Want to attract more local customers? Start using Google Business Profile (GBP) Insights to improve your local SEO. This free tool shows how people find and interact with your business on Google Search and Maps. Here's why it matters and how to use it:
Quick steps to get started:
Pro tip: Regularly monitor insights to spot trends and adjust your strategy. With 76% of local searches leading to visits within 24 hours, optimizing your GBP can directly drive growth.
To start leveraging GBP Insights for improving your local SEO, you first need a verified Google Business Profile. Setting up and listing your business on Google is completely free[5]. Once your profile is active and verified, accessing your insights is a simple process.
Setting up your Google Business Profile is an important step for increasing your local visibility. It allows you to manage your listing details, ensuring customers get accurate information while building trust through reviews.
Begin by visiting google.com/business and clicking the "Manage now" button. Sign in with your Google account or create one to serve as your profile administrator.
Enter your exact business name. If a profile for your business already exists, claim it; otherwise, create a new listing. Select the most relevant business category to help your profile show up in the right search results.
Provide your full business address. If you operate without a physical storefront, you can hide your address and specify a service area instead. Be sure to include essential contact details like your phone number and website URL.
Next, verify your profile. Google typically sends a postcard with a verification code, which you’ll need to enter in your dashboard. Once verified, enhance your profile by adding complete business hours, high-quality photos, a detailed description, and a list of services.
After completing these steps, you can use your dashboard to keep track of your profile’s performance.
Once your profile is verified, accessing GBP Insights is straightforward. The primary way to do this is through the Google Search business dashboard, but you can also use the Google Maps app on mobile devices.
To access insights via Google Search, log into your Google account, search for your business, and click "View profile." Then, click the "Performance" icon to review insights. You can adjust the time frame and explore key metrics from there.
For mobile access, open the Google Maps app, go to the "Business" tab, and tap "See more" under the "Performance" section.
The Performance section provides detailed data on how customers find your business, the actions they take, and demographic information about your audience. To ensure your insights remain accurate, keep your name, address, and phone number (NAP) information consistent across major directories[6]. Regularly updating your profile also helps maintain reliable insights.
Digging into key Google Business Profile (GBP) metrics uncovers valuable details about customer behavior, helping you refine your local SEO strategy. The Performance section of the GBP dashboard highlights three important areas: search queries, customer actions, and audience behavior data.
"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 [7]
Each of these metrics provides actionable insights to fine-tune your local presence.
Search queries reveal the exact terms people use to discover your business. This data indicates whether customers are finding you through direct searches (typing your business name) or discovery searches (searching for services you offer).
The search queries section tracks two key metrics: Search views (how often your profile shows up in Google Search results) and Maps views (how often it appears in Google Maps). Pay attention to the keywords customers use. For instance, if users frequently search for "emergency plumber", but your profile emphasizes "plumbing services", you may need to adjust your wording. Incorporate these high-traffic keywords into your business description, posts, and service listings [4].
Timing data in this section can also help you plan posts for peak engagement hours, ensuring your updates align with customer activity patterns.
Customer actions provide a snapshot of what users do after finding your listing. These actions include website visits, direction requests, phone calls, messages, bookings, food orders, and menu clicks [4]. Each action offers insight into customer interaction and conversion potential.
If actions like clicks or calls are low, it might be time to refresh your profile. Update your description, photos, and contact details to better reflect what customers are searching for [3].
GBP insights also offer demographic details about your audience, such as geographic location, device usage, and search timing. These metrics can guide your outreach and operational strategies.
Together, these insights help calculate your conversion rate - the percentage of people who take action after viewing your listing. Verified profiles are 2.7 times more likely to be considered reputable, and listings with photos receive 42% more direction requests and 35% more website clicks [2].
Regularly monitoring these metrics helps you spot trends and opportunities. For example, seasonal businesses may notice shifts in search queries throughout the year, while service providers might see spikes during emergencies or specific maintenance cycles. Adjusting your strategy based on these patterns ensures you stay relevant and competitive.
Using the metrics we discussed earlier, you can leverage Google Business Profile (GBP) insights to strengthen your local SEO strategy. Start by tailoring your keywords and content to match what your customers are searching for.
Dive into your search query data and use those keywords to refine your business description and other content. The goal is to align your wording with the exact phrases your customers are already using.
Google factors in signals like location relevance and accurate details when ranking local businesses. So, speaking your customers' language is a must [2].
Another way to use keyword insights is through Google Posts. Create posts that focus on the specific terms your customers search for most. For instance, if "same-day delivery" is a popular search, write posts that highlight this service using that exact phrase. Posting regularly can lead to a noticeable boost in views.
Keep an eye on your insights to identify seasonal trends or shifts in search behavior. For example, a landscaping business might see a spike in searches for "snow removal" during winter. This could be a cue to update service descriptions and create posts tailored to seasonal needs.
After refining your keywords and content, it's time to ensure your business information is accurate and up-to-date.
If you're noticing low customer actions - like fewer clicks or calls - it might be a sign that your business details need an update. Check your description, photos, and call-to-action prompts. Add more precise categories to describe your services and create posts with clearer calls to action [3]. Also, ensure your website link is functional and mobile-friendly.
If direction requests seem unusually low, double-check your address and business categories. Make sure your location is pinned correctly on the map, and upload high-quality photos of your storefront or building [3]. You can also encourage happy customers to mention your location in their reviews to enhance your geographic relevance.
