Serious Business from Google My Business
Lately, when conducting a Google search, have you noticed posts showing up in the local finder with the now well-known heading – “Related to Your Search” – appearing above several images, with a few words of text below it? This is what Google is up to with the distribution and display of posts – “Google Posts,” that is. And Google Posts which are associated with Google My Business listings may soon offer new and powerful marketing opportunities.
The evolution of Google Posts
As unofficially named “Google Posts” by Search Engine Land, this term refers to content developed and displayed by everyone from individuals to organizations on that eponymous search engine. These posts appear in card-like formats near the top of the screen after a search is conducted. Since 2017, “Google Posts” have been accessible and used by all kinds of enterprises (read: businesses). And there is excitement about the possibilities that may evolve, now that Google My Business has joined the act.
Why the great enthusiasm for Google Posts meeting Google My Business listings?
This presentation of how posts are arranged in a search was studied and reported on recently by Claire Carlile in a blog for Bright Local. Connecting the dots, Ms. Carlile points out that when a user searches for something on Google, either randomly or specifically, content in the form of a post from a Google My Business-affiliated company has a good chance of appearing in the search results. (Ms. Carlile refers to this as “semantically relevant content.”) For example, if a user is searching for information on visiting the Bahamas, a Google Post from a travel agency that has a Google My Business listing may display a post with relevant information with anything from the user’s location to dates where special deals can be displayed, and more.
How can businesses – and potential customers – benefit?
While still in the testing stage, this proposed display of content nevertheless demonstrates the power and reach which Google Posts possess. According to Ms. Carlile, the primary benefit of Google Posts is the capability for businesses to add relevant content which will appear directly on the search engine results position (SERP). Also, these posts “inform” Google of the relevancy of long-tail keywords and add to its knowledge base for any businesses that place content in this form. Additionally, any potential customer stands to benefit, as he or she will have the opportunity to get a feel for the business they are considering (once they have noticed and clicked on its representative Google Post).
Sign of the times?
Today, the implementation of a social media strategy has become standard for promoting a brand’s message, goods, and services. Ms. Carlile believes developing a “Google Posts strategy” may not be that far off. Complementing this, Rebecca Kowalewicz, writing for Forbes, states that many business owners should utilize Google My Business to make their presences known – but don’t. What they may fail to realize is that these listings are free of charge and are crucial to search engine optimization (SEO). If Google Posts via Google My Business listings continue to make impact, these business owners may wake up to the opportunities available to them.
EGC provides a host of digital services to help brands and businesses get noticed. For more information, contact us today.