We do all sorts of marketing magic – from awesome Video Marketing to making your Google Business Profile super strong, helping with Reputation Management, and even Review Removal. We’re always, always looking for the smartest ways to help you connect with your customers and make your brand unforgettable.
Today, I want to talk about something really important, a secret weapon in local marketing that many businesses don’t even realize they have, or aren’t tracking closely enough. Everyone talks about showing up high on Google, right? Like, “Are we #1?” That’s good, but it’s not the whole story.
Imagine this: your business shows up at the top of Google. Great! But then what? Does that person just look at your name and move on? Or do they actually do something that helps your business? That “something” is the most important local SEO metric you’re probably not obsessing over, but you absolutely should be.
It’s Google Business Profile Customer Actions (or Conversions)!
What does that mean? It means how many people actually take a helpful step directly from your Google Business Profile (the little box that shows up on Google Search or Maps when someone looks for a local business). We’re talking about:
- Clicking the button to call your business.
- Clicking the button to get directions to your shop.
- Clicking the button to visit your website.
- Sending you a message or making a booking directly through Google.
These are direct, valuable actions! These are the real golden nuggets for your local business, and they tell you if your online visibility is actually turning into real-world business.
Why Is This Metric So Important (And Often Overlooked)?
Most businesses look at how many “views” their Google Business Profile gets. Or they focus only on getting their website to rank high. And yes, those things are good! But a “view” is just someone looking. A “click-to-call” or a “direction request” is someone acting. That’s the difference between someone window shopping and someone walking through your door.
This metric is pure gold for a few big reasons:
- High Intent Customers: People taking these actions are not just Browse; they are ready to buy or visit. Think about it: when you hit “Directions” on Google Maps, you’re usually planning to go to that place right away, aren’t you?
- Here’s a cool stat: 88% of consumers who search for a local business on their smartphone visit or call that store within a day! These are hot leads!
- Another one: 78% of people who search locally on their phone end up making a purchase. These are customers with money in hand!
- Google Sees It and Loves It: Google’s local search brain is always watching. When lots of people interact with your Google Business Profile – clicking, calling, asking for directions – it sends a super powerful signal to Google. It tells Google that your business is relevant, popular, and trustworthy for local searches. And guess what happens then? Google often rewards you with better rankings in the local search results!
- While not always a direct ranking factor in the way keywords are, strong engagement signals often correlate with improved local pack rankings over time. Google wants to show businesses that people actually use.
- Direct Money-Making Actions: Unlike just showing up in search results, these actions are direct pathways to calls, visitors, and sales. It’s the ultimate Return on Investment (ROI) for your local SEO efforts.
- A significant 28% of local searches actually lead to a conversion (meaning someone takes an action like calling or visiting). That’s a quarter of all local searches turning into real business opportunities!
Little-Known Insights About Google Business Profile Actions
Now, let’s talk about some things most people don’t realize about these powerful actions:
- Clicks vs. Conversions (The Nuance): Google Business Profile Insights shows “calls,” “directions,” “website clicks.” While these are great signals, remember a “click to call” doesn’t always mean a completed conversation. But it does mean high intent! Many businesses don’t realize they need to use separate call tracking (like from Google Ads or a specific call tracking software) to see how many of those clicks turn into actual phone calls.
- Direction Requests Are Golden: When someone requests directions, their purchase intent is extremely high. They’re literally planning to walk through your door! Optimizing your exact address and categories helps ensure they find you when they’re ready to visit.
- The Power of a Complete Profile: It’s not enough to just have a Google Business Profile. A profile with accurate and complete information (including hours, photos, services, and Q&A) gets much more action. Businesses with complete profiles get seven times more clicks than those with incomplete ones (Source: SeoProfy, citing Google). This is a foundational step that many still miss!
- Review Response Rate Impact: While not a direct “action” metric, responding to reviews (both good and bad) significantly influences future customer actions. 89% of consumers say they’re more likely to choose a business that responds to all reviews (Source: SeoProfy, citing BrightLocal). This shows ongoing engagement and builds huge trust, directly encouraging more clicks and calls.
Google Business Profile Calls
How to Supercharge Your Google Business Profile Actions (and Get Obsessed!)
So, you want your Google Business Profile to be a lead-generating machine? Here’s how you can make your business irresistible to local searchers and drive those crucial customer actions:
- Claim and Verify Your Profile (If You Haven’t!): This is Step Zero. You need to control your business’s information on Google.
- Fill Out EVERYTHING (Completely and Accurately): Every single field matters. Business name, address, phone number (NAP) must be 100% consistent everywhere online. Add your hours, services, products, accessibility features, and a compelling business description. Businesses with complete profiles get thousands more views annually.
- Load Up High-Quality Photos and Videos: Make your listing visually appealing! Show off your storefront, your team, your products, and your happy customers. Businesses with photos get significantly more engagement.
- Get More Reviews (and Respond!): Actively ask happy customers for reviews. And critically, respond to every single one, good or bad. It builds trust and encourages more action.
- Use Google Posts: Treat your Google Business Profile like a mini-social media feed. Post about new offers, events, updates, or new products. This shows Google you’re active and gives customers more reasons to engage.
- Enable Messaging and Booking: If Google offers it for your business type, enable direct messaging or online booking through your profile. Make it as easy as possible for customers to take that next step.
- Optimize Your Categories and Services: Choose the most accurate and specific categories for your business. This helps Google match you with exactly what people are searching for.
- Link to a Fast, Mobile-Friendly Website: Your website is often the next step after a GBP click. Ensure it loads quickly and looks great on phones. A slow site will make people “bounce” away quickly, sending a negative signal to Google.
Our Google Business Optimization Program: Turning Views into Valuable Actions!
At Business Solutions Marketing Group, we don’t just help you get found; we help you get chosen. Our Google Business Optimization Program for Local SEO (https://businesssolutionsmarketinggroup.com/google-business-optimization-pro/) is specifically designed to help small businesses like yours dominate local search by supercharging these crucial “customer actions” from your Google Business Profile.
We know the ins and outs of what Google wants to see and how to optimize your profile to drive those calls, directions, and website clicks that translate into real business growth. We combine our expertise in Google Business Optimization with our other specialties like Reputation Management (to get more reviews) and Video Marketing (to create compelling visual content for your profile). We help you make your Google Business Profile a true conversion engine.
Don’t just track how many eyes see your business. Start obsessing over how many people are acting on what they see. That’s how you truly win in local search and bring more money directly into your pocket! Let’s get your Google Business Profile working harder for you.
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