Get ready, local businesses! Big news just dropped that could redefine your digital marketing strategy. As of January 19th, Google has rolled out an update that allows Google Posts to hang around in your business’s Knowledge Panel for longer than the previous seven-day limit. This is huge, and it’s time to leverage this feature to boost your local SEO game.
What Are Google Posts?
Before diving into the juicy details of this update, let’s quickly recap what Google Posts are. Introduced in 2017, Google Posts are a powerful tool within Google My Business that allows you to communicate offers, events, and updates directly to your customers through your business listing. Think of them as social media posts that live right in search results—an opportunity for direct engagement with potential customers.
Historically, Google Posts had a short shelf life, expiring just a week after they were created. This ephemeral nature might have deterred many businesses from investing time in crafting these messages, but that’s all changed now.
What’s New with Google Posts?
So, what does this update mean for you? Instead of disappearing after a week, Google Posts can now be displayed indefinitely in your Knowledge Panel. “Old posts are making a comeback,” notes local SEO expert Brodie Clark, who first spotted this game-changing development. Posts created weeks, months, or even years ago can now be accessed by users browsing your profile. If you have multiple posts, searchers will even see a nifty arrow allowing them to scroll through your content.
And it’s not just posts that are getting a revival. Old photos that you’ve uploaded to your profile will also appear in the Knowledge Panel by default. This makes your profile more dynamic and engaging—giving potential customers a deeper look into your business.
Why This Matters
Local SEO experts are buzzing about the implications of this update. UK-based local SEO pro Claire Carlile exclaimed, “This is a major win for local businesses looking to engage with their community.” With posts no longer expiring, businesses can keep their messaging alive and relevant, showcasing their offers and updates to anyone who stumbles upon their profile.
Interestingly, reports are rolling in from local SEOs around the world confirming this change. Users in the U.S. and even across the pond in the UK are spotting older posts appearing in their local business profiles. In fact, a local burger joint in Brighton showcased a post from as far back as August 2020—proof that this update isn’t just a temporary test.
Embrace the Opportunity
This newfound longevity for Google Posts presents an invaluable opportunity for local businesses. It allows you to present a more comprehensive and engaging profile, demonstrating that your business is active and involved in the community. Regularly updating your Google Posts can keep your Knowledge Panel fresh and appealing to potential customers.
However, with old posts making a comeback, it’s crucial to keep your profile updated. Outdated offers or irrelevant posts could confuse potential customers, so be proactive in managing your content.
Final Thoughts
Since their inception, Google Posts have been a key feature for local businesses aiming to connect with searchers directly. With their new indefinite lifespan, it’s time to invest more time and effort into crafting compelling posts that resonate with your audience.
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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