In today’s competitive digital landscape, local businesses must leverage every available tool to stand out. One of the most powerful yet underutilized tools for local SEO is Google My Business (GMB). GMB provides valuable insights that can help you optimize your online presence and improve your ranking in Google search results and Google Maps.
When properly set up and managed, Google My Business can be the driving force behind higher visibility for your business in local search results. Understanding Google My Business Insights can make a huge difference in how well your business performs locally.
In this blog, we’ll take a deep dive into Google My Business Insights and explain how you can use these insights to rank your local business higher in search results.
What is Google My Business Insights?
Google My Business Insights is a free feature provided by Google that gives business owners detailed analytics on how their business is performing in local searches. These insights focus on user interactions, customer actions, and search data that is essential for improving your local SEO performance.
The insights help you understand where your customers are coming from, how they interact with your business profile, and how well your business is performing on Google Search and Google Maps. By utilizing these insights, you can make data-driven decisions that will lead to higher local rankings and increased customer engagement.
Key Features of Google My Business Insights
- Search Queries: GMB Insights show the search terms users are typing to find your business. These could include branded keywords (your business name) or general keywords (like “best pizza in New York”). This data gives you an idea of how people are discovering your business.
- Customer Actions: GMB Insights tell you what users do once they find your business profile. For example:
- Website clicks: How many people clicked on your website link.
- Phone calls: How many people clicked to call your business.
- Request directions: How many people requested directions to your business location.
- Messaging: How many users sent messages to your business via GMB.
- Location Data: Insights also show you where your customers are coming from. Whether they are local or from out-of-town, knowing where they are located can help you target your marketing efforts better.
- Photo Views and Engagement: GMB Insights tracks how many people view or interact with the photos you’ve uploaded. This can be critical for industries like restaurants, real estate, and hospitality where photos can significantly influence customer decisions.
- Performance Over Time: Insights give you a historical look at how your business has performed. By understanding trends, you can determine what works and what doesn’t, helping you optimize your GMB profile and website for better local rankings.
How to Use Google My Business Insights to Rank Higher in Local Search
1. Analyze Search Queries to Optimize Your GMB Profile
Google My Business Insights can show you which keywords people are using to find your business. It’s crucial to focus on these insights because they help you identify the most relevant search terms for your business. By optimizing your profile for these keywords, you increase the likelihood of appearing higher in local search results.
- Tip: If you notice that people are finding your business with certain terms, make sure these keywords are included in your GMB business description, business categories, and even in your posts.
2. Track Customer Actions to Improve Your Business Profile
Google My Business Insights shows you what actions customers take after discovering your business. If you notice that users are frequently clicking on your phone number or asking for directions, it’s a sign that your business is relevant to their needs.
- Tip: If you notice that the number of calls or website clicks is lower than expected, it might be time to improve your Call-to-Action (CTA). Make sure your contact information is correct, and your website is user-friendly and mobile-optimized. If you’re missing any essential details in your GMB profile, update them right away.
3. Leverage Customer Locations for Targeted Marketing
Location data from GMB Insights can reveal where your customers are coming from. This is invaluable when creating local-targeted campaigns or adjusting your business strategy.
- Tip: If a significant percentage of your customers are coming from specific neighborhoods or cities, consider running local ads targeting these areas. You can also create location-specific content on your website or social media profiles to further attract customers from those regions.
4. Upload Quality Photos to Boost Engagement
Google My Business Insights tracks how users interact with your photos. Photos are an essential part of your GMB profile because they offer potential customers a glimpse into your business.
- Tip: Make sure your photos are high-quality and relevant to your business. For example, restaurants should post high-quality images of their dishes, while retailers should showcase their best-selling products. The more engaging your photos are, the more likely customers are to engage with your business.
5. Track Performance Trends Over Time
Performance tracking over time is one of the most powerful features of GMB Insights. It helps you spot patterns in user behavior, identify peaks in engagement, and discover opportunities for optimization.
- Tip: Regularly monitor your GMB Insights for performance trends. If you notice a decline in calls or website visits, it may be time to update your GMB profile or run a local SEO audit to ensure everything is working properly. Similarly, if your performance spikes during a particular season or promotion, replicate that success for future marketing strategies.
6. Respond to Reviews and Increase Engagement
Customer reviews play a huge role in local SEO rankings, and GMB Insights can show you how many reviews your business has received. By engaging with reviews (both positive and negative), you build trust and improve your reputation.
- Tip: Responding to reviews shows customers that you care about their feedback. It also signals to Google that your business is active and responsive, which can improve your ranking in local search results.
Conclusion: Leverage Google My Business Insights for SEO Success
Google My Business Insights is an essential tool for local businesses looking to enhance their online presence and improve their local SEO rankings. By analyzing key metrics such as search queries, customer actions, and photo engagement, you can make informed decisions about how to optimize your profile and attract more local customers.
With a strategic approach to geo-targeted keywords, customer engagement, and content optimization, you can leverage these insights to rank higher on Google Search and Google Maps, drive more traffic to your business, and ultimately boost your bottom line.
Don’t overlook the power of Google My Business Insights — it’s one of the most effective ways to gain valuable insights into your local search performance and grow your business in the digital age.
Key Takeaways:
- Google My Business Insights provides detailed analytics on how users are finding and interacting with your business.
- Analyze search queries to optimize your GMB profile for local SEO.
- Track customer actions (website clicks, phone calls, directions requests) to improve your profile and CTA.
- Use location data to target customers in specific areas with tailored marketing strategies.
- Regularly upload high-quality photos to increase engagement and attract more customers.
- Monitor performance trends over time to adjust your strategy and stay ahead of competitors.
By effectively utilizing GMB Insights, you can significantly improve your local search rankings and drive more targeted traffic to your business.