We recently were invited to write a post on RestoBiz and thought that it would be really interesting to cover a relatively new feature from Google My Business (GMB) simply called Posts. It’s a feature that Google would like you to think of as a status update – and Posts is powerful.
As Google describes: Posting through Google My Business lets you publish your events, products and services directly to Google Search and Maps. By creating Posts, you can place your timely content in front of customers when they find your business listing on Google.
Nuts & Bolts of Google Posts
As we wrote in that article, posts are meant to be timely, which is important to retailers. They expire seven days after they go live, so when thinking about what to publish on your Google listing, consider promotions, events, holiday information such as changes to your hours or contest information. If you’re creative by nature, you can add pictures, short-form videos and GIFs.
For businesses with less of a retail focus, such as professional service companies or practices, consider adding thought leadership pieces as well. This means you can feel free to link to content that you find interesting or important from other websites, along with your thoughts and opinions.
Accessing this feature is easy, it’s the second option down on the left hand side menu. And when you log into your Google My Business account after after posting content to your listing, Google offers insights into your content, allowing you to see the number of views and button clicks generated for each post. Check in on your GMB insights section to learn which posts work best and what perform below average. Using this information, you can optimize your next batch of Posts, and refine the marketing recipe that works best for your business. We recommend to our clients that they post at least once every three to four days to avoid having no posts present on your listing after they expire.
Ultimately, though, why use Posts? Well, Early indications show that posting content to your listing has an impact on your location authority. That affects the ranking power in Google local search results, which impacts the position of your business on Google Maps. Put another way, the greater your location authority, the more likely your business listing will show up on Maps. This will result in not only more views of your listing, but also more calls to your establishment, more foot traffic via directions and mapping and more website visits as well.
At the end of the day, Google wants to know that you’re engaged in your listing. The more engaged you are, including new Posts, customer reviews and keyword heavy descriptive text (another new rollout), Google will be more favourable to your listing.
Why use Google Posts?
- They help searchers find your business
- Google likes businesses that keep their listings relevant
- They’re currently underused, which gives you a first-mover advantage in your market
To learn more about Google Posts in Google My Business, email firstname.lastname@example.org OR call 1-888-388-1020.