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All lessons in Local SEO Lesson 8.3 of 61

Module 1: Introduction to Local Search

  1. 1.1What is local search marketing?
  2. 1.2How does Google local search work?
  3. 1.3Google Search vs. Google Maps: what's the difference?
  4. 1.4How does Google determine local rankings?
  5. 1.5What is the local search customer journey?

Module 2: Google Business Profile

  1. 2.1How to set up a Google Business Profile
  2. 2.2How to verify a Google Business Profile
  3. 2.3How to choose the right business categories
  4. 2.4How to optimize business information and services
  5. 2.5How to add photos, videos, products, and updates
  6. 2.6How to manage multiple locations in Google Business Profile
  7. 2.7Service-area businesses vs. storefronts

Module 3: Local Keyword Research and Search Intent

  1. 3.1How to find local keywords
  2. 3.2City, neighborhood, and service-based keywords
  3. 3.3Understanding near me searches
  4. 3.4Transactional vs. informational local intent
  5. 3.5How to research local competitors and keywords
  6. 3.6How to map keywords to locations and services

Module 4: Local Landing Pages and Website Optimization

  1. 4.1How to create location landing pages
  2. 4.2How to optimize local service pages
  3. 4.3How to write location-relevant titles and content
  4. 4.4How to build location and service page architecture
  5. 4.5How to avoid duplicate and thin location pages
  6. 4.6Local business schema and structured data
  7. 4.7How to keep your website and Business Profile consistent

Module 5: Reviews and Reputation Management

  1. 5.1Why do reviews matter for local businesses?
  2. 5.2How to build a customer review generation process
  3. 5.3How to respond to positive and negative reviews
  4. 5.4How to handle fake or policy-violating reviews
  5. 5.5Review policies and ethical reputation management
  6. 5.6How to monitor review trends and customer sentiment

Module 6: Local Citations and Business Listings

  1. 6.1What are local citations?
  2. 6.2Name, address, and phone number consistency
  3. 6.3How to find relevant business directories
  4. 6.4How to create and update business listings
  5. 6.5How to identify duplicate and incorrect listings
  6. 6.6Industry-specific and local directory opportunities

Module 7: Local Authority and Competitive Visibility

  1. 7.1How to analyze local search competitors
  2. 7.2How to earn local links through community partnerships
  3. 7.3Local sponsorships, organizations, and media
  4. 7.4How to build local brand recognition
  5. 7.5How to evaluate competitor reviews and business profiles
  6. 7.6How to identify local visibility gaps

Module 8: Local Search Tracking and Reporting

  1. 8.1How to track local rankings across geographic areas
  2. 8.2Understanding Google Business Profile performance
  3. 8.3How to measure calls, website visits, and direction requests
  4. 8.4How to track local leads and conversions
  5. 8.5How to use Google Search Console and Analytics for local SEO
  6. 8.6How to create local search performance reports

Module 9: Local Search Strategy by Business Type

  1. 9.1Local search for restaurants and retail stores
  2. 9.2Local search for service-area businesses
  3. 9.3Local search for professional services
  4. 9.4Local search for healthcare and other regulated industries
  5. 9.5Local search for multi-location businesses
  6. 9.6Local search for new and small businesses

Module 10: Local Search Audits and Practical Projects

  1. 10.1How to conduct a local search audit
  2. 10.2How to audit a Google Business Profile
  3. 10.3How to check local landing pages and citations
  4. 10.4How to evaluate reviews and competitor visibility
  5. 10.5How to build a prioritized local search action plan
  6. 10.6How to create a 30-day local search improvement plan

How to measure calls, website visits, and direction requests

What we will go through

  • Why customer actions matter more than rankings
  • How to track website visits from your profile
  • How to track calls
  • How to read direction requests

Short answer

To measure calls, website visits, and direction requests from local search, combine Google Business Profile performance data with UTM-tagged links in Google Analytics. Use call tracking numbers or a simple staff log to record where callers found you. Direction requests show visit intent. Track all three monthly to see real customer demand.

Actions beat rankings

Rankings are a means, not the goal. The goal is customer actions: calls, website visits, and visits to your location.

Add UTM parameters to the website link in your Google Business Profile:

https://example.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp

In Google Analytics 4, visits from this link appear with campaign “gbp.” You can now separate profile visits from other Google traffic.

For multiple locations, add the branch, like utm_content=pasig.

Track calls

Choose an option that fits your size:

  • Business Profile calls data: a basic count of calls from the profile.
  • Call tracking numbers: a special number that records calls and their source. Set your main number as primary and the tracking number as an additional number to protect NAP consistency.
  • Call log: a simple sheet where staff note each call and ask how the caller found you.

A call log is free and often eye-opening for small businesses.

Read direction requests

Direction requests come from your profile and Maps. They signal people planning to visit.

Watch them together with foot traffic. A café may see direction requests rise on weekends, matching busy days.

Put it together

Each month, record:

  • calls from the profile and from your log
  • website visits from the “gbp” campaign
  • direction requests

Compare these with sales or bookings. That shows whether local search is bringing real business.

Quick quiz

1. Why add UTM parameters to your profile link?
2. How can you protect NAP when using a tracking number?
3. What do direction requests signal?

Common mistakes

  • Measuring rankings only. Track customer actions too.
  • No UTM on the profile link. Profile visits get mixed with other traffic.
  • Not asking callers. A simple question reveals sources.

Your action

Set up action tracking for your chosen business. Your progress saves on this device.

Key terms

UTM parameters
Tags added to a link so analytics shows where visits came from.
Call tracking
A system that records calls from a specific number or source.
Call log
A simple record staff fill in when customers call.
Direction request
When someone taps to get a route to your business.
Customer action
Any step that shows buying intent.

Questions beginners ask

Will a tracking number hurt my NAP consistency?

Use your main number as the primary number and the tracking number as an additional number in your profile, or track calls on your website only.

Do direction requests mean visits?

Not always, but they strongly signal intent to visit.

What should staff ask callers?

A simple question like 'Paano niyo po kami nahanap?' or 'How did you find us?'

Related lessons

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