Google Maps: The Data Behind Consumer Behavior
List Your Business!
Listing your business on Google Maps is essential if you want to improve your online visibility, increase the chances of appearing in local search results, and provide valuable information to potential customers. It helps you connect with local customers, travelers, and tourists. Google Maps boosts your reputation and drives more foot traffic, ultimately contributing to the success of your business.
In this issue, we’ll first cover the basics for those not currently listed on Google Maps. Later in this issue, we’ll cover tips and analytics to boost your online presence. First thing’s first: let’s look at the data.
Did You Know Consumers Search With the Intent to Purchase?
According to Google, "near me" searches have grown by over 500% in recent years, a significant increase in local search activity. Additionally, consumer trend and behavior data shows that those actively searching for businesses near them have a strong intent to purchase. Check out these other behavior trends provided by Google.
46% of all Google searches are seeking local information.
86% of people use Google Maps to search locations, review contact information, and obtain directions.
76% of people who conduct a local search on their smartphone visit a business within 24 hours.
28% of those searches result in a purchase.
Comprehensive Listings Lead to More Business
As more consumers turn to Google and similar services to find new experiences, restaurants, and local hangouts, your online reputation will become more important than ever. And it’s not just us saying it. The data agrees, too!
Businesses with a complete and accurate Google My Business listing are twice as likely to be considered reputable by customers.
Listings with photos and videos receive 42% more requests for driving directions and 35% more clicks to the website.
91% of consumers read online reviews for local businesses, and 84% trust online reviews as much as personal recommendations.
Businesses with positive reviews on Google Maps tend to receive higher levels of trust and attract more customers.
Building a strong Google Maps presence is an ongoing effort. Consistently providing excellent experiences and customer service will naturally lead to positive reviews, increased engagement, and improved visibility on Google Maps. There are plenty of consumers actively searching for businesses just like yours. Make sure you’re listed and give them a chance to find you!
Analytics to Track
Google Maps provides various insights and analytics for your business listing through Google My Business. Here are some of the key insights and analytics you can access:
Views: Google Maps tracks the number of times your business listing has been viewed by users. This metric provides an indication of your listing's visibility and exposure to potential customers.
Search Queries: You can see the search terms or queries that users used to find your business on Google Maps. This insight helps you understand what keywords or phrases are driving traffic to you.
Customer Actions: Google Maps tracks the actions users take after viewing your listing, such as visiting your website, requesting directions, or making phone calls.
Direction Requests: Google Maps provides information on the number of times users requested directions to your business.
Questions and Answers: Users can ask questions about your business on Google Maps, and you can provide answers.
Next-Level Listings
Let’s look at some ways you can take your Maps listing to the next level and reach even more people:
Increased Local Search Rankings: Google Maps listings are closely tied to local search rankings. When someone searches for businesses in a specific location, Google often displays a map with relevant listings. The more information you include, the more likely your business appears in these local search results.
Customer Reviews and Ratings: Positive reviews enhance your reputation and credibility while also ensuring your business remains on the list of search results should someone filter by reviews.
Negative Reviews: Consider these an opportunity for you to address customer concerns, digest feedback, and win that customer back.
Important to Remember!
While Google Maps is the most popular mapping service, it is important to list your business on similar services. Here are a few alternatives worth exploring:
Apple Maps: the default mapping and navigation app on Apple devices, including iPhone, iPad, and Mac.
Bing Maps: Bing Maps is Microsoft's mapping service that accompanies their new, popular web browser, Microsoft Edge.
MapQuest: The original go-to, and very much still a popular online mapping service used by many.
Overall, listing your business on Google Maps will be essential in connecting you with local customers. The more complete your business listing is, the more effective it will be – giving you a better chance of attracting new customers to your establishment.
As the competition becomes increasingly fierce, reputation matters now more than ever. Integrating mapping services into your business strategy will empower you to manage your online reputation.