Seo business

Why Google My Business Insights Helps Local SEO

SEO best practices are built into all aspects of a digital marketing strategy. To ensure that your ideal buyer finds your digital assets, it is essential that you incorporate as many ranking factors as possible. When you need to incorporate a local SEO strategy into your best practices, optimizing your Google My Business page is essential.

One of the most useful sections to fully optimize a Google My Business page is the Insights section. This section provides specific analytics that will help you refine your business profile and improve your local SEO to ensure you reach your target audience.

What is Insights for Business Profile on Google?

Insights is a section of the business dashboard that provides information on how people find a business online. Its data covers the previous 28-day period.

The Insights feature helps assess whether your business is fully optimized and is reaching your audience for the right keyword phrases.

With the Insights feature, you can learn:

  • Where do users come from (for example, Google search or Google Maps)
  • What actions are taken (for example, visiting your website or asking for instructions)
  • Queries for common words and phrases that lead people to your profile
  • Performance of your publications with potential customers (via the Post Insights feature)

This information is useful for understanding how potential customers find your profile and how they interact with it.

Some of the local information that is important to consider includes:

  • Knowing how and where people are looking for you is essential.
  • Looking for something nearby, like a cafe, restaurant, or shoe store.
  • How do people contact you? Do they call or click on your website after finding your business page?

How Insights Works

Since many customers find businesses on Google Search and on Google Maps, Insights focuses on how customers use Search and Maps to locate an ad and what they do after they get it. have found.

This section summarizes the main details of each page, including information such as search terms that are driving traffic to your listing, whether users clicked to visit your website, and more. The report also shows detailed statistics, including impressions, clicks, visits, bounce rate, time spent on site, pages viewed per session, average position in organic results, and keywords used by users. researchers.

The report also shows detailed statistics, including impressions, clicks, visits, bounce rate, time spent on site, pages viewed per session, average position in organic results, and keywords used by users. researchers.

How do users find your business profile?

Insights has three data sets: Search Type, Search Origin, and Search Queries.

Type of research

Insights tells you if searches on your profile are “direct” or “discoveries.” A direct search is a user who searches for your business by name or address. A discovery search occurs when a user searches for a product or service offered by your business and enters a keyword that you included on your page. Your business is “discovered” when your profile appears as a result of Google Maps or a search.

Suppose Insights reveals a high percentage of direct searches. In this case, users have heard of your business or know its name and are looking for it specifically, indicating a good level of brand awareness.

Origin of the research

People can find your business profile through Google search or Google Maps. The information tells you how many users are from each. Plus, knowing which platform Google is driving traffic to your business gives you insight into the intent of your potential customers.

Research queries

Search queries tell you what words and phrases people have entered into Google to find your profile. For example, an HVAC company in Brevard County would be happy to find that their Business page attracts customers looking for “HVAC near me” or “AC Brevard County”.

Examine customer actions

This is a great marketing attribution tool for your Google My Business to better understand where traffic is coming from. You can monitor website visitors, referral requests, phone calls and discussions made right from your GMB list.

Check direction requests

Route requests show you where people are looking for a route, but it also gives you a localized map to gauge where customers can search. It’s safe to assume that if they are looking for routes in this area, you might have multiple clients as well.

Phone calls

This section gives you an idea of ​​how phone calls arrive from your ad. You can measure by day of the week, versus week, month, or quarter.

If you have a high volume of calls in general, measuring this statistic can help you assess your most active calling day or season where you can improve.

How to Optimize Your Page Using Insights Insights

Use the results of your search data to determine which keywords or phrases people have used to find your profile. This can educate your business’s marketing copy and provide you with keywords to use in Google Ads campaigns.

For example, suppose a popular query is commercial real estate. In this case, you rank for it at a localized level, so people in your area who are searching who come across your ad, not necessarily other users outside of your geographic location.

If you find that your main searches are only for brand recognition, you may need to adjust the information sections.

The Customer Actions section gives you an idea of ​​how well your overall business listing efforts are performing. For example, if you have low traffic to your website coming from your page listing, consider creating more posts or updating photos to grab the attention of existing customers who haven’t crawled your website. since a while.

You can improve your organic search reach by fine-tuning local SEO efforts. After taking inventory of the information from GMB Insights, it is time to assess the information section.

Fully optimize the Info section of your GMB

As you rate each area in the information section, take some time to think about how you can incorporate keywords into the page. This will improve online visibility.

Start by making sure that the main business category is the most popular keyword phrase listed. After that, add subcategories that also describe your business as accurately as possible.

Confirm that your business address and hours of operation are correct. Remember, your page connects to maps, so it’s important that potential customers can find you easily.

After the type of business, you can identify your service area businesses. This is an important segment to select for people searching by location. For example, someone can search for “preschools in Palm Bay”.

Continue your optimizations by adding a contact link, products, services, equipment and a description of the company. Each of these sections should include terms that will attract potential customers to relevant searches.

When you’re done with the info section, continue your optimization by adding photos, videos, and professional posts.

As you continue to embed best practices on your Google My Business page, you will identify new information and improve your local visibility by understanding how your target audience interacts with your business profile.

Do you need additional support to improve your local SEO digital marketing strategy? Download our free local SEO website checklist. It will walk you through all of the website elements that every local business should have in order to attract and convert new customers.