The Google+ MyBusiness listing is necessary for many small and local companies. The list will not only appear for business or brand name searches, but also for the most popular searches on “LocalPack”, local search results, and of course Google Maps. Especially on mobile devices, this local pack occupies a very important place and pushes other free search results down.
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It's often easier to rank with local "My Business" listings in competitive places than "regular" organic search results. Although the most important contact data, such as an address, phone number, or opening hours, are already displayed directly on Google, many users click on the "Website" button to get more detailed information about the business on the website and its services.
But how many users actually visit this site by clicking on that site and using local results?
Google MyBusiness as a reference
Of course, there are some reports in the backend of Google MyBusiness that display the number of impressions (the number of times my listing has appeared), click on the phone number, the directions button or the website button, and some other data:
However, in Google Analytics, these users are usually included in organic traffic. It is not possible to know how many users actually came through My Business listing and how they used the website (i.e. the number of pages they viewed and the actions they took). But we can solve the problem very easily by adding parameters to URLs.
Google offers a very simple and easy tool with URL Builder. Enter your homepage URL (or any other URLs you want to add to my business profile, such as contact or service pages) and enter more information in the fields provided to add UTM parameters:
We must use "Google" as the source because the mobile business profile is not displayed anywhere and our users will always come through Google. As a way we can use "free" because our customers can get our list on SERPs or Google Maps without paying. As the campaign name, we use "my business" to add information that all users who came with this link should have clicked on our MyBusiness profile. We have two additional parameters available to further contrast the term field campaign and campaign content. For example, this can be useful if you have multiple branches and more mobile business listings. The city or zip code can be moved here so that we can later find out which entry was clicked.
Be sure to include these parameters in every link you place on your MyBusiness profile! The report can be found under Acquisition / All Campaigns in Google Analytics:
As a result, of course, there are more options. For example, you can use the MyBusiness campaign to create segments to compare MyBusiness users with users from other sources. Or, you can use it to set up a custom audience for your remarketing campaigns.
Practical performance in Google Search Console
We also enjoyed performing the MyBusiness entry in the Search Analytics report on Google Search Console.
After tagging our links, we were able to filter our URL parameters in the search and data recovery console only to perform our mobile business listings:
The Google MyBusiness listing is necessary for many small and local companies. The list will not only appear for business or brand name searches, but also for the most popular searches on “LocalPack”, local search results, and of course Google Maps. Especially on mobile devices, this local pack occupies a very important place and pushes other free search results down.
It's often easier to rank with local "My Business" listings in competitive places than "regular" organic search results. Although the most important contact information such as an address, phone number, or business hours are already displayed directly on Google, many users click on the "Website" button to get more detailed information about the business and its services on the website.
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