Using Google Posts is a great means to promote your business online. It is a neat setup fitted into your Google My Business profile that allows you to present your content. What began as an exclusive means to present election information for US presidential candidates for Google search results in 2016, expanded to businesses as well. Now business owners have a chance to use this feature to their advantage as they can directly interact with their potential customers.
Google Posts is one of Google’s efforts towards bettering the search experience for users. According to Think With Google, four in five consumers use search engines to find local information, and 50% of such consumers visit the store with a purchase intent within the same day the search was conducted. Imagine, if the people searching for your business on Google were presented with content about discounts or other promotional activities in the search results! It is likely to pique their interest, and they are more likely to click on it. Consequently, you are building traffic for your website and increasing sales.
Google Posts appear in the knowledge panel: a box on the right-hand side of the search results page. It will contain your business location, working hours, website link, photos, and reviews. There are quite a few advantages to creating Google Posts:
- It is a simple, free and effortless method that you can use to build leads or drive traffic to your business’ website.
- You can enhance your brand awareness.
- You can increase the direct traffic you get to your website.
- If your business website has a blog, you can promote content through your posts.
- You can add call-to-actions (CTAs) or buttons and lead customers to any part of your website that you’re trying to promote.
How to create a Google Post
Login to your Google My Business account. You’ll find “Posts” on the left side of your page.
Once you click on that, you’ll be led to the following window. You’ll need to fill out the following details:
- Add text content to your post. Google Posts has a limit of 300 words.
- Add a relevant image to a bit of text (copy).
- If your post is an event, you can click on the toggle button and add the relevant details.
- Similarly, you can even add a button, and link it to the desired URL you need to promote.
Once you’re done adding your image and the post description, add a CTA. Depending on your content, you can add one of the following buttons.
In case you’re trying to create an event, click on the “Make this Post an Event” toggle, and add the event title, date, timings, and CTA. When you’ve finished adding the event, hit “Preview” in the top right-hand corner of the box to see what your copy looks like and then you can publish it.
Your post will be live and anyone who searches for your business will find the post in the knowledge graph. You can track the clicks and views on Google My Business Insights. Once your post is up, it’ll look something like this.
- Google Posts last only for seven days.
- Make the most of the first 100 words of your post as it will be displayed on the knowledge panel.
- In case you use Google Analytics to track website data, you’ll need to add UTM parameters to track the clicks and views you receive on your Post.
- Google posts don’t get indexed by Google.
- If your business website has a blog, add it to Google Posts and feature your content on the search engine results page. Although, this doesn’t mean your posts will rank for search. But it is likely that your content will reach the people who search for your business.
(Learn more about Google Posts and Google My Business here.)