On August 13th, Google My Business (GMB) confirmed a change to search Insights reporting, which will now include rich results that pull information from your business page.
For enterprise brands with hundreds or thousands of locations, these results often show for specific branded queries such as [brand + address or city + ‘hours’] or [brand + address or city + ‘phone’].
How was your business affected?
Results may vary based on the industry you operate within. If you have a single or just a few locations, you may not see any measurable impact.
However, the multi-location brands that we manage are showing an average of 30.3% increase in searches impressions for branded terms, as reported by GMB in the week following this update. In general, less than 1% of our brands are seeing no increase at all.
Breakdown by industry:
These types of results have been served by Google for a while but until this update, were not included in the Insights reporting. Depending on the query type, there was an option to click-to-call or click to the GMB listing for additional detail, but this top-level insight was never recorded.
Now, Google has unlocked this data to give you a more accurate picture of the total impressions for your locations for non-branded terms.