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New GMB Features, Discovery Searches, and Optimizing for Search Behavior! Oh My!

BrightLocal recently finished its biggest research-piece, the Google My Business (GMB) Insights Study. This study analyzed 45,000 GMB listings across 36 industries, revealing insights on how business and consumer behavior relates to GMB listings.

In light of Google recently releasing new and improved GMB features, the key findings and insights are particularly exciting. This recent BrightLocal GMB Insight Study goes over how consumers engage with GMB listings. Namely, the level of engagement and type of engagement a GMB listing may achieve. Overall, consumer engagement with GMB listings is rising exponentially.

Discovery Searches Are Growing

One refreshing insight showed that most consumers landed on a GMB 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.

  • 84% of views for a GMB listing come from discovery searches. Discovery searches are considered when a listing appears from a non-branded search. For example, from search terms like “bars near me,” “dentist in brooklyn,” or “greek restaurant.”

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.

GMB Listings With Images Are Getting More Clicks

Alongside discovery searches leading consumer behavior GMB’s online audience is also being lead by images. GMB listings with only one image generated 65% fewer clicks than the average listing. GMB 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.

On the Whole, GMB Listings Matter

Overall, customers are interacting with GMB postings more and more. This BrightLocal study found engagement with GMB 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 GMB 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.

The Ad Firm Can Optimize Your GMB Listing

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.

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