Google Business Profile Insights helps you understand how customers find and interact with your business on Google Search and Maps. Here’s what you can do with it:
- Track Visibility: See how often your profile appears in searches.
- Analyze Search Queries: Discover the keywords people use to find you.
- Measure Engagement: Monitor customer actions like calls, direction requests, and website visits.
- Improve Local SEO: Use data to optimize your profile and attract more customers.
- Geographic Insights: Identify where your customers are coming from.
- Photo Performance: Learn which images get the most views and keep your profile fresh.
Quick Tip: Regularly review your insights to spot trends, update your business info, and refine your strategy for better results.
Google My Business INSIGHTS Explained – DON’T Ignore THIS
How to Access Google Business Profile Insights
Accessing your Google Business Profile Insights is simple once you know where to look. Just make sure you have the right permissions and understand the two main ways to reach your performance data.
Logging Into Your Google Business Profile
First things first: you need to log into the Google account linked to your business profile. This is essential because only verified profiles can access performance data.
Use the account associated with your business profile. Not sure which one that is? Start with the email address you most often use for business-related tasks.
Once logged in, you can either search for your business name directly or type "my business" into Google Search to pull up your profile. Your business listing should show up in the results with a "View profile" button.
If you find that access is restricted, you can request it by clicking "Claim this business" or "Own this business?" when prompted. The current owner has three days to respond. If there’s no reply, Google may let you verify ownership through phone, email, or even video.
Finding the Insights Section
Once you’ve secured access, head to the insights section. From your profile dashboard, click on the "Performance" icon. This is where all your analytics data is stored.
The dashboard allows you to select a time range for your analysis, with data available for up to six months.
If you’re on mobile, open the Google Maps app, tap the "Business" tab, and then select "See more" under "Performance". This is especially handy if you want to check your business stats while on the move.
For businesses managing multiple locations, Google provides the Business Profile Manager tool. This feature lets you download bulk performance reports for all your business locations.
The insights dashboard displays key metrics like profile views and search terms. You can adjust the date range to compare different time periods and identify patterns in your online performance.
Keep in mind: If you’ve just gained access to the profile, it might take up to seven days for full insights to become available.
With these steps, you’re ready to dive into your profile data and use it to refine your local SEO efforts.
Key Metrics in Google Business Profile Insights
Google Business Profile Insights gives you a clear picture of how customers discover your business and what actions they take afterward. With over a billion users relying on Google Maps every month, understanding these metrics is a game-changer for improving local SEO.
The Performance section provides data on several critical metrics, including searches, profile views, customer actions (like calls and direction requests), and geographic insights about where your customers are located. Analyzing these numbers is the first step to refining your local SEO strategy.
Profile Views and Visibility
Profile views measure how often your business profile has been seen on both Google Search and Google Maps. This metric serves as a direct indicator of your visibility in local searches.
Whenever someone searches for your business name or finds you through a related category, it counts as a view. A higher number of views typically points to stronger local SEO and better brand awareness.
"Google Business Profile has quickly become one of the most important SEO ranking factors on Google. That means, the better your business profile, the more likely your company is to appear ahead of competitors in local searches." – Ryan Burch, Managing Partner, Tobie Group
Profile views are categorized into two types: branded searches (when customers search specifically for your business name) and non-branded searches (when they use general service or category keywords). Understanding this breakdown helps you identify how customers are finding you.
Search Queries and Customer Discovery
Search queries reveal the exact keywords and phrases people use to find your business. This data shows how customers discover your services and highlights the terms driving the most traffic to your profile.
The insights include both branded and non-branded searches, which can help you track keyword trends and seasonal shifts. With this information, you can fine-tune your business description, services, and posts to better align with what customers are actively searching for.
Customer Actions
Customer actions track what people do after they view your business profile. These actions include phone calls, clicks to your website, requests for directions, and messages.
These metrics go beyond simple visibility and measure actual engagement. For example, a high number of direction requests may indicate strong local interest, while website clicks suggest that customers want more detailed information about your offerings.
Other tracked actions include booking clicks for hotels, menu clicks for restaurants, and product views for retail businesses. By analyzing these behaviors, you can better understand how effectively your profile converts views into meaningful interactions.
Photo Views and Updates
Photo views measure how often customers look at the images on your business profile – a key factor in creating an engaging and appealing profile.
BrightLocal’s 2019 study of 580,853 images across 15,191 Google My Business listings revealed some striking trends. Businesses with over 100 images saw 520% more calls, 2,717% more direction requests, and 1,065% more website clicks compared to the average business. Additionally, they received 960% more search views, while businesses with only one image saw 62% fewer. For Google Maps views, businesses with large photo galleries experienced up to 3,459% more views than average.
