Mary and Carrie created a Google as Your New Home Page scoring tool as a way to assess the depth of information that Google has about a given business. It is a reasonable proxy for many of your efforts and stands as a measureable guidepost against the future work you will be doing for that customer.
While the tool nor the state of brand knowledge does not directly impact rank it certainly can reflect reputation and even more it can more importantly predict conversion success.
We have analyzed the first set of results from the tool and while the same size is smallish (~93) it is enough to provide reasonable guidance to how well others are doing in this arena.
– We have seen Brand Page scores range from 0 to a high of 37.
– The average score amongst all of the participants was 19.
– The median (ie half are greater than and half are less than) is 20
– The mode (the most common score) was 21
The fact that these values are similar indicates that this data follows a “normal” bell type curve that you can readily see in this graph.
Obviously most results cluster in the 15-24 range with them tapering off at both extremes. Many phenomena have probability distributions that are bell curves and the fact that this tool has it, creates some level of confidence that we have identified variables that represent a decent model for understanding your result.
The bottom line? This provides users of the tool an idea of what they should be striving for over the next 12-18 months and where they sit relative to other businesses. Obviously this would vary by locale and category but these numbers point out the general range of relative success (greater than 20) and the range of excellence (greater than a score of 30)
I am curious if you have used the tool and what you think?
Here is a guide to using the tool.
As I’m taking a deeper dive in the new GMB queries insight, and I’m trying to get a better understanding of what type of search our offices would report as.
For instance, we have an office named “Jupiter Dental Group” (in Jupiter, FL). The top three search queries were “Jupiter dental group,” “Jupiter dental” and “Jupiter dentist”. Understanding that our office name is very similar to a potential discovery search query, how do you think Google would categorize these searches – discovery or direct?
I reached out to Google and they said it doesn’t necessarily have to be an exact search for the entire name of your business for it be considered a “direct” search.
Any insight is helpful!
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In this episode of the Deep Dive, Mary and I discuss how the four pillars of brand success in a local market, customers, community, business relationships and media built on a foundation of a trusted name provides the basis for both local branding and prominence at Google.