Gaining visibility in search engine results sometimes feels like an uphill climb, but a Google Business Profile can give you a big lift. Get more from this free Google marketing tool by keeping your profile fresh and dynamic. Adding regular Google post updates helps you nab the attention of customers right from the heart of Google Search and Maps.
A Google Business post consists of a headline, photo or video, description, and call-to-action button. Pretty simple, right? But it can positively impact your business.
In this article, I’ll explain how to create effective Google posts that draw traffic to your site and boost your local SEO.
What Are Google Posts?
When you create a Google Business Profile (GBP) — previously known as Google My Business (GMB) — you provide the search engine with basic information such as your location, hours, and contact information.
This data displays in a prominent box on the first page of Google Search or in Maps. It surfaces when someone conducts a general search for a business in your niche or specifically searches for your company. That’s why it’s important to update your business address in Maps if any contact information changes.
Google posts allow you to deliver promotional or informational messages directly to customers from your Google Business Profile. GMB posting is part of Google Business optimization, enabling you to pique curiosity and compel users to learn more. You can use Google posts to highlight a sale, offer a discount to first-time customers, announce the arrival of new inventory, and more.
Why Should I Post on Google?
Here are some reasons to incorporate valuable Google Business posts into your local SEO strategy.
The more information you provide to Google about your business, the easier it is for the search engine to match your company to relevant queries. By enriching your profile with updates, you provide context about your products and services.
Gain a Competitive Edge
Anyone who’s tried outranking competitors in search knows how competitive the SEO landscape is. By optimizing every feature available to you in your Google Business Profile, you’re maximizing your presence and giving your business that extra sparkle to help it stand out.
Promote Your Business
The more channels you have to reach customers, the better positioned you are to grow your audience. GMB posts are a high-profile opportunity to deliver relevant messages to audiences, especially those just getting to know your business. Use the posts to express personality and create a welcoming feel.
Offer a Seamless Experience
Customers want information as effortlessly as possible. Google Business posts enable you to deliver timely information right from the coveted search pages, engaging customers without requiring them to visit your website — although you can certainly send them there to learn more.
Experience is a crucial aspect of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), and it highlights the importance of the customer’s perspective. By actively engaging on your Google Business Profile (GBP) through posts, you infuse a human element into your business that users will immediately recognize. Genuine experience cannot be replicated or simulated.
Make Your Profile Interactive
Use action buttons such as “Book Now” or “Call Now” to drive customers to connect with your business. Ideally, you’ll motivate customers to take action from the search results before they move on to a competitor’s profile.
Provide Current Information
Google Business posts also show your business is active online, which is appealing to a tech-savvy crowd that’s always looking for the most recent information. Up-to-date details help establish credibility and give potential customers confidence in your business. They’re more likely to reach out if they know you’re ready with a response.
Types of Google Posts
Google Business Profile posts aren’t time-consuming to create. Often, you can repurpose information you’re already publishing on social platforms or in promotional emails.
You can use this post category to cover a wide range of topics of interest to your customers. Here are some ideas:
- Announce the opening of new locations, recent awards, or charity initiatives.
- Highlight new or popular products, services, and menu items.
- Tie your business to seasonal events by promoting a Mother’s Day spa day or Father’s Day brunch.
- Showcase examples of completed work if you provide services such as landscaping or interior design.
- Link to articles or profiles of your business in the news.
- Let customers know about unexpected closures.
Encourage customers to come to your store or book a service by advertising sales or promotions. A landscaping company might offer a 10% off coupon to welcome spring, while a clothing store could draw attention to an end-of-season sale. You can include a headline, the dates an offer is available, discount codes, terms and conditions, and links to a web page for more information.
Use Google Business posts to promote events such as an author reading at a bookstore or a pet adoption fair at a pet supply store. An event post lets you add a headline, image, video, description, and call-to-action button.
How To Use Google Posts
If you haven’t done so, set up a Google Business Profile by adding or claiming your business. You can add users to your Google Business account, so your SEO agency or consultant can also post on your behalf. If your Google Business Profile is suspended for any reason, you’ll need to return it to good standing before proceeding.
