Google My Business Insights: How to Measure the Success of Your GMB Listing

You can’t fix it if you don’t know what’s broken.

Monitoring your Google My Business listing and keeping track of its performance over time is one key bit of maintenance that will help you to improve your business’s online search visibility in the long run. Luckily, Google makes it easy to see how your business is stacking up in the search results. The Insights tab in Google My Business will give you valuable information that you can use to tweak and perfect your listing.

Here’s a quick rundown of the Insights you’ll want to keep an eye on and how to use the information you find to better optimize your Google My Business listing:

How Customers Find Your Listing

What is This?

Here, you’ll be able to see how many and how customers found you. The graph will show you how many searches were conducted in each of these categories plus the total number of searches:

  1. Direct: The percentage of customers who find your listing by searching for your business name or address directly
  2. Discover: The percentage of customers who find your listing by searching a category, product, or service
  3. Branded: The percentage of customers who find your listing after searching for a competitor or other “brand” related to your business

How Do I Use This This Information?

Obviously, you want customers to find you any way they can, not just through direct searches for your own business name (although that’s definitely important as well). These metrics will show you all the ways your customers are finding you online—even when they aren’t initially searching with your specific business in mind. If you combine this information with other search insights, you’ll have the data you need to make informed changes to your SEO strategy.

For example, branded search metrics can help you determine which specific branded search terms you want to target. Additionally, if you find that more people are finding you through branded search than through discovery, you know that you’ll need to work on your category, product, or service ranking. And, if your direct or discovery numbers are much lower, that may indicate a larger SEO issue like poor reviews. 

Search Queries

What is This?

This section can help you track common terms and search trends that lead people to your GMB listing.

How Do I Use This Information?

They say knowledge is power, and this is a prime example. Knowing the terms that your customers are searching can help you create better Google Posts and Ads that capitalize on current search trends and better optimize your website to capitalize on that search intention.

Customer Actions

What is This?

Is your call-to-action effective? Are people calling your storefront or visiting your website after they stumble across your GMB listing? This section lets you track consumer behavior to see what actions people take after viewing your listing. Insights will show you data on the potential actions searchers may take along with a total sum of those actions.

Image Credit: Google

Keep in mind that Google records this information based on total requests, not by total number of users who make this request. Basically, a single user can request directions to a business 100 times in a single day, and Google would record 100 requests.

Under this section, however, you can view more information on where exactly customers are geographically when they request directions to your business or when/how often people call. This is helpful in differentiating how many unique users are taking action after viewing your listing.

How Do I Use This Information?

If you find that searchers are failing to follow-up after viewing your listing, that’s a pretty good sign that you need to make some improvements. You could also experiment with putting a CTA in your Google Posts or listing description to get searchers to perform a specific action.

Photos

What is This?

Appearances are important, especially when it comes to the images that represent your business online. GMB Insights helps you to gauge how effective your photos are at drawing people in. These two sections compare your photos to those of other listings from businesses in your industry:

  • Photo views: This graph shows you how many impressions (not clicks) your photos receive.
  • Photo quantity: Photo quantity allows you to see how many photos on average other businesses in your industry display on their GMB listings. It also breaks down how many of those photos are owner vs. customer photos.

How Do I Use This Information?

With these stats, you can see how your photos perform overall and how they stack up against the competition. If your images are failing to capture searchers’ attention, it may be time for a change. Take a look at the images that perform best, then tailor your future contributions to take advantage of what made those pictures so popular.

What Your Business is Known for

What is This?

Here, you’ll see customers’ opinions of your business (e.g. cozy, romantic, or notable cocktails). You cannot modify this information since it’s based on customers’ impressions, which are subjective. Unless you can prove that the information proved is clearly false, Google will not remove it.

How Do I Use This Information?

Although there’s not much you can do to change this section, it does give you an idea of what elements of your business tend to make an impression, and you can use this information to tailor your listing, posts, and ads to highlight desirable qualities.

Tying It All Together

You can’t fix it if you don’t know what’s broken. #MichaelsWilder #localsearch Click To Tweet

Now it’s time to take all the information you’ve gathered to experiment with your listing and test out different ideas.

For example, you could try breaking down your analysis by days of the week to see how traffic to your business fluctuates based on day of the week (which you can do by selecting the day you want to view and either mousing over it on desktop or tapping it on mobile). Then schedule your Google Posts to take advantage of prime search times.

Or maybe do a complete overhaul of your listing complete with new copy and creative.

Whether you just want to make a few tweaks or give your listing a complete makeover, your Google My Business Insights page has the information you need to make informed, intentional decisions regarding the direction of your local search optimization efforts. 

Mike Speer Administrator
Chief Marketing Officer Michaels WIlder

Opinions are my own and not the views of my employer.

Chief Marketing Officer at Michaels Wilder and an entrepreneur since before the average person knew what that even meant, Mike has helped countless businesses build effective sales and marketing strategies. His philosophy is, “If you’re not thinking 10 years ahead, you’re already behind.” Mike’s content has appeared in Forbes Magazine, Inc. and Apple News. He has also been featured numerous times as a “Top 10 Writer” worldwide on the Q&A content site, Quora.

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Mike Speer Administrator
Chief Marketing Officer Michaels WIlder

Opinions are my own and not the views of my employer.

Chief Marketing Officer at Michaels Wilder and an entrepreneur since before the average person knew what that even meant, Mike has helped countless businesses build effective sales and marketing strategies. His philosophy is, “If you’re not thinking 10 years ahead, you’re already behind.” Mike’s content has appeared in Forbes Magazine, Inc. and Apple News. He has also been featured numerous times as a “Top 10 Writer” worldwide on the Q&A content site, Quora.

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