Google Business Profiles (formerly known as Google My Business) allow local businesses of all kinds–including those in healthcare–another opportunity to be more easily discoverable in Google search. Like most online business directories, Google Business Profiles (GBP) is free to use. But most directories don’t come with enhancement features such as Google Business Profile’s analytics. This article will show you how to access Google Business Profile insights reports.
How To View Google Business Profile Analytics Insights
The means to monitor Google Business Profile metrics include Business Profile Manager and Maps. Such reporting will share Google Business Profile activity data for interactions, searches, calls, messages, website clicks, and more. Here’s a handy guide for accessing your Google Business Profile tracking.
- While logged in to your associated Google account, find your business profile using Google search.
- Choose “Performance” from the menu.
- Designate what time frame you want for reporting.
- Click “Apply.”
Advanced Google Business Profile Reporting: Bulk Analysis for Multi-Location Practices
You also can download a comprehensive Google Business Profile performance report for multiple profiles. Multi-location or multi-department practices may prefer to aggregate data to make performance analysis more efficient. Steps to obtain such Google Business Profile reports include:
- Identify and select the business profiles you want included.
- At the top of your list of locations, activate the “Download Insights” option.
- Next, click on “Get Report.”
- Designate what data range you want for reporting.
- At the bottom right of the screen, click on “Download.”
Using These Insights to Maximize Performance and Engagement
From Google Business Profile analytics insights, you can see where you meet or fall short of your online outreach goals. You can also adjust your strategy by locking in what works. For example, if your “Posts” are getting a decent amount of engagement, you can continue to gain value by remaining consistent with new posts.
When overall engagement falls below expectations, consider making tweaks to the following aspects of your Google Business Profile performance:
- Photos: Are there enough photos, and are the photos attractive (especially the ones seen first)?
- Description write-up: Does the description speak to what potential patients care about most? Is it too “generic”?
- Keywords: Using keyword research, you can infuse your business profile description and other content with search term phrasing that patients frequently “Google.”
- Initiate posting: Enhance your profile with regular updates such health tips, news, new services added, special offers, and more to keep your profile engaging while also helping search engine optimization (SEO) to signal to Google that your business is active.
The next few sections dig a bit deeper into aspects of Google Business Profile engagement.
Responding to Reviews
Once your Google Business Profile begins to gain reviews from patients, this is yet another opportunity to nurture engagement that attracts new patients. Reviews signal to prospective patients that you are a credible, established medical facility serving their area. Having a mix of bad and good reviews is better than having no reviews at all, so it helps to proactively campaign for these as soon as possible.
Responding to reviews does more than promote good relations with existing patients–it also can make a strong impression on potential patients. Responding to positive and negative reviews with an air of compassion and professionalism communicates that your practice cares about the level of service provided.
Seeing Search Queries for Local SEO Performance
Before considering new keywords for your Google Business Profile content, it helps to know which search queries your profile currently shows in search results for. For example, if the Google Business Profile analytics reveal that your medical practice shows up for terms not in line with a patient’s “search intent,” keywords will need to be adjusted.
When your Google Business performs well for a keyword you had not yet discovered, this can help SEO for your website. If that keyword has a decent search volume and low competition, you can boost SEO by creating new website content around that.
Optimizing Calls-to-Action for Conversions
One of the most critical aspects of digital marketing content is the call-to-action (CTA). Sometimes getting higher “click through” rates on your profile is as simple as simplifying your CTAs so they drive the “desired action” more precisely. Digital marketing experts will often try tweaking CTA wording to reach conversion goals.
Many busy medical practices will take a “short cut” through the challenge of low engagement by handing off Google Business Profile analysis and management to a digital marketing expert. This not only frees up time to focus on more pressing office tasks, but also takes the guesswork out of building engagement by going straight to the source of time-tested techniques.
Leveraging Analytics for Continuous Optimization
Google Business Profile analytics reporting is not a one-time check-in. New data insights can tell a different story later on down the line, so by obtaining reports regularly, you can act upon key opportunities that will strengthen your local SEO.
Third-party integrations also allow for advanced custom reporting and dashboard capabilities tailored to the practice’s unique needs. This can help your healthcare business become even more competitive in your local market.
Summary: Maximizing Your Local SEO Potential with Google Business Profile Analytics Insights
Google Business Profile (GBP) analytics reporting is an enhancement to a free, powerful digital marketing tool that your practice can leverage to stay on top of your digital presence and engage with current and future patients.
Regularly gathering data about Google Business Profile total views, interactions, searches, calls, messages, website clicks, and more can help you see where you are meeting targets and where improvements can be made. This can also present new opportunities to strengthen search engine optimization (SEO) by revealing keywords your GBP naturally appears in search results for.
Opportunities to improve low engagement include:
- Photos: Adding more photos or replacing existing ones with more attractive photos can boost engagement.
- Description write-up: Revisit if the business description speaks to what potential patients care about most. Is the verbiage too “generic”?
- Keywords: Sometimes it is necessary to refresh the profile contents with more precise keywords to match the search intent of your target patients. Also, keywords that you did not expect to appear for in search results can be repurposed for website content.
- Initiate posting: Leverage the post feature to make your profile more appealing with updates such as health tips, news, new services added, special offers and more. Consistent Google Business Profile activity can also help SEO by signaling to Google that your business is actively engaged.
- Respond to reviews: One of the best ways to communicate dedication to service quality to current and future patients is to respond to the reviews posted. This includes responding to bad and good reviews with a professional and compassionate tone, as all responses are within public view.
- Outsource GBP management to a digital marketing agency: Gaining top performance for your local SEO–including your GBP–is more efficiently obtained by having an experienced expert diagnose problems and apply time-tested solutions.
Take the Guesswork Out of Google Business Profile Engagement with iHeathSpot Solutions
Getting your Google Business Profile data is straightforward but translating it into actionable insights isn’t always a clear path. iHeathSpot’s digital marketing teams have local SEO down to a science. Backed by a few decades of healthcare business expertise, we can quickly assess what needs to change for your medical practice to gain a stronger online presence. To learn more about the best approach to reaching target patients in your area, contact us today.
