Local SEO
By Jenny Bernarde
Google Business Profile (formerly known as Google My Business) has been a game-changer for local businesses looking to connect with customers. One of the most powerful features at your disposal? Google Posts. These little nuggets of content can drive visibility, engagement, and most importantly, conversions. But like anything else, there’s a right way to do it—and a way that wastes your time.
Let’s dive into how you can optimize your Google Posts to get the most out of your Google Business Profile and turn casual browsers into loyal customers.
What Are Google Posts?
In short, Google Posts are updates that appear right on your Google Business Profile. Think of them as mini-ads or micro-blogs that showcase your latest offers, events, or important updates. They usually contain an image or video, some text, and a link. Simple, right? But don’t let the simplicity fool you. When done right, these posts can be a powerhouse for your local SEO strategy.
As Google puts it, "You can connect with existing and potential customers through your Business Profile on Google Search and Maps through posts. You can create and share announcements, offers, new or popular items in stock, or event details directly with your customers."
The Basics: Nail the Foundations First
Before you get fancy, make sure you’ve got the basics covered. You don’t want to miss out on potential customers just because you didn’t include a clear call-to-action or forgot to add a relevant image. Here’s what you need to know:
Update Posts: These are your go-to for general announcements, new products, or services. Use them to highlight what makes your business stand out.
Offer Posts: Everyone loves a good deal. Use Offer Posts to promote discounts, free consultations, or any other promotions. Make sure the offer is time-sensitive to create urgency.
Event Posts: Hosting an event? Whether it’s a webinar, in-store sale, or community gathering, use Event Posts to spread the word and drive attendance.
Get Creative: How to Stand Out
Once you’ve mastered the basics, it’s time to get creative. Think outside the box and use these strategies to make your Google Posts impossible to ignore.
1. Visuals That Pop
Images are the first thing people notice, so make sure yours stands out. Avoid stock photos whenever possible. Instead, use real images of your products, services, or events. If you can, throw in some branded elements like your logo or a signature color scheme to make it instantly recognizable.
2. Use Urgency
“Limited time offer.” “Only 3 spots left.” Phrases like these work because they create a sense of urgency. People don’t want to miss out on something valuable, so give them a reason to act now.
3. Engage with a CTA
Every post should have a clear call-to-action (CTA). Whether it’s “Book Now,” “Learn More,” or “Claim Your Offer,” make sure you’re guiding your audience to the next step.
4. Experiment with Emojis
Yep, you heard that right. Emojis can make your posts more engaging and visually appealing. Just don’t go overboard—keep it relevant and professional.
Timing is Everything: When and How Often to Post
How often should you post? There’s no one-size-fits-all answer, but consistency is key. Aim for at least one post every couple of weeks to keep your profile active and engaging. Offers and events can be scheduled well in advance, so you’re always ahead of the game.
Google Posts remain active for six months, but that doesn’t mean you should wait half a year to post something new. Keep your content fresh and relevant to stay top of mind with your audience.
Measuring Success: How to Know What’s Working
You’ve put in the work, now it’s time to see the results. Use Google Analytics to track the performance of your posts. If you’re not using UTM tags to track the specific impact of each post, you’re flying blind. These tags help you see exactly which posts are driving traffic and conversions on your website.
Pay attention to metrics like click-through rates, website visits, and calls. If a particular type of post isn’t performing, don’t be afraid to pivot and try something new.
The Final Word: Should You Bother?
Absolutely. Google Posts are a fantastic way to keep your business top of mind, engage with potential customers, and drive action. Whether you’re a small business owner or managing multiple locations, investing time in crafting compelling Google Posts is worth every minute.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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