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When companies think about their presence on Google, they usually turn to search engine optimization and ensuring all those Google Maps details are correct.
But as the feature set in Google My Business has expanded, companies now have another tool in their SEM arsenals to keep their content fresh and noticeable by Google’s all-knowing algorithms. One of the most promising features to roll out recently is Posts on Google.
Businesses that use the Google My Business suite can post a message that lives alongside their Google search results. It’s especially prominent when people look you up on a mobile device and Google Maps.
While the feature is rather new (so new, in fact, that brands currently have to request access to use it), it already has some powerful capabilities. It gives your business another social outlet that can be spotted by a lot of new sets of eyes. Here are a few ways you can put it to use for your business.
Best practices
The feature set is rather straightforward, though there are many ways to use the capabilities of Posts on Google. You can use it to highlight a sale, or to get people to sign up for your newsletter or check out a new feature of your website.
A Google spokesperson offered some general suggestions for how merchants can make the most of the service:
- Share daily specials or current promotions that encourage new and existing customers to take advantage of your offers
- Promote events and tell customers about upcoming happenings at your location
- Showcase your top products and highlight new arrivals
- Add a call to action to connect with your customers directly from your Google listing (make a reservation, sign up for a newsletter, learn more or make a purchase)
When creating a post, it’s also important to put a high-quality image that will draw in those eyeballs. The calls to action can engage the user directly with one of your products. If you’re running a specific promotion, set a time on the post so people know when to come into the store.
For example, a business can grab an attractive image to garner attention from a desktop or mobile search. With the call-to-action section, you’re able to increase the type of engagement metrics that you can track. Knowing what promotions are popular and get the most activity from current and potential customers can play a role in your overall online strategy.
Some user stories
The Google spokesperson also offered some feedback from specific users of Posts on Google. A representative from Just Mind, a therapist and marriage consulting office in Austin, Texas, said the feature is an easy and free method for promotion.
“As a small business, we don’t have a ton of resources,” said the Just Mind representative. “We post with the intention of engaging new and existing customers, informing them of new therapists and services we offer as we expand our business. The posts help us stand out in a unique way and allow us to differentiate ourselves from our competition.”
Play It Again Sports of St. Paul, Minnesota, has also been putting the posting features to use.
“Posts are worth my time because with limited effort you can get something fresh that is reaching people’s eyes – 1,100 people saw my last post,” said a representative for Play It Again Sports. “Getting information out to the customers is big for this kind of business, letting them know we have bikes or different sporting goods they may not be aware of.”
At this time, it’s unclear if Google will add in more features to the posts or expand the capability beyond Google My Business. Currently, large brands and businesses are the ones that can participate with posts. If you’re eager to try it out, you can request access from Google.