Many small-to-medium-sized businesses are beginning to understand the importance of their Google My Business listing, as users are searching more and more for things locally. In fact, “88% of consumer local business searches on a mobile device either call or visit the business within 24 hours.” In addition to showing a business’s relevant information such as contact information, hours, and location, a Google My Business listing (which is a free service provided by Google) allows business owners to get in front of a wider audience such as those searching for goods and services on the go. From looking for the closest and best coffee shop to finding a dentist they can trust, people are now able to effortlessly search for businesses based on their current location.
What Do Your Google My Business Analytics Actually Mean?
The two main types of Google My Business search results are direct and discovery. Direct searches account for when a customer directly searched for your business name or address, whereas discovery searches account for when a customer “searched for a category, product, or service that you offer, and your listing appeared.” What does this mean for business owners?
Understanding the pattern behind how customers search, and engage, with your Google My Business listing is particularly useful. For example, if the majority of your traffic comes from direct search, you can assume that your company has great brand recognition. Users may have seen your company name on a billboard, a service truck, or passed by your location on their way to work. Conversely, this also tells business owners that there may be some missed opportunities in terms of greater visibility in category-type search results. Perhaps it would be worth the effort to create a strategy to fully optimize your listing to ensure that it becomes relevant for popular search terms.
If the majority of a business listing’s traffic is coming from discovery they can assume that they’ve done a great job at optimizing their listing and that their efforts are paying off. If this is the case, it’s important that the business has a strict schedule to maintain their listing by continuing to share content, generate reviews, and work on their brand recognition strategies.
Is Your Google My Business Listing in Tip-Top Shape?
Are you confident that your Google My Business listing is fully optimized? Are you getting the most out of your listing so that users can not only find your business online but quickly get in touch to inquire about your goods and services? If you haven’t created a Google My Business strategy it might be time to consider one, as “46% of all searches on Google are seeking local information.” That’s where the team at Eyler Creative comes in. We’ll work with you to get your listing in Google’s good graces by creating, and implementing, a strategy so your company receives optimal exposure. Get in touch with the Eyler Creative team today to take your listing to the next level.