You Have Data. You're Just Not Using It.
Google Business Profile has a built-in analytics dashboard. It shows you how people find your listing, what they do when they get there, and how you compare to competitors.
And most business owners have never looked at it.
That's like having a map to buried treasure and using it as a coaster.
The Metrics That Actually Matter
Search queries. This shows you what people are typing to find your listing. Pure gold for keyword research. If you see terms you're not targeting on your website, start creating content around them immediately.
Direction requests. This tells you where your customers are coming from geographically. Use this to inform your service area pages and geo-targeted ads.
Phone calls. Track when people call. If most calls come in between 2-4pm on Tuesdays, make sure you're fully staffed then.
Photo views. Compare your photo views to businesses like yours. If you're below average, upload more photos. Google literally tells you how you stack up.
Website clicks. How many people click through to your website from your GBP listing. If this number is low relative to your views, your listing needs better CTAs. Google Search Console can give you the other side of the picture — what's happening once people land on your site.
The Metrics That Don't Matter (As Much)
Total views. A vanity metric. 10,000 views mean nothing if nobody clicks, calls, or requests directions.
Search vs Maps. Interesting to know, but not actionable by itself.
How to Use This Data
Check your insights monthly. Look for trends.
Are search queries shifting? Adjust your content strategy.
Are direction requests declining? Maybe your reviews are slipping.
Are phone calls increasing? Whatever you did last month, do more of it.
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