GMB clicks are down overall – but clicks-to-call, not as much
Source: The Impact of COVID-19 on Google My Business Listings
Shared By: Reputation.com
Understand How COVID-19 Is Affecting Your GMB Listings
Reputation.com customers have expressed concern over the impact of COVID-19 on their Google My Business (GMB) listings.
To address this concern, we studied 81,000 listings across several industries and explored how the pandemic has affected key metrics such as GMB views, clicks-to-driving directions, clicks-to-call and click-throughs to websites.
Although COVID-19 has rocked GMB listings for organizations across industries, we’re seeing signs of a gradual turnaround. Our report digs deeper into performance data to assess how and why GMB listings were affected differently from one industry to the next.
GMB clicks are shifting away from directions and towards phone calls and website visits
Clicks to action on GMB sites – such as clicks to driving directions, clicks to websites, and clicks to call a business – are down by 37% overall. The steep drop in clicks to driving directions most certainly results from people responding to state-by-state shelter-in-place mandates. But note that those clicks are bottoming out, probably as people have learned more about which businesses are essential (and remain open) and which are not (and are closed). But even though clicks are down overall, clicks to the phone have not been hit nearly as dramatically.
In fact, as Dialogtech reports, for some industries such as financial services, call volume has increased. This data suggests that people are still interested in your business even if they are not visiting you. As they shelter in place, they might be calling rather than driving, or it’s possible they want to visit and are calling to verify your hours during COVID-19.