UTM STANDS FOR DOWNLOAD
We hear a lot about zero-click search, but that really isn't a new concept if you've been working in local search for a while, because from the business profile a potential customer can click to call a business, they can download driving directions, they can look at photos, they can read reviews, they can look at services, all without clicking through to the business website.īut that said, we do actually have a lot of opportunities in GMB to link back to our website and to drive traffic to the website. We'll see what queries are actually driving impressions and clicks on these UTM tagged URLs. So whether that budget is for more of our time or it's for photos or videos for Google My Business, it also lets us understand the value of various Google My Business features so we can say Google Posts is more valuable to this client than Google products, or Google products refers less traffic but at a rate that converts higher.Īlso, we'll get the Google Search Console data for those UTM tagged URLs. So this is a great way for you to illustrate the value that you're adding to your client or to your organization. We're very used to having to demonstrate our value and the value of our services. So that's fine, but what it won't tell us is whether that organic traffic came from the regular organic results or whether it came from Google My Business URLs in the business profile or in Google Maps.Īnother reason is that many mobile apps and browsers don't give their referral traffic into Google Analytics, and that traffic is just going to end up in the Direct bucket.
So why would we want to add UTM tags to our GMB URLs? Well, without tagging, all of the traffic will end up in the Organic bucket. So when someone clicks on a UTM tagged URL, details of the source, the medium, and the campaign that that website visit comes from get transferred over into Google Analytics. But if you just think of UTM tags as tracking codes that we add to the end of our external links that tell us more about where that traffic came from and how it got to our websites. So UTM stands for Urchin Tracking Module. So you might be asking, "What is a UTM tag?" If you are, you wouldn't be the first person to ask that question. So I'm Claire Carlile, and I am a local search expert at BrightLocal, and today I'm going to speak about UTM tagging for Google My Business. Well, if you do, this is the Whiteboard Friday for you. Do you have a Google My Business listing or do you work with clients that have Google My Business listings, and do you want to know more about the value of the traffic that Google My Business drives to your website? Hey, Moz fans, and welcome to another edition of Whiteboard Friday. Click on the whiteboard image above to open a larger version in a new tab!
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