The Internet Marketing Driver: Glenn Gabe's goal is to help marketers build powerful and measurable web marketing strategies.

Wednesday, August 12, 2009

Your Google Local Business Center Dashboard, Analyzing and Refining Your Google Maps Listing Based on Analytics


Google Local Business Center DashboardMore and more small businesses are realizing the importance of advertising online, including how to maximize their presence in Search. As local businesses get more involved in online marketing, they begin to understand how prospective customers research products and services. Needless to say, many are searching for information online. And, if you offer a product or service they are looking for, it’s obviously important for you to show up for targeted searches. If you don’t rank highly for target keywords, other businesses are...and they are the ones receiving calls (or visits in person).

In addition, there are searches that Google and the other engines deem as “local” in nature. For example, bakery in Princeton, NJ and florist in Miami, FL. Google may provide a 10 pack of local results for searches like this, and it’s important to make sure you show up. Even further, Google recently changed the way it processes requests that it deems local. For example, you often don’t need to put a location to trigger the 10 pack. Google knows your location and provides tailored local results for you. How nice. :)

To learn more about local listings in Google, you can read a previous post of mine about how to set up a Google maps listing in Google Local Business Center. In the post I walk you through what it is and how to set one up. By the way, once you take a hard look at Google’s 10 pack of local listings, it should be no surprise that it attracts a lot of attention. The 10 pack, which sometimes shows less than 10 listings, contains a map with markers showing the location of each business. It’s pretty hard to ignore this on the results page… The 10 pack also pushes down the organic results, which can potentially move your organic listing down the page.

Why Continual Analysis Can Provide Serious Benefits
I've found that many local businesses either don't have a listing or they set one up and check it off their list, never to return to analyze and refine the listing. But hold on a second… businesses should really be asking themselves, “How is that local listing working for me?” I recently had a client make some relatively minor changes based on reporting. These changes ended up having a significant impact on their local rankings and subsequent visits and calls from prospective customers. That’s pretty powerful considering the reporting they analyzed cost them nothing. Yes, $0. I helped my client use data provided to them in their Google Local Business Center Dashboard. You might have heard about this recently, as Google launched it in June of this year. That said, I’m sure some of you reading this post have no idea what it is. That’s ok, since this post is here to provide a thorough overview of your local dashboard, while also giving you some ideas for how to best use the data to attract prospective customers.

The Google Local Business Center Dashboard, Free Analytics for Local Businesses
OK, let’s assume you read my post about setting up your Google maps listing and you are showing up for some targeted searches. That’s great, but do you really know how well that listing is working for your business? Until recently (June 2009), you really didn’t have a lot of insight into the performance of your local listing. Sure, you probably had Google Analytics or another analytics package set up, but that doesn’t specifically give you data about your local listing. Thankfully, Google understood this and did something about it. They rolled out a Local Business Center Dashboard that is basically a scaled down Google Analytics report for your local listing. It provides some important data about how your listing is being triggered, viewed, and accessed. Let’s explore the features below.

The Features of Your Local Dashboard
First, log into Google Local Business Center. You will see your business information, status, and a label for “Statistics”. Under the heading for statistics, you will see a quick view of impressions and actions. Impressions include the number of times your local listing was triggered and viewed as a result of a search on Google or Google Maps. Actions include when someone viewing your listing actually interacted with it. More on this shortly. Click the “View Report” link to access your dashboard.

Accessing the dashboard from Google Local Business Center
Google Analytics-like Graphs for Impressions and Actions
The first thing you will see is a timeline at the top of the page showing activity for your listing. The chart breaks down impressions and actions visually by day, over the time period you selected. The default timeframe is the past 30 days, but you can easily change that by using date range selector in the upper right corner and then clicking apply. Right below the timeline, you will see the number of impressions, which again is the number of times your listing is viewed as a result of a search on Google or on Google Maps. Underneath impressions, you will see a breakdown of actions, which is the number of times a user took “action” with your listing. Possible actions include clicks for more information on Google Maps, clicks for driving directions, and clicks to your website. Actions are aggregated in the graph, but actually broken down underneath the graph. Providing this reporting enables you to get a quick snapshot of the performance of your local listing.

