Want to improve how customers find and interact with your business online? Start by focusing on these 7 key metrics from your Google Business Profile (GBP). These insights help you understand customer behavior and optimize your profile to drive more traffic, calls, visits, and bookings.
By tracking and improving these metrics, you can refine your local SEO strategy, enhance customer interactions, and turn profile views into real revenue.
Start optimizing your GBP today to connect with more customers and grow your business.
Knowing how customers find your business on Google is a cornerstone of effective local marketing. Google Business Profile breaks down search behavior into two categories, giving you insight into your brand awareness and market reach.
Direct searches happen when people type your exact business name or address into Google. In contrast, discovery searches occur when potential customers search for products or services you offer, and your business appears in the results [4]. This distinction is crucial for understanding how these search types influence customer engagement.
Here's the breakdown: 84% of Google Business Profile views come from discovery searches, while only 16% are from direct searches [6]. This highlights that most people find your business while searching for solutions, not necessarily by name.
Direct searches often lead to faster, higher conversion rates because these customers already know your business. Discovery searches, however, open the door to a broader audience, offering opportunities to engage with new potential customers.
If your business sees fewer direct searches, it could signal a chance to strengthen your branding. Focus on building customer loyalty and increasing your online visibility [5]. To enhance discovery search performance, make sure to:
Tracking the balance between these search types can help you allocate your marketing resources effectively. For instance, if direct searches are strong but discovery searches lag, you might want to improve your local SEO and refine your business categories. On the flip side, if discovery searches dominate but direct searches are low, investing in brand-building initiatives could be the right move. Using UTM parameters on your website URL can also help you identify which search type drives the most valuable traffic [3].
Tailor your optimization efforts based on your search traffic trends. Businesses relying heavily on discovery searches should emphasize precise category selection and keyword-rich profile descriptions [6]. Regularly reviewing search query data can uncover areas for improvement, helping you refine your profile and boost engagement.
"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 was to appear ahead of competitors in local searches." - Ryan Burch, Managing Partner, Tobie Group [3]
Understanding whether customers view your profile on Google Search or Google Maps can provide valuable insights into their intent.
When customers use Google Search, they’re often in the research phase - comparing options or exploring solutions. For example, someone might search for "divorce lawyer" or "best pizza restaurant." On the other hand, Google Maps views tend to come from users who are ready to act. These users are typically looking for directions, checking business hours, or planning an in-person visit.
This distinction plays a key role in shaping your marketing strategy. Google Search views tie closely to your website’s rankings and broader SEO efforts, while Google Maps views are more about supporting local SEO and helping customers find you physically [10]. With over a billion monthly users on Google Maps [3], it’s a crucial platform for local businesses. Additionally, Google now counts profile views as one unique user per day, and specifically on Maps, a view only registers when the profile is clicked [9].
The platform where customers discover your profile often influences their next steps. For instance, 76% of customers visit a business within 24 hours of searching on their smartphone [11]. Data from Google Business Profiles also reveals that direction requests make up 29% of all interactions, indicating users actively planning a visit, while 48% of interactions come from website clicks, showing they want more detailed information before making a decision [8].
Google further categorizes profile views into four groups: Search mobile, Search desktop, Maps mobile, and Maps desktop [7]. Each group reflects different user behaviors and search intents, offering deeper insight into how customers engage with your business.
Using platform-specific data can help you refine your advertising strategy. For example, if most customers find you through Google Maps searches like "law firm near me", investing in Maps ads could help capture more local traffic. On the flip side, if users are searching for specific terms like "divorce lawyer", allocating more budget to Google Search ads might be a smarter move [3].
If you notice low website clicks from your profile, it might be time to make some updates. Enhancing your business description, adding high-quality photos, selecting more precise categories, or improving your call-to-action can encourage more engagement. These updates can significantly boost website clicks and improve how potential customers interact with your listing [1].
