Google has announced of adding a new metric to Google My Business local Insights report, that shows how people search for brands across Google properties.
The new insights metric, which is known as “branded searches” let business owners see how many visitors found their listings by searching for a brand related to their business on Google Search and Google Maps.
This new branded searches category is located on the Insights tab under “How customers search for your business.”
With this new metric, local listing owners using Insights, an analytics tool within the GMB local dashboard, can now filter to see the percentage of consumers find their business in Google local search and Maps through branded searches.
The search query can include company name, company brands, and generic keywords such as categories, products or services.
This new category will appear only when a listing has turned up for at least one branded search, says Google.
It’s only then, Google will show the “branded search” category in the Insights tab titled as “How customers search for your business,” as shown in the image below:
If a business has enough branded searches for a local listing, Google may show the following three categories:
- Direct searches (green) – Customers who directly searched for a business name or address.
- Discovery searches (blue) – Customer who find a listing when searching for a category, product, or service. Here is image overview of discovery searches in Google Maps:
- Branded searches (yellow) – Customer found a listing while searching for a brand related to a business. Here is an image of brand search in Google Maps:
- Total searches: Total number of searches including direct, discovery, and branded.
Within the dashboard, click on the chart to see the percentage of all customers that discovered a listing via each of these methods.
What is branded searches in local search? Here is how Google explains the new metric said,
“Branded searches: A customer searched for a brand related to your business (e.g. a customer looking for fast food searched for ‘McDonald’s’ and found your fast food restaurant listing). This category will only appear if your listing has appeared at least once for a branded search.”
To learn more about Insights on Branded Searches, check out this Help Center article.