Though its effectiveness has yet to be proven, the Google Posts program shows promise if you’re looking to post content for local search engine optimization
Quick: as a business owner, what’s the one thing you wish you had when it comes to the web?
If you said, “an easy way to crack search engine optimization,” you’re not alone.
Everyone wants to wave a wand and get better SEO, but the truth is that ranking well in the search engines has always been—and will continue to be—the result of many different factors.
Recently, however, it has become clear that your Google My Business profile plays a significant role in search engine success.
Now a new update to GMB aims to provide yet another way to help your business stand out from the crowd: Posts on Google—otherwise known as Google Posts.
And yes, before you ask—Canadian businesses with a Google My Business are fully eligible to publish Posts. This isn’t just for the US; Google Posts for Canada is a thing, Canucks!
What is “Google Posts?”
Google Posts is a feature of GMB that now allows you to create and post content right on Google. This content appears to rank highly when people use Google to search for your business name.
In other words, it’s an excellent way to get noticed—especially now, when your competitors haven’t jumped on board yet.
You read that right; odds are your competitors are still sleeping on this one. That’s because Google Posts is brand new. So new, in fact, that the program doesn’t even officially have a name… The internet has been calling it “Google Posts,” however, so that’s fine by us.
How Does Google Posts Work?
It’s easy to create a Post directly from Google My Business. Just log in using your computer or your phone, then click on “Posts” in the left-hand menu.
You’ll be prompted to add a photo and create a post of 100 to 300 words, as you see here:
Quick tips: stay away from overly promotional language and yes, keep keywords in mind while you write.
Posts can be used to:
- Tell searchers about new promotions or daily specials.
- Promote upcoming events.
- Highlight products in your store or sell products directly.
- Encourage people to join your mailing list.
- Take reservations, attract signups for a newsletter, or sell a product directly.
You can add a headline, a picture, and any of five or six calls to action: learn more, buy, get offer, and more.
Once you publish, your post will appear in Google search results beneath your GMB listing. Initial reports on Google Posts indicate that Posts typically appear directly in search results, as well.
One caveat: Google Posts disappear after a week—so once you start, be aware that you’ll need to keep publishing fresh content.
Should You Be Using Google Posts?
When the program debuted, SearchEngineWatch called it “a halfway house between a new social media outlet and a publishing platform.”
That’s a good way to think about it. Consider taking advantage of Google Posts if you’d like to:
- Use the photo feature embedded into Google Posts to show off your products.
- Promote things like a buying guide or maintenance schedule that might help customers decide to buy with you.
- Plug upcoming in-store events, sales and promotions, community appearances, and the like.
- Discuss topics that your ideal customer will find interesting.
Forbes nicely sums up the present value of Google Posts:
“Since it’s still in its early stages, it’s tough to tell exactly how much benefit you could get from Google Posts; search visibility isn’t precisely calculable, and the limitations haven’t been fully tested. Still, the potential here seems very high considering it takes almost zero effort to create a Post (and it’s free for small businesses).”
I’d also like to add—without getting all “gold rush” on you—that if this sounds like something you’re interested in, get moving.
Yes, the Google Posts program is still in its infancy, and no-one knows whether it’ll be a long-term success from here.
But local business can be competitive… Which means the time is right if you’re trying to get a leg up on the guys down the street.
Wondering How You’ll Write Your Google Posts?
Book a free strategy session to discuss whether outsourcing your Google Posts makes sense for your business.