Your optimization strategy should align with where most of your views originate. If Google Maps is driving the majority of your traffic, prioritize local SEO elements like accurate business hours, detailed location information, and clear directions. For Search-heavy traffic, focus on keyword optimization in your business description and keep your services updated regularly.
Verified businesses, on average, receive 1,803 monthly views, with most coming from discovery searches rather than direct searches [8]. By consistently monitoring both platforms, you can spot shifts in customer behavior and fine-tune your approach.
For small business owners looking for specialized help, Humble Help offers tailored marketing solutions, including Google Business Profile optimization and strategies for local SEO.
A real-world perspective further underscores these trends:
"I use Google Maps to get to places I already know how to get to. Why? Because I don't want to miss my turn if I happen to not be paying attention."
– Trevor Shirk, CEO and Founder of Terrayn [3]
Understanding customer call patterns through your Google Business Profile is a smart way to gauge call volume, timing, and missed opportunities. These insights are essential for fine-tuning your staffing and daily operations.
Call patterns can reveal a lot about customer intent and urgency. For instance, 32% of customers expect a response within 30 minutes, and 90% want prompt service[15][16]. While Google provides anonymized data about popular times, your actual call logs offer a more detailed view. Peak calling hours often align with specific needs - like lunch-hour calls for restaurants, evening inquiries for home services, or Monday morning spikes for professional services. Analyzing these trends can directly influence your business performance.
Timely responses are crucial; 71% of customers value quick replies, and missing peak-time calls can push them toward competitors[15]. Responding promptly not only converts inquiries into sales but also strengthens your Google Business Profile’s effectiveness.
Call patterns also highlight the types of inquiries customers make at different times. For example, morning calls might focus on scheduling, while afternoon inquiries could involve urgent service needs. The financial stakes are high: one in four customers is willing to pay up to 10% more for excellent customer service[12]. Missing calls during peak times doesn’t just mean lost sales - it can harm your reputation and reduce long-term customer loyalty.
Pinpoint peak call times using your Google Business Profile and adjust your staffing and online information to minimize missed opportunities[13][15].
Take Pendragon as an example: they reduced their cost per acquisition by 8%, increased sales and service calls by 12%, and cut unanswered calls by 30% by analyzing customer call patterns across different services[12].
It's also wise to regularly review your support processes to identify and address bottlenecks during busy times[15]. If customers frequently call about information already available online, consider updating your Google Business Profile with more detailed descriptions or adding a FAQ section to handle routine inquiries.
Leverage these call pattern insights to refine your Google Business Profile and marketing strategies. Ensure your profile includes accurate hours and notes about peak times, and audit these details regularly to avoid frustrating potential customers[14].
Use call tracking data to allocate your marketing resources more effectively. For instance, if certain campaigns generate calls during well-staffed periods, it may make sense to increase your budget for those campaigns[13]. On the flip side, adjust campaign timing or messaging for periods when your team is stretched thin.
Additionally, update your FAQs based on common call topics and respond quickly to new questions in your profile’s Q&A section. This ensures customers always have access to accurate, helpful information[14].
If you’re looking for extra help optimizing your profile, services like Humble Help (https://humblehelp.studio) offer tailored marketing solutions. From dynamic website creation to local SEO and Google Business Profile optimization, they can help you make the most of these insights.
When someone asks for directions through your Google Business Profile, it’s a strong signal they’re ready to visit your business. This makes direction requests a key indicator of customer intent. By analyzing these patterns, you can make informed decisions to strengthen your local reach and marketing strategies.
Direction requests make up a notable 29% of interactions on Google Business Profiles, showing a clear link between online visibility and in-person visits[8].
Direction requests often come from new customers who are discovering your business for the first time[18]. On average, verified Google Business Profiles receive about 66 direction requests each month[8].
By examining where these requests originate, you can uncover trends in customer behavior. For instance, clusters of requests from specific neighborhoods might suggest strong word-of-mouth or effective local visibility. On the flip side, areas with fewer requests could signal untapped opportunities for outreach. When combined with search and call data, these patterns provide a fuller picture of how customers engage with your business.