Regularly updating your photos keeps your profile fresh and engaging. Monitoring which images get the most views can also help you understand what kind of visuals resonate most with your audience.
Geographic Data on Customer Origins
Geographic data shows where your customers are located when they interact with your business profile. This information is typically displayed on a map, highlighting areas with the highest engagement.
These insights can guide your local targeting strategies. For example, if you notice strong interest from specific neighborhoods or cities, you can focus your advertising efforts there or even consider expanding your services to meet local demand. By understanding where your most engaged audience resides, you can make more informed decisions to strengthen your local SEO.
"The free Google Business listings in the ‘map 3 pack’ is currently the most prominent feature at the top of the Google search results. Combined with those golden customer reviews, it’s an extremely important part of local visibility." – Kira Krostag, CEO/Founder of Site Smart Marketing
How to Analyze Google Business Profile Insights
Interpreting raw data from your Google Business Profile can uncover valuable insights into customer behavior and your overall performance. Let’s dive into how to identify trends, evaluate strengths and weaknesses, and use comparisons to refine your strategy.
Identifying Data Trends
Review your data weekly to detect shifts and patterns over time. Instead of focusing on day-to-day fluctuations, look for consistent trends. For instance, a sudden rise in profile views might align with a local event or seasonal demand.
Pay attention to day-of-week engagement patterns. Many businesses experience predictable cycles – restaurants might see higher activity on weekends, while B2B services could peak during the workweek. Recognizing these patterns helps you time posts and updates for maximum visibility.
Seasonal trends also play a role. Analyzing search query data can reveal changes in customer needs. If new keywords start appearing frequently, they may hint at emerging market demands or shifts in how people describe your services. Use this information to update your business description and service offerings accordingly.
Once you’ve spotted trends, focus on which metrics need improvement to enhance performance.
Finding Strengths and Weaknesses
Your insights can highlight what’s working and where you’re falling short. For example, a high number of photo views suggests that your visual content resonates with your audience, while strong website click-through rates indicate that your business description effectively conveys value.
On the other hand, low engagement in certain areas can signal opportunities for improvement. Geographic data can reveal gaps in your reach. If engagement is low in specific neighborhoods, it might point to missing service area details or a need for better local keyword optimization.
Check the "How people discovered you" section to see whether customers are finding you through branded searches (using your business name) or discovery searches (using general terms). A heavy reliance on branded searches may indicate strong brand recognition but could also suggest limited success in attracting new customers.
Using Tables for Data Comparison
Tables are a great way to compare metrics over time and measure the effectiveness of your optimization efforts.
| Metric | Last 30 Days | Previous 30 Days | Change |
|---|---|---|---|
| Profile Views | 1,247 | 1,089 | +14.5% |
| Phone Calls | 89 | 76 | +17.1% |
| Website Clicks | 156 | 142 | +9.9% |
| Direction Requests | 203 | 187 | +8.6% |
Tables like this make it easy to spot trends at a glance. Weekly comparisons can highlight short-term changes, while monthly data reveals longer-term patterns. If you notice a decline in certain areas, you can quickly adjust – whether that means refreshing your photos, updating your business description, or targeting different keywords.
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Using Insights to Improve Local SEO Strategy
Google Business Profile insights provide a window into customer search habits and engagement, offering a roadmap for refining your local SEO efforts. By leveraging this data, you can fine-tune every aspect of your online presence to better connect with your audience.
Updating Business Information and Photos
Insights can reveal which elements of your profile are capturing the most attention, helping you focus on updates that make a real difference. For example, if your photos are drawing significant views, it’s a signal that visual content resonates with your audience. Regularly refreshing your images with shots of new products, services, or behind-the-scenes moments can keep customers engaged.
Customer action data is another valuable tool. A spike in direction requests might suggest the need to add parking details, public transportation options, or landmarks to your business description. As Cindy Venerio from Nerds Support points out:
"The most important thing you can do is make sure all of the information on your listing is accurate. That might seem obvious, but there are so many businesses out there with incorrect information." – Cindy Venerio, Nerds Support
Patterns in phone calls can guide you on when to highlight your contact details or add call-to-action buttons during peak times. Similarly, if website clicks are high, it’s a sign that your business description is effective. On the other hand, low click-through rates might indicate it’s time for a refresh. Once your profile is fully updated, you can shift your focus to aligning your SEO strategy with how customers search for businesses like yours.
Adjusting SEO Based on Search Queries
After updating your profile, refining your SEO becomes the next step to ensure your business aligns with customer searches. Insights into search queries help you understand the exact terms people use to find businesses like yours. This data allows you to refine your local SEO strategy by incorporating these keywords into your descriptions and service listings.