To create a GBP post, log into the Google account that you use to manage your Business Profile and search your business name to access your profile. Select “Promote” or “Add Update,” depending on whether you’re on desktop or mobile.
1. Choose a Post Type
Select the category of Google Business post to create. As discussed above, you can choose an update, offer, or event.
2. Create a Title
Offers and events have headlines at the top of the post. Your headline should be short and descriptive, delivering key information to someone scanning the search results page. Aim for four to five words and fewer than 58 characters to fit the space.
To accentuate the post and capture your reader’s attention, try some of these tricks:
- Create a sense of urgency. Example: “Last Chance — Sale Ends Saturday”
- Use a verb to make the title active. Example: “Save on Your Next Oil Change”
- Differentiate your business by highlighting its value to the reader. Example: “Locally Made Soaps for Sensitive Skin”
- Generate excitement. For example: “Our Biggest Sale of the Season”
3. Share More Details
Deliver essential details in the description of your post. Google gives you up to 1,500 characters, but keep it between 150 to 300 so readers don’t have to click on the post to continue reading. Many users are seeking high-level information at this point, so it’s good practice to be short and sweet.
Your post should:
- Use a welcoming and approachable tone.
- Be professional, polished, and free of errors.
- Avoid exclamation marks and all caps.
- Go easy on the marketing-speak.
Google rejects posts that include a phone number in the description. Users can look in your contact information for a phone number, or you can add a “Call Now” button that uses the number in your profile.
4. Add a Call-To-Action
You can include a link in your description, but a call-to-action (CTA) button stands out and makes it easier for users to take the next step. Different types of CTAs (which are available for events and updates) include:
- Book now: Make a reservation or book an appointment.
- Call now: Phone the business using the number in your profile.
- Order now: Make a purchase.
- Sign up: Register or join a group, activity, or mailing list.
- Learn more: Find out more information on another web page.
- Shop: Explore an online store.
To add a CTA button, choose the appropriate button from the drop-down box and enter the URL to direct users to the correct location.
5. Include an Image
Search engine results pages are often packed with text, so complement written content with original photos that draw the eye to your message. For an authentic feel, choose professional images that represent your brand instead of stock photos.
For best results, photos should be:
- Relevant to the topic.
- Visually inviting.
- Clear and well-lit.
- Attractively framed with a clear focal point.
Click or tap the preview button for a peek at what the post will look like when published. Choose the edit option to make changes, and select publish when you’re satisfied with the post.
Make sure to select a date range for the post if it’s time sensitive. If you don’t select a date range, Google will archive the post after six months.
When the post goes live, it appears on your profile for all to view. A question mark next to the post’s status in your dashboard indicates a problem with the content, so you’ll need to revise the post to meet Google’s content policy before resubmitting it.
7. Engage With Customers
Although users can’t comment directly on Google posts, they can interact with your business by adding a review or asking a question in the Q&A section. If you enable the chat feature, they can also message you directly. Use these opportunities to connect with customers and improve their experiences.
Here are some effective ways to engage with customers:
- Respond in a timely manner to all comments, including negative ones.
- Be helpful, professional, and polite.
- Sign your name or initials to personalize responses.
- Don’t be overly salesy.
- Never exchange personal or financial information (such as credit card numbers) online.
Google Post Image Size Guide
For best results when you post on Google, resize images to meet these specifications:
- Minimum photo size: 400 x 300 pixels
- Ideal photo size: 1200 x 900 pixels
- 4:3 aspect ratio
- File size: Maximum 5MB
- File format: PNG or JPG
How To Track Google Post Engagement
Google no longer provides specific data about Google Business post engagement, such as the number of impressions or clicks within a post. You can, however, track other aspects of your Business Profile performance through Insights.
To monitor Google post engagement, create custom URLs for the links placed in the post. You can then use Google Analytics to monitor traffic coming to your site through the clicks on your Business post. This also enables you to track how customers interact with your site once they land on the page.
Make the Most of Your Google Business Profile
Sprucing up and maintaining your Google Business Profile is a critical part of increasing your online visibility. If you’re curious about all of the other ingredients that go into improving your local SEO, our team can help. Reach out for a free consultation to learn how our SEO experts can get more eyes on your business with the power of search.