Do My Business Posts Help SEO?
Absolutely Yes! My Business posts are helping your SEO effort as they contribute to the increase of topical authority for a GMB listing and E-A -T.
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Here’s why Google Business posts help SEO:
- Google My Business posts are the clearest signal you can send to Google that your business is open and ready to engage customers.
- You can direct traffic to specific pages on your website through your Google My Business listing. This will mean a boost to your website’s rankings.
- If you link your Google My Business posts to forms, you can collect user information. Bringing people back to the site through a blog or newsletter will level up your SEO.
Posting on your Google My Business can greatly engage with your customers and assist Google in understanding the relationship between your Google Business Profile and your website’s content.
Now that you know the quick answer, we can show you so much more about how Google Business Posts improves local SEO.
This is a long guide, so if you want to skip ahead, here’s the Table of contents:
Table of Contents:
Why is GMB important for SEO?
Google My Business is the best form of local SEO you can do for a few reasons:
- Your Google Business posts are free to use and don’t require any complicated investments.
- GMB posts engage customers and invite responses. The social signals are strong SEO factors.
- Google My Business posts direct customers’ clicks (CTR) to other elements of your GMB or pages of your website. This traffic boosts your SEO scores.
Google uses a variety of engagement metrics to measure user interactions and the performance of content across its platforms, including search and advertising.
This is how Google assesses and tracks user interaction with your Google Business Profile.
1) Click-Through Rate (CTR): Google tracks how often people click on your business listing after seeing it in the search results. This includes clicks to your website, clicks for directions, and clicks to call your business.
2) Actions on Page: Similar to CTR, Google measures specific actions users take on your business listing, such as requesting directions to your business, clicking on your phone number, viewing photos, or using the “Message” feature.
3) Photo Views and Uploads: The number of times users view and upload photos related to your business can be an indicator of engagement. Businesses with more photos or with frequently viewed photos may be seen as more relevant and attractive to users.
4)Questions and Answers: The Q&A section of your Google Business Profile allows users to ask questions about your business directly. Active engagement with this feature, both from users who ask questions and from the business that provides answers, can enhance your profile’s visibility.
5) Post Interactions: If you create posts for your Google Business Profile, the interactions with these posts (views, clicks) can be indicators of engagement.
6) Booking and Ordering Integration: If your business uses integrated booking or ordering features, Google can track how users utilize these services directly from your business listing.
7) Bounce Rate from Website: If users visit your website from your Google Business listing and then leave quickly, it could indicate that your site or the listing isn’t meeting user expectations.
Google Business Profile and Social Media
Understanding the interconnectedness of online data is essential, especially when it comes to your online business presence. With the latest updates, your Google Business Profile now allows you to link various social media accounts directly to your business listing.
This integration serves a dual purpose: it not only validates the content by creating a cohesive narrative about your business across different platforms but also provides Google with a wealth of data to better understand the nuances of your business in relation to the primary and secondary categories you’ve set in your profile.
By connecting your business listing with different social media profiles—like LinkedIn, Facebook, and Instagram—and even contributing to forums like Reddit, you’re essentially bolstering your business’s online authority.
Consider a real estate agent who has meticulously curated a Google Business Profile.
He links this profile to his professional website, which in turn is connected to his LinkedIn profile. Regularly, he engages with the community on Reddit, providing thoughtful real estate advice and linking back to his professional website and LinkedIn.
Google’s algorithms work to compile this information:
- The agent’s LinkedIn credentials reinforce his expertise in the real estate field.
- His website gains authority with each mention on Reddit, creating valuable backlinks.
- The credibility of his website is enhanced through consistent information and location details shared on his Google Business Profile.
This interconnected web of profiles and online interactions not only increases visibility but also meets Google’s criteria for expertise, authority, and trustworthiness (E-A-T). By ensuring that your Google Business Profile reflects and connects to your broader social media presence, you’re inviting Google to get a comprehensive understanding of your business, which can lead to improved search presence and customer trust.
How Do I Use GMB to Boost My Content and SEO?
Enhancing your Google My Business (GMB) profile with regular posts is a powerful strategy to drive customer interaction and increase your visibility. Google’s sophisticated algorithms, as outlined in various patents, use a plethora of user signal metrics to assess and rank your business listing.
