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How a Simple UTM Code Turns Your Google Business Profile Into an SEO Goldmine
The overlooked trick to see exactly what customers searched before they clicked your “Website” button.
John Sukowaty
November 05, 2025 • Estimated Reading Time: 3 minutes
 | TL;DR:Add a UTM to your Google Business Profile link. Then filter “utm” in Google Search Console to reveal the real search terms — including non-branded ones like “used cars near me” or “auto repair shop open now.” |
Table of Contents
💡 4 Quick Takeaways
UTMs connect your GBP clicks to GA4 and Search Console.
Filter URLs containing “utm” in GSC to view those queries.
Remove branded terms to expose true discovery searches.
This shows exactly how local SEO drives sales — not just views.
What Does This Mean?
Your GBP isn’t just a listing — it’s a keyword data source.
For example, by adding a UTM (e.g., ?utm_source=google&utm_medium=organic&utm_campaign=gbp), you tag every click from your profile.
Google SERP for Honda of Anderson
NOTE: Your UTM parameters might be slightly different, but the end result is the same. You are filtering by “utm”.
GA4 shows how those visitors behave; GSC shows what they searched.
What You Can Do About It
Add the UTM to your GBP website link.
In Search Console → Pages, filter by “utm.”
Switch to Queries, then filter out your business name to ensure you are getting non-branded queries.
Now you’ve got your non-branded search list — phrases like “Honda dealer near me” or “best coffee shop in [city].”
Google Search Console Performance Report
Use those terms in content, GBP posts, and meta descriptions. Check monthly for new patterns — it’s fast proof that SEO is fueling your local leads.
Examples
Auto Dealer: Finds “used trucks near me” — updates inventory page title.
Coffee Shop: Finds “best latte in [city]” — adds it to GBP description.
Wrap-Up
UTMs turn your Google Business Profile into an SEO feedback loop. You’ll know which searches drive clicks — and which ones to chase next.
If you, or anyone you know are in the market for automotive SEO services, let me know. You can share this article with them or find me on LinkedIn to connect.
