Why Local SEO Metrics Beyond Rankings Are the Key to Your Business Growth
I’ve heard it all. “Linda, my website is ranking number one, but my phone isn’t ringing!” or “I’m getting a ton of views on my Google Business Profile, but nobody’s coming in!”
If this sounds like you, I want to share a little secret that can change everything. You might be focusing on the wrong numbers. We all love to see our Google rankings climb and our Google Business Profile (GBP) views go through the roof. It feels good! But views and rankings are what we call “vanity metrics.” They make us feel good, but they don’t always pay the bills.
The real goal of local SEO isn’t to get views. It’s to get customers. The most important metric you should be tracking is a conversion—the moment a potential customer takes a meaningful action that can lead to a sale.
A recent study by BrightLocal found that a massive 88% of local searches on mobile devices resulted in a phone call or a store visit within 24 hours. Think about that! People who search for a local business are ready to act. But if you’re only tracking views, you’re missing the most important part of the story.
The truth is, many businesses are not tracking the right things. They might get 500 views on their GBP in a month, but if they don’t know how many of those views turned into a phone call, a request for directions, or a visit to their website, those views are just numbers on a screen.
The Top Conversion Metrics You Need to Track on Your GBP
So, if views aren’t the most important thing, what is? The answer is simple: user actions. Your Google Business Profile is a mini-website, and it has built-in features that let you track exactly what potential customers are doing.
- Phone Calls: This is one of the most powerful metrics you can track. When a customer sees your phone number on your GBP and clicks to call, that’s a direct lead. It’s a huge signal of intent. A study by LSA and BIA/Kelsey found that phone calls generated from mobile searches convert at a rate of 10-15%. That’s a massive number compared to the average website conversion rate, which is usually only about 2-3%.
- Direction Requests: When someone clicks the “Directions” button on your GBP, they’re not just browsing—they’re on their way to your door! This is a massive conversion signal that tells you your local SEO efforts are driving foot traffic.
- Website Clicks: Of course, clicks to your website still matter. But it’s about what they do on your website. Do they fill out a contact form? Do they request a quote? This is where your website’s design and call-to-action come into play. If you’re struggling to convert website visitors into customers, we can help. Check out our expert Marketing Packages.
The Secret to Tracking: Google Business Profile Insights
The best part about all this is that Google gives you all this information for free! Inside your GBP dashboard, there’s a section called “Insights” or “Performance.” This is where you can see exactly how many people called you, asked for directions, or clicked to your website from your profile. It shows you what people are searching for to find you and how they interact with your listing.
You can also use a special kind of phone number called a call tracking number on your GBP. This lets you see exactly how many calls you get from your Google Business Profile versus other marketing channels. It’s a simple change that gives you powerful data.
How Do I Get More Conversions, Not Just Views?
So, you know what to track, but how do you get more of those valuable actions? It all comes back to being helpful and trustworthy.
- Get More Reviews: Reviews are like digital word-of-mouth. A bright, shiny 5-star rating makes people much more likely to choose you over a competitor. In fact, a study by BrightLocal found that 87% of consumers read online reviews for local businesses. And a high star rating makes customers 58% more likely to click on your listing. If you need help with this, check out our Reputation Management services.
- Post on Your GBP: Remember my last blog post? Google really wants you to post on your GBP. Posting updates about new products, specials, or events shows that your business is active and engaged. A post with a good picture and a strong call-to-action can lead to more clicks and calls.
- Optimize for Mobile: Most local searches happen on a phone. Make sure your website is fast, easy to read on a small screen, and has a clear button for people to call you right away. Google loves fast, mobile-friendly sites and rewards them with higher rankings.
- Answer Your Phone! This one seems obvious, but you’d be surprised. All the local SEO in the world won’t help if you don’t answer the phone when a customer calls. Make sure someone is available to answer during business hours, or use a call forwarding service so you never miss a lead.
Key Takeaways from Linda Donnelly
- Don’t chase “vanity metrics” like views and rankings. They feel good but don’t always bring in money.
- The most important local SEO metric is conversions. This means tracking phone calls, direction requests, and website clicks from your GBP.
- Use your GBP Insights! Google gives you this valuable data for free, so use it to see what’s really working.
- Boost your conversions with reviews and posts. A strong review profile and an active GBP are huge signals of trust that lead to more clicks and calls.
- Don’t forget the basics. Make sure your website is mobile-friendly and that you’re answering the phone when it rings.
Five Most Asked Questions About Local SEO Metrics
- How do I find my Google Business Profile Insights? Log in to your Google account that manages your business profile. On your dashboard, you’ll see a link for “Insights” or “Performance.” Click on it to see all your data.
- Is it better to get a call or a website click? For many local businesses, a phone call is more valuable. A caller is often ready to act and is a hotter lead than someone just browsing a website.
- Do I need a separate phone number for my GBP to track calls? You don’t have to, but it’s a great idea. A free or low-cost call tracking number can give you crystal-clear data on exactly how many calls your GBP is generating.
- My GBP has tons of views, but my traffic and calls are low. Why? Your GBP is probably showing up for general search terms that aren’t very specific. The user might get their answer from your business name or category without needing to click on anything. Focus on getting more specific, high-intent keywords.
- How can I make my GBP stand out to get more clicks? Make sure you have lots of high-quality photos. Listings with lots of photos get more clicks. Also, make sure your services are filled out and your hours are always correct.
External Resources to Help You Out:
- Google Business Profile Help Center on Performance – Go straight to the source! Google’s own guide to understanding your performance data.
- LSA and BIA/Kelsey Study on Mobile Calls – The original study with more data on how mobile search drives calls.
- BrightLocal on Local Search Data – An amazing resource for understanding the power of reviews and other local search data.
I hope this helps you change the way you think about local SEO. Stop chasing vanity metrics and start focusing on what truly matters: getting more customers in the door and more money in your pocket. If you need help turning your local SEO efforts into real-world results, take a look at our marketing packages.
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