Specific Google patents that shed light on these processes include the following:
- “Systems and methods for promoting personalized search results based on personal information” (US Patent 8,601,473): This patent suggests that Google may use personal data to tailor search results, which implies that personal interactions with a GMB profile could influence personalized local results.
- “Inferring user interests” (US Patent 8,005,773): According to this patent, Google might infer user interests based on online activities and interactions. For GMB, this could relate to how users interact with posts and whether they engage with content that reflects their presumed interests.
Regarding user signal metrics, Google considers several beyond those mentioned previously:
- Query Matching: The relevance of your GMB content to the search queries of users If your posts closely match what users are searching for, this can be a strong signal of relevance.
- Freshness of Content: How recently has the content been posted or updated? Google’s algorithms often favor recently updated content, which can signal that a business is active and information is current.
- User Reviews and Responses: The frequency and sentiment of user reviews, as well as the business’s responses to these reviews, Prompt and thoughtful responses to reviews can enhance a business’s reputation and encourage more customer interactions.
- Engagement Depth: Google may assess how deeply users engage with the content, such as whether they read through an entire GMB post, interact with photos, or use integrated features like booking or ordering.
- Profile Completeness: A fully completed GMB profile, including accurate and detailed business information, operating hours, and attributes, can improve visibility as it provides a comprehensive picture of the business to both Google and potential customers.
By understanding these patents and user signal metrics, businesses can fine-tune their GMB profiles to better align with what Google’s algorithms are looking for, potentially leading to improved rankings in local search results. Regularly creating engaging, relevant, and timely GMB posts is just one part of a broader strategy to optimize these user signals and enhance your local SEO efforts.
How do Google My Business Posts work?
Google My Business (GMB) posts are a vital tool to connect with potential customers through your Google My Business profile and listing. They allow you to share updates, special offers, events, or new products directly with users.
Google is actively enhancing the user experience (UX) for business profiles, giving more prominence to visuals. High-quality images in your GMB posts are now even more crucial, as these posts, along with your photos, are prominently displayed within the Maps interface as well. This visibility means the content and quality of your images can significantly impact your Google Business Profile (GBP) performance.
When people conduct a local search, these posts are visible on your GBP, typically positioned at the lower section of your business listing in search results. Users can easily browse through your latest updates by scrolling through the posts you’ve made.
Effectively utilizing the various post types—such as updates, offers, and events—can enhance your SEO and increase your business’s revenue from search results. With Google’s continued focus on integrating posts and images into the Maps experience, creating compelling and visually appealing content is more important than ever for standing out in local searches.
How to Use the GMB/GBP Update Posts
Every business can leverage the update post feature on Google My Business to enhance its visibility in local search results.
Here’s what you can do:
- Communicate Your Operational Status: With the uncertainty of openings and closings, it’s vital to inform customers that you’re still operational. The fluctuating nature of lockdowns can lead to confusion, so a clear message about your status can be very reassuring.
- Emphasize Your Location: Since local search results heavily favor geographical proximity, it’s important to mention specific place names and use location-based prepositions like ‘in,’ ‘around,’ and ‘near.’ This helps reinforce the association of your business with a particular area.
- Interlink Your Google Posts: By interlinking your Google posts, you can boost the topical relevance of your Business Profile. For an in-depth guide on this strategy, our King Kong Power Training Course offers over 40 videos on using Google Posts to excel in 3-pack rankings. This resource is available with any of our annual subscription plans, along with all the other video courses!
- Focus on Reassurance, Not Sales: The goal of these updates is not to hard sell but to provide assurance to your customers about your availability and their safety when engaging with your business.
Showcase Offers and Generate Leads
Highlight Promotions and Capture Customer Information
Utilizing the special offer post feature on Google My Business can significantly boost your income. Informing your audience about promotions can drive sales, but you can also employ this feature more strategically to enhance your business outcomes. Consider these approaches:
Craft an offer post that directs to a lead capture form. For instance, if you own an outdoor sports equipment store, propose a deal offering a 10% discount to customers who provide their email addresses. This tactic not only garners immediate leads but also helps you build your email marketing list, which is beneficial for future outreach. Additionally, having direct traffic from emails to your website is a strong factor in improving local SEO rankings.
Regularly updating your Google My Business with new posts can elevate your visibility in local search rankings. Make sure your posts reflect the content on your website, rephrase key information, and include links back to corresponding pages. This not only helps with SEO but also ensures consistency across your online presence.