Interestingly, a high number of direction requests can improve your local search rankings. Google prioritizes proximity when delivering search results, and frequent requests indicate that your business is relevant to local users.
"Google uses proximity as a crucial factor in providing relevant and useful search results to users." - Donna Blackwood, Author[20]
Tracking direction requests can help you make smarter operational and marketing decisions. For example:
If you notice a high volume of direction requests but customers still struggle to find you, it could mean your location details need updating. Add clearer directions, parking information, or nearby transit options to your profile to make navigation easier[2].
There’s also a clear connection between direction requests and customer reviews. Businesses with more reviews often see more direction requests[20]. By encouraging happy customers to leave reviews, you can create a positive feedback loop that drives both online and offline engagement.
To maximize direction requests, ensure your Google Business Profile is accurate, verified, and visually appealing. Verified profiles receive 42% more direction requests, and profiles with photos generate the same increase[17]. These small details can make a big difference.
Make it easier for customers to find directions by including links in your email signatures, website, and calls-to-action[20]. Consider embedding driving directions from well-known local landmarks directly into your website content.
Additionally, use data from direction requests to fine-tune your local marketing strategy. For example, if a particular campaign leads to more requests, allocate more resources to similar efforts. Strengthen your local SEO and create location-specific content to attract even more visitors[8].
For small businesses looking for extra guidance, services like Humble Help (https://humblehelp.studio) offer tailored solutions, including website creation, PR strategies, local SEO, and Google Business Profile optimization.
Direction requests offer valuable insights that not only improve your local presence but also set the stage for optimizing other customer interaction metrics, like messaging - coming up next in the discussion.
Google Business Profile messaging provides a direct way for customers to reach out. Keeping an eye on how quickly and effectively you respond can boost customer satisfaction and help your business grow.
This feature allows customers to message you straight from Google Search results or Google Maps, skipping traditional contact methods. The real game-changer here is analyzing your response habits and improving them to create better customer experiences.
Speed matters - a lot. A whopping 77% of consumers prioritize quick responses, and businesses that reply promptly often secure repeat customers[21]. When you respond quickly and helpfully, customers are more likely to visit your location, make a purchase, and leave glowing reviews. On the flip side, slow or unhelpful responses can push them toward competitors.
Here's another stat: 53% of consumers expect businesses to reply to their reviews within a week[22]. Consistently quick responses can enhance your reputation for great customer service, which influences future buying decisions. As Brandwatch explains:
"A Google review can make or break a business. Each one represents an online reputation risk and opportunity for your business – managing them well is really important." – Brandwatch[23]
To stay on top of customer messages, set up notifications for new inquiries and establish a clear response protocol. This should cover tone, language, and timing. Train your team to reply promptly during business hours, and use auto-responses outside those hours to acknowledge messages until someone can follow up.
Make your replies personal - reference specific details from each message to show customers you value their inquiry. Use messaging data to spot recurring questions, like operating hours or parking details, and address these by updating your Google Business Profile or adding an FAQ section to your website.
Keep an eye on your response rates and timing to find areas for improvement. For example, if messages sent during certain hours get slower replies, consider adjusting your staffing or response strategy to fix the gap.
Your messaging habits don't just affect customer satisfaction - they also impact your profile's visibility. Regular engagement through messaging signals to Google that your business is active and responsive, which can boost your local search rankings. Plus, integrating messaging with other communication channels can take customer engagement to the next level. For instance, 90% of SMS/MMS messages are read within three seconds[24]. Some businesses successfully redirect conversations from their Google Business Profile to text or email for more in-depth discussions.
Pay attention to which messages lead to visits or sales. Questions about directions, hours, or availability often signal high purchase intent, so prioritize these inquiries to make the most of your efforts.
If managing all this feels overwhelming, tools like Humble Help (https://humblehelp.studio) offer tailored solutions to keep your customer interactions seamless and professional across platforms.
