How to Use Google Posts to Improve SEO

Google Posts

In the middle of 2017, Google gave its My Business users the ability to start adding Google Posts to their Maps listings. Despite their impressive ease of use and ability to help improve SEO, many My Business users still aren’t taking advantage of Google Posts.

Let’s explore Google Posts for Google My Business with the goal of helping you better understand what they are, why you might want to use them, and how you can quickly start publishing them.

What Are Google Posts?

Google Posts for Google My Business turn your Maps listing into another social media feed where you can publish your events, announcements, services, updates, etc. By simply publishing posts, you can place timely and relevant information directly in front of potential customers when they search for your business using Google.

Here is how Google Posts show up in listings across the Google ecosystem.

Google Posts for Google My Business

Are Google Posts Good for SEO?

The short answer is yes. Google Posts do appear to have a small impact on SEO. Local SEO Expert Joy Hawkins conducted a test to find out if Google Posts are good for SEO in November 2017. Her takeaway “...Google Posts do have a mild impact on ranking.”

More importantly, Google Posts are great for your customers. They help them stay in the know and easily find important information about your business.

Google Posts are also a powerful branding tool just like all of your other social media channels. They give you the ability to show your audience what your business values and why.

Taking a DIY Approach to SEO?

Get our SEO Essentials for Small Business Owners.

Why Use Google Posts?

Google and you are on the same team when it comes to wanting to provide your customers with the most useful information possible. Google is watching to see how many people engage with the information you provide via your My Business listing. The more people that engage with the information you publish, the more likely it is that you are a trustworthy business Google should be sending people to.

Give customers more reasons to interact with your Google My Business listing and Google is likely to reward you by helping your site appear higher in search results.

One of the easiest ways to provide people more information to interact with is using Google Posts. That means sharing timely, relevant, and useful information such as:

  • Upcoming events you want to promote.
  • Announcements your audience will want to know about.
  • Product updates or spotlights that might encourage people to shop new arrivals, popular products, or items on sale.
  • Sales, deals, and offers that potential customers might want to know about.
  • Reviews you want to highlight.
  • Partnership announcements that will benefit your customers.
  • Newsletter or email signup opportunities.
  • Ticket sales information for events that you are sponsoring or hosting.

One thing to keep in mind is that Google Posts disappear from your listing seven days after they are published. This helps Google keep the content appearing in your listing fresh. With that said, a historical view of your posts will show up on mobile under a “Posts” tab.

How to Publish Google Posts in Google My Business

Sign in to your Google My Business account. If your business doesn't have an account, start by signing up for one.

Click ‘Posts’ underneath ‘Home’ in the Main Menu or via the Dashboard.
Create a Google Post

Click in the box that says ‘write your post’ and the posting dialogue will appear. Type in your copy where it says ‘write your post’. Make sure to use keywords and phrases. Write up to 300 words of enticing copy that will encourage people to click on your call to action.

Sample Google Post

If you are posting about an event, toggle the button that says ‘make this post an event’ and enter your event details.

Add a call to action by toggling the ‘add a button’ function and input the URL you want people to click on.

Add a photo to make your post stand out in the search results by clicking on the camera icon and working through the add image dialogue. The ideal Google posts image size is 720px x 720px according to Google.

Preview your post and check for spelling errors before hitting publish and sending your post live.

Google Posts Preview

Check the post on a desktop and mobile device to make sure it looks the way you want it to. Your most recent post will appear underneath your maps listing and if you have more than one post, they will appear in a carousel underneath your listing.

Extra Credit: Add UTM Code

We shouldn’t really call it extra credit because the use of UTM code is best practice these days.

With that said, think about adding UTM code to all of the URLs you place in your Google posts. This will allow you to properly track the performance of each post in Google Analytics and see what kind of posts your audience responds well to.

That’s it! You're ready to start posting.

Publish a Google Post to your My Business listing at least once a week and daily if possible.

Learn how Countryside Barns increased their organic search traffic by 56% with Guided SEO

Erik Wardell

Erik Wardell

Erik loves breaking down complex SEO topics into understandable instructions anyone can follow. In his role as an SEO coach, he guides Pathfinder SEO customers through the SEO process on a daily basis, giving them helpful tips, instruction, and advice along the way.