Viewing impressions and actions in Your Google Local Business Center Dashboard
What to look for:
You might notice spikes in impressions and actions based on advertising campaigns you have launched. You can identify the most active days of the week or periods of time based on activity. For example, are many people searching for your services on weekends or during the week, right before holidays, or heavily during a specific season? You can also test the effectiveness of the details of your listing. Google provides the ability to edit the details of your local listing, so my recommendation is to test various ways to communicate your business and then view the impact on impressions and actions. For example you can refine your description, specialties, and categories served to determine the optimal combination of elements. Don’t just throw up a local listing without revisiting its performance on a regular basis.

Top Search Queries
Below the breakdown of actions, you will find top search queries that triggered your local listing, along with the number of impressions. Although this isn't a robust list of keywords like you would see in Google Analytics or another analytics package, it still provides important data for you to review. You probably have an idea about the types of keywords that trigger your listing, however, I’ll bet some of the keywords in the list surprise you. It’s just like when I talk about performing keyword research, you should find what people are actually searching for versus what you think they are searching for. Trust data, and not necessarily opinion.

Click the image below to view a larger version:
Viewing top search queries in Your Google Local Business Center Dashboard

Are there keywords you never thought about targeting that people are actually searching for? Analyzing even this simple keyword report can help you target the right people locally, based on what they are really looking for. For example, let's say you are a florist focused on wedding arrangements and none of the keywords triggering your listing seem targeted for that niche. You find that most people are searching for gifts or flowers versus a specific type of arrangement. Or, you might find the opposite is true and that people are searching for very specific types of arrangements. Again, you never know until you look. Then you can determine the best path to take with regard to your local listing.

Based on what you find, you should start to think about why your listing is showing up for those searches. Is that because of the type of search being conducted or the information contained in your actual listing? It’s a good question and it is definitely worth analyzing... For example, did you let Google know that you provide organic food at your restaurant? Take the time to analyze the data and make changes to your listing. Don’t miss out on customers. In addition, the data can help you craft new marketing messages, and even possibly how you explain your business in person or via other forms of advertising. Using the example above, are you using the word organic in your advertising, whether that’s on TV, in mailers, at shows or festivals, and when you speak with people in your community. If they are searching for it, you might want to start including it. :)

Know Where Your Customers Are Coming From (Literally)
Underneath top search queries, you will find a list of zip codes, based on where driving direction requests are coming from. To clarify, this is when someone clicks “Directions” or “Get Directions” from your local listing. This data would mean more to a business with a physical location serving local customers and can provide some interesting data. For example, you can see the impact of offline marketing, you can see which areas provide high demand for your products or services, and can help you craft future advertising campaigns. For example, I know some local businesses like to attend town festivals, which enable you to set up a booth. Let’s say you planned to attend four festivals in the fall (at $750 per booth). Your knee jerk reaction might be to set up at festivals that are in close proximity to your business, maybe the four closest towns to your business. However, you might change that strategy based on data you view in your dashboard. Maybe more requests are coming from locations 10-15 minutes away versus 5 minutes away. You actually might pass on the festivals right around your town and target ones that are two or three towns over. Again, you don’t know until you review the data. If you don’t, you could miss opportunities to get in front of more targeted groups of people. This is why I always recommend continual analysis and refinement based on data. It has become a motto here at G-Squared Interactive.

Click the image below to view a larger version:
Viewing where direction requests are coming from in Your Google Local Business Center Dashboard

Go Check Your Local Dashboard Now
So there you have it, an overview of your Local Business Center Dashboard, or what I like to call a scaled down Google Analytics report for your local listing. I would love to see the ability to access more data, but this is still better than flying blind (which is what many businesses were doing beforehand).

Here are some key points to think about after reading this post:
* First, do you have a local listing and are you effectively managing that listing?
* Second, are you reviewing reporting for your listing and making changes based on the data?

Remember, you don’t want to miss an opportunity that’s right around the corner…literally. :)

GG

Related Posts:
How to Set Up Your Google Maps Listing
How to Perform Keyword Research for SEO
The Difference Between Sales and Marketing

Labels: , , ,

If you enjoyed this post and you need assistance
with your online marketing projects,
then contact Glenn Gabe today>

0 Comments:

Post a Comment

Links to this post:

Create a Link

<< Home