Google Business Profile Insights is a powerful tool that provides data on how people are finding and interacting with your funeral home online. Here’s how to use this data to optimize your profile and improve your online presence.
- Track Search Queries: Google Business Profile Insights shows you which search terms people are using to find your funeral home. Are most people searching for “funeral home near me,” “cremation services,” or “funeral preplanning”? Use this data to refine your profile’s description, services, and posts to better match the search intent of client families.
- Monitor Profile Views and Engagement: Insights provides data on how many people viewed your profile, clicked on your website, requested directions, or called your funeral home. If you notice that one of these metrics is underperforming, it may be time to update your profile with more relevant information or photos.
- Analyze Customer Actions: The insights tool breaks down actions people take on your profile, such as clicking to visit your website, viewing photos, or reading reviews. If website clicks are low, consider improving the call-to-action in your profile description or adding more engaging posts that encourage visits.
- Utilize Photo Views: Google Business Profile Insights also tracks how many views your photos are receiving. If your photos are not getting much attention, consider uploading new, high-quality images of your funeral home, your facilities, and your team.
- Leverage Reviews and Messaging Data: You can also monitor how often people leave reviews or engage with your messaging system. If reviews are lacking, develop a strategy to encourage more client families to leave positive feedback. If messaging inquiries are increasing, ensure that you have a team member ready to respond promptly.
Using these insights to guide your optimization efforts will help your funeral home stay competitive in local searches and ensure that you are connecting effectively with client families.
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