The author's views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
As we wind down 2021, we’re taking a look back at the most popular Whiteboard Friday episodes from the year. First up, from August, small business SEO expert Claire Carlile walks you through the what, why, where, and how of UTM tagging for your GMB profiles.
Editor's note: Beginning at 1:49, when Claire mentions "referral traffic", it should be "referral information".
Video Transcription
Hey, Moz fans, and welcome to another edition of Whiteboard Friday. Do you have a Google My Business listing or do you work with clients that have Google My Business listings, and do you want to know more about the value of the traffic that Google My Business drives to your website?
Well, if you do, this is the Whiteboard Friday for you. So I'm Claire Carlile, and I am a local search expert at BrightLocal, and today I'm going to speak about UTM tagging for Google My Business.
What's a UTM tag?
So you might be asking, "What is a UTM tag?" If you are, you wouldn't be the first person to ask that question.
So UTM stands for Urchin Tracking Module. But if you just think of UTM tags as tracking codes that we add to the end of our external links that tell us more about where that traffic came from and how it got to our websites. So when someone clicks on a UTM tagged URL, details of the source, the medium, and the campaign that that website visit comes from get transferred over into Google Analytics.