You’ve launched your local SEO campaign, your Google Business Profile is shining, and you’re ready to rake in the leads. But how do you know if it’s working? Tracking the right metrics can mean the difference between spinning your wheels and driving real results. We tapped into the wisdom of top local SEO experts to break down the metrics that matter—and how to make sure your reporting efforts actually lead to growth.
Why Metrics Matter
Let’s be real—local SEO isn’t just about rankings. It’s about getting more of the right customers to find you and take action. As Krystal Taing, Solutions Engineer at Uberall, puts it, “Success in local SEO is measured by its ability to drive relevant traffic, leads, and ultimately revenue. If you’re not tracking that, what are you even doing?”
Here’s the lowdown on the metrics you should be watching:
1. Google Business Profile Insights
Your Google Business Profile (GBP) is the heart of your local SEO strategy. Krystal highlights the importance of tracking GBP clicks, monitoring reviews, and keeping an eye on rank tracking. “These insights give you a pulse on how visible your business is and whether people are engaging with it,” she says.
Key Metrics to Watch:
Clicks to Website: Are people visiting your site from your GBP?
Calls: Track the number of calls made directly from your GBP.
Direction Requests: Critical for brick-and-mortar locations.
2. Rank Tracking and Impressions
Stefan Somborac, Founder at Marketing Metrology, drives home the point that SEO isn’t just about ranking—it’s about ranking for the right keywords. “Rank for keywords your customers are actually using, not just industry jargon,” he advises. Use Google Search Console and GBP performance insights to track whether those keywords are leading to impressions.
Key Metrics to Watch:
Keyword Rankings: Are you showing up for the terms your customers are searching?
Search Impressions: If you’re ranking well, are you getting seen?
3. Organic Traffic and Leads
Greg Gifford, COO at SearchLab, is all about the bottom line: “You should be tracking organic traffic and leads, and they should be increasing over time. Visibility should lead to more traffic, which should result in more leads, which in turn should lead to more sales.”
Key Metrics to Watch:
Organic Traffic: Are more people visiting your site through organic search?
Leads and Conversions: Track form submissions, phone calls, and other conversions that come from organic search.
4. Customer Reviews
In the local SEO game, reviews are everything. Crystal Horton, a Google Product Expert, puts it simply: “Your reviews are your reputation. Treat them like gold.” A steady flow of positive reviews not only boosts your rankings but also builds trust with potential customers.
Key Metrics to Watch:
Number of Reviews: Are you consistently getting new reviews?
Average Rating: Is your average rating improving over time?
Review Response Rate: How quickly and effectively are you responding to reviews?
5. Engagement Metrics
Dayna Lucio from Amsive Digital points out that depending on your business type, different actions will matter more. “If you’re a service area business, phone calls and website visits from GBP are key. For a restaurant, direction requests might be more important.”
Key Metrics to Watch:
Click-Through Rate (CTR): How many people who see your listing actually click?
Interaction Metrics: Calls, messages, bookings, or direction requests from your GBP.
The Bottom Line: Track What Matters
While traffic and rankings are important, they’re just the start. The real success of a local SEO campaign comes down to leads and sales. As Colan Nielsen, VP of Local Search at Sterling Sky, succinctly puts it, “It’s still all about traffic, leads, and sales.”
So, how do you measure the success of your local SEO efforts? It’s not just about vanity metrics like views and clicks—it’s about driving real, tangible business results. Track the metrics that matter, and you’ll be well on your way to local SEO success.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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