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Google Business Profile: Why Track Keyword Searches

 Google Business Profile: Why Track Keyword Searches?



Tracking the performance of your listings and, consequently, keywords in Google Business Profile is evolving. Let's see together why this is an opportunity to size.





What is changing?

The calculation method is no longer the same: Google no longer distinguishes between different types of searches (discovery, direct, brand) and will soon no longer display these metrics (KPIs).


Instead, you'll have access to much more accurate data: the exact queries people use to find you. In fact, Google will display the list of keywords your establishments rank for in the search results. A valuable and very interesting indicator.


The new Google Business Profile metrics (KPIs) view

Specifically, the “search” analytics section has been replaced with the “keyword research” tab in the back office. A breakdown of requests by media and devices (desktop, mobile, Google, Maps…) is also available in the “views” section.


This a great opportunity to size

Yes, the distinction between types of surveys was effective. But at the same time, it left little room for a detailed analysis of its performance. The new metrics address this lack of depth. Now you will have access to much more relevant data.


With keywords, you quickly know how people find your business listings. In addition to refining the monitoring of your metrics, it is also an opportunity to adapt your strategy according to the results.


There are several types of indirect research:


Category-Related Searches: These are the main indirect searches. They typically account for between 50% and 80% of indirect searches. So it's crucial to choose your ten categories carefully. To learn more, here is an article dedicated to this subject.

Attribute-related searches: The user is looking for a point of sale characteristic “restaurant delivery”, “store parking”, “new car sales”, and “florist payment credit card”. Google then displays a list of stores that have filled in these attributes on their business listings. These are “long tail” queries: very numerous, but with very low search volumes.

Searches related to services or menus: the user is looking for a service or menu, “jiu-jitsu gym”, “hairdresser”, “beach shack in Fortaleza” or “facial cleaning”, for example. Google highlights a list of retailers that have taken the time to add their services or menus to their Google Business Profile. Here is an article summarizing the importance of local SEO services.



Searches related to the product: the user searches for a product (“chair” or “garden hose”, for example) and Google offers him a list of points of sale that sell the desired item around him.

Being able to position yourself on the main services, products and attributes of your business is a powerful competitive advantage. This is the best strategy to multiply your appearances in Discovery Search. Precisely, keyword display is designed to help you boost your web-to-store strategy.


Let's say a significant portion of your ad traffic comes from product searches. This means that it is a strategic axis of development for you. Therefore, it would be wise to work further on this aspect, optimizing the corresponding sections of your business records, for example.

You can use Google's Local Surfaces to display products on your business listings for free. To enable it, you must have a separate local product inventory feed that lists available items in the store. The other prerequisite is linking your merchant account to the Business Profile. 

The other option? Local Inventory Ads, Google's hyperlocal advertising program. Ads are similar to Google Shopping, with one difference: the search engine displays the price and availability of products in stores near the user. It's a web-to-store solution designed to increase point-of-sale traffic.

Linked to the old distinction of direct, discovery and brand searches? No problem. By isolating the queries that contain your business name, you can get the same result.


How your Partoo platform evolves

The display of Google Business Profile metrics (KPIs) changes and so does Parton.


Next step: the integration of keyword metrics into the platform.

Soon they will be available in its interface, where you can export them to an Excel file. Easy to sort searches containing your brand name and others. You can even go even further, focusing on queries related to categories, services, products…

In Parton, the “direct search, branding and discovery” part will be gone in favour of keyword research. This is the only noticeable change to come.

The other indicators do not change. Here's a summary of the resources we offer to track your views metrics (KPIs) on the platform.



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