Have you noticed that some reviews that your customers have posted on your Google Business Profile haven’t been published? Well, you’re not alone. The mystery of missing Google reviews seems to be an issue with businesses across the board, and it’s frustrating and annoying. I’ve had personal experience of
Why You Should Be Using Google Posts
Google Business Profile – GBP (previously Google My Business – GMB) posts are surprisingly effective – yet they’re also surprisingly underutilised and underrated.
Whilst most businesses claim their Google Business Profiles – that’s often where it ends. The real value lies in optimising your GBP profile, and part of this includes uploading regular GBP posts which will enhance the visibility of your business when it appears on Google Maps, especially when Google choose a snippet of text from your Google Post, and this appears within your Google Maps result, giving your business extra prominence.
Not taking advantage of your GBP is like ignoring a free cake that’s delivered to your door every week. And according to some research done by Moz, over 40% of businesses that they surveyed had NEVER created a post, despite the fact that these posts can enhance your listing on Google Maps!
Why And How To Use Google Posts
So let’s look at how you can have your cake – and eat it.
GBP posts are a bit like social media posts on Instagram and Facebook. Quick and easy to do and very effective for local SEO optimisation.
When someone searches for your business, these posts feature prominently on the front page of Google and provide valuable information and exposure – without requiring the searcher to make the effort to visit your website! See the blue arrow below!
Virtually anything can be included in these posts from a special offer, new product launch, special event, call to action (eg bookings, online ordering, ‘learn more’ buttons) and business updates (like revised business hours) to customer reviews, photos and videos. You can even include links to blog posts or specific landing pages on your website. It’s all about grabbing the attention of an online searcher and engaging them with fresh, relevant and useful information.
Short and sweet
Another important thing to remember about GBP Posts is that they have a limited shelf life.
Seven days is all you have before Google sees the post as ‘old news’ and stops featuring it prominently on a desktop search. Ideally, you need to create new content every week and by doing so, you not only add value to searchers but you also demonstrate to Google that your business is authentic and your information is up-to-date and accurate which is a crucial requirement for local SEO.
GBP Posts for Updating Customers
GBP Posts are also an excellent vehicle for updating customers on how your business is operating in the Covid-19 world.
You could add a post on your new operating hours or how your customer interactions have been modified because of the restrictions etc. These particular posts feature prominently on a mobile device when someone is doing a brand search, so whilst there aren’t many good things coming out of the pandemic, regular Covid GBP posts is one way you can use the situation to your advantage.