Google My Business (GMB) just leveled up its game with an exciting update to the directions heatmap. If you’re not paying attention, you’re missing out on a treasure trove of data that can supercharge your local SEO strategy. It’s like Google is handing you a map to your customers—one that reveals where they’re coming from and how you can get more of them through your doors.
Barry Schwartz from SEO Roundtable perfectly summed it up: “This information should help businesses get a better handle on the geographies from which they are attracting customers, allowing them to tailor their operations or marketing outreach accordingly.” So, let’s dive into what’s changed and how you can leverage this tool to your advantage.
What’s New with the Directions Heatmap?
Announced by GMB community manager Allyson Wright, the updated directions heatmap provides a clearer picture of where your customers are coming from when they request directions to your business. This isn’t just a minor tweak; it’s a significant upgrade that allows businesses to zoom in and out of specific areas—think postcodes, cities, and neighborhoods. While some areas may show as blank for privacy reasons, the overall insights can be invaluable for refining your marketing strategy.
Allyson explained, “This update will better allow you to track which areas customers request directions from, at various zoom levels.” Imagine being able to see the total number of requests for directions broken down by city or neighborhood. That’s game-changing data that can directly inform your local marketing efforts.
How to Use the New Directions Heatmap for Local SEO
So, how can you turn this data into actionable insights? Here are five ways to harness the power of the new heatmap:
Local Ad Targeting and Placement: With a clearer understanding of where direction requests are coming from, you can refine your PPC targeting and adjust your outdoor advertising strategies. This includes everything from billboards to local radio ads. Understanding how far customers are willing to drive to your store can refine all aspects of your advertising.
Hyperlocal Social Media Activity: Whether you’re leveraging platforms like Townsquared and NextDoor or Facebook’s local awareness ads, this heatmap helps pinpoint which neighborhoods are generating traffic. You might discover that some outlying areas are sending more customers your way than expected, allowing for better optimization of your content and ads.
Understanding Your Customer Base: Knowing how far customers are willing to travel can lead to improvements in your service. Perhaps it’s time to offer delivery or an online chat service for those making longer drives. This insight can enhance customer satisfaction and loyalty.
Keyword Targeting for Location Pages: The heatmap can guide your keyword strategy. Use it to identify new location pages that could attract more traffic or enhance existing ones with content relevant to the neighborhoods highlighted in the heatmap.
Local Link-Building and Awareness Raising: Understanding your customer demographics can help you choose the right community organizations or charities to support for PR and link-building. This can significantly elevate your local presence and community standing.
Additional Insights from Google My Business
Don't overlook the other insights available in your GMB account. The Insights section reveals critical data such as how customers find your listing (direct vs. discovery searches), where they discover you (Google Search vs. Maps), and what actions they take after finding you (visiting your website, requesting directions, or calling).
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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