Is your Business Profile driving results?
Standing out on Search and Maps
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A complete, up-to-date profile is a powerful tool for your business and can help customers find and contact you. But you may not realize that your profile can also provide valuable insights about how people are finding and interacting with your profile — information that can help you better understand your customers.
In this lesson, we’ll explore two types of insights you can find within the performance page on your Business Profile — how people are finding your profile and how they are interacting with it — and discuss how you can put those insights to work for you.
How people are finding your Business Profile
Your performance report will not only show you how many people found your profile, but also how they found it.
People can find your profile one of two ways: either by searching for your business directly, or by searching for related terms and keywords. Understanding how people are finding your profile can help you adjust your marketing strategy and potentially help more find your profile.
Searching for your business by name
The first way customers can find your profile is by searching for your business name — for example, typing “Minnie’s Flooring and Tile” directly into Google Search. If most of your visitors are finding your profile this way, it means they already know your brand and that your name recognition is good.
Searching for related terms
The second way potential customers can discover your profile is by typing a more generic search phrase into Google Search or Maps. For example, your business may show up in a search for “tile flooring” or “hardwood floor near me.” These types of searches can help potential customers who are shopping for the types of products you offer, but don’t know your business yet, to find you.
See what search terms people are using to find your Business Profile.
Looking at the search terms people are using to find your business can provide some interesting — and useful — insights about your customers.
For example, if you discover that “laminate flooring” is one of the most common search terms leading people to your profile, that may be a clue about the types of products customers are interested in.
If certain search terms that you expected to see are missing from your report, it may be because they are missing from your profile, too. Adjust your profile details to make sure your profile accurately reflects the range of products or services you offer.
To maximize how often users find your business in local search results, ensure that your Business Profile is accurate, complete, and engaging.
Let’s take a closer look at your profile.
- Is your business information up-to-date? Make sure your address, hours, category, and other details are accurate to make it easier to match your business with the right searches.
- Have you verified your profile? Verify your business locations so they’re more likely to show in local search results across Google products, like Maps and Search.
- Are you actively using your profile? Your profile is a great place to respond to customer reviews, post photos, and share news about upcoming events.
- Have you added details about your business? Make sure to include information about the products and services you offer, or your food menu if you're a restaurant.
How people are interacting with your Business Profile
In addition to learning about how customers find your profile, you can also find out how they are interacting with it.
Once people find your profile, they can use it to visit your website, request directions to your store, call or message your business, and more. And by tracking these interactions over time, you can learn about how people prefer to interact with your business — and use that information to improve your offering and operations.
For example, if you see that most people are using the “message” function to contact your business, it’s probably smart to set up an automated welcome message and make sure staff members are trained to respond to messages effectively and quickly.
Track how people interact with your Business Profile over time.
If you notice that your messages spike during the week that you posted a picture of your new porcelain tile products, for example, that may be an indicator that customers are especially interested in that product. That’s your signal to consider featuring it more prominently in your marketing and in your profile.
If you want to encourage even more interactions from customers, try making your profile even more engaging and accessible.
- Add posts. Highlight what makes your business unique by sharing your story or announcing the exciting promotional offers you currently have. It’s important to stand out from the competition, and your profile can help.
- Check your photos. Do they represent your business well? Or are they out-of-date, dark, and blurry? Your profile is the first interaction many customers have with your business, so let your photos help make a good first impression.
- Offer a variety of contact methods. Today’s customers expect businesses to be reachable in lots of different ways. Make sure your profile features your phone number, messaging options, and a link to your website — everything customers need to contact you easily.
The performance metrics for your Business Profile offer valuable insights about prospective customers and what they may be looking for in a business like yours.
Ready to get started using your profile to drive results? You can explore these metrics by searching for your business on Google Search or Maps and selecting “Promote”, then “Performance”. Or, view these detailed instructions.
Learn about your customers from your Business Profile performance metrics
- Explore what search terms people are using to find your business. Consider incorporating these topics into your marketing. Learn more
- Check the information on your profile to make sure it’s complete and up to date. Learn more
- Explore how and when people are interacting with your profile. Consider adapting your customer service and marketing content based on what you learn. Learn more