How to Track Your Local SEO Performance: Metrics That Actually Matter
By Mike Martin • More Leads Local
You can't improve what you don't measure. But with local SEO, it's easy to focus on the wrong metrics. Vanity metrics like website traffic or social media followers don't pay the bills. Here are the KPIs that actually correlate with leads, enquiries, and revenue.
Google Business Profile Insights
Your Google Business Profile provides valuable performance data:
- Search queries: What terms people are using to find your business
- Views: How many times your profile was seen in search results and on Maps
- Actions: Calls, direction requests, website clicks — these are your conversion metrics
- Photo views: How often your photos are being viewed compared to competitors
The Metrics That Matter Most
1. GBP Actions (Calls + Direction Requests + Website Clicks)
These are your highest-intent metrics. Someone who clicks "Call" or "Get Directions" from your GBP is a hot lead. Track these monthly and look for upward trends.
2. Map Pack Ranking Position
Where do you appear in the Map Pack for your most important search terms? Track this for your top 5-10 keywords across your service area.
3. Review Velocity
How many new reviews are you receiving per month? A steady, increasing velocity is a strong signal.
4. Search Query Coverage
Are you appearing for a wider range of search terms over time? This indicates that your relevance signals are strengthening.
What Not to Obsess Over
- Website traffic alone: Traffic is meaningless without conversions
- Domain authority: Useful for traditional SEO, less relevant for local
- Keyword rankings: Only meaningful if tracked locally, not nationally
Reporting Cadence
We recommend reviewing metrics monthly and assessing trends quarterly. Local SEO moves slowly — daily or weekly checking leads to anxiety over normal fluctuations. The compound effect reveals itself over quarters, not days.