Develop templates for your Google My Business posts for ongoing deals, and set them with a one-year expiration to fully leverage SEO benefits. Link these posts to relevant product or service pages on your website. When these offers are well-structured and your overall online presence is finely tuned, they can act as a catalyst for appearing in the local 3-pack.
Update Your Potential Customers
Minor updates can make a major impact when it comes to hyperlocal SEO. Whether it’s welcoming a new team member, acquiring fresh equipment, launching a novel product line, altering your hours of operation, or updating your contact details, each change is an opportunity for an update.
Crucially, these updates should always spotlight your location. Incorporating geographic references and using locational prepositions like ‘near,’ ‘in,’ and ‘around’ will enhance your presence on Google Maps. Since a substantial number of users rely on Google Maps for finding local businesses, such location-specific updates can significantly increase traffic to your site.
For a subtle yet effective update, consider publishing a case study. Detail the story of a particularly effective service you’ve provided and share it. You can offer this case study as a downloadable asset or a complimentary resource to prospective clients. Not only does this showcase your business’s success in a tangible way, but it also supports your marketing efforts by encouraging site visitors to leave their contact details in exchange for valuable insights—further cementing your business’s local SEO footprint.
Generate event posts and maintain “mirroring” to ensure data consistency.
Every kind of event can be effectively promoted through Google My Business posts.
To maximize the impact of your event-related posts, include a compelling call to action (CTA) and direct potential attendees to a dedicated landing page crafted specifically for the event.
Thanks to recent updates from Google, your posts, including those for events, now remain active on your profile for at least a year, giving them a longer lifespan than the previous seven-day limit.
Pro tip: When it comes to services and products, Google Posts can act as a reflective surface, mirroring what you offer.
- Strategically spotlight seasonal offerings when they’re most relevant to drive targeted traffic to specific product pages.
- Emphasize the unique benefits of your products or services that potential customers will find appealing.
- Regularly feature products or services that distinguish your business from others to maintain a distinctive presence.
Reiterating a fundamental principle of SEO: traffic enhances search rankings Each visit to your website via a Google My Business post contributes positively to your site’s SEO strength.
For an in-depth guide on this strategy, our King Kong Power Training Course offers over 40 videos on using Google Posts to excel in 3-pack rankings. This resource is available with any of our annual subscription plans, along with all the other video courses!
How Often Should I Post on Google My Business?
Post more frequently than your rivals, but avoid overwhelming your Google My Business listing with superfluous content. Ideally, you should post once every two to three days.
Neglecting to add fresh posts can cause your Google My Business profile to become outdated. Regularly updating your profile can lead to an increase in clicks and conversions.
With the GBP Audit feature of GMB Crush, we’ve enhanced our white-label GBP Audits to include a comprehensive section that examines content posts, linking strategies, top keywords, and the publishing frequency of your competitors’ Google Business posts.
This enables you to access the critical, behind-the-scenes data that Google values.
Check out this sample report to see how the GBP Audit Feature of GMB Crush works: [Sample Report URL]
How To Optimize GMB Posts SEO
Here are key actions to focus on for improving your local SEO through Google My Business (GMB):
- Ensure Accurate Location Details: Your GMB posts need to have the correct location and service area for your business. Mentioning phrases like “near the downtown area” can strengthen the association of your location with nearby searches.
- Monitor User Interactions: The GBP Analytical tool within GMB Crush enables you to monitor your Google Business Profile’s click-through rates (CTR) and keyword performance comprehensively. It offers access to analytical data spanning up to 18 months, with detailed weekly and monthly reports. All reports are white-labeled, allowing for seamless integration into your internal documentation or for professional presentation to your clients.. sample report – subscribe now
- Select Appropriate Categories: Your business falls into one primary and up to nine secondary categories. Look at what your top-performing competitors are doing and ensure your categories align with those leading in Google’s rankings. The GBP audit report of GMB Crush Crush is designed to direct you towards the optimal mix of categories for your business, taking cues from the category selections of your most successful competitors. It also uncovers a range of other subtle optimization strategies that these competitors are using, giving you deeper insight into how to enhance your position in Google’s rankings. (sample report ) – (subscribe now )
- Incorporate Relevant Keywords: Stay updated with the keywords people are using to find your services by reviewing Google Search Console data. Use those keywords to craft compelling Google posts.
