Local SEO Series · Issue 9
Measurement in a Changing Landscape
Author: Thomas McLoughlin · 3 Sep 2026
Traditional click metrics are declining for many local queries. This does not mean local search is less valuable. It means the path from query to enquiry has changed.
Measurement must change with it. Useful measurement now combines visibility signals, engagement on the Google Business Profile, and actual business outcomes.
What to track
- Google Business Profile insights: calls, direction requests, website clicks, and messages.
- Presence in AI answers for core service + location queries (manual checks remain necessary).
- Review velocity and the percentage of reviews that contain specific detail.
- Branded search volume and direct traffic as indicators of growing recognition.
- Actual leads, calls, and booked jobs attributed to search.
What to Avoid
- Obsessing over average position while ignoring calls and direction requests.
- Declaring success or failure based on a single week of data.
- Tracking dozens of vanity metrics that never influence decisions.
- Ignoring qualitative signals such as the language customers use when they contact you.
- Failing to connect online visibility to offline or phone enquiries.
Actions this week
- Export the last 28 days of Google Business Profile insights.
- Manually check five core queries and note whether an AI answer appears and whether you are cited.
- Calculate review velocity and the share that contain specific detail.
- Define the three metrics that best reflect real demand for your business.
- Set a simple monthly review of those metrics.
Do this today
Open Google Business Profile insights. Note the number of calls and direction requests in the last month. That is currently more important than most ranking reports.