Consistency across all platforms is key. Your NAP+W (name, address, phone number, and website) should match everywhere it appears online. Inconsistent details can confuse both customers and search engines, which can hurt your local rankings [8].
"Select categories that complete the statement: 'This business IS a' rather than 'this business HAS a.' The goal is to describe your business holistically rather than a list of all the services it offers, products it sells, or amenities it features." - Google [8]
Once your information is accurate and consistent, shift your focus to driving customer engagement.
Customer engagement plays a huge role in improving local search rankings. Google's algorithm increasingly values user behavior, so interactions with your profile are just as important as profile views [9].
Start by addressing areas where engagement is lacking. For example, update your listing with high-quality photos to grab attention. Refresh your photo gallery regularly with images that showcase your team, products, services, or even seasonal updates.
Reviews are another critical factor. Studies show that 73% of people trust a local business more after reading positive reviews, and 87% of consumers check online reviews before making a decision [2]. Encourage happy customers to leave reviews and respond to feedback quickly. Businesses that reply to reviews are seen as 1.7 times more trustworthy than those that don’t [2].
Take advantage of the messaging feature to engage directly with potential customers. If you notice high message volumes, it’s a sign people prefer text-based communication. Respond promptly or set up automated replies for common questions. Quick responses can build trust and turn inquiries into sales.
Timing also matters. Use your insights to determine when your audience is most active and schedule important posts or promotions during those peak times. For instance, if your data shows a traffic spike on Tuesday afternoons, plan your key announcements for that window.
Finally, track your progress. Businesses with complete and accurate GBP listings are 70% more likely to attract in-person visits [2]. Regularly optimizing your profile based on insights ensures you're not just appearing in searches but also converting those views into real customer actions.
For extra help, consider working with Humble Help. They offer customized marketing solutions, including local SEO and Google Business Profile optimization, to help you make the most of your GBP insights. (https://humblehelp.studio)
GBP Insights offers a window into how local customers find and engage with your business. This data helps pinpoint what’s working and highlights areas that need attention in your local SEO efforts.
Here’s a compelling fact: 76% of people conducting a local search on their smartphone visit a business within 24 hours, and 28% of those searches lead to a purchase [1]. By using GBP Insights to fine-tune your profile, you can turn these numbers into real opportunities for growth.
To make the most of your insights, focus on these key areas: updating keywords, ensuring your contact details are accurate, and encouraging customer interactions. For example, if you notice fewer phone calls or direction requests, double-check that your phone number and address are correct.
"Ranking in the local pack is incredibly important, but real local SEO success happens when customers take action. Tracking and optimizing for key GBP engagement metrics like website clicks, phone calls, and direction requests ensures that businesses aren't just seen, but chosen." [3]
– David Hunter, CEO, Local Falcon
Make it a habit to regularly review your GBP Insights. Refreshing photos, staying on top of search trends, and creating timely posts can help you tap into the 46% of Google searches driven by local intent [2].
Success in local SEO isn’t reserved for the largest or longest-standing businesses. It’s for those who pay attention to their data and adapt quickly. GBP Insights is your guide to ongoing improvement and stronger local search performance.
Need help turning your insights into action? Humble Help offers tailored marketing solutions to optimize your local SEO and enhance your online presence. Put these strategies into play to secure your edge in local search.
To get the most out of Google Business Profile (GBP) Insights for keyword research, start by diving into the Search Queries section. This area reveals the exact terms people are using to find your business. These keywords can give you a clear picture of what’s driving traffic and what potential customers are looking for.
Next, take a closer look at customer actions - like calls, website visits, and requests for directions. These behaviors can help you identify which services or products are resonating most with your audience. Use this data to focus on keywords that align with their interests and needs.
Make it a habit to regularly review your GBP performance. This will help you spot emerging trends and fine-tune your keyword strategy over time. For a deeper dive, combine GBP Insights with tools like Google Keyword Planner to uncover even more relevant search terms. By tapping into these insights, you can sharpen your local SEO game and attract more customers to your business.
If your Google Business Profile (GBP) isn’t getting the attention you’d hoped for, don’t worry - there are ways to turn things around and bring in more customers.
Start by ensuring your profile is fully filled out and visually appealing. Include high-quality photos that showcase your business, write a detailed and engaging business description, and double-check that your contact information is accurate. Don’t stop there - keep your profile fresh by regularly posting updates about promotions, events, or any news related to your business. These updates keep your audience interested and engaged.
Another key strategy is to encourage happy customers to leave positive reviews. Reviews not only influence potential customers but also build trust. Make it a habit to respond to all reviews - whether they’re glowing or critical. This shows that you value feedback and care about customer experience.
By staying active on your GBP and connecting with your audience, you’ll not only enhance your local SEO but also drive more traffic to your business.
To keep your Google Business Profile accurate and working well for local SEO, make it a habit to update it every week. This could include uploading fresh photos, replying to customer reviews, or sharing updates. These regular tweaks not only keep your profile engaging but also show search engines that your business is active.
On top of that, make immediate updates whenever something important changes - like new operating hours, added services, or special deals. Keeping everything up to date ensures your profile stays relevant and helps you stand out to potential customers.
Discover strategies to elevate your business.