- Utilize GMB UTM Tracking: Implement UTM parameters in your links to filter your GBP traffic in Google Search Console. This helps in analyzing the effectiveness of your posts.
- Understand Searcher Intent: Cater to local searchers ready to make a purchase by aligning your content with their search queries. Keep an eye on the correlation between these queries and your Google posts for insights into what content works.
- Leverage Insights from Google Sheets: Link your Search Console to Google Sheets to filter queries and gain insights that can inform your GMB content strategy.
- Create Unique Content: Avoid repetitive posts. Craft each post with a clear structure, including a compelling headline, introduction, and detailed body, much like a blog post.
- Link Related Posts: Designate a high-performing Google post as your main content piece and link to six related posts to support its topic, which can help in boosting your rankings. With GMB Crush, you can easily analyze your competitors’ total post count and their publishing frequency within 90 days. With this data, you can plan out how often and how many posts you need to exceed your competitors’ numbers. (sample report ) – (subscribe now )
- Utilize Historical Posts: Google’s algorithms may use older Google posts to justify local relevancy, so it’s crucial to maintain a history of quality, relevant posts.
- Avoid Content Duplication: Google may not index Google posts with repetitive/duplicated content, so always strive for originality.
- Reverse Engineer Competitor Success: Analyze how competitors achieve their rankings, especially if they use local justifications, and apply those strategies to your own listings.
- Optimize for Voice Searches: With the rise of voice search, ensure your Google posts answer common questions people might ask about your business, especially those including “near me” phrases.
- Implement Calls to Action: Encourage clicks and conversions with clear calls to action in your posts, as Google values these user behaviors.
- Populate the Q&A Section: Answer common customer queries in the Q&A section of your GMB listing to provide authoritative information and contribute to your content’s relevance.
- Enhance with Multimedia: Use photos and videos to make your GMB content stand out. For example, introduce new team members with a brief video rather than just text.
How Can I Improve My Google Business SEO?
We’ve extensively discussed how businesses can utilize Google My Business (GMB) posts for content marketing, but there’s another critical element of your GMB listing that we haven’t emphasized enough: customer reviews.
Customer reviews are a powerful form of content marketing, and they shouldn’t be left to chance. There’s room for you to actively encourage more and better-quality reviews.
Here are five strategies to enhance your review marketing efforts:
- Encourage Reviews:
- Maximize every customer interaction by encouraging comprehensive reviews that reflect your business’s primary and secondary categories.
- Here’s what’s new with Google Business Profile: Google has stepped up its game against fake reviews, enhancing its detection systems to identify and act against artificial or paid-for reviews that violate its policies on authentic engagement.
- Here’s a breakdown of the latest changes:
- Google’s improved detection measures are now better at identifying suspicious review activities.
- Profiles found breaching the policies on fake engagement will be restricted from receiving any reviews or ratings for a period of 30 days.
- Even if your business garners a wealth of authentic reviews, it’s important to pay attention to the pace of these reviews, known as review velocity, which reflects your local business growth. Assess the top reviews of your competitors and note how quickly the front-runners are gathering feedback.
- And there’s more:
- Google’s review prompts are tailored to the services you offer, and linked to your listed business categories.
- Keep an eye on the ‘Place Topics’ section for insights into customer experiences related to specific services you provide.
- Tracking new keywords is key; typically, a place topic becomes prominent after just a few mentions of a keyword.
- Making minor adjustments can lead to significant outcomes, and it’s often simpler to achieve improvements than anticipated.
- For GMB Crush users, our Wizard audit feature provides a deep dive into your review velocity and place topics, allowing you to compare your business directly with the top performers in your category.
- Guide Review Content: When comfortable, suggest that satisfied customers mention the specific services or products they used. This can help increase the relevance and searchability of your reviews with targeted keywords.
- Engage with Reviewers: mely responses to reviews contribute to favorable ranking signals. Maintain a high response rate, as Google factors in your engagement with customer feedback when calculating your business’s rank.
- Leverage Reviews Beyond GMB: Leverage customer feedback beyond your GMB listing by incorporating reviews on your website’s service and product pages. Embedding these testimonials and utilizing schema markup not only aids Google in authenticating the connection between your business profile and website content but also helps in identifying relevant correlations.
- Expand Your Review Reach: Don’t limit reviews to your GMB listing. Seek them on industry-specific sites to earn backlinks and additional credibility, which, in turn, strengthens your SEO.
