Analyzing Half a Million images, across 10000+ Google My Business listings shows how GMB images can impact user behavior.
Believe what you SEE; this goes more today than ever before. In this blog we will talk about how GMB images could be impacting user behavior towards your brand. In the internet age, competition is fierce and every brand is fighting for a moment of customers’ attention to help increase their brand affinity and thereby turn them into customers at some point. Platforms like Instagram, Yelp, etc only increased the relevance and frequency with which users post and view pictures.
Count the widespread use of Google My Business, and it becomes clear that more photos of your business, on GMB means more business for you. Let’s take a look at what analyzing images across thousands of Google My Business listings taught us about GMB images, and how they could be impacting search and user behavior.
There is an evident connection between the number of images on a GMB profile and the number of website visits, phone calls, etc. Higher the number of photos you have on your Google My Business listing, the better your chances of leading customers from discovery to conversion.
• All businesses with more than 100 images get 520% more calls than the average business, while those with just one image get 71% fewer.
• All businesses with more than 100 images get 2,717% more direction requests than the average business, while those with just one get 75% fewer.
• All businesses with more than 100 images get 1,065% more website clicks than the average business, while those with just one get 65% fewer.
Businesses with more photos on GMB get more views on search and views on maps
Definition of Views on Search: A customer found the business via Google Search, including local pack results from search.
Definition of Views on Maps: A customer found the business via Google Maps. This is relevant to businesses that are likely to be searched for on Google Maps, such as restaurants, cafes, and bars. Google Maps is more frequently opened when the user is on the move and looking for directions or places around them.
While we all register our GMB accounts and list ourselves on Google Maps, we need to remember that Google Maps is designed primarily for directions and not as a business listing. Hence, we need to assist Google Maps and make it bring in more customers. Here is another aspect where GMB images can impact customer behavior, better pictures create a positive sense about your brand and thereby attract more customer.
Maps users are usually looking for a place they can visit right now. These local businesses, like bars, restaurants and so forth, naturally lend themselves to being photographed and reviewed regularly, so it’s not really a surprise to see businesses with very high photos also receiving more searches in Maps than in traditional SERPs.
• All businesses with more than 100 images get 960% more search views than the average business, while those with just one get 62% fewer.
• All businesses with more than 100 images get 345% more maps views than the average business, while those with just one get 71% fewer.
More Photos Means More Discovery Searches
For your reference, Google’s own definitions of these metrics:
Definition of Direct search: A customer directly searched for your business name or address.
Definition of Discovery search: A customer searched for a category, product, or service that you offer, and your listing appeared.
• All businesses with more than 100 images get 713% more discovery searches than the average business, while those with just one get 65% fewer.
• All businesses with more than 100 images get 1038% more direct searches than the average business, while those with just one get 71% fewer.
Increase Photos On Your Google My Business Profile
Post them yourself
Obvious, isn’t it? But study shows, 6% of businesses with photos have just one photo on their GMB profile, and a shocking 24% have just 2 to 5 photos!
This is an easy, but time consuming solution. As GMB images can impact your user behavior, it it necessary for you to post relevant pictures. We need to have more pictures on the account, its that simple, although taking these pictures yourself and posting them is a time consuming process.
Take photos of interesting parts of your office interior, invite customers to take a picture and post it, this is the best way. Have interesting items that compel people to take pictures and you can definitely get away with multiple photos of the outside of your location building, provided you have one.
Get Customers To Post Them
What Google does is that upon leaving your business, any Google-using customers will receive a request for a review from Google. And if you’re doing reputation management right as in most cases, through an agency, you’ll have requested a review yourself.
Since you know how GMB images can impact user behavior, have the customer take pictures during their selection process, not after they have completed a purchase only. Car dealers perform well with their GMB photos as they click multiple pictures of the customer while they browse through the options.
For example, when a customer buys an expensive/rare/luxury item, have your salesperson take a picture of the customer and send it to them via email or whatsapp. This ensures that customer will post it at few online platforms and as your staff already has the picture, you can post it, tag it, promote it and much more.
If you’re a service-area business without a physical location like a plumber, decorator or builder, ask to take photos of your handiwork once it’s complete. Get your happy customer in the picture and that takes it to the next level! Technology solution providers can leverage their knowledge of the field to ensure high online presence. If you are not tech savvy, then don’t hesitate to hire professionals who can manage your brands online presence and generate revenue.
The Special Sauce To GMB
We recommend creating an “Instagram wall;” basically a wall or area in your office or building that customers and clients just can’t stop themselves from taking a selfie with.
This could be a standout piece of art or sculpture, a large model, a funny wall painting or an exquisitely designed seated in a garden area, slogans etc. Interesting items grab attention and encourage people to take those pictures and post them on social media, thereby boosting your business performance.
I guarantee that your customers and clients will be uploading photos to your GMB and their social media, and potentially (as the above results show) improving your GMB performance before you know it.
If you like this article and find it helpful, then kindly leave us a comment. Your suggestions and questions are welcome.
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