Bright Local published a great Google My Business Insights Study recently. Some of the data is really interesting, you should take some time to dig through it.
It analyzed over 45,000 GMB listings and while there are some variables involved, it does establish a nice benchmark for us to measure up to and analyze.
Overall, GMB listings are being found 75% of the time through Search & 25% of the time through Maps.
Between Q4 2017 and Q4 2018, website clicks from GMB listings grew 29%!
Another interesting note: 96% of local business GMB listings are being viewed at least 25 times per month in Search results, and 86% are receiving more than 25 views in Maps.
While 49% of businesses receive more than 1,000 Search views per month, and 33% receive 1,000+ on Maps.
One of the most important things to consider is what actions visitors are taking once they find a GMB listing. Here’s some insight on that:
Most actions from a GMB listing are website views. The average business receives 33 website clicks each month from their GMB listing, with 59 actions overall.
So it’s obviously important to have both a complete GMB listing & an optimized website. (Only 8% of consumers never look at websites when choosing a local business, and 38% of consumers recall visiting a website from the business’s GMB listing!)
It was also interesting to see the industry breakdown in regards to direct searches vs. discovery searches.
A direct search is when a user searches for a specific business name or address directly.
A discovery search is when a user searches for a product or service that a business offers, and they appear in the results.
The industries with the highest discovery search rate tend to be the “emergency” industries that are needed quickly like locksmiths & repair companies.
There’s really a ton of great info in this study, lots more info in the full report, Click Here to check it out!