to keep your audience engaged and drive traffic to your site or store.
Conclusion
GMB Insight gives you a first-hand look at how customers find and interact with your company. By analyzing the correct data and using them to direct your marketing activities, you can increase your visibility, attract more customers, and expand your local business.
Take the time to review your GMB Insights on a regular basis. It’s one of the easiest yet most effective strategies for small businesses wishing to make an important difference in their community. Use the data, learn from it, and let it guide your strategy to greater success.
I bring a wealth of knowledge and experience to WillShall Consulting with two decades of expertise in Website Design, Development, and Digital Marketing, My journey has been marked by a passion for creating innovative web solutions that not only meet but exceed client expectations.
As an avid analyst, I dedicate myself to understanding each customer’s unique needs, ensuring that our web solutions are not just functional but exceptional.
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