Do Businesses Really Use Google My Business Posts? A Case Study

Do Businesses Really Use Google My Business Posts? A Case Study

One of the most powerful ways to grab a searcher’s attention is by creating Google My Business Posts. A Post shows in your GMB profile when someone searches for your business’ name on Google or views your business’ Google My Business profile on Google Maps. But there’s a long-standing question: Are businesses actually creating GMB Posts to get their message across to potential customers? How often should you post? Should you even create Google My Business Posts at all? Google My Business Post case study: Just the facts When I set out to discover if businesses were actively using GMB Posts for their companies’ Google My Business profiles, I first wanted to make sure I looked at data in competitive industries and markets. So I looked at a total of 2,000 Google My Business profiles that comprised the top 20 results in the Local Finder. For the case study, I looked at the following: How many businesses had an active Google My Business Post (i.e. have posted in the last seven days) How many had previously made at least one post How many have never created a post Do businesses create Google My Business Posts? 17.5% of businesses had an active post in the last 7 days 42.1% of businesses had previously made at least one post 40.4% have never created a post Highlight: A total of 59.60% of businesses have posted a Google My Business Post on their Google My Business profile. When we evaluated the various industry post views to their total direct/branded search views, on average the post is clicked on almost 100% of the time!

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Google My Business (GMB) is one of the most powerful ways to improve a business’ local search engine optimization and online visibility. If you’re a local business, claiming your Google My Business profile is one of the first steps you should take to increase your company’s online presence.

As long as your local business meets Google’s guidelines, your Google My Business profile can help give your company FREE exposure on Google’s search engine. Not only can potential customers quickly see your business’ name, address and phone number, but they can also see photos of your business, read online reviews, find a description about your company, complete a transaction (like book an appointment) and see other information that grabs a searcher’s attention — all without them even visiting your website. That’s pretty powerful stuff!

Google My Business helps with local rankings

Not only is your GMB Profile easily visible to potential customers when they search on Google, but Google My Business is also a key Google local ranking factor. In fact, according to local ranking factor industry research, Google My Business “signals” is the most important ranking factor for local pack rankings. Google My Business signals had a significant increase in ranking importance between 2017 and 2018 — rising from 19% to 25%.

Claiming your Google My Business profile is your first step to local optimization — but many people mistakenly think that just claiming your Google My Business profile is enough. However, optimizing your Google My Business profile and frequently logging into your Google My Business dashboard to make sure that no unwanted updates have been made to your profile is vital to improving your rankings and ensuring the integrity of your business profile’s accuracy.

Google My Business features that make your profile ROCK!

Google offers a variety of ways to optimize and enhance your Google My Business profile. You can add photos, videos, business hours, a description of your company, frequently asked questions and answers, communicate with customers via messages, allow customers to book appointments, respond to online reviews and more.

One of the most powerful ways to grab a searcher’s attention is by creating Google My Business Posts. GMB Posts are almost like mini-ads for your company, products, or services.

Google offers a variety of posts you can create to promote your business:

  • What’s New
  • Event
  • Offer
  • Product

Posts also allow you to include a call to action (CTA) so you can better control what the visitor does after they view your post — creating the ultimate marketing experience. Current CTAs are:

  • Book
  • Order Online
  • Buy
  • Learn More
  • Sign Up
  • Get Offer
  • Call Now

Posts use a combination of images, text and a CTA to creatively show your message to potential customers. A Post shows in your GMB profile when someone searches for your business’ name on Google or views your business’ Google My Business profile on Google Maps.

Once you create a Post, you can even share it on your social media channels to get extra exposure.

Despite the name, Google My Business Posts are not actual social media posts. Typically the first 100 characters of the post are what shows up on screen (the rest is cut off and must be clicked on to be seen), so make sure the most important words are at the beginning of your post. Don’t use hashtags — they’re meaningless. It’s best if you can create new posts every seven days or so.

Google My Business Posts are a great way to show off your business in a unique way at the exact time when a searcher is looking at your business online.

But there’s a long-standing question: Are businesses actually creating GMB Posts to get their message…

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