Business owners navigating the digital landscape, encounter the occasional head-scratcher: non-related keywords showing up in their Google Business Profile (GBP) Performance Reports. Naturally, questions arise like, why are they there? And how do they affect my business? Let’s delve into the heart of this matter.
The Role of Google Business Profiles
Digital marketing for local businesses means that the Google Business Profile list is paramount. They dictate how potential customers discover and engage with your business before visiting your physical location. Oftentimes, users don’t even interact with your website and only see the GBP list if you can believe it. So, when seemingly unrelated keywords start popping up in your performance reports, it’s natural to wonder why.
Consider this scenario: you’re a Honda dealership, but your performance report includes terms like “Target” and “Walmart.” Or perhaps you’re a BMW dealership, yet “Noon” appears in your keyword list. What gives?
Proximity and Map Impressions
One key reason is proximity. If your business is located near popular landmarks or businesses, Google might associate your listing with searches related to those locations. Additionally, map impressions play a significant role. Your business could appear on maps generated for various purposes, even if the search isn’t directly related to your industry.
Furthermore, your business might feature in Local or Performance Max ads, leading to impressions for unrelated queries. While these impressions may not directly translate into customers, they enhance your visibility in the digital realm.
Turning Insights into Action
Reunion Marketing conducted a comprehensive analysis to understand the prevalence of non-related keywords. Common searches like “restaurants,” “gas,” and “Walmart” often appear, reflecting users’ general browsing behaviors. Your business’s geographical context and proximity to popular locations amplify its visibility under these terms, shaping your online presence.
With all this in mind, optimizing your Google Business Profile listings are crucial. By enriching it with detailed information like categories, you enhance visibility and stand out in searches. A fully optimized profile attracts more interactions, from website visits to direction requests, increasing overall visibility and potential customer conversion.
Non-related keywords shouldn’t be viewed negatively. They signify your business’s strategic visibility across Google services, indicating its prominence in the local market. Each impression represents an opportunity to be discovered by new customers, expanding your reach and reinforcing your reputation!
Key Metrics for Success
For car dealerships, monitoring key metrics like website visits, phone calls, and direction requests is essential. These metrics offer insights into customer engagement and help refine marketing strategies to drive more sales.
So next time you see non-related keywords in your Google Business Profile Performance Reports, view this not as a setback but as an opportunity. Embrace them, optimize your profile for the categories and areas most applicable to your business, and watch your business soar in the digital realm.
If you are struggling to keep up with the demands of optimizing your GBP listings, schedule a demo to see how our LocalEyes process and platform can help!