On average, a business appears on 157 direct searches monthly + 852 discovery searches on Google — totaling an average of 1,009 searches each month.
The problem with hunting for leads on your own is that it can be a daunting task. And, finding specific leads manually can take hours. Not only that, but you never know if the leads you find are still active. Worst of all, it's hard to find new leads when they come in.
This article shares how we've solved these problems for our business — giving us more time to do the things that matter most and letting us focus on building lasting relationships with our followers (and you can too!)
- Why 'Google My Business Insights' is important?
- Direct Searches vs Discovery Searches
- How to lead online traffic towards your site with Google My Business
Let's dive in!
What is Google My Business Insights?
Google My Business Insights allows you to see all the actions your customers take with your listing. This can be done by category, location, time period, and more. You can also filter this information by keywords being searched for, and see a trend for which keywords are attracting the most traffic overall. This tool is useful because it gives you insights to help with the Search Engine Optimization strategy and helps you determine what is driving the most traffic to your site.
You'll also want to look into which of these leads perform the best (meaning: they convert).
Why Is Google My Business Insights Important?
Google My Business Insights is important because it allows you to find a more structured and organized approach to your online lead generation. It's important for your business to be top of mind to your customers. This tool puts you right in the middle of the equation.
The traditional methods for lead generation are no longer enough due to the continuous evolution of digital marketing. Small businesses need a new way to find leads that is more time-efficient, cost-effective, and reliable. That's why Google My Business (GMB) Insights has become so popular among businesses. They can find a 360-degree view of what's happening with their online presence.
Direct vs. Discovery Searches - Google My Business
Google makes the following distinctions in their search measurements.
A customer directly searched for your business name or address.
A customer searched for a category, product, or service that you offer, and your listing appeared.
A customer searched for your brand or a brand related to your business. This category will only appear if your listing has appeared at least once for a branded search.
The total number of direct, discovery, and branded searches.
Search Engine Optimization
A direct search is when someone is looking for something specific, and they know what it is. A discovery search is when someone isn't looking for your business in particular, and they come across your site in a search result, mainly through paid ads (can be through organic content as well). Google My Business Insights gives you a deep dive into both of these searches. You can understand exactly how customers are finding your business online.
Google My Business Insights allows you to see which types of people are searching for your business. Also, you can learn how many of them find your listing. This is useful information when you want to increase your visibility online, whether that's through SEO or PPC or a combination of both.
Most businesses use the same type of strategy in order to find their listing. This includes using Google Ads, SEO, PR, and other online marketing strategies. The problem is that everybody runs into the same problem: getting followers and trying to gain more exposure for their business.
Where does this problem come from?
It comes from the fact that Google Ads and SEO alone do not lead to any more leads. Contrary to what you may have been told in the past, it isn't enough to pay for ads and hope people will find it. Just because there is expensive advertising doesn't mean people will find your business.
This is where Google My Business Insights comes in. It allows you to see how much of your traffic is coming from direct or discovery searches. When you're creating campaigns for PPC or SEO, you can tell which of these types of searches are bringing you traffic - and which ones people are actually finding your website through a 'direct' search (i.e., typing in your business name into Google or clicking on a paid ad).
Appearing on the top of Google Searches
Typically, businesses are trying to rank for their own business name. When a person searches for "MyOutDesk" on Google, they expect to see our business at the top of the search results.
Sometimes, competitors can outshine your own business name in search results. It's not enough to simply rank. You need to actually be visible on the search engine results page (SERP). This requires having a strong online presence.
Common Customer Actions & Behaviors
You can view Common Customer Actions & Behaviors on GMB, and you'll be able to understand what people are searching for in your business.
These variables on GMB include:
How busy your business is. This will show up in the amount of visits coming in from your website. If your business or company is popular, Google will be able to show you the number of visits coming from Google My Business Insights.
How many searches are coming from direct searches? This will tell you if people have been actively typing in your business name to look for it. What businesses typically want to know is when a customer clicks on a link and how many times they look at the results. This information can also help you learn about what keywords are most important, and which less popular keywords should be avoided.
What people are searching for. Find out what keywords your customers are typing into their browser or phone when they're doing an online search. Click on "Common Customer Actions & Behavior" in GMB.
What pages on your website are most popular. If you have a website, you'll want to click on "Search Analytics" in GMB. It provides valuable information about search terms and how many times they appeared on Google. In addition, the search analytics can also show you how many times your most popular landing page was viewed. With this information, businesses can decide if it's worth it to develop more landing pages for specific keywords that may bring in more traffic.
How much traffic your business is getting from Google. Once you've activated your business and chosen your location, it will be added to the Google My Business dashboard. This information is incredibly valuable because you'll gain insights to know what people are doing when they find your business listing on Google. On GMB, you can see what search volume you rank for and also the actual inquiry traffic per day.
How to lead online traffic towards your site with Google My Business Insights
Google My Business Insights is a great way for online businesses to measure their performance with Google search, Google Ads advertisements, and SEO campaigns. The information that it provides is invaluable, providing both benefits and challenges for businesses seeking to grow their online presence.
The most important thing to do is to make sure your business name is being searched for in Google. If you want your business name to be searched for, then you need to start with the basics. That's first creating online visibility and updating your GMB profile and listing.
One way that many businesses are trying to drive traffic towards their website is through SEO. Marketing strategists believe that SEO leads will help lower costs and increase revenue, but it doesn't always work like this — especially with Google Ads.
For example, if you run an SEO strategy, then there's a good chance that you're doing local searches. This will increase your website's search rankings, but it won't give you more revenue if people can't find your website! This is where the concept of 'discovery' comes in. When people do a search on Google, they're essentially searching around for what they want. That generally means that you'll need to have a website setup that is optimized for a particular city or country.
Low SEO Budget?
Still, Get High Results with Virtual Assistants
When you don't have the budget to develop an SEO campaign, you can find ways to target specific areas through branding and keywords. Better yet, hire full-time virtual marketing assistants to handle this work and your GMB account. This service, through MyOutDesk, lets you save up to 70% on traditional employee costs while boosting your productivity.
Don't lift a finger — Run your affiliate program with Virtual Assistants.
If you're ready to get started on affiliate marketing but aren't sure you want to deal with the time & effort it can take to build and manage your own program, consider using a virtual assistant service.
“Outsourcing makes the hustle better — because you’re not burdened with many/growing expenses that you'll need to figure out how to cover and hit profit”