Next, let’s explore how booking conversion metrics can build on these messaging insights to further enhance your customer interactions.
When customers discover your business through your Google Business Profile and begin the booking process, tracking the difference between completed and abandoned bookings can reveal where they lose interest. This insight helps identify friction points in the process.
The booking conversion rate compares completed bookings to those abandoned. A high abandonment rate typically points to issues like unclear pricing, technical errors, or a cumbersome booking flow that frustrates users before they can finalize their reservation.
Every abandoned booking represents a missed opportunity. Research shows that 81.7% of potential travel bookings are never completed, with mobile users abandoning bookings at a higher rate (85.6%) compared to desktop users (73.1%) [25]. Each abandoned booking directly impacts revenue, making it critical to address these drop-offs.
Friction in the booking process is often the culprit. Things like confusing interfaces, unexpected fees, limited payment options, or technical hiccups can drive potential customers away. This is especially true for mobile users, who expect quick and seamless experiences. Any delay or complication can push them toward a competitor.
To reduce abandonment, start by tracking your booking funnel to see where customers drop off. Metrics like time-to-book, device-specific conversion rates, and services with the highest abandonment rates can highlight problem areas.
Simplify the booking process by cutting down unnecessary steps. For instance, a national salon chain reduced booking abandonment by 45% simply by streamlining their form and introducing a two-step scheduling system [26].
Address common pain points by being transparent about costs upfront, offering multiple payment methods (including digital wallets), and ensuring your booking system is mobile-friendly. Real-time availability is another must to avoid disappointing customers with outdated information.
Building trust during the booking process can also make a big difference. Displaying customer reviews, testimonials, or even a live count of recent bookings can reassure potential customers. For example, a local fitness studio doubled its class bookings by adding social proof and showing limited availability indicators [26].
Recover abandoned bookings by using automated follow-ups. Sending reminders via email or SMS to customers who didn’t complete their reservation - perhaps with an offer or assistance - can help win back lost opportunities. These strategies not only boost revenue but also improve your Google Business Profile performance.
Your booking conversion rate plays a direct role in how your Google Business Profile performs in local search results. High completion rates signal to Google that your business delivers a great customer experience. In fact, businesses that actively optimize their booking process often see revenue increases of 15–30% without changing their services or pricing [26].
A smooth booking experience can also lead to better reviews. Since 84% of people trust online reviews as much as personal recommendations [27], an efficient booking process can enhance your ratings and visibility. Businesses that analyze and act on review data often see an average increase of 0.5 stars in their ratings, which correlates with a 28% rise in bookings [27]. Streamlining your booking process not only improves customer satisfaction but also boosts overall engagement with your profile.
If optimizing your booking system feels overwhelming, consider professional services like Humble Help (https://humblehelp.studio), which can simplify the process and ensure seamless integration with your Google Business Profile.
Understanding booking conversions also sets the stage for evaluating how your seasonal offerings perform with customers.
Your Google Business Profile's product and menu sections can reveal important trends about what your customers want and when they want it. By analyzing these patterns, you can spot seasonal demand changes and understand which visuals resonate most with your audience.
Interactions with your product and menu listings often follow clear seasonal trends. For example, November typically sees a spike in interest for deals, while early in the year, traffic tends to dip as people recover from holiday spending. Additionally, high-quality images - processed by the brain 60,000 times faster than text - can increase consideration by 60% [32].
Using high-quality visuals can have a big impact. They drive 42% more direction requests and 35% more website clicks [31]. These visuals are especially effective during seasonal campaigns. For instance, a New Year’s promotion focused on health and fitness or a spring campaign encouraging customers to refresh their routines can see immediate results.
Every season brings unique opportunities to connect with customers. Take January and February, for example - businesses in the fitness or self-improvement industries often experience a surge in traffic thanks to New Year’s resolutions [28]. A wellness center could use this time to promote a "spring refresh" campaign, offering detox treatments or skincare services, which would likely draw bookings as people prepare for warmer weather [28].
