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5 Things BrightLocal Discovered Analyzing 45,000 GMB Listings

Our partners over at BrightLocal are becoming pretty well known for their seemingly thorough & insightful studies regarding local search. Just recently, they launched The Google My Business (GMB) Insights Study, exploring over 45,000 listings, across 36 industries for over a year and a half period. In total, it came out to over 8 million data points that BrightLocal analyzed… They had some pretty interesting findings that they uncovered.

What they wanted to know…

  • How consumers are using GMB
  • How behaviors have changed over time
  • Which industries are leading the way

After studying the above, they were able to come out with their top 5 findings that both SEO’s & consumers will benefit from:

What they discovered…

You still need a website

Of all the customer actions measured in GMB Insights, website clicks came on top across nearly every industry and country. This is further backed up another study BrightLocal did recently which discovered that 76% of consumers say they look at a website at least half of the time when researching a local business.

Images improve engagement

When BrightLocal compared the number of images to the number of customer actions, they found that more images = more customers. 

Listings with over 100 images get 20 times more website clicks than the average listing, while listings with only one image generated 65% fewer clicks than the average listing.

GMB is not just for brand searches

84% of GMB listing views come from discovery searches. So that’s like ‘tires near me’. This shows the value of optimizing your listings to ensure you’re using the right GMB categories to rank higher for those products & services you offer.

Customer action rate is on the up & up

BrightLocal found that the percentage of listing views that resulted in a customer action jumped from 3.9% in 2017 to 4.8% in 2018.

Despite Google My Business rolling out some unsuccessful updates, they seem to be offering more opportunities for folks to engage… so that’s definitely a positive. 

Car dealerships are the ‘standout’ industry

When BrightLocal broke down all the data by industry, they found that the level of optimization and engagement varied greatly as we can all imagine. Just think of restaurants – they’re naturally going to receive more searches & get higher engagement. But when BL divided up their industries & took a closer look, they actually found that car dealerships were embracing GMB the most. Surprised? We were too!

It came third for the average number of photos, it had the second-highest number of direction requests, and came top for calls and website clicks.

Additional stats 

  • The average business is found in 1,009 searches per month, with 84% of these coming from discovery searches
  • 49% of businesses receive more than 1,000 Views on Search per month
  • 5% of Google My Business listing views result in a website click, call, or direction request
  • Local businesses have a median of 11 photos on Google My Business
  • Between Q4 2017 and Q4 2018, direct searches grew by 38%, while website clicks from GMB listings grew 29%

Here’s the full report in case you were curious!

So what does this all mean? It basically just means that we need to keep doing what we’re doing to stay ahead of the competitors. If you are one of our beloved clients, feel free to send over images of the shop. We’d love to put them on blast! If you’re not participating in Google My Business like you should be & need our services, contact Upright Tire!

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