Analysis of COVID-19’s Impact on Local Search: Google My Business Performance Decline
An analysis of COVID-19’s impact on local search reveals a significant performance decline for Google My Business (GMB). A survey conducted by Reputation.com, encompassing more than 80,000 US listings, shows that impressions have decreased by an average of 59% across various industries. However, there are indicators suggesting a sooner-than-expected recovery.
All GMB Listings Affected
Google My Business listings across all industries experienced negative effects due to COVID-19, with the study noting that "every industry got rocked." Data reveals that although the worst seems to have passed, with data flattening at the end of March, customers are starting to seek out open businesses again.
Clicks Down 37%
With impressions down, clicks on GMB listings have also declined, encompassing clicks for driving directions, website visits, and calls to businesses. Overall, clicks decreased by 37%.
Clicks to driving directions suffered the largest drop at 60%, attributed to shelter-in-place mandates. Website visits from GMB listings decreased by 31%, while calls to businesses fell by 21%. These trends indicate that customers remain engaged with businesses, albeit in different ways such as making phone calls instead of visits.
Recovery Signs Emerging
Despite the downturn, data suggests that GMB listing performance will recover. Automotive and retail sectors, which were significantly impacted, are already showing signs of improvement. There is evidence that retail experienced a significant decline in March before bottoming out, possibly reflecting renewed consumer interest.
However, restaurants display a different trend. Although impressions are down, clicks have surged, particularly calls to restaurants, as people adapted to ordering online. These phone calls peaked in mid-March, reflecting the public’s adjustment to new ordering methods.
Key Takeaways
Although impressions and clicks have diminished, GMB listings remain crucial during the pandemic. It is essential for business owners to keep their listings updated. Data indicates that searchers are still engaging with businesses through calls and website visits, underscoring the importance of maintaining up-to-date information and ensuring that calls can be answered.
For a comprehensive understanding of COVID-19’s impact on Google My Business listings, it is recommended to download the full report.
