A case study on the efficient setup of Google My Business for medium and large businesses

A case study on the efficient setup of Google My Business for medium and large businesses

Vasilenko and Okhai

Case authors: Vladislav Vasilenko, local promotion specialist, and Ohai Polina, web analytics specialist.

Clients. Doors and flooring store and telecommunications provider.

Task. Increase key performance indicators.

What was done (for both projects):

  • Monitoring of the source statistics.
  • Administering the Google My Business account;
  • Updating information on branches;
  • We performed work to increase the view of the cards of branches by updating the content on the site;
  • Introducing additional information into new sections of the GMB service to raise the relevance of information in the cards of Google My Business branches;

Result:

  • 61.92% more clicks to the site (for a door and flooring store) and 40% more for a telecom provider.
  • Increase in search, direct, and category queries.
  • 39% more actions on the site;

Full text of the case

We decided to combine two agency clients from different business areas in one case to show how GMB effectively helps both in the development.

Google My Business is a so-called google verified directory that helps you:

  • Display the organization’s card as a result of organic search to the right of the search results.
  • Add company to Google Maps.
  • Promote your site in search results.
  • Collect customer feedback.
  • Host events to grab the attention of customers.

Problem

Our client’s company lacked profiling specialists to work with Google My Business. In particular, competent GMB account management, which includes:

  • detailed filling of a business profile with high-quality, relevant information;
  • placing content in the “Posts” section (adding events, promotions, news, etc.).
  • an unmistakable definition of the business category that influences which search queries Google will link your GMB profile to;

TASK 

Increase key performance indicators.

SOLUTION

For the HOLZ door and flooring store we:

STEP – 1: We created and correctly configured an account in Google My Business, considering all the above nuances and peculiarities of our client’s business. One of these features of Holz is a large number of products and promotions for these products, which we update every month:

STEP - 1

STEP – 2: Worked with negative reviews.

For telecommunications provider Volia:

STEP – 1: We also created and correctly configured an account in Google My Business, taking into account all the nuances and peculiarities of the business. Such features of Volia include a large number of services and reach of customers throughout the country, which entails possible disruptions in the “Service Territory” (a parameter that you can specify in the company data in the GMB service if your company serves customers in a specific territory).

STEP – 2: Set up the service area.

STEP – 3: Collected all branches into one account.

What was done (for both clients)

  • Monitoring of the source statistics.
  • Administering the Google My Business account;
  • Updating information on branches;
  • We performed work to increase the view of the cards of branches by updating the content on the site;
  • Introducing additional information into new sections of the GMB service to raise the relevance of information in the cards of Google My Business branches;

Results for the doors and flooring store 

  • Over three months, the total number of searches increased by 60.2%.
  • The indicators of direct (68.1%) and category (48.6%) requests also increased.
  • And if we compare the indicators for the year, then the number of search queries increased by 173.91%, of which direct ones grew by 143.81%, and category ones by 223.57%.
  • The total number of views increased by 180.06%. Views in search – by 22.64%, on maps – by 212.49%.
  • The number of targeted actions increased by 56.48%, visits to the site by 61.92%, laid routes by 57.49%, and phone calls increased by 27.06%.

Results for the telecom provider

  • In the first month of GMB implementation, the category search rate grew by 17%, and views on Maps by 21%.
  • Up to 40% more site visits;
  • The search results for category queries have grown by more than 90%.
  • After just a year of searching by category and views on Maps, it was 41% and 150%.
  • Also, actions on the site increased by 39%.
  • Search results increased by 13%.

CONCLUSION

As part of this case, we examined how setting up Google My Business affects different businesses. On the one hand, we have a telecommunications provider – on the other, a door and flooring store. The first is a large representative in its field, while the second is a highly specialized store with a smaller audience. However, as can be seen from the results, both companies received a positive outcome associated with the GMB setup. From which we can conclude that Google My Business works well for both small businesses and large ones.

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