Seasonal patterns also highlight the importance of aligning your product updates with customer demand. For instance, a late-summer traffic dip can be countered by incorporating visuals, which can boost retention by 65% compared to plain text [32].
Start by diving into your Google Business Profile insights to see which products get the most attention during specific months. Tools like Google Trends can help you track changes in consumer behavior based on popular search terms [28]. This data is invaluable for planning visuals and promotions that match seasonal demand.
Highlighting seasonal products and bestsellers is a smart way to engage potential customers [30]. For example, an ice cream shop could run an "Autumn Flavors" campaign, featuring limited-time options like pumpkin spice or apple pie to attract customers before the slower winter months [28].
Your visual strategy is just as important as timing. Use high-quality images for each product to create a professional and appealing profile [30]. Take Star Blends, for example. They showcase custom feed blends for goats and cattle with attractive images and evergreen descriptions in their Product section [28].
Regular updates to your product listings and consistent interaction with customers can also set you apart from competitors [30]. Hicks Family Subaru demonstrates this by maintaining a real-time product feed alongside evergreen descriptions of general Subaru models, ensuring their Google Business Profile stays relevant even as inventory changes [28].
Counter-seasonal marketing can also be a clever strategy. A home heating company, for instance, might run a summer campaign encouraging customers to check their boilers early. This proactive approach helps customers avoid costly repairs when winter arrives [28].
Engagement with your product and menu sections has a direct impact on your local search ranking. Darren Shaw, a Google Business Profile expert, emphasizes:
"Most businesses are doing Google Posts all wrong. They treat their Google Business Profile like a social media profile, but it is NOT. GBP is the one platform that people visit with the intent to BUY, so lean into that." [29]
By incorporating seasonal updates and aligning your content with customer needs, you signal to Google that your business is active and responsive. This can improve your local search ranking [28].
Visual appeal plays a crucial role here too. Seventy-five percent of people are more likely to choose a business that looks professional and visually engaging [32]. For example, The Radon Guys use their Google Business Profile to promote radon testing kits and mitigation services, linking back to their website for added exposure [28].
If managing seasonal updates feels overwhelming, professional services like Humble Help (https://humblehelp.studio) can assist in optimizing your content to align with Google’s ranking factors. These strategies for product and menu engagement provide a solid foundation for improving your profile’s performance and visibility.
Comparing metrics is essential for fine-tuning your strategies and allocating resources effectively. Each metric provides a snapshot of customer behavior, helping you align your efforts with specific business goals.
Here’s a quick comparison of key metrics and their roles:
| Metric | Key Role | Ease of Optimization | Impact on Revenue | Ideal For |
|---|---|---|---|---|
| Search Queries (Direct vs. Discovery) | Differentiates brand awareness from local discovery | Medium | High | All business types |
| Profile Views (Search vs. Maps) | Tracks the customer journey | Low | Medium-High | Location-focused businesses |
| Customer Call Patterns | Tracks direct conversions | Low | Very High | Service-oriented businesses |
| Direction Requests | Measures potential foot traffic | Medium | High | Retail and restaurant sectors |
| Messaging Metrics | Evaluates customer service responsiveness | High | Medium | Appointment-based services |
| Booking Conversions | Tracks revenue-driving actions | High | Very High | Service and hospitality industries |
| Product/Menu Engagement | Assesses content performance | Medium | Medium-High | Retail and food businesses |
Discovery searches have surged by over 900% in the past three years, highlighting their importance for attracting new customers. Additionally, the Local Pack appears in the #1 organic position for 93% of searches with local intent [3][33].
Local Pack listings generate 60% more website clicks, while Maps drive 70% more direction requests, reflecting distinct customer intents [33]. These insights underscore the importance of understanding how customers interact with your business across different platforms.
The interplay between metrics is equally valuable. For instance, call tracking provides actionable insights that directly influence revenue. Metrics like call patterns and booking conversions, which are easier to track, have a significant impact on revenue. On the other hand, maintaining high response rates for messaging - where SMS open rates often exceed 90% - requires extra effort but offers strong conversion potential [35].
