Google has introduced new performance metrics that are transforming the way SEO specialists analyse and optimise Google Business Profile (GBP). It's the 'Keyword' feature, which has replaced older methods for tracking performance. In this article, we will walk you through the importance of this feature and how you can utilise it effectively to boost your business's online presence with Google Business Profile Insights.
Understanding the Key Metrics of GBP
To fully grasp what the new Keyword feature means for your SEO, it's important to keep in mind the three key metrics that help track GBP performance:- Visibility: The number of times your business appears in search results.
- Engagement: The interactions users have with your business listing, such as clicks, calls, or direction requests.
- Conversion: The number of users who take action after engaging with your listing, like making a purchase or booking an appointment.
What's Changed on Google Business Profile Insights?
The updated Google Business Profile dashboard now showcases local search queries and promises more metrics in the months to come.
The new Keyword metrics are quite similar to the ones available in Google Search Console, providing a comprehensive view of the search queries and keywords that drive traffic to your business listing.
Let's dive into the two new GBP additions:
1. Keywords used on Google Maps and Local Search: These new metrics show how users discover your business on Google Maps and Local, including the search terms they use.
2. Customer Interactions: You can now see data on how customers connect with your business through calls or messages (or both).
What Does It Mean for SEO Specialists?
While the current GBP Insights focus on website visits and direction requests, the Google Business Profile Performance Metrics offer a closer look at customer interactions and how your business is found on Google Maps and Local Search.
You can now identify the most valuable keywords for your business, monitor their performance, and focus efforts on keywords that truly matter. Here's what the new Keyword metrics bring to SEO specialists in more detail:
1. Improved Understanding of User Intent
By analysing the keywords and search queries that drive traffic to your listing, you gain valuable Google My Business Insights into what potential customers are looking for when they find your business.
2. Better Targeting
With the keyword data, you can tailor your listing's content to better match user intent and attract more relevant customers.
3. Enhanced Optimisation
The Keyword metrics allow you to track the performance of individual keywords, making it easier to identify areas that require improvement and optimise your listing accordingly.
4. Longer Reporting Period
The new metrics cover a six-month stretch, three months longer than the current reporting. The broader time frame allows for a more in-depth analysis of your business's performance, helping you spot trends and make data-driven choices.
New Keyword Metrics in Action
At PinMeTo, we understand the importance of staying ahead in the ever-evolving digital landscape. That's why we're excited to announce that our platform now has a new Keyword Insights feature designed for GBP.
With PinMeTo’s Keyword Insights you now have an interactive dashboard that shows your data on:
- The total number of your searches in the set period
- The current positions of each keyword you rank for
- The number of times each of your keyword were used for search
- The number of your Locations appearing for each keyword query
To Sum Up
The newly introduced performance metrics in Google Business Profile provide priceless insights for SEO specialists aiming to enhance online presence. With the new Keyword metrics, you can better understand user intent, target your audience more effectively, and optimise your listing for maximum visibility and engagement. Now that PinMeTo has the Keywords Insights feature, you can seamlessly integrate it into your existing local search marketing strategy and use your Google Business Profile potential to the fullest.
Lily Adamyan, April 13
