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BrightLocal recently finished its biggest research-piece, the Google Business Profile (GBP) Insights Study. This study analyzed 45,000 GBP listings across 36 industries, revealing insights on how business and consumer behavior relates to GBP listings.
In light of Google recently releasing new and improved GBP features, the key findings and insights are particularly exciting. This recent BrightLocal GBP Insight Study goes over how consumers engage with GBP listings. Namely, the level of engagement and type of engagement a GBP listing may achieve. Overall, consumer engagement with GBP listings is rising exponentially.
One refreshing insight showed that most consumers landed on a GBP listing for discovery searches. Discovery searches, or non-branded searches, are the leading interaction in search behavior. Customers are continually asking the Internet questions and recommendations, so looking for new knowledge.
Moreover, another recent BrightLocal study found that 76% of consumers confirmed that at least half the time they look at websites when researching a local business.
Alongside discovery searches leading consumer behavior GBP’s online audience is also being lead by images. GBP listings with only one image generated 65% fewer clicks than the average listing. GBP listings that had over 100 images got 20 times more website clicks than the average listing. So, if you’re one of the 6% of businesses with only one image, then adding more pictures is a great way to improve your engagement. Of course, it’s worth noting that it may be a factor of causation. After all, businesses with more images might be better at local digital marketing overall.
Overall, customers are interacting with GBP postings more and more. This BrightLocal study found engagement with GBP listings has increased — customer action jumped from 3.9% in 2017 to 4.8% in 2018.
In total, the BrightLocal study covered over 8 million data points. Website clicks came out on top across “nearly every industry and country.” Websites, such as GBP listings, provide easy, authoritative, valid customer engagement. You can build trust from this initial stage, to already convince a customer the quality of your service or product.
At the Ad Firm, we collaborate with you in developing a customized digital marketing plan that helps you engage with your customers. Our team builds strong relationships with your customers and provide measurable digital marketing results for your business. We enjoy navigating the differences between every business and every industry — you won’t get one-size-fits-all solutions from our team. Learn more about our team here. The Ad Firm has deep roots but keeps it fresh.