Monitoring competitors is essential for any business looking to stay ahead in a competitive landscape. Google Business Profile (formerly Google My Business) Insights can provide valuable information not only about your own performance but also about how your competitors are faring in local search results. Here’s how to effectively use Google Business Listing Insights to monitor your competitors.
1. Understand Google Business Listing Insights
Before diving into competitor analysis, it’s important to grasp what Google Business Listing Insights entails. This tool provides data on how customers find and interact with your business through Google Search and Google Maps. Key metrics include:
- Search Queries: The terms users used to find your business.
- Views: How many times your listing was displayed.
- Actions: Customer actions taken on your listing (e.g., website visits, direction requests, and calls).
- Engagement Metrics: Insights on customer interactions, such as reviews and Q&A.
While Insights primarily provides data for your own listing, you can leverage the information to analyze competitor performance indirectly.
2. Analyze Customer Reviews and Ratings
Customer reviews are a critical component of Google Business Listings and can offer insights into how your competitors are perceived in the market.
Steps to Analyze Reviews:
- Monitor Competitor Listings: Regularly check your competitors’ Google Business Profiles to read their customer reviews and ratings. Look for trends in positive and negative feedback.
- Identify Strengths and Weaknesses: Note what customers appreciate about your competitors and what issues they face. This information can help you identify gaps in your offerings and improve your services.
3. Compare Engagement Metrics
While you can’t access direct Insights data for your competitors, you can gather information by observing their engagement metrics.
Engagement Analysis:
- Social Media and Website Links: Check if competitors link to their social media or websites from their Google Business Listing. Monitor engagement on those platforms to gauge their customer interaction.
- Review Frequency and Response: Look at how frequently they receive reviews and how promptly they respond. Quick and thoughtful responses can enhance customer trust.
4. Use Local SEO Tools
Several local SEO tools can help you analyze competitor performance and track their Google Business Listing metrics.
Recommended Tools:
- SEMrush: Provides insights into local SEO performance, including competitor rankings and keyword usage.
- Moz Local: Helps track local listings and monitor competitor performance, offering insights into their NAP consistency.
- BrightLocal: Offers a comprehensive suite of tools for tracking local SEO performance, including competitor analysis.
5. Monitor Keyword Rankings
Understanding the keywords driving traffic to your competitors can give you an edge in optimizing your own Google Business Listing.
Keyword Research:
- Search for Competitors: Conduct searches for your main keywords and see where your competitors rank. Analyze their Google Business Listings for keyword usage in descriptions and posts.
- Identify Gaps: Use tools like Google Keyword Planner to find keywords that your competitors may be ranking for, but you’re not. This can guide your content and optimization strategy.
6. Track Updates and Changes
Keeping an eye on any changes competitors make to their Google Business Listings can provide insights into their strategy.
Change Monitoring:
- Service or Product Updates: Note when competitors add new services, change business hours, or update images. This can indicate how they are responding to market demands.
- Promotions and Offers: Keep track of any promotions or events they post. This can give you ideas for your own marketing strategies and promotions.
7. Analyze Location-Based Strategies
For businesses with physical locations, understanding how competitors attract local customers is crucial.
Local Strategies:
- Location Services: Observe how competitors use location-based keywords and descriptions. Note if they highlight nearby landmarks or local events in their posts.
- Customer Interaction: Look at how customers mention location in their reviews. This can provide insights into what aspects of the area are appealing to customers.
8. Engage with Your Own Insights
As you monitor competitors, don’t forget to leverage your own Google Business Listing Insights to improve your strategy.
Maximize Your Insights:
- Analyze Your Metrics: Regularly review your own data to understand how you’re performing relative to competitors.
- Adjust Strategies: Use insights to refine your marketing strategies and optimize your Google Business Listing based on what you learn from competitors.
Conclusion
Monitoring competitors using Google Business Listing Insights is a strategic approach to enhancing your local SEO and business performance. By analyzing customer reviews, engagement metrics, keyword rankings, and competitor strategies, you can gain valuable insights that inform your marketing efforts. Stay proactive in your analysis, adjust your strategies accordingly, and watch your business thrive in a competitive landscape!