It’s also important to track whether customers find you through branded searches (using your business name) or discovery searches (using general terms). If discovery searches are low, you might be missing out on attracting new customers. Adjust your content to include top-performing search terms to broaden your reach.
Search query data can also help you assess your market position. For example, if most searches are branded, it shows strong brand recognition but may limit your ability to attract new customers. Additionally, look for gaps between your business category and the terms customers use. If you’re listed as a “restaurant” but customers are finding you through “pizza delivery” searches, updating your primary category could help align your profile with customer expectations.
With 46% of all searches having local intent, aligning your profile with local search patterns is essential. Pay attention to which search queries lead to the most profile views and customer actions, and optimize your content around these high-performing terms.
Regular Monitoring and Updates
Keeping your profile updated and monitoring it regularly is essential for maintaining strong local search performance. Check your metrics weekly to identify trends and make timely adjustments. For instance, if website visits drop, ensure your landing pages align with what customers expect based on your Google Business Profile. If direction requests increase, verify that your address information is accurate and easy to find.
Monthly reviews can help you spot longer-term trends, such as seasonal patterns or the impact of recent optimizations. Kenny Lange from Web Canopy Studio emphasizes the importance of a complete profile:
"Google rewards businesses who take the time to complete their profiles. A complete profile is the baseline upon which all other recommendations (reviews, Google Posts, answering questions, etc.) are built." – Kenny Lange, Web Canopy Studio
Keep your business hours updated, especially during holidays or special events, and post weekly updates or offers to show Google that your business is active. With 78% of consumers searching for local businesses online more than once a week and 76% of smartphone users visiting a business within 24 hours of a local search, maintaining accurate and timely information is crucial.
Conclusion
Your profile metrics are more than just numbers – they’re your guide to navigating local SEO. Google Business Profile Insights transforms guesswork into clear, actionable steps that can elevate your visibility and boost conversions.
As David Hunter, CEO of Local Falcon, aptly puts it:
"Ranking in the local pack is incredibly important, but real local SEO success happens when customers take action."
User engagement signals are becoming a bigger piece of Google’s local search algorithm. This means your insights aren’t just for show – they’re your playbook for driving both visibility and customer action. For example, businesses with ratings of 4.0 stars or higher tend to rank more prominently in search results. By regularly analyzing your Google Business Profile Insights, you can zero in on what’s working, identify areas for improvement, and make data-driven decisions.
Consistency is key. Whether it’s updating photos based on view counts, tweaking your business description to align with trending search terms, or responding to reviews to maintain a solid rating, every small adjustment adds up. And with 77% of consumers relying on Google Maps to find local businesses, staying competitive means making smarter, insight-driven moves. Think of your Google Business Profile as a digital storefront that’s open 24/7 – it’s your direct line to potential customers. The insights you’ve learned to interpret are the tools to make that connection stronger and more effective.
Keep using these insights to make informed decisions and stay ahead in the local SEO game.
FAQs
How do I use Google Business Profile Insights to improve my local SEO?
What Is Google Business Profile Insights?
Google Business Profile Insights is a tool designed to show how customers find and interact with your business online. It breaks down data like search queries, customer actions (such as phone calls or requests for directions), and engagement trends. This information gives you a closer look at what’s working and where you can improve.
For example, you can spot the keywords that are driving people to your profile and then update your listing to include those terms. Make sure your business details – like hours, address, and phone number – are correct and regularly updated. By keeping an eye on customer reviews and search patterns, you can fine-tune your marketing strategies to improve your local search visibility and draw in more customers from your area. Using these insights wisely can help you bring in more traffic and turn casual visitors into loyal customers.
How can I access Google Business Profile Insights if my profile isn’t verified?
To access Google Business Profile Insights, your profile needs to be verified first. If it hasn’t been verified yet, you’ll need to complete the process using one of the available methods: postcard, phone, email, live video, or bulk verification. Once verified, you’ll be able to dive into the Insights data, which can play a key role in refining your local SEO efforts.
Verification is crucial because it confirms the accuracy of your business information and builds trust with users. It’s a straightforward but important step to make the most of your Google Business Profile.
How can I use geographic data from Google Business Profile Insights to better reach my local customers?
To get the most out of geographic data in Google Business Profile Insights, pay close attention to metrics like ‘Direction requests’ and ‘Profile views’. These metrics reveal where people are looking for directions to your business and where your profile is getting the most attention. By spotting areas with high activity, you can identify neighborhoods or cities that are worth targeting with localized marketing campaigns.
You can also dig into the map data and search queries linked to specific locations. This information can help you fine-tune your local SEO strategy. By focusing on areas where engagement is already strong, you can attract even more customers from those regions. This way, your marketing efforts are better aligned with the preferences and habits of your local audience.
