In a recent 2023 survey, results showed that 66% of the respondents think Google is the most trusted platform for local business searches. Moreover, up to 40% of consumers check business details several times monthly.
All these findings mean one thing: you may be missing out on customers if you are not optimising your Google My Business Profile and using its attributes like Google Posts.
Google Posts are valuable to local SEO as these let you share announcements, events, or product offers with your customers. Online users can find Google Posts through your profile’s Overview, Updates, or From the Owner section.
Unfortunately, some business owners think these Posts do not boost search rankings and that they only work for some industries, large companies, or national brands. Others also believe that Google Posts is no different from social media.
These misconceptions may hinder you from the unique advantage of Google Posts, which we will highlight in this article. We also explain the best practices of Google posting for maximum impact.
The Impact of Google Posts on Local SEO
One of the immediate effects of Google Posts is that it acts as an activity signal.
When you constantly post relevant content, it is like relaying to Google that your business is active, updated, and informative. All of these lead to the following benefits.
Enhanced local visibility
Google Posts lets you publish new and informative content to your customers, which Google likes. This search engine signal also favours business sites that constantly do this, increasing your chances of appearing in local searches.
When you become more visible in the search results, rankings also improve.
Direct user engagement
GMB posting lets you use attention-grabbing headlines, photos, or videos with your business announcements or events.
You can even level things up by creating a poll, asking a question, or running a contest. The engagement you get from this not only enhances traffic and brand awareness.
Improved click-through rates
A simple announcement or product feature can become visually appealing through GMB Posts. When you post attractive photos or videos, users look, linger, and click.
According to Google, business profile owners who add photos get 35% more clicks to their websites and 42% more requests for directions on Google Maps than those who don’t.
With higher click-through rates, chances of conversion also increase.
Creating Effective Google Posts
Now that we’ve established the role of Google Posts in local SEO and rankings, the next step is to publish posts that draw attention. Here are a few tips.
- Keep it concise. Remember that your audience has a limited attention span. So, deliver your message in a few words. The shorter, the better. That way, users can catch the most important details before they lose interest and leave.
- Use strong visuals. High-quality images and videos grab attention. Focus on visuals that highlight your products or services. Also, feature snapshots of your team at work or videos of satisfied customers. Think of themes that matter to your audience.
- Add a call to action. Calls to action are prompts to engage, sign up for something, or make a purchase. They should be clear and compelling. To do this, add the redirect link on your GMB Post and select the proper CTA option from the dropdown menu (e.g. Book, Order, Shop, Learn More).
- Leverage the Event feature. This attribute lets you promote upcoming events and attract local customers. To access, select Event when you make a GMB post, then fill in the necessary details. Once published, users can find and check out your event details on Google Search and Maps.
Best Practices for Google Posts
Here are a few more tips to boost your GMB posting performance.
Post regularly
Consistency in publishing GMB Posts means that your business is always active and engaging with customers, which is excellent for local rankings. Also, regular updates reassure the audience that they are looking at accurate business information.
When creating a new GMB post, do it with your weekly or monthly business profile checking to save time and make posting a habit.
Keep posts relevant
Online users read things that matter to them. So, focus on content that is relevant to your local audience.
For example, if you are a service business, publish GMB Posts that showcase your real-time projects. Highlight success stories or case studies. You can also use this platform to inform users about new service areas or offerings.
Check out our previous article on local content creation for more ideas.
Track performance
Some GMB posts work, and some don’t. To understand why, be sure to analyse performance metrics.
For instance, when you click on a GMB Post, you’ll see the views and button clicks displayed underneath it. These can give you clues on how to make your posts more engaging. You can also download the performance report of your GMB profile for better analysis.
Use other marketing channels
Cross-promotion is always a good move when publishing GMB Posts to reach as many people as possible. Here are some examples of how to do this:
- Social media: Create a short caption about your latest GMB Post, then add a link to your business profile for the full post.
- Email marketing: Make an email newsletter with a link to a relevant GMB Post.
- Website blog: Mention related content or events from your GMB Post through an anchor link on your blog article.
Remember to keep your brand voice and messaging consistent across platforms when applying this best practice.
Conclusion
In a highly competitive local business world, it’s always best to adapt to trends and use all possible means to remain visible and relevant. Without a doubt, Google Posts can help with this local SEO goal.
Contrary to several misconceptions, posting on your business profile can increase your rankings, drive traffic, spread brand awareness, and build trust within your community. It’s a local-friendly strategy that delivers results.
The best part? Creating GMB Posts is free! So, get creative and start posting.
