Introduced only in 2017, Google Business posts are fairly new to the search marketing scene.
NB: This is an article from gcommerce
But don’t let that fool you. Google Business posts can be an incredibly valuable tool for local SEO, and they shouldn’t be overlooked. Many businesses ignore or give up on Google Business posts due to their lackluster performance when it comes to direct views and click throughs.
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However, there’s a hidden benefit to sticking with it. While Posts may not be overwhelmingly successful on their own, posting somewhat regularly can improve your rank in Google’s algorithm, causing your Google Business Profile to be shown more often and generating awareness for your business.
What Are Google Business Posts?
Google Business Posts can cover a variety of topics, with post types including “Events,” “Offers,” the open-ended “What’s New,” and more. These posts appear as part of your Google Business Profile listing, showing in both Maps and the standard Google results page.
Here’s an example of a “What’s New” and “Events” post on the general results page.
Every post type is a little different, but each one offers a number of optional call-to-action buttons, such as “Learn more” and “Order online,” as well as the option to add an eye-catching image.
All post types will disappear from your Google Business Profile eventually, which is why it’s so important to post regularly.
Putting Google Business Posts To The Test
Below, we’ve compiled data to help determine whether Google Business posts are worth the time and effort.
This test was conducted across 5 boutique hotels, comparing user metrics between the 3 months before and after we started using Google Business Posts. While exact post frequency varied, each property posted at least once per month during this test, using a variety of “What’s New” and “Event” posts.
“New Users” was pulled from Google Analytics, and only includes traffic from the Source/Medium combination of google / organic. Google Map Views was provided by Yext, a platform for managing Local SEO listings.
While “Google Map Views” did not always increase (likely due to external factors such as seasonality and search volume), the change in performance for this metric was significantly better across all 5 properties than the change for “New Users.” These differences are not insignificant either, providing fairly convincing evidence that regular Google Business posts will increase your standings in the Google algorithm and lead to more awareness.
Key Takeaways About Google Business Posts
If you aren’t using Google Business posts, you should start now. While they may not bring in a ton of traffic on their own, they’re an incredibly effective, and fairly easy, way to increase your business’ visibility on Google.