Some Insight into Google My Business Insights and Analytics

I don't know who needs to hear this, but Google Analytics isn't Google My Business.

Actually, I do know who. . . it's every small business owner, entrepreneur, even other mar-com professionals who say, "Oh, I already have that" when I ask about the Analytics tracker (or lack thereof) on their site.

Umm, no. You don't. Either you really and truly don't even have an Analytics account OR you do, but someone placed the Analytics tracking code incorrectly so you're missing out on all that sweet Analytics data (it happens and is an easy fix).

More often than not, people only have their Google My Business (GMB) listing and maybe they use GMB Insights. And they think that's enough. It's not!

Because GMB Insights can only tell you about the things from your Google listing (the knowledge graph, maps, etc.) That has nothing to do with your website.

I'm not saying your GMB listing isn't important. I'm not saying GMB Insights aren't valid. All I'm saying is you also need an Analytics account. (And if you knew that was inspired by Tombstone, I'm your huckleberry)

Your Google My Business listing is your online business card and it's a big part of local SEO.

So it's important the details are correct (and exist altogether) for people to easily find you and for Google's web crawlers to do their thing.

You definitely need to claim your GMB listing and keep it updated. You can also reply to your reviews via the Google My Business app or directly from your profile in Maps.

You should make it a point to check GMB Insights specifically for the search queries people use to find your business listing and the customer actions. Customer actions are when someone clicks directly to your website, clicks to call your business, or clicks to get directions.

Hmm, maybe it's the website metric that makes people confuse GMB Insights for Analytics. GMB Insights can tell you how many website visits came from someone clicking the website button on your business listing. But that's where it stops.

So all the stuff that happens once they get to your site can be found in Google Analytics. Plus, not everyone gets your site by clicking that website button. Analytics tells you about those peeps, too.

Analytics can tell you a TON of helpful stuff about your customers and their needs:

• where they're coming from

• demographic info about them

• ways to improve their experience

These insights can lead to smarter marketing decisions, new customer service initiatives, and even inspire content for blogs, emails, and social media posts.

Not to mention help you track the effectiveness of any paid marketing efforts.

But you don't have to spend a dime to claim your GMB listing or set up an Analytics account.

Yup, Google gives you these fabulous tools absolutely FREE.

Bottom line: if you own a website you should have Analytics and a GMB listing.

Plus, a basic understanding of their helpful metrics and reports.

Gee, where oh where could you find someone to help you with that?

Okay, I'm probably sitting. But either way, I can help you claim your listing, set up an Analytics account, and read your GMB Insights and Analytics metrics in a way that makes sense for your business.