I was curious to get an overview of dashboard information to understand both the value of Google’s new Local Business Center Dashboard and to attempt to quantify the value of a Local Universal search placement. I have summarzied impressions, actions and the details of actions for 31 of the Dashboards that I have access to.
On average 6.12% of impressions amongst these 31 businesses generated actions of one sort or another.
The highest total impressions and the highest action rate was 12.9% for a jewelry business in a midsize city (280,000 pop) that advertises heavily on radio and televsion. Over 50% of the actions in her account were for driving directions which I assume is the “recovery” part of the transaction. By that I mean the searcher knew who they were looking for and were now interested in visiting her location. 21% of those who took action “clicked for more info” and 28% clicked through to the website.
On average 36% of total actions across all dashboards were clicks for more info on Maps, 24% were for driving directions and 40% resulted in website visits.
There was some correlation between market size and total impressions. However popular industry search segments like restaurants and real estate did relatively well even in very small markets. Unfortunately I don’t have access to numbers for any given market segment across multiple market sizes.
It is not clear from the dashboard whether a given user that clicked for more information within Maps also took another action. If we assume that all of the actions were discreet (not necessarily an accurate assumption) than 60% of the actions taken would not show up in your web analytics.
Last year, Steve Espinosa published some provacative statistics that indicated that a first place organic ranking generated 1.6 times as many web visits as a Local 10 Pack listing. The Dashboard numbers suggest that non web visit actions are 50% higher than web visits putting the relative merits of a Local 10 Pack listing on parity with a #1 Organic Listing.
Obviously these numbers are not perfect as they do not account for either untracked actions like phone calls or double tracked actions by the same searcher taking two actions but they do give a general idea of the range of results that one might see in typical business.
I would love to know what folks are seeing in their dasboards as to total impressions, actions and action breakdowns. Let me know.