Find and interpret the search query data available in Google Business Profile Insights.
Module 9 · Lesson 2
Search Terms in Insights
Use the search query data in your Insights to refine your keyword strategy.
Learning Outcomes
Use search term data to identify keyword opportunities you are currently missing.
Refine your profile's keyword content based on actual customer search behaviour.
Identify unexpected search terms that reveal new customer segments.
Key Concepts
Search Queries in Google Business Profile
Google Business Profile Insights shows you the top search queries that triggered your profile to appear in Google Search and Google Maps results. This data is invaluable because it shows you exactly what words and phrases real customers are using to find businesses like yours — not guesses or hypothetical keyword research, but actual search behaviour from your target market.
Reading the Search Query Report
In the Performance/Insights section, look for the "Queries" or "Search terms" data. This shows you a list of the most common search queries that resulted in impressions of your profile. Impressions mean your profile appeared in results for that query — not necessarily that the customer clicked on your listing. The queries are ranked by frequency.
What to Look For
Expected queries: Your business name, your core service + location combinations. These confirm you are appearing for the right searches. Unexpected queries: Service or product terms you had not targeted. These reveal customer needs you may have overlooked or new service opportunities. Missing queries: Services you offer but that do not appear in the query list may not have enough keyword presence in your profile. This is an optimisation opportunity.
Acting on Search Query Data
For each unexpected or new query you discover: check whether you have adequate content about that service/product in your profile; if you offer that service and it is not prominently featured, add it to your services list and description. For queries that represent services you do not currently offer but appear frequently: consider whether expanding your offering to meet this demonstrated demand makes business sense.
Seasonal Query Patterns
Compare query data across different months to identify seasonal patterns. If "emergency heating service" spikes in June and July, you know to increase your winter heating content and posts from May onwards. If "deck waterproofing" peaks in summer, ensure your summer posts and services feature this prominently. Data-driven seasonality planning consistently outperforms guesswork.
Step-by-Step Practice
Navigate to the Search Terms/Queries section of your Google Business Profile Insights.
List the top 20 queries driving impressions to your profile.
Highlight any unexpected or surprising queries — what do they reveal about customer needs?
Identify 3–5 queries that you should be appearing for but currently are not.
Update your profile content (services, description, Q&A, posts) to include keywords for those missing queries.
Ian's practical tip: I have reviewed my top search query data in Insights. I have identified unexpected queries revealing customer insights. I have identified missing queries for services I offer. I have a content plan to improve visibility for key missing queries.
Practical Activity
Complete and record this task
Search term data is one of the most direct ways to understand your customers. If you see the same query appearing repeatedly that you have never thought about as a service, investigate it seriously. Your Insights may be showing you an untapped revenue opportunity.