Additional considerations based on recent Google updates and trends:
- Traffic Decline on Citation Sites: Post-update, there’s a noticeable drop in traffic to citation sites, affecting the likelihood of your citations being indexed. Google is now more selective, especially targeting identical citations spread across various sites.
- Shifting Indexing Strategies: Google is pivoting from relying heavily on local citations to drawing data from reviews, images, and listed services—elements closely tied to your business categories.
- Innovative Use of Citations: Citations still hold value for brand management and search result diversity, particularly on authoritative sites, while smaller directories may be losing significance.
- Link-Backed Citations: Citations with inbound links are more likely to remain indexed, indicating that a more proactive approach is needed to keep them relevant.
To maintain and enhance your local SEO:
- Align Business Categories: Your business categories should be consistent across your website and GMB content. Utilize tools like our new Geo Grid Pro Ranking Scan to analyze category distribution and understand detailed ranking data by category, reviews, and sentiment across different regions.
- Optimize Local Pages: Ensure your local pages are well-crafted and aligned with the locations indicated by your ranking pins.
- Target the Right Locations: With updates to our Grid Pro Feature, you can automatically pinpoint the best areas to focus on to drive engagement and calls. Check this sample report to see how it works: [Sample Report URL]
Our insights and tools are designed to refine your local SEO strategy, helping you to target the right signals and leverage the evolving SEO landscape to your advantage.
Based on our recent insights, here are some additional factors to consider:
Refined Proximity Filters: Google’s proximity filters are becoming more sophisticated. We’ve observed a heightened level of competition, even in nearby areas and less populated zip codes, suggesting an increase in the density of active businesses. Google may be introducing new criteria to prioritize listings in search results based on proximity.
Heatmap Analysis: Utilizing the GMB Crush grid pro tracker’s weekly heatmap updates can reveal “red zones” — areas where rankings are changing quickly. These zones highlight regions where businesses should direct their focus to adapt to the competitive landscape.
Real-Time Data Consistency: In competitive sectors, fluctuations in rankings have been noted, often linked to businesses with multiple categories that do not have corresponding service mentions in their reviews. This contrasts with competitors who maintain alignment across their categories and reviews.
Service Listings Impact: Listings that have services closely tied to their primary business category are showing stronger performance in rankings than those with less relevance.
Booking Feature Influence: The introduction of a booking feature within Google’s local 3-pack, which integrates with Google’s booking partner applications, is noteworthy. Listings that display availability for appointments show positive ranking signals, especially when slots for specific days and times are visible.
Do Google business posts expire?
Google posts no longer expire after 7 days. This means that your posts from weeks, months, or even years ago will remain in your Knowledge Panel by default. At GMB Crush, we know how important this Google update is to local SEO.
With GMB Crush, you can easily analyze your competitors’ total post count and their publishing frequency within 90 days. With this data, you can plan out how often and how many posts you need to exceed your competitors’ numbers.
Where do Google my business posts appear on Google?
Google My Business posts appear in a carousel towards the bottom of the knowledge panel for local businesses. The posts appear from newest to oldest, and visitors can click through the different posts to engage with them. Google shows multiple posts with thumbnails, so there may be some advantage to keeping only one post active at a time because this will create a larger picture and space for a caption.
Google posts are very useful not just for communicating with your customers or updating them on what’s new but also for improving your local SEO.
With many business owners already harnessing the benefits of Google posts, your winning the game will now depend on whether you are doing better than your competitors or not.
GMB Crush can do a full audit of your competitors’ posts so that you can have a point of comparison and strategize to surpass their numbers. (sample report ) – (subscribe now )
Google Business Post Checklist
Topical relevance has become increasingly critical in local SEO, especially with Google’s MUM update, which aims to better understand the nuances and context of content. Ensuring that your Google My Business posts are topically relevant helps prevent them from being devalued by Google.
Your most recent post should incorporate targeted keywords in the headline, reinforcing both the geographical focus and the search intent. It’s crucial that these elements are in alignment with Google’s expectations for your specific content category.
To stay ahead in the competitive landscape, consider this GBP optimization checklist. It provides a straightforward, actionable set of recommendations designed to refine your Google post content strategy, ensuring that it aligns with topical relevance principles and leverages the latest in SEO best practices.
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