Cracking the Code: How User Behavior Signals Impact Local SEO

Google is watching how users interact with your listing. Click-through rates, calls, direction requests – they all matter for local rankings.

User behavior signals are an increasingly important, yet often overlooked, aspect of local SEO. Google pays close attention to how searchers interact with business listings in the Local Pack and Google Maps.

Key User Behavior Signals & How to Improve Them:

1. Click-Through Rate (CTR) from Local Pack: This is the percentage of people who click on your listing after seeing it in the Local Pack.

- How to Improve: A compelling business name, positive review score, eye-catching photos, and relevant categories can entice more clicks. Ensure your primary category is spot-on.

2. Clicks-to-Call: How many users click the 'Call' button on your Google Business Profile (GBP).

- How to Improve: Make sure your phone number is accurate and prominently displayed. A GBP description that encourages calls (e.g., 'Call us for a free quote!') can help.

3. Clicks-for-Directions: Users requesting directions to your physical location.

- How to Improve: Ensure your address and map pin are 100% accurate. Good reviews and appealing photos can make people want to visit.

4. Website Clicks from GBP: Users clicking the website link on your profile.

- How to Improve: A clear call-to-action in your GBP description and posts (e.g., 'Learn more on our website') can drive traffic. Ensure your linked website is mobile-friendly and loads quickly.

5. Engagement with GBP Features: This includes interactions like:

- Photo Views: How many times users look at your photos.

- Google Posts Views/Clicks: Engagement with your updates and offers.

- Q&A Interactions: Users asking or answering questions.

- Messaging: Customers contacting you via GBP messages.

- How to Improve: Regularly upload high-quality photos. Use Google Posts strategically. Proactively populate and monitor your Q&A. Enable messaging and respond promptly.

6. Dwell Time (on your website from GBP): If users click through to your website, how long do they stay? Short visits (bounces) can signal low relevance.

- How to Improve: Ensure the landing page linked from your GBP is highly relevant to what users expect. Fast load times, clear navigation, and engaging content are key.

7. Brand Searches / Navigational Queries: Users searching directly for your business name (e.g., 'Tiberius Digital Marketing Auckland'). This indicates brand recognition and intent.

- How to Improve: Strong overall marketing and branding efforts. Consistent positive experiences lead to direct searches.

8. Proximity of Searcher to Business (when they click): While not something you directly control for every search, Google notices if users further away are still choosing your business. This can indicate strong relevance and reputation.

- How to Improve: Build a stellar reputation through reviews and E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) that makes people choose you even if you're not the absolute closest option.

Why User Behavior Matters:

Google's goal is to provide the most relevant and satisfying results. If users consistently engage positively with your listing over competitors, it signals to Google that your business is a good match for those types of queries.

Think of it as a feedback loop: Good SEO gets you visibility -> Compelling listing gets engagement -> Positive engagement signals to Google -> Google rewards you with better/sustained visibility.

Focus on creating a complete, compelling, and active Google Business Profile that genuinely helps users. The positive behavior signals will follow, boosting your local SEO in the process.