The Value of Google Posts for Local SEO: What You Need to Know
Apr 23
In the ever-evolving world of local SEO, businesses are constantly seeking ways to stand out in search results and connect with potential customers. One tool that has sparked considerable discussion is Google Posts, a feature within the Google Business Profile (GBP). While some claim Google Posts directly boost rankings, others argue their influence is more nuanced. So, what’s the real story? In this blog post, we’ll explore the value of Google Posts, their indirect impact on local SEO, and how you can leverage them to enhance your business’s online presence.
What Are Google Posts?
Google Posts are short updates that businesses can publish directly on their Google Business Profile. These posts appear in local search results and on Google Maps, offering a space to share promotions, events, news, or other timely updates. Think of them as mini-billboards or social media snippets that live right on your Google profile. They can include text, images, videos, and even calls to action (CTAs) like "Call Now" or "Learn More."
While they’re a dynamic way to engage local audiences, their role in local SEO isn’t always straightforward. Let’s break down their benefits and examine how they fit into your broader SEO strategy.
The Value of Google Posts: Visibility and Engagement
Google Posts bring several advantages that can elevate your business’s online presence:
- Increased Visibility: Regularly updating your Google Business Profile with posts keeps it fresh and active. This can make your business more noticeable to users searching locally. For instance, a coffee shop posting about a limited-time discount might grab the attention of someone looking for a nearby caffeine fix. These updates appear prominently in your profile’s "Updates" or "Overview" sections, giving searchers more reasons to choose you over competitors.
- Enhanced Engagement: Beyond visibility, Google Posts foster interaction. By pairing compelling content, like vibrant images or short videos, with clear CTAs, you can prompt users to like, comment, or click through to your site. This engagement tells Google your business resonates with users, potentially boosting how it’s perceived in search results.
- Signaling Activity: Google favors fresh, relevant content, especially for local searches. Posting regularly shows that your business is active and invested in its online presence. This can differentiate you from competitors with outdated or stagnant profiles, subtly improving your standing in local search visibility.
Do Google Posts Directly Impact Local SEO Rankings?
Here’s where things get tricky, and debated. While Google Posts undeniably enhance visibility and engagement, their direct effect on local search rankings remains uncertain. Let’s look at both sides:
- The Indirect Influence: Some studies, like one from Sterling Sky Inc., found no clear evidence that Google Posts directly improve local pack rankings after testing them on inactive profiles for nine weeks. However, experts at Bliss Drive argue that engagement metrics, clicks, comments, shares, can indirectly signal relevance and popularity to Google. Essentially, while the posts themselves might not move the ranking needle, the interactions they spark could.
- Content Relevance: Posts can also align your profile with specific search queries. Imagine a florist posting about Valentine’s Day specials; that update could make their profile more relevant for searches like "flower delivery near me" around the holiday. This targeted relevance can improve visibility for certain queries, even if it’s not a direct ranking boost.
- Building Trust and Authority: Consistent, valuable posts align with Google’s E-A-T principles (Expertise, Authoritativeness, Trustworthiness). By positioning your business as a reliable source, say, a gym sharing fitness tips, you build trust with users. Over time, this trust can lead to more engagement, which Google might weigh in its algorithms.
- Freshness Matters: Google prioritizes up-to-date information. Regular posts signal that your business is current, contributing to a healthy, active profile. While not a direct ranking factor, this freshness supports your overall local SEO performance.
In short, Google Posts don’t appear to directly drive rankings, but they amplify visibility, engagement, and relevance, key ingredients that can indirectly bolster your SEO efforts.
Best Practices for Using Google Posts Effectively
Ready to make Google Posts work for you? Here’s how to maximize their potential:
- Post Regularly: Aim for at least one post per week. Google suggests this frequency, and since posts typically expire after seven days, consistent updates keep your profile lively and engaging.
- Mix Up Your Content: Variety is key. Rotate between promotions, event announcements, service highlights, or even customer stories. This diversity broadens your appeal and keeps your profile relevant for different search intents.
- Prioritize Quality: Use eye-catching images or videos and write concise, compelling text (up to 1,500 characters). Include natural keywords tied to your business, but steer clear of stuffing, focus on readability and value.
- Engage Your Audience: Respond to comments or questions on your posts. This interaction builds community and boosts engagement metrics, which can subtly benefit your SEO.
- Add Clear CTAs: Drive action with buttons like "Book Now" or "Visit Us." These prompts can funnel users to your website or encourage immediate contact, amplifying the post’s impact.
The Bottom Line: Google Posts Are Worth Your Time
The jury may still be out on whether Google Posts directly affect local SEO rankings, but their value is undeniable. They enhance visibility, spark engagement, and keep your Google Business Profile relevant, all critical factors in today’s competitive local search landscape. Paired with other tactics like profile optimization, review management, and local citations, Google Posts can give your business an edge.
If you’re not yet tapping into this feature, there’s no better time to start. Commit to regular posting, engage with your audience, and watch your online presence flourish. In local SEO, every opportunity to connect with customers counts, Google Posts are one you don’t want to miss.
Need help? Our EZlocal Pro team will craft awesome weekly Google Posts for you. It's included in our Social plan.