A notable example of leveraging metrics comes from American Express. By analyzing call data, they optimized staffing and reduced their call abandonment rate to just 2% [34]. This demonstrates how aligning your metrics with customer expectations can lead to measurable improvements.
Ultimately, regularly monitoring and refining your Google Business Profile is key to improving customer interactions and driving business growth.
Tracking the seven Google Business Profile metrics we've discussed provides small business owners with a roadmap to better understand customer behavior and improve engagement. These metrics tell the story of how customers find your business and what actions they take once they do.
The real value lies in how these metrics interact. For example, if discovery searches are high but direction requests are low, it might indicate customers are interested but can't easily locate your business. Or, if call volumes spike during specific hours while messaging response rates drop, you can adjust staffing to meet demand. These insights allow you to allocate resources where they make the most impact.
"Customer behavior patterns are not mere numbers; they reveal your audience's journey and point to opportunities for connection and conversion."
- Stephen McClelland, Digital Strategist, ProfileTree [36]
The rise of "near me" searches - up over 900% in just three years - underscores the importance of local visibility [3]. As Ross Taylor, President of Alameda Internet Marketing, explains:
"Google Business Profiles are not just important, they're absolutely a must. If your business category has any competitors in your city or service area, showing in the map packs in the search engine results is key to earning new leads and clients. Claiming and maintaining a well-set-up GBP is the first step to making that happen." [3]
To turn these insights into actionable strategies, regular monitoring is essential. Monthly reviews of these metrics can uncover patterns that help you make smarter decisions, from adjusting staffing levels to refining content. Knowing peak call times, popular search terms, and customer preferences allows you to enhance the overall customer experience. Tools designed for Google Business Profile optimization can also make this process easier and more efficient.
Consistency is the cornerstone of success. By reviewing these metrics regularly, identifying trends, and fine-tuning your approach, you can ensure your Google Business Profile becomes more than just a listing - it’s your digital storefront, tirelessly working around the clock to connect you with customers who are ready to engage. Make daily optimization a habit, and turn these insights into actionable results.
To get the most out of search query data and boost your business's visibility on Google, dig into the specific terms people are using to discover your Google Business Profile. These insights reveal what potential customers are looking for, allowing you to optimize your profile with targeted keywords and tweak your offerings to align with their interests.
Keep your profile fresh by regularly updating details like business hours and services. Staying accurate not only builds trust but also keeps your profile engaging. Plus, taking the time to respond to customer reviews shows you're active and attentive, which can strengthen both your visibility and reputation.
To cut down on booking abandonment and improve conversions on your Google Business Profile, focus on creating an easy and engaging experience for potential customers. Start by making sure your profile is complete and accurate. Include details like your business name, address, phone number, and hours of operation. A well-maintained profile not only builds trust but also encourages more bookings.
Another key step is engaging with customer reviews. Reply promptly and thoughtfully to show that you value their feedback. Businesses that actively respond to reviews often see better conversion rates because it demonstrates a commitment to customer service.
Keep your profile fresh by regularly adding updates, promotions, or event announcements. This keeps your audience interested and informed. Lastly, streamline the booking process by including direct booking links on your profile. This makes it simple for customers to book without jumping through hoops.
To tap into seasonal trends effectively, align your products and marketing strategies with key events and customer habits throughout the year. Start by digging into past sales data to pinpoint your busiest seasons, then tailor your offerings to meet customer preferences during those times. For instance, rolling out limited-time seasonal items or promotions can spark interest and create a sense of urgency, motivating customers to act quickly.
Social media is your best friend when it comes to showcasing seasonal products. Share engaging, timely content that highlights your offerings, and pair it with email campaigns to remind customers about seasonal deals. Launching these campaigns early ensures your business stays top of mind, boosts customer engagement, and encourages timely purchases.
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